TY - JOUR T1 - Predicting Trial, Repeat, and Sales Response from Alternative Media Plans Using Split-cable Data JF - Journal of Advertising Research JO - J Advert Res SP - 65 LP - 72 DO - 10.2501/JAR-40-6-65-72 VL - 40 IS - 6 AU - Fred S Zufryden Y1 - 2000/11/01 UR - http://www.journalofadvertisingresearch.com/content/40/6/65.abstract N2 - 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. ER -