TITLE

COMMENTARY ON "ADVERTISING EXPERIMENTS AT THE CAMPBELL SOUP COMPANY"

AUTHOR(S)
McNiven, Malcolm A.
PUB. DATE
January 1989
SOURCE
Marketing Science;Winter89, Vol. 8 Issue 1, p74
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
4479390

 

Related Articles

  • Consumer Strategies for Purchasing Assortments within a Single Product Class. Lee, Jack K. H.; Steckel, Joel H. // Journal of Retailing;Fall99, Vol. 75 Issue 3, p387 

    Different uses, users, and usage occasions for a given product category give rise to the possibility of multiple preference contexts within individuals and households. Each context is assumed to have a unique preference structure, and hence the consumption utility for a given alternative will be...

  • Predicting Product Purchase and Usage: The Role of Perceived Control, Past Behavior and Product Involvement. Kokkinaki, Flora // Advances in Consumer Research;1999, Vol. 26 Issue 1, p576 

    This article examines the predictive validity of the theory of reasoned action (TRA) and the incremental contribution of perceived control and past behavior, in the context of two behaviors thought to differ in terms of volitional control and frequency of performance. The study applies the TRA...

  • Be/longings: Consumption and Flow. Eccles, Sue; Woodruffe-Burton, Helen; Elliott, Richard // Advances in Consumer Research - European Conference Proceedings;2006, Vol. 7, p471 

    The article focuses on the shopping behavior of consumers in relation to the concept of flow. It states that the concept of flow is where the skill of a person coincides with the demands of a situation on consumer behavior. It notes that the main dimensions of flow include intense involvement,...

  • MIEUX CONNAÃŽTRE LE CONSOMMATEUR SOCIALEMENT RESPONSABLE. Lecompte, Agnès François; Valette-Florence, Pierre // Decisions Marketing;jan-mar2006, Issue 41, p67 

    This article focuses on socially responsible consumption. More precisely, it has three objectives : first to better know responsible consumer concerns, secondly to identify the demographical profile of responsible consumers and finally to understand the gap between respondents' declarations and...

  • Exploring the Gap Between Consumers' Green Rhetoric and Purchasing Behaviour. Johnstone, Micael-Lee; Tan, Lay // Journal of Business Ethics;Dec2015, Vol. 132 Issue 2, p311 

    Why do consumers who profess to be concerned about the environment choose not to buy greener products more regularly or even at all? This study explores how consumers' perceptions towards green products, consumers and consumption practices (termed green perceptions) contribute to our...

  • The Consequences of Retailer vs. Media Communication About the Use of Intrusive Marketing Practices on Customer Attitudes, Satisfaction, Trust and Loyalty. Lalos, Marco; Cestre, Ghislaine // Advances in Consumer Research;2009, Vol. 36, p968 

    The article presents a study on the influence of consumers' affective state on purchase intention. It demonstrates that consumers with positive mood have higher intention to purchase products. It states that in mood regulation argument people in positive mood may be more sensitive to mood...

  • Did you KNOW? Price-matching guarantees.  // B&T Weekly;5/19/2006, Vol. 56 Issue 2564, p36 

    The article offers information related to advertising. There is no relationship between the amount of money that is offered to be refunded and repeat purchase behavior from stores offering a price-matching guarantee. The scope of the refund is significantly related to repeat purchase behavior...

  • A Factor Analysis Approach to Measure the Biased Effects of Retail Fruit Juice Advertising. Gao, X. M.; Jong-Ying Lee // Empirical Economics;1995, Vol. 20 Issue 1, p93 

    This study presents a structural factor analysis approach to measure the impact of advertising on consumer demand. It is assumed that advertising affects the latent perception of consumers, which in turn influences their purchasing behavior. This study investigates the relationship between...

  • Consumption Fantasies: A Phenomenological View. Leonard, Hillary A. // Advances in Consumer Research;2005, Vol. 32 Issue 1, p229 

    This article discusses some aspects of consumption fantasies. In this age of consumerism, consumer fantasies are widely held. Advertisements and marketing media frequently refer to fantasy vacations, dream homes, ultimate sports cars and fairytale weddings. Fantasies are seen as personal and...

Share

Read the Article

Courtesy of VIRGINIA BEACH PUBLIC LIBRARY AND SYSTEM

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics