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recommended by another. This is not an exhaustive list. More complicated factors can include emotional sentimentality (for example, positive nostalgic memories); affiliation with a product's source of origin, and other socioeconomic or political considerations. There is no reason any of the aforementioned must stand alone and combinations thereof are common.
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In layman's terms, brand preference relates to the psychological phenomenon where people have 'a favourite brand.' This can be driven by factors including a preference for the taste of the product or other sensory qualities; because the packaging may be appealing, or because the product was
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is a brand choice methodology applied at various stages of the marketing process. It is derived by comparing the percent choosing a particular brand versus competing brands before and after marketing activity
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activities in the hearts and minds of customers and potential customers. Higher brand preference usually indicates more revenues (sales) and profit, also making it an indicator of company financial performance.
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Blair, Margaret
Henderson, and Michael J. Rabuck. "Advertising Wearin and Wearout: Ten Years Later. More Empirical Evidence and Successful Practice."
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Adams, Anthony J., and
Margaret Henderson Blair. "Persuasive Advertising and Sales Accountability: Past Experience and Forward Validation."
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Masterson, Peggy. "The
Wearout Phenomenon: Advertising's Selling Power Declines Predictably, Based on the Underused 'Wearout' Finding."
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represents which brands are preferred under assumptions of equality in price and availability.
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are the results of the methodology applied to TV ads. It has been audited and profiled by the
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Practices & Processes
Underlying the Development & Management of an “Ideal Metric”
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There are at least three classes of methodologies to measure brand preference directly:
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applies the methodology to a selling proposition before moving on to creative execution.
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Blair, Margaret H., and Allan R. Kuse. "Better
Practices in Advertising Can Change a
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Shepard, Barry. "Developing and
Managing Advertising for StarKist Tuna in a Pouch."
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Brand choice measures (choice of preferred brand from a competitive set of brands)
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Jones, John Philip. "Advertising
Pretesting; Will Europe Follow America's Lead?"
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Shirley, Dan. "From Copy
Testing and Diagnostics to Process-driven Improvement."
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Constant sum measures (planned purchases amongst a competitive set of brands)
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Ashley, Susan R. "How to
Effectively Compete Against Private-Label Brands."
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Stewart, David W. "Advertising
Wearout: What and How You Measure Matters."
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Measuring and Improving the Return from TV Advertising (An Example).
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Measures of brand preference attempt to quantify the impact of
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Mondello, Mike. "Turning Research Into Return-on-Investment."
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Dartnell's Advertising Manager's Handbook: 4th Edition.
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tracks the impact of all marketing activity over time.
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97:Marketing Accountability Standards Board (MASB)
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59:questions (self-report, unaided preference)
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243:Adams, Anthony. "Advertising Research" in
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151:Quirk's Marketing Research Review.
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271:Journal of Advertising Research.
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138:Journal of Advertising Research.
134:Wise Investments in the Business
107:Brand Preference Monitor (BPM)
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311:9 February 2011 at the
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381:Communication design
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