Title: What is the relative advertising effectiveness of different touch points?
Authors: Roozen, Irene ×
Meulders, Michel #
Issue Date: 2015
Publisher: Mouton de Gruyter
Series Title: Communications: the European Journal of Communication Research vol:40 issue:4 pages:447-470
Abstract: In this paper we analyse the relative effectiveness of the moment of contact (touch point) between a brand and an individual consumer. The concept of effectiveness is made operational through the use of both attitude (cognitive, emotional and conative) and awareness measures (recall and recognition). The main research uses a 4x4 Latin square confounded within subjects factorial design with different touch points and brands. The appropriate stimuli were identified in a preliminary study. The results indicate that, overall, TV advertising and print advertisements - the traditional media channels - are significantly more effective than the internet, a non-traditional media channel.
ISSN: 0341-2059
Publication status: published
KU Leuven publication type: IT
Appears in Collections:Research Centre for Work and Organisation Studies (WOS Bxl), Campus Brussels
Faculty of Economics and Business (FEB) - miscellaneous
Research Centre for Quantitative Business Processes, Campus Brussels (-)
× corresponding author
# (joint) last author

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