A comparison of media factors that influence the effectiveness of direct response television advertising
✍ Scribed by Danaher, Peter J. ;Green, Benjamin J.
- Publisher
- John Wiley and Sons
- Year
- 1997
- Weight
- 160 KB
- Volume
- 11
- Category
- Article
- ISSN
- 0892-0591
No coin nor oath required. For personal study only.
✦ Synopsis
used, such as recall, likeability, and persuasion. In Direct response television (DRTV) commercials provide a contrast, the number of telephone responses generunique opportunity for assessing advertising effectiveness, ated from a DRTV advertisement and/or a campaign since responses are tangible and can be immediately meaprovides an objective measure of advertising effecsured. In this study we examine media factors, such as daytiveness. Bush et al (5) comment, ''Unlike other part and program type, that influence the effectiveness of DRTV commercials. Over 700 commercial spots covering forms of advertising, direct response advertising ef-12 campaigns are analyzed with a Tobit regression model.
fectiveness can be judged solely on its ability to
We find that the most cost effective DRTV ads are those generate sales.'' placed in program types that are interruptable and/or dur-Even though DRTV offers a simple measure of ing morning and afternoon dayparts.