Destination Advertising: Assessing Effectiveness with the Split-Run Technique

Journal of Travel and Tourism Marketing, Vol. 4, No. 1, pp. 1-21, 1995

Posted: 28 Feb 2012

See all articles by Denise Schoenbachler

Denise Schoenbachler

Northern Illinois University - College of Business

Anthony Di Benedetto

Temple University

Geoffrey Gordon

affiliation not provided to SSRN

Peter Kaminski

affiliation not provided to SSRN

Date Written: 1995

Abstract

State tourism divisions are increasingly being held accountable for generating tourism dollars. Recently, tourism analysts have called for the use of advertising tracking or split-run techniques to assess tourism advertising effectiveness. These techniques would allow for assessment of communication goals and could be used to infer causal relationships between advertising and its resulting effects. The purpose of this paper is to examine the use of the split-run assessment technique in state tourism advertising research and to present the findings of an empirical study using this technique to evaluate state advertising effectiveness.

Suggested Citation

Schoenbachler, Denise and Di Benedetto, Anthony and Gordon, Geoffrey and Kaminski, Peter, Destination Advertising: Assessing Effectiveness with the Split-Run Technique (1995). Journal of Travel and Tourism Marketing, Vol. 4, No. 1, pp. 1-21, 1995 . Available at SSRN: https://ssrn.com/abstract=2012566

Denise Schoenbachler

Northern Illinois University - College of Business ( email )

United States

Geoffrey Gordon

affiliation not provided to SSRN ( email )

Peter Kaminski

affiliation not provided to SSRN ( email )

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