McNiven, Malcolm A.
January 1989
Marketing Science;Winter89, Vol. 8 Issue 1, p74
Academic Journal
This article focuses on the commentary on the article "Advertising Experiments at the Campbell Soup Company." The careful administration of an advertising experiment is time-consuming and the task of managing 19 studies in one year would stretch the capabilities of any department. One also wonders if there might not be some interaction between treatments of different experiments in the same market at the same time. If fewer studies were undertaken, or spread out over a longer period of time, this problem could have been mitigated. Question has been raised of the appropriate response measure to be used in the analysis. However, this question is not really answered by the Campbell studies. While SAMI data correlate very well with factory shipments, they often do not relate very well to consumer consumption or consumer purchase. The inventory effects of national and local promotions, store deals and displays, salesmen's efforts to compensate for advertising variations, store inventory policies, etc., all add variance to the system and tend to dampen the effects of advertising on consumer behavior. This makes the analysis of experimental results extremely difficult and leads to the lack of response seen in many of the Campbell studies.


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