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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

Author

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Citation

Cowling, A. B. (1971a, June 15). Consequences of applying the Fishbein model to advertising planning. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/consequences-of-applying-the-fishbein-model-to-advertising-planning