| Titre | Les effets de la publicité sur les ventes. Quelques résultats de l'analyse des données « naturelles » | |
|---|---|---|
| Auteur | Joachim Marcus-Steiff | |
 |
Revue | Revue Française de Sociologie |
| Numéro | 1969, 10-3 | |
| Page | 279-311 | |
| Résumé anglais |
Joachim Marcus-Steiff : Sales effects of advertising. Some results of the analysis of « natural » data.
« Proofs » of the effectiveness of advertising on sales are scarce and, most often, questionable. Particularly in the case of « natural » data, the correlations frequently reported between sales figures and advertising expenditures seem to reflect the influence of sales on advertising rather than the contrary. However, when practically identical products are offered under different brand names, advertising might increase the share of the market of a given brand, the total sales of the product (all brands cumulated) being indépendant of advertising expenditures. These conclusions are tentative, as the number of data analyzed in this paper is small. Source : Éditeur (via Persée) |
|
| Article en ligne | http://www.persee.fr/web/revues/home/prescript/article/rfsoc_0035-2969_1969_num_10_3_1543 |
