Abstracts - faqs.org

Abstracts

Business

Search abstracts:
Abstracts » Business

Advertising effects: more than short term

Article Abstract:

The long term effects of advertising are measured using a time series model and a direct estimate formula for measuring consumer brand equity by applying these models to an individual brand with a floating base and to another condition based on consumer brand equity. The study disproves the common notion that product brands have a constant market share base which is not affected by advertising and marketing activities. Moreover, the models were found to account for advertising impact as well as market behavior.

Author: Broadbent, Simon
Publisher: NTC Publications Ltd.
Publication Name: Journal of the Market Research Society
Subject: Business
ISSN: 0025-3618
Year: 1993
Advertising, Product differentiation, Spot advertising

User Contributions:

Comment about this article or add new information about this topic:

CAPTCHA


Single source - new analyses

Article Abstract:

The wealth of information that can be derived from single source panels is often underestimated. Data from such panels can include both the category and brand descriptions of a product, brand share and price relationships, demographics, viewing weight and recent viewing. The derived information can be subjected to normal time series modeling and multivariate regression analyses to generate such variables as short-term advertising effects and diminishing returns to higher current advertising pressure.

Author: Broadbent, Simon
Publisher: NTC Publications Ltd.
Publication Name: Journal of the Market Research Society
Subject: Business
ISSN: 0025-3618
Year: 1997
Consumer Behavior, Market Research, Usage, Marketing research, Consumer preferences, Panel analysis

User Contributions:

Comment about this article or add new information about this topic:

CAPTCHA


Adstock modelling for the long term

Article Abstract:

There are two procedures for modelling the long-term impact of advertising. One is the application of adstocks with a long half life. The other makes use of a new expression known as the cumulative adstock which is always in dynamic balance with negative forces. The result of this is a floating base which may either fluctuate or remain static. Case histories are presented.

Author: Broadbent, Simon, Fry, Tim
Publisher: NTC Publications Ltd.
Publication Name: Journal of the Market Research Society
Subject: Business
ISSN: 0025-3618
Year: 1995
Research, Advertising research

User Contributions:

Comment about this article or add new information about this topic:

CAPTCHA


Subjects list: Models, Analysis, Advertising
Similar abstracts:
  • Abstracts: Asset stripping by decree? Banking on the needs of the elderly
  • Abstracts: Taking the outside track. Short cut to tying up loose NEDs. Prestwick take-off
  • Abstracts: Cautious lenders beckon borrowers. Stockbrokers: still willing and eager
  • Abstracts: Evaluating the many options that exist for restructuring partnership debt. Troubled real estate partnerships: what options are available to foreign lenders?
  • Abstracts: Database marketing begins to register. Getting bugs out of sales
This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.
Some parts © 2025 Advameg, Inc.