Skip to main content

Main menu

  • Home
  • Articles
    • Current issue
    • Archive
    • Digital First
    • JAR Best Paper
    • Gold Open Access
  • Topics
    • All topics
    • Celebrity endorsement
    • Mobile
    • Multicultural
    • Neuromarketing
    • Pharmaceutical and Healthcare
    • Shopper insights
    • Social media
    • Sponsorship
    • Television
  • Submit
    • Calls for Papers
    • Submit a manuscript
  • Subscribe
    • Subscribe to JAR
    • Pay per view
    • ARF members
  • About
    • About JAR
    • Impact factor
    • Meet the Editors
    • ARF and Editorial Review
    • JAR in the News
    • My Folders
    • Feedback
    • Contact
  • Other Publications
    • jadvertres

User menu

  • Subscribe
  • Contact Us

Search

  • Advanced search
  • Other Publications
    • jadvertres

Log in

  • Facebook
  • Twitter
  • Linkedin
the Journal of Advertising Research

Advanced Search

  • Home
  • Articles
    • Current issue
    • Archive
    • Digital First
    • JAR Best Paper
    • Gold Open Access
  • Topics
    • All topics
    • Celebrity endorsement
    • Mobile
    • Multicultural
    • Neuromarketing
    • Pharmaceutical and Healthcare
    • Shopper insights
    • Social media
    • Sponsorship
    • Television
  • Submit
    • Calls for Papers
    • Submit a manuscript
  • Subscribe
    • Subscribe to JAR
    • Pay per view
    • ARF members
  • About
    • About JAR
    • Impact factor
    • Meet the Editors
    • ARF and Editorial Review
    • JAR in the News
    • My Folders
    • Feedback
    • Contact

Exploding the Legend of TV Advertising and Price Promotions

The Proper Mix of Price, In-Store, and TV for Maximum Short- and Long-Term ROI

Bill Harvey, Terese Herbig, Matthew Keylock, Ritesh Aggarwal, Nina Lerner
DOI: 10.2501/JAR-52-3-339-345 Published 1 September 2012
Bill Harvey
TRA, Inc.,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: Bill@traglobal.com
Terese Herbig
TRA, Inc.,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: Terese@traglobal.com
Matthew Keylock
dunnhumbyUSA,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: Matthew.Keylock@us.dunnhumby.com
Ritesh Aggarwal
dunnhumbyUSA,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: Ritesh.Aggarwal@us.dunnhumby.com
Nina Lerner
dunnhumbyUSA,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: NinaLerner@us.dunnhumby.com
  • Article
  • Info
  • PDF
Loading

Click on the PDF link for the complete article.

ABSTRACT

The advertising and marketing communities traditionally have understood television advertising effectiveness and its relationship to in-store marketing tactics through small-market research or marketing-mix modeling. Although these studies have improved the quality of advertising-effectiveness research, they have done little to improve the tools marketers need to translate those insights on a larger scale and optimize their marketing allocations. With the proliferation of “big data,” researchers now have the ability to refine those tools and give marketers a more granular understanding of brand-purchase behavior and the impact of multiple marketing levers on in-store brand sales. This paper leverages the anonymous household-level purchase behavior data from 60 million households across the United States and the second-by-second measurement of television-viewing habits from more than 2 million set-top box households, and the current study applies actual (non-modeled) single-source, household-level data to demonstrate a methodology for optimizing the mix of television advertising and in-store marketing.

  • © Copyright 2012 The ARF. All rights reserved.

ARF MEMBERS

If you are a member of the Advertising Research Foundation, you can access the content by logging in here
Log In

Pay Per Article - You may access this article (from the computer you are currently using) for 30 days for US$20.00

Regain Access - You can regain access to a recent Pay per Article purchase if your access period has not yet expired.

Log in using your username and password

Forgot your user name or password?
Forgot your user name or password?
PreviousNext
Back to top

Vol 52 Issue 3

Journal of Advertising Research: 52 (3)
  • Table of Contents
  • Table of Contents (PDF)
  • Cover (PDF)
  • About the Cover
  • Index by author
  • Ed Board (PDF)
  • Front Matter (PDF)
Email

Thank you for your interest in spreading the word about the Journal of Advertising Research.

NOTE: We only request your email address so that the person you are recommending the page to knows that you wanted them to see it, and that it is not junk mail. We do not capture any email address.

Enter multiple addresses on separate lines or separate them with commas.
Exploding the Legend of TV Advertising and Price Promotions
(Your Name) has forwarded a page to you from the Journal of Advertising Research
(Your Name) thought you would like to see this page from the Journal of Advertising Research web site.
CAPTCHA
This question is for testing whether or not you are a human visitor and to prevent automated spam submissions.
Alerts
Sign In to Email Alerts with your Email Address
Citation Tools
Exploding the Legend of TV Advertising and Price Promotions
Bill Harvey, Terese Herbig, Matthew Keylock, Ritesh Aggarwal, Nina Lerner
Journal of Advertising Research Sep 2012, 52 (3) 339-345; DOI: 10.2501/JAR-52-3-339-345

Citation Manager Formats

  • BibTeX
  • Bookends
  • EasyBib
  • EndNote (tagged)
  • EndNote 8 (xml)
  • Medlars
  • Mendeley
  • Papers
  • RefWorks Tagged
  • Ref Manager
  • RIS
  • Zotero
Download PDF
Request Permissions
Share
Exploding the Legend of TV Advertising and Price Promotions
Bill Harvey, Terese Herbig, Matthew Keylock, Ritesh Aggarwal, Nina Lerner
Journal of Advertising Research Sep 2012, 52 (3) 339-345; DOI: 10.2501/JAR-52-3-339-345
del.icio.us logo Digg logo Reddit logo Twitter logo CiteULike logo Facebook logo Google logo Mendeley logo
Save to my folders

Jump to

  • Article
  • Info
  • PDF
  • Tweet Widget
  • Facebook Like
  • Google Plus One

More in this TOC Section

  • Nielsen Personalizes The Mobile Shopping App
  • When Kiosk Retailing Intimidates Shoppers
Show more What We Know About Shopper Marketing

© 2021 the Journal of Advertising Research

The ARF is the premier advertising industry association for creating, aggregating, synthesising and sharing the knowledge required by decision makers to lead and succeed.

www.thearf.org

JAR is published four times a year for the Advertising Research Foundation by WARC. Both subscribers and ARF members can access recent issues of JAR via this site.

A larger JAR archive is accessible at WARC, alongside case studies, best practice guides, marketing intelligence, consumer insight, industry trends and latest news from around the world.

Take a trial of WARC.com

Navigate

  • Home
  • Current Issue
  • Archive
  • Digital First
  • JAR Best Paper
  • Topics
  • Submit a manuscript
  • Calls for Papers
  • About JAR
  • Subscribe to JAR
  • Pay per view
  • ARF members
  • Meet the Editors
  • ARF and Editorial Review
  • JAR in the News
  • My Folders

Contact us

  • Contact
  • Feedback
  • ARF members

General

  • About the ARF
  • About WARC
  • Rights & Permissions
  • Advertise in JAR
  • Terms of Use