An Update of Real-World TV Advertising Tests
Ye Hu and Babak HayatiC. T. Bauer College of Business, University of Houston
Leonard M. Lodish and Abba M. KriegerWharton School, University of Pennsylvania
INTRODUCTION
The studies by Lodish et al. (1995a) and Hu, Lodish, and Krieger (2007; hereafter Hu et al.), based on IRI (Information Resources Inc.) tests completed between 1982 and 2003, suggested that TV advertising effectiveness for established products due to media weight change had improved since the mid 1990s. The finding that TV advertising effectiveness was dynamic over the long run suggested it...