Evaluating Advertising Using Split-Cable Scanner Data: Some Methodological Issues
Helen H. Jensen, John R. Schroeter
March 1989 [89-WP 43]
Jensen, H.H. and J.R. Schroeter. 1989. "Evaluating Advertising Using Split-Cable Scanner Data: Some Methodological Issues." Working paper 89-WP 43. Center for Agricultural and Rural Development, Iowa State University.
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.