Working Papers

Decomposing the Effects of Direct TV Advertising: Which Ad Works, When, Where, and How Often?

by Gerard J. Tellis, Rajesh K. Chandy, and Pattana Thaivanich

Jan 1, 1999

Develops a model to examine the effects of TV direct advertising at the hourly level; determines which effects are due to vehicle, which to creative, and which to time of day the ad was broadcast.

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