Television Commercial Test Scores and Short-Term Changes in Market Shares

Buzzell, Robert D.; Kolin, Marshall; Murphy, Malcolm P.
August 1965
Journal of Marketing Research (JMR);Aug1965, Vol. 2 Issue 3, p307
Academic Journal
In this rejoinder, the authors reply to the criticism of the Schwerin Analyses made by Messrs. Fothergill and Ehrenberg.


Related Articles

  • FROM THE MOUTHS OF BABES TO MARKETERS' EARS. Keefe, Lisa M. // Marketing News;11/1/2007, Vol. 41 Issue 18, p04 

    This article presents an editorial on how the editor's six year old child saw an advertisement for a truck that she recognized right away was not true. The editor suggests teaching children about analyzing the messages they see on television and to think critically about what they see and admits...

  • Ad spend cuts are false economy, says study.  // Marketing Week;4/15/1999, Vol. 22 Issue 11, p10 

    Discloses the findings of a study on the associations between television advertising spending and market share during the first six months of 1991 and the first six months of 1992 in Great Britain. Increase of television spending for highest-performing brands; Percentage of the reduced total...

  • Mullen's Latest Nextel Work Is a Parting Gift.  // Adweek Eastern Edition;6/30/2003, Vol. 44 Issue 26, p22 

    It has something to do with hubs, routers and signal efficiency. That and some kind of incredibly complicated software enhancement, so you begin to see why this campaign from Mullen is so delightful, it never actually gets into the arcane explanation of the breakthrough technology. The first...

  • Weak 4th qtr. makes ad rev growth spotty in '95. Robins, J. Max // Variety;3/4/96, Vol. 362 Issue 5, p61 

    Presents statistical information compiled by the Television Advertising Bureau about the growth of television advertising revenue for 1995. Comment about the growth from Harold Simpson, TVB; Details of advertising sectors with increased revenues; Statistics on network TV advertising revenue.

  • Market trends: Spot television.  // MediaWeek;11/7/94, Vol. 4 Issue 43, p20 

    Presents market trends in spot television advertising in the United States. Brand spending; Daypart spending; Spending activity of spot television advertisers.

  • TV ad revenue surged in first quarter.  // MediaWeek;6/6/94, Vol. 4 Issue 23, p23 

    Presents statistics on television advertising revenue in the first quarter of 1994 in the United States. Network television; Syndicated television; Cable television; Spot television.

  • NBC's OTHER LANGUAGE. Albiniak, Paige // Broadcasting & Cable;1/3/2005, Vol. 135 Issue 1, p32 

    Presents information on the financial performance of NBC-owned Telemundo Television stations in the U.S., as of January 2005. Comparison of the market share of Telemundo to Televisa; Advertising strategy adopted by Telemundo stations; Role of the creation of additional telenovelas or soap...

  • It's Time to Cut Through the Upfront Clutter. Steinberg, Brian // Variety;4/15/2014 Supplement, p3 

    An introduction is presented to the articles on this issue on the television advertising upfront sales presentation and advanced sales period for television and cable television advertising.

  • The rapid rise of Pay-TV in Asia.  // Campaign Asia-Pacific;Jun2012, p46 

    The article discusses the growing trend of Pay-TV in Asia. It mentions television (TV) has risen faster than other media as the TV advertising market globally has been estimated to be worth 161.4 billion dollars. Further it mentions the growing pay-TV market has been a important factor in the...


Read the Article


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

Try another library?
Sign out of this library

Other Topics