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An Analysis of Real World TV Advertising Tests: A 15-Year Update

Ye Hu, Leonard M. Lodish, Abba M. Krieger
DOI: 10.2501/S0021849907070353 Published 1 September 2007
Ye Hu
University of Houston,
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  • For correspondence: yehu@uh.edu
Leonard M. Lodish
The Wharton School of the University of Pennsylvania,
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  • For correspondence: lodish@wharton.upenn.edu
Abba M. Krieger
The Wharton School of the University of Pennsylvania,
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  • For correspondence: krieger@wharton.upenn.edu
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ABSTRACT

An analysis is performed on the results of 241 real world TV advertising tests conducted by Information Resources, Inc. between 1989 and 2003 to partially update the findings of Lodish et al. [Journal of Marketing Research 32, 2 (1995): 125–39]. Two types of market test results, BehaviorScan and Matched-Market, are analyzed. Overall, the improvement of TV advertising sales effectiveness because of media weight increase is significantly larger than zero for established products, which is different from Lodish et al.'s finding. A further analysis indicates that such significance is mainly driven by more recent tests. A comparison between the new results and Lodish et al. reveals a significant increase in the average advertising effectiveness for tests completed after 1995. The new data still suggest (as did the original data) that it is of great managerial interest to identify advertising effectiveness before launching advertising campaigns.

  • © Copyright 2007 The ARF. All rights reserved.
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An Analysis of Real World TV Advertising Tests: A 15-Year Update
Ye Hu, Leonard M. Lodish, Abba M. Krieger
Journal of Advertising Research Sep 2007, 47 (3) 341-353; DOI: 10.2501/S0021849907070353

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An Analysis of Real World TV Advertising Tests: A 15-Year Update
Ye Hu, Leonard M. Lodish, Abba M. Krieger
Journal of Advertising Research Sep 2007, 47 (3) 341-353; DOI: 10.2501/S0021849907070353
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