SECTION (B)
This section highlights the empirical research done in the field of advertising. It starts with the debate of sales effect versus communication effect. This section highlights the difficulty in measuring effectiveness through sales effect. It identifies the most researched and common communication effects through extensive review of empirical research.
Lucas and Britt (1963) have noted that communication effects of advertising may generally be divided into measurement before the advertisement is in general use in the market place (referred to as pre-testing) or measurements made in the market place during or after use of the advertisement (post-testing). 2.5 Sales vs. Communication Effect:
FIGURE 13 SALES VERSUS COMMUNICATION EFFECT …show more content…
However, it is also true that Marketers often develop their communication objectives after studying in detail the effects of communication.
Shimp (1981) has opined that advertising effectiveness has been measured using two primary constructs, attitude toward the advertisement and attitude toward the brand. These constructs have been studied in advertising research since the late 70s, focusing primarily on brand choice and behaviour prediction, and serve as direct antecedents of behavioural intent.
Woodside and Wilson (1985, cited by Sagar et al) in their longitudinal survey have observed that brand awareness in great detail in light of competing brands, and their purchase behaviour. Their study has found support to prior models, which have established positive relationship between Top of the mind (unaided) recall and purchase intention.
Vakratsas and Ambler (1999) have observed that in order to get a desirable outcome like creating purchase intention, the advertisement must inform and persuade the
This section highlights the empirical research done in the field of advertising. It starts with the debate of sales effect versus communication effect. This section highlights the difficulty in measuring effectiveness through sales effect. It identifies the most researched and common communication effects through extensive review of empirical research.
Lucas and Britt (1963) have noted that communication effects of advertising may generally be divided into measurement before the advertisement is in general use in the market place (referred to as pre-testing) or measurements made in the market place during or after use of the advertisement (post-testing). 2.5 Sales vs. Communication Effect:
FIGURE 13 SALES VERSUS COMMUNICATION EFFECT …show more content…
However, it is also true that Marketers often develop their communication objectives after studying in detail the effects of communication.
Shimp (1981) has opined that advertising effectiveness has been measured using two primary constructs, attitude toward the advertisement and attitude toward the brand. These constructs have been studied in advertising research since the late 70s, focusing primarily on brand choice and behaviour prediction, and serve as direct antecedents of behavioural intent.
Woodside and Wilson (1985, cited by Sagar et al) in their longitudinal survey have observed that brand awareness in great detail in light of competing brands, and their purchase behaviour. Their study has found support to prior models, which have established positive relationship between Top of the mind (unaided) recall and purchase intention.
Vakratsas and Ambler (1999) have observed that in order to get a desirable outcome like creating purchase intention, the advertisement must inform and persuade the