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

Article Information

vol. 52 no. 3 339-345
DOI 
https://doi.org/10.2501/JAR-52-3-339-345
Published By 
Journal of Advertising Research
Print ISSN 
0021-8499
History 
  • Published online September 1, 2012.
Copyright & Usage 
© Copyright 2012 The ARF. All rights reserved.

Author Information

  1. Bill Harvey
  1. TRA, Inc., (Bill{at}traglobal.com)
  1. Terese Herbig
  1. TRA, Inc., (Terese{at}traglobal.com)
  1. Matthew Keylock
  1. dunnhumbyUSA, (Matthew.Keylock{at}us.dunnhumby.com)
  1. Ritesh Aggarwal
  1. dunnhumbyUSA, (Ritesh.Aggarwal{at}us.dunnhumby.com)
  1. Nina Lerner
  1. dunnhumbyUSA, (NinaLerner{at}us.dunnhumby.com)

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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
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