Lodish, Leonard M.; Abraham, Magid M.; Livelsberger, Jeanne - In: Marketing Science 14 (1995) 3_supplement, pp. 133-133
This article reports on the first in-market experimentally based measurement of long-term TV advertising effects for a representative cross-section of 55 tests for established consumer packaged goods. The typical BehaviorScan<sup>®</sup> weight test has a test group exposed to a heavier TV advertising...