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An Update of Real-World TV Advertising Tests
3 references·3 citing·22 second hop
An Update of Real-World TV Advertising Tests (2009)An Update of Real-World TV Advertising Te…An Analysis of Real World TV Advertising Tests: A 15-Year Update (2007)An Analysis of Real World TV …How T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising Experiments (1995)How T.V. Advertising Works: A…A Summary of Fifty-Five In-Market Experimental Estimates of the Long-Term Effect of TV Advertising (1995)A Summary of Fifty-Five In-Ma…When Brands Go Dark: A Replication and Extension (2023)When Brands Go Dark: A Replic…When Brands Go Dark (2021)When Brands Go DarkModeling advertising impact at campaign level: Empirical generalizations relative to long-term advertising profit contribution and its antecedents (2013)Modeling advertising impact a…Econometric Measurement of the Duration of Advertising Effect on Sales (1976)How Advertising Affects Sales: Meta-Analysis of Econometric Results (1984)Marketing Communication Drivers of Adoption Timing of a new E-service Among Existing Costumers (2007)The Impact of Economic Contractions on the Effectiveness of R&D and Advertising: Evidence from U.S. Companies Spanning Three Decades (2011)The Stock Market in the Driver's Seat! Implications for R&D and Marketing (2011)The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice (1997)How Advertising Works: What Do We Really Know? (1999)Which Products Are Best Suited to Mobile Advertising? A Field Study of Mobile Display Advertising Effects on Consumer Attitudes and Intentions (2014)A Tear in the Iron Curtain: The Impact of Western Television on Consumption Behavior (2015)Ghost Ads: Improving the Economics of Measuring Online Ad Effectiveness (2017)Marketing Research (1970)Measuring Marketing Productivity: Current Knowledge and Future Directions (2004)Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)Consumer Behavior: Buying, Having and Being (1993)Market-Based Assets and Shareholder Value: A Framework for Analysis (1998)Dirichlet implications for portfolio management (2021)Mental availability: a missing link for physical activity promotion? (2025)Repeat-Buying: Facts, Theory and Applications. (1991)Replications and extensions in marketing: Rarely published but quite contrary (1994)The C-OAR-SE procedure for scale development in marketing (2002)Interventions to Break and Create Consumer Habits (2006)Marketing renaissance: How research in emerging markets advances marketing science and practice (2006)
this work references cited by second hop

References

  • 1995How T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising Experiments452 cited
  • 1995A Summary of Fifty-Five In-Market Experimental Estimates of the Long-Term Effect of TV Advertising148 cited
  • 2007An Analysis of Real World TV Advertising Tests: A 15-Year Update87 cited

Cited by

  • 2021When Brands Go Dark14 cited
  • 2013Modeling advertising impact at campaign level: Empirical generalizations relative to long-term advertising profit contribution and its antecedents9 cited
  • 2023When Brands Go Dark: A Replication and Extension8 cited

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