What effect from a single advertisement?
Robin T. Peterson Ph.D., Charles H. Gross Ph.D.
Journal of the Academy of Marketing Science · 1978 · Volume 6 · Issue 3
Abstract
This article describes the results of a study of the effectiveness of a single advertisement, or, more basically, a single advertising exposure. A randomized block analysis of variance was applied to preference measures of the experimental subjects and members of control groups. Both long and short run measures of effectiveness were obtained. Generally, the study provided evidence that a single advertising exposure can evince both long and short run changes in attitudes toward a promoted brand.
Keywords
Orange Juice, Purchase Intention, Apple Juice, Advertising Message, Promotion Message
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