Television advertising: assessing effects on sales and consumer behaviour
Andrew Roberts
Advertisers need to determine whether TV generates profitable sales, what budget to set, and which areas and consumer targets to select. New techniques for analysing consumer panel data may be an attractive alternative to area tests and econometric analysis of time series data. An example fusion of BARB with TCA appears to show reliable variable sales effects (and their advertising cost) against different demographic groups and exposure weights. The method seems to offer a cost-effective solution for brands with reasonably high purchase frequency but relatively small budgets.
This...