Single-source research begins to fulfill its promise

Citation metadata

Author: John Philip Jones
Date: May-June 1995
From: Journal of Advertising Research(Vol. 35, Issue 3)
Publisher: World Advertising Research Center Ltd.
Document Type: Article
Length: 3,111 words

Main content

Abstract :

Previous research on the short-term effects of advertising have not succeeded in demonstrating these effects because of the lack of appropriate measurement methods. To resolve this problem, a pure single-source research approach is developed which involves the measurement of the impact on households of advertising for certain advertised brands. It also examines the relationship between the household members' perception of such advertising and their purchasing decisions regarding the advertised products. Using this research method to examine household purchasing data, household television-viewing information and 12 heavily advertised product categories, it is revealed that advertising had very strong short-term impact for 20% of the studied products and modest effects for 30% of the brands. The study also shows that long-term advertising impact is related to short-term effectiveness and adequate media continuity.

Source Citation

Source Citation
Jones, John Philip. "Single-source research begins to fulfill its promise." Journal of Advertising Research, vol. 35, no. 3, May-June 1995, pp. 9+. Accessed 30 Sept. 2023.

Gale Document Number: GALE|A17102209