Abstract
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 language | English |
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Pages (from-to) | 46-58 |
Number of pages | 13 |
Journal | Journal of Interactive Marketing |
Volume | 11 |
Issue number | 2 |
DOIs | |
Publication status | Published - 1 Jan 1997 |
Externally published | Yes |