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An Update of Real-World TV Advertising Tests

https://doi.org/10.2501/s0021849909090291
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What this work says

Outgoing claims: the papers this work cites, builds on, or argues with.

inferredcites →https://doi.org/10.1002/9780470316672openalex-snapshot
Multiple Comparison Procedures
inferredcites →https://doi.org/10.1177/002224379503200201openalex-snapshot
How T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising Experiments
inferredcites →https://doi.org/10.1287/mksc.14.3.g133openalex-snapshot
A Summary of Fifty-Five In-Market Experimental Estimates of the Long-Term Effect of TV Advertising
inferredcites →https://doi.org/10.2501/s0021849907070353openalex-snapshot
An Analysis of Real World TV Advertising Tests: A 15-Year Update

What points at this work

Incoming claims: where this work appears in other papers’ reference lists and arguments.

inferred← citeshttps://doi.org/10.2139/ssrn.2701578openalex-extracted
The Online Display Ad Effectiveness Funnel & Carryover: Lessons from 432 Field Experiments
inferred← citeshttps://doi.org/10.2139/ssrn.3182074openalex-extracted
inferred← citeshttps://doi.org/10.2139/ssrn.3863044openalex-extracted
Equity Market Reactions to Firms’ Advertising Disclosure Choices
inferred← citeshttps://doi.org/10.1007/s11002-013-9252-3openalex-snapshot
Modeling advertising impact at campaign level: Empirical generalizations relative to long-term advertising profit contribution and its antecedents
inferred← citeshttps://doi.org/10.1007/s40547-016-0065-4openalex-snapshot
An Integrated Procedure to Pretest and Select Advertising Campaigns for TV
inferred← citeshttps://doi.org/10.1016/j.jretconser.2023.103566openalex-snapshot
The market-based assets theory of brand competition
inferred← citeshttps://doi.org/10.1017/9781108628662openalex-snapshot
Principles of Integrated Marketing Communications
inferred← citeshttps://doi.org/10.1017/cbo9781107415195.014openalex-snapshot
Notes
inferred← citeshttps://doi.org/10.1093/jcr/ucz024openalex-snapshot
Was Television Responsible for a New Generation of Smokers?
inferred← citeshttps://doi.org/10.1108/ccij-09-2022-0104openalex-snapshot
When pretesting corporate social responsibility advertising can mislead: feelings vs attitudes
inferred← citeshttps://doi.org/10.1108/ccij-11-2023-177openalex-snapshot
Editorial 28.6: Corporate social irresponsibility
inferred← citeshttps://doi.org/10.1287/mksc.1100.0612openalex-snapshot
Practice Prize Paper—Marketing's Profit Impact: Quantifying Online and Off-line Funnel Progression
inferred← citeshttps://doi.org/10.1287/mnsc.2023.02661openalex-snapshot
Long Lags and Large Returns: Experimental Evidence from Advertising to Businesses
inferred← citeshttps://doi.org/10.2501/jar-2017-043openalex-snapshot
Event-Marketing And Advertising Expenditures
inferred← citeshttps://doi.org/10.2501/jar-2021-009openalex-snapshot
When Brands Go Dark
inferred← citeshttps://doi.org/10.2501/jar-2023-009openalex-snapshot
When Brands Go Dark: A Replication and Extension
inferred← citeshttps://doi.org/10.2501/jar-51-1-087-100openalex-snapshot
What Scanner-Panel Data Tell Us about Advertising
inferred← citeshttps://doi.org/10.2501/jar-52-3-291-296openalex-snapshot
Emotional Branding Pays Off
Editorial review for independent work. ICSAC — the Institute for Complexity Science and Advanced Computing — runs a structured editorial panel for researchers publishing outside journals, and publishes on CiteStamp rails. Submission is free and goes through ORCID: icsacinstitute.org/submit.