Zielske, Hugh A.
March 1986
Marketing Science;Spring86, Vol. 5 Issue 2, p109
Academic Journal
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.


Related Articles

  • Does Emotional Appeal Work in Advertising? The Rationality Behind Using Emotional Appeal to Create Favorable Brand Attitude. Panda, Tapan K.; Panda, Tapas K.; Mishra, Kamalesh // IUP Journal of Brand Management;Jun2013, Vol. 10 Issue 2, p7 

    The paper attempts to assimilate the current thinking on the use of emotional appeals in advertising, positioning and communication in order to build a favorable attitude towards a brand. It elucidates the areas where emotional appeals would work best, while pointing out the possible pitfalls in...

  • An Approach to the Measurement, Analysis, and Prediction of Brand Equity and Its Sources. Srinivasan, V.; Chan Su Park; Dae Ryun Chang // Management Science;Sep2005, Vol. 51 Issue 9, p1433 

    The authors propose a new approach for measuring, analyzing, and predicting a brand's equity in a product market. Brand equity is defined as the incremental contribution ($) per year obtained by the brand in comparison to the underlying product (or service) with no brand-building efforts. The...

  • Even small companies can build big bra n d s. Lamons, Bob // Marketing News;10/27/2003, Vol. 37 Issue 22, p7 

    This article explores the significance of advertising to the efforts of small companies to build brand images for business-to-business products and services. People working for small enterprises often share frustration that their resources are totally consumed by the basics of...

  • The Interface of the Brand: Complex Objects and Partial Solutions. Lury, Celia // Soziale Systeme;2003, Vol. 9 Issue 2, Special Section: Popular Noise in Global p 

    This paper will develop the claim that the brand is a complex object. It will put forward the argument that what has come to define the brand in the contemporary era is the organisation and functioning of a set of relations between products in time. It will further be suggested that the...

  • Creative Review.  // NZ Marketing Magazine;Aug2003, Vol. 22 Issue 7, p8 

    No abstract available.

  • The underlying dimensions of brand orientation and its impact on financial performance. Gromark, Johan; Melina, Frans // Journal of Brand Management;Apr2011, Vol. 18 Issue 6, p394 

    This research responds to the need for an increased understanding of brand orientation and its impact on financial performance. Since brand orientation is often perceived as a somewhat elusive concept we here present a theoretical framework for the purpose of identifying the underlying...

  • Where does branding begin? Garcia, Linda // Design Week;2/8/2007, Vol. 22 Issue 6, p20 

    The article discusses the key elements of a successful branding project. According to the author, both the brand consultancy and the advertising agency are essential players in the branding process. The author states that ad agency-branding firm collaboration can lead to a successful branding...

  • A TIME AND A PLACEMENT. Fitzgerald, Giles // Music Week;3/5/2011, Issue 9, p18 

    In this article the author discusses aspects of successful product placements and brand integration in music videos. He believes that product placements in music videos are becoming a lucrative market since it enables artists and brands to make the financial input more visible. He also...

  • You've gotta have friends. Ferrier, Adam // B&T Weekly;9/9/2005, Vol. 54 Issue 2535, p22 

    The article focuses on the factors to be considered when establishing brand partnership. The author points out that brand partnership may help extend the relationship of the brand has with the world. It could be extended into a whole new set of consumers and strengthen its brand image. In...


Read the Article


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

Try another library?
Sign out of this library

Other Topics