PT  - JOURNAL ARTICLE
AU  - Fred S Zufryden
TI  - Predicting Trial, Repeat, and Sales Response from Alternative Media Plans Using Split-cable Data
AID  - 10.2501/JAR-40-6-65-72
DP  - 2000 Nov 01
TA  - Journal of Advertising Research
PG  - 65--72
VI  - 40
IP  - 6
4099  - http://www.journalofadvertisingresearch.com/content/40/6/65.short
4100  - http://www.journalofadvertisingresearch.com/content/40/6/65.full
SO  - J Advert Res2000 Nov 01; 40
AB  - 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.