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

Helen H. Jensen, John R. Schroeter
March 1989  [89-WP 43]

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.

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