Door-to-door advertising. How to measure reach and effect?

Fred Bronner

The award winning paper given by Jacques Braun and Pierre Calmard at the Istanbul Congress which appears in this issue of Marketing and Research Today, deals with the problem of how to measure the audience for direct non-mail As there is little published on this topic and since it is an issue of considerable importance to advertisers, we reproduce here another paper on the subject given at an ESOMAR seminar in Athens in December 1994.

Door-to-door advertising. How to measure reach and effect?

Fred Bronner andCees van Rooy Veldkamp, The Netherlands

 

In daily life the consumer takes many decisions to buy or reject products and brands; sometimes after a long choice process, sometimes impulsively. In certain situations a lot of time is available, in other situations the decision is taken in haste (Wright, 1975). The involvement with regard to choice also varies (Vaughn, 1986).Marketing people try to influence these complicated and obscure decision-making processes by...

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