An interview-based measure of short-term advertising effects

Often, advertisers do not have real (electronic) single-source data available for the evaluation of their advertising campaigns.

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...

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