Short Run Response to Advertising: A Theory of the Individual Purchase Response Function and Some Practical Implications
Department of Marketing, Copenhagen School of Economics and Business Administration, 1978 - Advertising - 130 pages
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A theory of the individual purchase response function
Some extensions and practical implications of the theory
advertising effort Advertising Research advertising sales function and/or assumed behavior concept Consequently continued awareness Copenhagen decisionmaking degree of difficulty degree of relevance degressive Denmark effect evenly distributed fact figure 17 func further exposures given i.e. the individual implies indifference functions Indifference proportion figure individual purchase response interpretation leveling-out Market Map motive satisfaction neral non-durable brand non-durable product Norway number of brands number of buyers Number of exposures Number of units or/and Otto Ottesen overlearning perceptual process planning period ponse function Preference proportion figure problem purchase frequency purchase response function realistic reference model Rejection functions Rejection proportion figure relevance evaluation reproduction level retention S-shape hypothesis section IIA segments set of stimuli speed of growth sub-periods target group theory tion tivation total quantity consumed Trial proportion figure trial purchase tried brand try the brand types of response units of brand value of Q variables viduals X-axis X-value Zero functions zero-function