Using Consumer Panels in Media Research

This paper examines two distinct but related hypotheses: advertising does have short term effects; and incremental exposures do have incremental effect. This paper aims at tracking the effects of TV and press on the purchase of brands by an upmarket audience.

Using Consumer Panels in Media Research

Ravi MoorthyORG-MARG, India. andPraveen TripathiChaitra Leo Burnett, India.

BACKGROUND AND SCOPE OF RESEARCH

Our approach is aimed at tracking the effects of TV and press on the purchase of brands by an upmarket audience. The objective would be to examine the effect of exposure of TV and press advertising on consumer purchase behaviour. In order to achieve the above objective, we ran a short term panel (fourteen weeks) among upmarket housewives, i.e. housewives from TV owning households with monthly income of Rs. 4000/- or more so that exposure and purchase...

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