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Accounting for Causality When Measuring Sales Lift from Television Advertising

Television Campaigns Are Shown To Be More Effective for Lighter Brand Users

Henry Assael, Masakazu Ishihara, Baek Jung Kim
DOI: 10.2501/JAR-2020-024 Published 1 March 2021
Henry Assael
Stern School of Business, New York University,
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  • For correspondence: hassael@stern.nyu.edu
Masakazu Ishihara
Stern School of Business, New York University,
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  • For correspondence: mishihar@stern.nyu.edu
Baek Jung Kim
Sauder School of Business, University of British Columbia,
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  • For correspondence: baekjung.kim@sauder.ubc.ca
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Article Information

vol. 61 no. 1 3-11
DOI 
https://doi.org/10.2501/JAR-2020-024

Published By 
Journal of Advertising Research
Print ISSN 
0021-8499
History 
  • Received May 1, 2019
  • Received (in revised form) November 20, 2019
  • Accepted January 28, 2020
  • Published online March 2, 2021.

Article Versions

  • Previous version (November 2, 2020 - 01:01).
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Copyright & Usage 
Copyright © 2021 ARF. All rights reserved.

Author Information

  1. Henry Assael
  1. Stern School of Business, New York University, hassael{at}stern.nyu.edu
  1. Masakazu Ishihara
  1. Stern School of Business, New York University, mishihar{at}stern.nyu.edu
  1. Baek Jung Kim
  1. Sauder School of Business, University of British Columbia, baekjung.kim{at}sauder.ubc.ca
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Vol 61 Issue 1

Journal of Advertising Research: 61 (1)
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Accounting for Causality When Measuring Sales Lift from Television Advertising
Henry Assael, Masakazu Ishihara, Baek Jung Kim
Journal of Advertising Research Mar 2021, 61 (1) 3-11; DOI: 10.2501/JAR-2020-024

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Accounting for Causality When Measuring Sales Lift from Television Advertising
Henry Assael, Masakazu Ishihara, Baek Jung Kim
Journal of Advertising Research Mar 2021, 61 (1) 3-11; DOI: 10.2501/JAR-2020-024
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