Abstract:

Information on the effectiveness of promotions and advertising is more and more indispensable for a successful brand. Advance in technology has given the chance to develop a tool which is required to measure the effects of advertising and promotion: the experimental micro test market system. Based on single source data, it allows to execute alternative marketing activities, analyse and quantify their effectiveness. Furthermore it makes evident the buyer’s behavior towards advertising and promotion. After the demonstration of the method, case studies will show the information, which both the producer and the retailer obtain by using this research tool. We are going to have a look at the different effects of TV-advertising and promotion on the one hand and of print advertising and promotion on the other. Besides that, we’ll analyse promotion itself. The results make doubtful some beliefs of long standing on how advertising and promotion work. But - this can only lead to improvements in the efficiency and effectiveness of marketing activities.