Summary
Contents
Subject index
This book is based on state-of-the-art research, including pure single-source research, consumer panel research, a predictive technique to pre-test television commercials, econometric evaluation, and studies of market and brand aggregates. Although the data in the book is based on sound samples and proven measurement techniques, they are explained with the simplest mathematics and the clearest prose.
Frozen Effects versus Continuous Effects: Snapshots versus Movies
Frozen Effects versus Continuous Effects: Snapshots versus Movies
Econometric analysis is able to quantify in round terms the effect on sales of individual doses of advertising.
Econometric analysis can quantify approximately the size of the medium-term effect of advertising. It does this by estimating the value of the sales during a year that can be directly attributed to the campaign.
The long-term effects of advertising take the form of an enrichment of the brand and a strengthening of its relationship with the consumer. There are at least six ways in which this enrichment can be evaluated. The most important of them is a measure specific to the advertising itself.
This extract from the Gatekeeper model is meant to convey my main ...
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