Multivariate Analysis of Variance in Research on the Effectiveness of TV Commercials
Journal of Marketing ResearchPublished 1 May 1974
Yoram Wind, Joseph Denny
Citations46
SJR quartileQ1
SJR score6.96
SNIP2.42
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TL;DR
The need for measuring advertising effectiveness on a number of relevant criteria, and a methodology for implementing this approach are suggested.
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.
Keywords
Decision SciencesBusiness, Management and Accounting
Multivariate Data Analysis
1,930 Citations2008