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Consequences of applying the Fishbein model to advertising planning

Date of publication: June 15, 1971

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

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Author: A. B. Cowling

Abstract:

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 .

A. B. Cowling

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First experiences with Fishbein theory and survey methods

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Author: J. Bruce

 

June 15, 1971

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Citation

Bruce, J. (1971a, June 15). First experiences with Fishbein theory and survey methods. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/first-experiences-with-fishbein-theory-and-survey-methods


Research Papers

A brief critique of the Fishbein and other attitude models

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Author: Colin McDonald

 

June 15, 1971

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Citation

McDonald, C. (1971a, June 15). A brief critique of the Fishbein and other attitude models. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/a-brief-critique-of-the-fishbein-and-other-attitude-models


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Using the extend Fishbein model to develop a marketing strategy in the mineral water market

Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?

Authors: Leslie de Chernatony, Simon Knox

 

June 15, 1989

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de Chernatony and Knox (1989a, June 15). Using the extend Fishbein model to develop a marketing strategy in the mineral water market. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/using-the-extend-fishbein-model-to-develop-a-marketing-strategy-in-the-mineral-water-market


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Citation

Cowling, A. B. (1971a, June 15). Consequences of applying the Fishbein model to advertising planning. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/using-the-extend-fishbein-model-to-develop-a-marketing-strategy-in-the-mineral-water-market