Category: Advertising

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Measuring the Long-Term Effects Of Television Advertising

The key to measuring the long-term effects of advertising is to identify a measure of loyalty that discriminates among consumers based on their future dollars purchases so that they can be segmented Then it is possible to measure how advertising changes the size of those segments The current study identified the key discriminating factor as Trial and Depth of Repeat

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Measuring the Long-Term Effects Of Television Advertising

ABSTRACT Advertising influences brand purchase through short-term effects determined by direct increases in penetration basket size and buy rate Advertising also influences brand purchase through long-term effects determined by indirect increases of future purchases through trial and increases in loyalty and brand equity The current study measured the long-term effect of television advertising by tracking households ‘ purchases that were

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How to Capture Consumer Experiences: A Context-Specific Approach To Measuring Engagement

ABSTRACT Although academics and practitioners have embraced customer engagement as a major objective of marketing the conceptualization and measurement of engagement is challenging Prior research largely has relied on conventional one-size-fits-all measures with a fixed set of scale items The current more flexible approach measures engagement based on context-specific experiences that can vary across brands and products Three studies examining