TV and In-Store again found additive
Jay Leon, Brian Katz and Bill HarveyTurner and TiVo Research/TRA
Abstract
Because of an unvalidated belief that TV and promotion should not be used at the same time, and the earlier lack of TV accountability which pushed management toward limiting the TV budget, TV flighting has become widespread, despite proof (Jones1, Ephron2) that TV continuity delivers higher ROI than flighting. The logic was: by flighting one can use TV in between periods of promotion. These studies prove that TV and promotion should be coordinated and simultaneous because this produces...