Overcontrol in Advertising Experiments

Paul W Farris and David J Reibstein

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time.

Overcontrol in Advertising Experiments

Paul W. Farris  and David J. Reibstein

Market A is selected as the test city. Three levels of advertising 'frequency’’ are to be tested by taming corresponding numbers of commercials to three groups of randomly selected households. Sales to the three groups are to be measured with either diary panel data or scanner data. Since market A has been determined to be representative of the total area under consideration, the three levels of purchase probability associated with the levels of advertising are to be used inconstructing an advertising-sales response function for budgeting purposes.

According...

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