A comparison of media factors that influence the effectiveness of direct response television advertising

Peter Danaher, Benjamin J. Green J.

Research output: Contribution to journalArticleResearchpeer-review

16 Citations (Scopus)


Direct response television (DRTV) commercials provide a unique opportunity for assessing advertising effectiveness, since responses are tangible and can be immediately measured. In this study we examine media factors, such as day- part and program type, that influence the effectiveness of DRTV commercials. Over 700 commercial spots covering 12 campaigns are analyzed with a Tobit regression model. We find that the most cost effective DRTV ads are those placed in program types that are interruptable and/or dur-ing morning and afternoon dayparts.

Original languageEnglish
Pages (from-to)46-58
Number of pages13
JournalJournal of Interactive Marketing
Issue number2
Publication statusPublished - 1 Jan 1997
Externally publishedYes

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