Marketing Management

1. TV-Wirkungstag - Synopsis, May 10, 2004 THE CONTRIBUTION OF TV ADVERTISING TO BRAND work Professor John Philip Jones, Syracuse University, New York 1. From the betimes years following its introduction, commercial television has generated a high adopt 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 indite appear the advertisements. This enthusiasm has not weakened everywhere the years, disrespect the unsung fact that for most of that time the market query application was quite unable to measure how television advertizement real worked to grow sales and build blades. 2. There were a telephone number of technical difficulties in the way of touchstone advert effects, and in particular the problem of isolating the mould of advertising from that of the another(prenominal) forces that stimulate sales, such as sales promotions and retail distribution. The traditiona l research system measured sales over a two-month point, 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. nada a great deal seemed to happen to sales from period to period or even from year to year. 3.

This stability of necessity 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 breathing level of sales. The reality was in fact quite diff erent. 4. The early 1990s saw the introducti! on of a more veridical research technique, which tracked individual households get of identified brands and as well their reception of television advertising for those aforementioned(prenominal) brands. The technique, called Pure Single-Source research, is conceptually simple. still 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: OrderEssay.net

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