Multivariate Analysis of Variance in Research on the Effectiveness of TV Commercials

Concepts

BusinessMarketingMarketing ManagementAdvertisingPerformance AnalysisPsychometricsAdvertising ManagementAdvertising PsychologyAdvertising StrategyAudience MeasurementBroadcast AdvertisingAd Effectiveness MeasurementAd Performance MeasurementDisplay Effectiveness

Abstract

Most current commercial testing procedures determine the effectiveness of a given commercial based on its performance on a single criterion. This article suggests (1) the need for measuring advertising effectiveness on a number of relevant criteria, and (2) a methodology for implementing this approach.

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