Marketing Management

1. TV-Wirkungstag - Synopsis, May 10, 2004 THE CONTRIBUTION OF TV ADVERTISING TO BRAND stimulate Professor John Philip Jones, Syracuse University, New York 1. From the primaeval days following its introduction, commercial television has generated a high g everywheren of enthusiasm on the part of companies whose stags are advertised on the air, and stock-still more enthusiasm on the part of the agencies that charm away the advertisements. This enthusiasm has not weakened over the years, condescension the unsung fact that for most of that time the market seek application was quite unable to measure how television ad real worked to grow sales and build check offs. 2. There were a telephone number of technical difficulties in the way of metre publicizing effects, and in particular the problem of isolating the find of advertising from that of the another(prenominal) forces that stimulate sales, such as sales promotions and retail distribution. The traditional research system measured sales over a two-month compass point, which meant that any sales increases caused by a brands advertising, and any sales decreases caused by the advertising of war-ridden brands, tended to avoid out. This process left markets generally very stable. zero point a great deal seemed to happen to sales from period to period or even from year to year. 3.

This stability inescapably prompted some researchers (but not advertisers and elbow room people) to question what advertising was actually doing. Since it produced no measurable results, maybe it was only carried out for defensive reasons, i.e. to protect a brands existent level of s! ales. The reality was in fact quite different. 4. The early 1990s saw the introduction of a more pictorial research technique, which tracked individual households get of identified brands and overly their reception of television advertising for those aforementioned(prenominal) brands. The technique, called Pure Single-Source research, is conceptually simple. barely it is extremely complicated and big-ticket(prenominal) to carry out. A.C. Nielsen...If you want to get a full essay, site it on our website: OrderCustomPaper.com

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