An interviewbased measure of shortterm advertising effects
Flemming HansenCopenhagen Business School
and
Jrgen Kai OlsenCopenhagen Business School
The need for a new manageable advertising tool
In recent years, many leading advertisers have gained insight into how advertising works with the use of electronic singlesource data, i.e. data that combine the television meter measures of all television exposures with purchase registration, which is carried out by scanning barcode data. The advantages of such measures as compared with measures of ad recall, brand recall, purchase intention and so on are pointed out by Lehmann (1999).
Such analyses, however, require a...