PT  - JOURNAL ARTICLE
AU  - Bill Harvey
AU  - Terese Herbig
AU  - Matthew Keylock
AU  - Ritesh Aggarwal
AU  - Nina Lerner
TI  - Exploding the Legend of TV Advertising and Price Promotions
AID  - 10.2501/JAR-52-3-339-345
DP  - 2012 Sep 01
TA  - Journal of Advertising Research
PG  - 339--345
VI  - 52
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/52/3/339.short
4100  - http://www.journalofadvertisingresearch.com/content/52/3/339.full
SO  - J Advert Res2012 Sep 01; 52
AB  - 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.