Abstract:

The investigation of consumer penetration factors which can be said to be associated with advertising, and the buying of products, are familiar subjects. They are perhaps less familiar to us when studied in relation to advertising expenditure (which itself can be translated into exposure though not at this stage into actual impact) and actual sales: that is, in an integrated form. As an example of what we have in mind, we describe in Part II of this paper one kind of operation we have been conducting in connection with the investigation of these relationships. The case we have selected refers to the serial measurement of various advertising penetration characteristics associated with the growth of a new product.