@article {Harvey339, author = {Bill Harvey and Terese Herbig and Matthew Keylock and Ritesh Aggarwal and Nina Lerner}, title = {Exploding the Legend of TV Advertising and Price Promotions}, volume = {52}, number = {3}, pages = {339--345}, year = {2012}, doi = {10.2501/JAR-52-3-339-345}, publisher = {Journal of Advertising Research}, 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 {\textquotedblleft}big data,{\textquotedblright} 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.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/52/3/339}, eprint = {https://www.journalofadvertisingresearch.com/content/52/3/339.full.pdf}, journal = {Journal of Advertising Research} }