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- Title
Multivariate Analysis of Variance in Research on the Effectiveness of TV Commercials.
- Authors
Wind, Yoram; Denny, Joseph
- Abstract
Most current commercial testing procedures determine the effectiveness of a given commercial based on its performance on a single criterion. This article suggests (1) the need for measuring advertising effectiveness on a number of relevant criteria, and (2) a methodology for implementing this approach.
- Subjects
ADVERTISING effectiveness; TELEVISION advertising; ADVERTISING campaigns; CONSUMER attitude research; MULTIVARIATE analysis; PRODUCT acceptance; CONSUMER preferences research; CONSUMPTION (Economics); ANALYSIS of covariance; CONSUMER behavior research
- Publication
Journal of Marketing Research (JMR), 1974, Vol 11, Issue 2, p136
- ISSN
0022-2437
- Publication type
Article
- DOI
10.2307/3150550