search query: @author Danaher, P. / total: 6
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| Author: | Danaher, P. Green, B. |
| Title: | A comparison of media factors that influence the effectiveness of direct response television advertising |
| Journal: | Journal of Direct Marketing
1997 : SPRING, VOL. 11:2, p. 46-58 |
| Index terms: | DIRECT SELLING EFFECTIVENESS TELEVISION ADVERTISING |
| Language: | eng |
| 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 the authors 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 analysed with a Tobit regression model. The most cost effective DRTV ads are those placed in program types the are interruptable. |
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