Does TV Advertising Really Affect Sales? The Role of Measures, Models and Data Aggregation

Journal of Advertising Research, Vol.24, No. 3, pp. 1-12, Fall 1995

12 Pages Posted: 7 Jun 2006

See all articles by Doyle Weiss

Doyle Weiss

University of Iowa

Gerard J. Tellis

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

Abstract

Traditional econometric models suggest that advertising has a clear and significant positive effect on sales in the current period. However, recent studies using scanner data indicate that the estimated effects of TV advertising on households' brand choices are weak and rarely significant. Do those findings mean that TV advertising does not really have an impact on current brand choices and sales? Or are the discrepant findings due to differences among the measures, models and aggregation levels used by different researchers? The authors address these issues. Their analysis indicates that aggregating data over time and households may create a false impression of advertising having a statistically significant effect on sales.

Keywords: TV Advertising, Sales Impact, Data Aggregation

Suggested Citation

Weiss, Doyle and Tellis, Gerard J., Does TV Advertising Really Affect Sales? The Role of Measures, Models and Data Aggregation. Journal of Advertising Research, Vol.24, No. 3, pp. 1-12, Fall 1995, Available at SSRN: https://ssrn.com/abstract=906662

Doyle Weiss

University of Iowa ( email )

Melrose and Byington
Iowa City, IA 52242
United States

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

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