consideration set

Product category involvement explained

What is product involvement? Some scientific insights To make less obvious advertising work, it should meet an appropriate goal of the consumers (Bermeitinger et al. 2009; Karremans, Stroebe, and Claus 2006; Strahan, Spencer, and Zanna 2002). This not only reffers to current needs. The consumer should rather have a basic need to pursue the goal […]

Measuring Advertising Effects. Ways, Problems, Solutions.

What you need to know about advertising effects Advertising effects are very complex. Their measurement is too. Nevertheless, this fact is quite often underestimated by many. Most of the time, even experts rely entirely on a few simple parameters, such as the recall value (we already wrote about this issue). However, those measurements only describe […]