6533b834fe1ef96bd129df16

RESEARCH PRODUCT

Preference Oriented Measurement of Advertising Response

Andreas HerrmannMarc FischerFrank Huber

subject

Empirical researchbusiness.industryRespondentAdvertisingMarketingbusinessInformation overloadPreferenceMass mediaConjoint analysis

description

As the information overload and an extension of the mass media reduces the possibility to get the message to the target group, the firms have to increase their advertising budget to reach the same amount of ad contacts. To be sure, that they don’t waste the money, the companies more often use the instrument of pretesting the commercial campaign. The aim of this paper is to document the advantages of the conjoint-analysis (CA) as a technique for pretesting ads. To evaluate the possibility of using the CA we try in to measure in an empirical study, if informative and emotional ads have an influence on the preferences of the respondent.

yearjournalcountryeditionlanguage
2015-01-01
https://doi.org/10.1007/978-3-319-17356-6_8