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- W2088541894 abstract "Direct responsive television (DRITV) 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 during morning and afternoon dayparts." @default.
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- W2088541894 date "1997-01-01" @default.
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- W2088541894 title "A comparison of media factors that influence the effectiveness of direct response television advertising" @default.
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- W2088541894 doi "https://doi.org/10.1002/(sici)1522-7138(199721)11:2<46::aid-dir6>3.0.co;2-y" @default.
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