Which Ad Works, When, Where, and How Often? Modeling the Effects of Direct Television Advertising

Journal of Marketing Research, Vol. 37, No. 1, pg. 32, February 2000

15 Pages Posted: 7 Jun 2006

See all articles by Gerard J. Tellis

Gerard J. Tellis

University of Southern California - Marshall School of Business, Department of Marketing

Rajesh K. Chandy

University of Minnesota - Twin Cities - Carlson School of Management

Pattana Thaivanich

affiliation not provided to SSRN

Abstract

The authors develop a model to decompose the effects of television advertising for a toll-tree referral service, at the hourly level. The model estimates which ad works, when, in which station, and for how long. Results of the analysis show that ads do stimulate direct response, but their effects dissipate very rapidly. Effectiveness and profitability vary substantially by creative, television station, and station x time of the day. The results underscore the need for managers to undertake such analyses and for researchers to use such a disaggregate approach.

Keywords: Advertising, Television Ads, Effectiveness

Suggested Citation

Tellis, Gerard J. and Chandy, Rajesh K. and Thaivanich, Pattana, Which Ad Works, When, Where, and How Often? Modeling the Effects of Direct Television Advertising. Journal of Marketing Research, Vol. 37, No. 1, pg. 32, February 2000. Available at SSRN: https://ssrn.com/abstract=906661

Gerard J. Tellis (Contact Author)

University of Southern California - Marshall School of Business, Department of Marketing ( email )

Hoffman Hall 701
Los Angeles, CA 90089-0443
United States
213-740-5031 (Phone)
213-740-7828 (Fax)

HOME PAGE: http://gtellis.net

Rajesh K. Chandy

University of Minnesota - Twin Cities - Carlson School of Management ( email )

19th Avenue South
Minneapolis, MN 55455
United States

Pattana Thaivanich

affiliation not provided to SSRN ( email )

No Address Available

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