Marketing Management

1. TV-Wirkungstag - Synopsis, May 10, 2004 THE CONTRIBUTION OF TV ADVERTISING TO BRAND inning Professor John Philip Jones, Syracuse University, New York 1. From the earlyish geezerhood following its introduction, commercial television has generated a high send kayoed of enthusiasm on the part of companies whose stags are advertised on the air, and stock-still more enthusiasm on the part of the agencies that musical composition out the advertisements. This enthusiasm has not weakened all over the years, disrespect the unsung fact that for most of that time the market search application was quite unable to measure how television advertise real worked to grow sales and build faults. 2. There were a telephone number of technical difficulties in the way of amount advert effects, and in particular the problem of isolating the lick of advertising from that of the another(prenominal) forces that stimulate sales, such as sales promotions and sell distribution. T he traditional research system measured sales over a two-month outcome, which meant that any sales increases caused by a brands advertising, and any sales decreases caused by the advertising of agonistical brands, tended to avoid out. This process left markets generally very stable. zip a great deal seemed to happen to sales from period to period or even from year to year. 3. This stability needs prompted some researchers (but not advertisers and elbow room people) to question what advertising was actually doing. Since it produced no measurable results, maybe it was only carried out for defensive reasons, i.e. to protect a brands animate level of sales. The reality was in fact quite different. 4. The early 1990s saw the introduction of a more graphic research technique, which tracked individual households get of identified brands and in like manner their reception of television advertising for those aforementioned(prenominal) brands. The technique, called Pure Single-So urce research, is conceptually simple. just! it is extremely complicated and big-ticket(prenominal) to carry out. A.C. Nielsen...If you want to get a full essay, site it on our website: OrderCustomPaper.com

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