Evaluating Advertising Using Split-Cable Scanner Data: Some Methodological Issues

Helen Jensen and John Schroeter

Center for Agricultural and Rural Development (CARD) Publications from Center for Agricultural and Rural Development (CARD) at Iowa State University

Abstract: Relatively new split-cable scanner data collection methods have facilitated controlled market tests of household responses to food commodity promotion. Analysis of such data from a fresh-beef advertising experiment in Grand Junction, Colorado, showed that although experimental advertising failed to increase the level of demand, it did appear to influence feature-price buying patterns. There was an increase in demand for beef over the advertising period, unrelated to the effects of the experimental advertising itself.

Date: 1989-03
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Related works:
Working Paper: Evaluating Advertising Using Split-Cable Scanner Data: Some Methodological Issues (1992)
Working Paper: Evaluating Advertising Using Split-Cable, Scanner Data: Some Methodological Issues (1992)
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Persistent link: https://EconPapers.repec.org/RePEc:ias:cpaper:89-wp43

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