We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
COMMENTARY ON "CONDUCTING ADVERTISING EXPERIMENTS IN THE REAL WORLD: THE CAMPBELL SOUP COMPANY EXPERIENCE".
- Authors
Dodson, Joe
- Abstract
This article presents a commentary on conducting advertising experiments in the real world. In our information-rich society, the first job of advertising is to break through the clutter and get the target audience's attention. Advertising weight and good advertising copy are both required to achieve this goal. Little attention has been focused in the management science literature on the copy side of this question. Their conclusion that creative copy can have differentially more impact than added media weight is true not only for established brands but for new brands as well. As a result, the industry is always looking for new and better ways to develop, refine, and assess copy. An interesting look at this issue in the early management science literature consists of the work by In' Gross. One focus of Gross' work was on the simple idea that as more creative executions are developed, the likelihood of finding more effective copy is increased. Top management involvement and support of these experiments at the Campbell Soup Co. is to be applauded. Corporate interest in and commitment to quality advertising will pay dividends in customer responsiveness and returns to shareholders.
- Subjects
ADVERTISING; CAMPBELL Soup Co.; OPERATIONS research; MANAGEMENT science; NONLINEAR programming; MANAGERIAL economics; DIVIDEND reinvestment
- Publication
Marketing Science, 1989, Vol 8, Issue 1, p72
- ISSN
0732-2399
- Publication type
Article
- DOI
10.1287/mksc.8.1.72