Exploding the Legend of Television Advertising and Price Promotions: The Proper Mix of Price, InStore, and TV for Maximum Short- and Long-Term ROI

The advertising and marketing communities traditionally have understood television advertising effectiveness and its relationship to in-store marketing tactics through small-market research or marketing-mix modeling.

Exploding the Legend of Television Advertising and Price Promotions: The Proper Mix of Price, InStore, and TV for Maximum Short- and Long-Term ROI

Bill Harvey and Terese Herbig

TRA

Matthew Keylock, Ritesh Aggarwal and Nina Lerner

dunnhumbyUSA

Management slant

  • Advertisers would be better served to use television, price, display, and feature together than to alternate between TV and promotion.
  • TV by itself captures a very small portion of the total sales lift capability television has when used together with promotion.
  • The creative execution aspect of feature and display should not be ignored—under certain conditions...

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