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This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a ‘classic’ - an article that has withstood the test of time. First published in 1982, Zufreyden used AdTel's dual cable CATV system and a diary panel to measure and predict purchasing behaviour for two media schedules (a normal campaign, and one with 40% heavier advertising weight). He maintains that the methodology controls for contaminants - so advertising effect can be isolated.
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