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
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
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