Einsatz von Mixture Conjoint-Modellen zur Messung der Werbewirkung

Bernhard Baumgartner ()
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Bernhard Baumgartner: Universität Regensburg

Schmalenbach Journal of Business Research, 2005, vol. 57, issue 1, 53-78

Abstract: Summary Advertising effectiveness has regularly been measured by means of audience attention, brand knowledge or attitudes towards the advertisement or the advertised brand. While these measurements are certainly influenced by advertising, they are not closely related to the advertiser’s objective to increase sales and profits. In this paper extensions of Mixture-Conjoint-Methods are applied to measure the impact of informative and emotional advertising media to the preference structures of consumers with heterogeneous involvement and a priori knowledge about the product category. The results verify essential statements proposed by the relevant literature. The models used in this paper can readily be applied to advertising pretests.

Keywords: M37; Advertising Effectiveness; Mixture-Conjoint-Models; Mixture-Conjoint-Modelle; Werbewirkung (search for similar items in EconPapers)
Date: 2005
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DOI: 10.1007/BF03372761

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