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Research papers

A test of media effectiveness for Imperial Margarine

This paper describes the use of radio as well as television as an advertising medium and the resulting effect on sales of Imperial Margarine. A television-only market was used as the control. Radio ran at weight levels equal to television in one...

Catalogue: ESOMAR/ARF Seminar 1999: Radio On The World Stage
Authors: Sharon Paskowitz, Bill Bennett
Company: Nielsen
June 15, 1999
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Citation

Paskowitz and Bennett (1999a, June 15). A test of media effectiveness for Imperial Margarine. ANA - ESOMAR. Retrieved June 02, 2024, from


https://ana.esomar.org/documents/a-test-of-media-effectiveness-for-imperial-margarine