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Le score d'agrement peut-il rendre compte des performances cognitives d'une annonce publicitaire?

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Listed:
  • Caumont, D.

Abstract

L'objectif de cette etude est d'analyser le rapport d'un score global d'agrement mesure par une note (comprise entre 0 et 20) avec les criteres d'efficacite publicitaire centre sur la seule dimension cognitive de l'efficacite. Elle porte sur un echantillon de 131 annonces medicales testees dans les conditions classiques d'un pretest aupres de medecins en activite.

Suggested Citation

  • Caumont, D., 1999. "Le score d'agrement peut-il rendre compte des performances cognitives d'une annonce publicitaire?," Papers 1999-01, Groupe de recherche en économie financière et en gestion des entreprises, Universite Nancy 2.
    • Handle: RePEc:fth:grefge:1999-01
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    Keywords

    INSTRUMENTS DE MESURE ; PUBLICITE;

    JEL classification:

    • C90 - Mathematical and Quantitative Methods - - Design of Experiments - - - General
    • C80 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - General
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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