Generalizations about Advertising Effectiveness in Markets
نویسنده
چکیده
Based on over 260 estimates, the mean elasticity of sales or market share to advertising is 0.1 percent. Another 450 field experiments suggest that changes in media, product, target segments, advertising scheduling, and advertising content are more likely to yield changes in sales than do changes in advertising weight. Numerous other studies suggest that advertising wear-in does not exist or occurs quite rapidly while advertising wear-out occurs more slowly. Details of and differences in these results by condition are discussed in this article.
منابع مشابه
Advertising’s Role in Capitalist Markets: What Do We Know and Where Do We Go from Here?
INTRODUCTION Advertising is one of the most fascinating phenomena in modern capitalist markets. It is pervasive, perplexing, multidimensional, and unfathomably rich. It is seemingly simple, yet full of paradoxes. Lay people and some experts assume they understand well how advertising works. Yet their simple conclusions may be quite wrong. Decades of research seem to have led to some generalizat...
متن کاملAttitude Towards Advertising: A Young Generation Cohort’s Perspective
This study aims to investigate young consumers’ views about advertising from generation perspective. Specifically, it seeks to scrutinize the effects of both advertising beliefs and personal values on their attitude towards advertising. As past studies review little about the implication of generation on advertising attitude in developing markets, the study looks into the subject matter from th...
متن کاملارزیابی عوامل مؤثر بر کاربرد بیلبوردهای تجاری توسط شرکتهای تبلیغاتی اصفهان
According to studies about commercial billboards, some factors seem to be important to welcome by advertising companies: Type of business activity, The size of the company, Participants’ perceptions of the effectiveness of advertising, Competitors and Industry Activities, Power Financial Corporation, Billboard participants’ perceptions about the media and its benefits, Advertising and marketing...
متن کاملThe Implications of Improved Attribution and Measurability for Antitrust and Privacy in Online Advertising Markets
The digital revolution has often been heralded for the transformation it has produced in advertising. The ability to collect data about the individual, automatically parse it, and then serve ads on that basis has transformed advertisers’ ability to target ads and show specific ads to specific groups of consumers. This targeting revolution has led to the emergence of paid search advertising, whe...
متن کاملشناسایی ابزارهای ترفیعی و تبلیغی مناسب برای فرش دستباف ایران در بازار داخلی
Regarding the importance of handmade carpet advertising, variety of advertising tools and financial resources limit, prioritization of the tools by expert opinion can be effective in programming and planning on carpet artisan. Two main objectives are to be achieved in this research. The first objective determining importance factor of evaluation indices of handmade carpet advertising tools and ...
متن کامل