Application Examples Communication Analysis

Martin Günther, Ulrich Vossebein and Raimund Wildner
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Ulrich Vossebein: Technische Hochschule Mittelhessen

Chapter 14 in Market Research with Panels, 2022, pp 187-191 from Springer

Abstract: Abstract Television advertising is one of the essential tools in the marketing mix. However, its effectiveness varies greatly. In the GfK BehaviorScan instrument, the effect could be determined by showing advertising to one group of households and not to the other group and comparing their shopping behavior. However, such tests were only possible to a very limited extent. So it was necessary to develop other methods. This chapter shows how consumer panel and TV panel data can be combined to gain information about the effectiveness of TV advertising on purchase behavior.

Date: 2022
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DOI: 10.1007/978-3-658-37650-5_14

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