Deakin University
Browse

File(s) not publicly available

Increasing quality in measuring advertising effectiveness: a meta-analysis of question framing in conversion studies

Version 2 2024-06-04, 05:07
Version 1 2017-04-28, 14:47
journal contribution
posted on 2024-06-04, 05:07 authored by AG Woodside, Chris DubelaarChris Dubelaar
We describe a meta-analysis of advertising conversion research findings that includes examining the influence of question framing on key output measures of advertising effectiveness. The article summarizes findings for 32 tourism-advertising studies. Two hypotheses are tested: (H 1 ) the response rate to questionnaires mailed to sampled advertisement inquirers is lower when the brand sponsoring the study is identified versus not identified; and (H 2 ) the estimated buyer/inquirer conversion rate is higher when the brand sponsoring the study is identified versus not identified. The findings support H 1 and strongly support H 2 . Conclusion: framing a study and questions to persons sampled by referencing these persons' prior known requests for information about a given brand is likely to reduce interest in responding among nonbuyers of the stated brand and bloat estimates of inquiry-to-purchase conversions for the brand. To confirm and estimate the size of such distortions, we recommend designing-in context manipulations in planning surveys to measure the effectiveness of inquiry-generating advertisements.

History

Journal

Journal of Advertising Research

Volume

43

Pagination

78-85

Location

New York, N.Y.

ISSN

0021-8499

eISSN

1740-1909

Language

eng

Publication classification

CN.1 Other journal article

Copyright notice

[2003, World Advertising Research Center]

Issue

1

Publisher

World Advertising Research Center

Usage metrics

    Research Publications

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC