TITLE

The Use of Field Experimental Observations in Estimating Advertising Recall

AUTHOR(S)
Strong, Edward C.
PUB. DATE
November 1974
SOURCE
Journal of Marketing Research (JMR);Nov74, Vol. 11 Issue 4, p369
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
5000626

 

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