Evaluating Advertising Using Split-Cable Scanner Data: Some Methodological Issues
探讨了利用分线扫描数据进行广告效果评估的方法论问题，并以科罗拉多州新鲜牛肉广告实验为例，发现实验广告虽未提升需求水平，但影响了特价购买模式。
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.