When the objective of an advertising campaign is to increase the consumption or usage frequency of a package good, copy testing measures must be sensitive to this objective. Since measuring actual usage can be prohibitive in terms of time and money, we present two measures which can be examined...

When does advertising which describes a new use for a product or service (extension advertising) help or harm or strength a brand’s equity among loyal consumers? This paper illustrates how products and services with high brand equity can leverage their impact of their equity by increasing...

As management science models are developed in marketing, they make demands for more sophisticated inputs from the behavioral sciences. This is particularly true in the area of advertising media models. A continuing behavioral research program to develop estimates of repetition response functions...