Back

Comparability in the measurement of advertising persuasion

Date of publication: June 15, 1983

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?

Authors: Arne Krogh Nielsen, Lorenz C. Andersen

Abstract:

Lego System A/S is pre-testing television commercials and print advertising in their major markets on a continuous basis. Lately, a validated standardised persuasion measure - the BUY(c)TEST - has been used in USA, France, Great Britain, Germany, and Denmark. More than 20 tests have been executed. Since also a traditional awareness measure was included in the studies, interesting findings showing differences in the evaluation/recommendation based on awareness and persuasion are presented.

Arne Krogh Nielsen

Author

This is a long description of some author details.

Lorenz C. Andersen

Author

This is a long description of some author details.

This could also be of interest:

Research Papers

Evaluating social persuasion advertising campaigns

Catalogue: Seminar 1977: Social Research

Author: John A. Samuels

 

December 1, 1977

×

Citation

Samuels, J. A. (1977a, December 01). Evaluating social persuasion advertising campaigns. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/evaluating-social-persuasion-advertising-campaigns


Research Papers

Recall and persuasion

Catalogue: Seminar 1988: International Marketing Reserarch

Authors: Patrick G. M. Standen, Stephen Factor

Company: Burke, Inc.

June 15, 1988

×

Citation

Standen and Factor (1988a, June 15). Recall and persuasion . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/recall-and-persuasion-


Research Papers

Advertising testing measuring recall and persuasion

Catalogue: ESOMAR Congress 1987

Author: Anja Schweiker

Company: Burke, Inc.

September 1, 1987

×

Citation

Schweiker, A. (1987a, September 01). Advertising testing measuring recall and persuasion. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/advertising-testing-measuring-recall-and-persuasion


  • PDF
Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Advertising and marketing research (French) Authors: Philippe De Vendeuvre
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
×

Citation

Nielsen and Andersen (1983a, June 15). Comparability in the measurement of advertising persuasion. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/advertising-testing-measuring-recall-and-persuasion