Consequences of applying the Fishbein model to advertising planning


In this paper we would like to: 1) initially show some examples of the results we have obtained using the model, indicating the various degrees of success and failure we have achieved; 2) briefly discuss some of the factors which TNA has found critical (i.e. variations in the application which can and do substantially affect the results); 3) finally, go on to indicate some of the conclusions we have come to in order to make our Fishbein results more reliable, and we believe more meaningful to advertisers .

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