TY - JOUR
T1 - A comparison of media factors that influence the effectiveness of direct response television advertising
AU - Danaher, Peter
AU - Green J., Benjamin J.
PY - 1997/1/1
Y1 - 1997/1/1
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=37349057190&partnerID=8YFLogxK
U2 - 10.1002/(SICI)1522-7138(199721)11:23.0.CO;2-Y
DO - 10.1002/(SICI)1522-7138(199721)11:23.0.CO;2-Y
M3 - Article
AN - SCOPUS:37349057190
VL - 11
SP - 46
EP - 58
JO - Journal of Interactive Marketing
JF - Journal of Interactive Marketing
SN - 1094-9968
IS - 2
ER -