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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.
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