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

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  • Helen H. Jensen
  • John R. Schroeter

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.

Suggested Citation

  • Helen H. Jensen & John R. Schroeter, 1989. "Evaluating Advertising Using Split-Cable Scanner Data: Some Methodological Issues," Center for Agricultural and Rural Development (CARD) Publications 89-wp43, Center for Agricultural and Rural Development (CARD) at Iowa State University.
    • Handle: RePEc:ias:cpaper:89-wp43
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    Cited by:

    1. John M. Crespi, 2003. "The Generic Advertising Controversy: How Did We Get Here and Where Are We Going?," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 25(2), pages 294-315.
    2. Ronald B. Larson, 1992. "Marketing agricultural products with coupons," Agribusiness, John Wiley & Sons, Ltd., vol. 8(5), pages 485-492.

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