Abstract

This study examined the measurement of TV CM AD using Organic Model. More specifically, To identify reason for index-related deficits in measurement of advertising. Research findings from studies in advertising, measurement, and advertising survey provided the theoretical basis for this study. The research design consisted of two between subjects factors assembled in a 2×2 design. Two age groups were selected for study, age low thru 20, and age 21 thru hi. This study required subjects from two different populations. In the experiment, 50 university students and 50 Workers were randomly distributed among the cell of a 2×2 factorial design. The number of subjects needed per cell to obtain an abequate sample size for statistical estimation is an important and crucial issue. In the significant marketing studies, cell sample sizes employed were in the range of 30 to 50 subjects. Thus, the desired number of subjects per cell was 50 case. The experimental stimulus was a TV CM advertisement. Conducting research using typical CM stimuli under as realistic conditions as possible.