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of 3
pro vyhledávání: '"Mary Ellen Stevens"'
Autor:
Beth Lubetkin, Stuart Kalmenson, Leonard M. Lodish, Magid M. Abraham, Jeanne Livelsberger, Mary Ellen Stevens, Bruce C. Richardson
Publikováno v:
Journal of Marketing Research. 32:125-139
The authors analyze results of 389 BehaviorScan® matched household, consumer panel, split cable, real world T.V. advertising weight, and copy tests. Additionally, study sponsors—packaged goods advertisers, T.V. networks, and advertising agencies
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::1d208c9180700f7e522eef3d36f3e090
https://doi.org/10.1177/002224379503200201
https://doi.org/10.1177/002224379503200201
Autor:
Mary Ellen Stevens, Magid M. Abraham, Jeanne Livelsberger, Leonard M. Lodish, Beth Lubetkin, Bruce Richardson
Publikováno v:
Marketing Science. 14(3_supplement):133-133
This article reports on the first in-market experimentally based measurement of long-term TV advertising effects for a representative cross-section of 55 tests for established consumer packaged goods. The typical BehaviorScan® weight test has a test
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::62f5afa1a2b41ee2ab98c3b3f631f70d