TITLE

COMMENTS: HUGH A. ZIELSKE

AUTHOR(S)
Zielske, Hugh A.
PUB. DATE
March 1986
SOURCE
Marketing Science;Spring86, Vol. 5 Issue 2, p109
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This article presents comments by the author information on a study which examined a class of pulsed advertising policies. In recent years, one has been using tracking study data to estimate the response curves for various forms of response and various brands. The response forms the author has examined include brand awareness, advertising awareness, brand image, brand Preference To date, one has developed 125 individual curves for 40 brands. These studies were not controlled experiments. The observed results are a composite of the influence of advertising and the influence of the other market environment factors that were present for the brand. The tracking study data were used to establish what happened as the campaign ran. By using the standard industry formulas, the frequency distribution of exposures delivered by the campaign could be computed. These two data sets were used to estimate the probability of response according to the number of exposures an individual received. This was done by using simultaneous equations to relate tracking study results at various points in time to the frequency distribution of exposures the schedule had delivered at corresponding points in time.
ACCESSION #
6704120

 

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