Predicting Trial, Repeat, and Sales Response from Alternative Media Plans Using Split-cable Data

Fred S Zufryden

A recent article by the author (Zufryden, 1981) reported empirical results from the use of a new methodology (ZAPEM) that relates exposures from particular TV media schedules to consumer purchase-response behavior.

The methodology, unlike its predecessors, predicts measures of media effectiveness that include a brand's trial, cumulative penetration, and repeat-purchase patterns as a function of alternative TV media plans. Hence, in contrast to previous methodologies that utilize lower-level media effectiveness criteria such as reach, frequency, cost-per-thousand, awareness, or even attitude change, the approach ties directly to higher-level, sales-related, company objectives.