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

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Author Info
Helen H. Jensen () (Center for Agricultural and Rural Development (CARD), Midwest Agribusiness Trade Research and Information Center (MATRIC))
John R. Schroeter

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Abstract

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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File URL: http://www.card.iastate.edu/publications/DBS/PDFFiles/89wp43.pdf
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Publisher Info
Paper provided by Center for Agricultural and Rural Development (CARD) at Iowa State University in its series Center for Agricultural and Rural Development (CARD) Publications with number 89-wp43.

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Date of creation: Mar 1989
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Handle: RePEc:ias:cpaper:89-wp43

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