Measuring exposure to advertising: a look at gross rating points

Article Abstract:

Advertising expenditures and gross rating points (GRPs) can be used to measure the efficacy of advertising campaigns. A test was conducted to determine whether the two can be used interchangeably in measuring advertising impact. Information on advertising for butter in six regions of Canada between 1984 and 1989 served as data for the test. Analysis showed that there is a feeble relationship between changes in percentages in expenditures and GRPs and that GRPs cannot be considered a reliable advertising measure.

Management, Usage, Canada, Measurement, Testing, Advertising, Advertising research, Advertising expenditures, Canadian advertising

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Impacts of foreign direct investment and advertising on the export demand for US frozen potatoes

Article Abstract:

Export markets for US frozen potatoes are expected to grow robustly as small markets continue to develop, according to a study of four markets with different import volumes and market development strategies represented by Japan, Mexico, the Philippines and Thailand. Import demand in these markets are shown to be influenced by the volume of local investments by the US food service industry and US Potato Board and third-party advertising.

Frozen Fruit, Juice, and Vegetable Manufacturing, Frozen fruits and vegetables, Frozen Potato Products, Foreign operations, International trade, Vegetable industry, Food services, National Potato Promotion Board

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