The Use of Field Experimental Observations in Estimating Advertising Recall

Strong, Edward C.
November 1974
Journal of Marketing Research (JMR);Nov74, Vol. 11 Issue 4, p369
Academic Journal
The results of field experimentation in advertising are often under-utilized. A model of advertising recall within an audience is presented. The model provides the basis for a schedule simulator which estimates advertising recall for a variety of schedules. The outcomes of the simulations are compared with previous research.


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