An Analysis of Real World TV Advertising Tests: A 15-Year Update
Ye HuUniversity of HoustonLeonard M. LodishThe Wharton School of the University of PennsylvaniaAbba M. KriegerThe Wharton School of the University of PennsylvaniaIt has been more than 10 years since Lodish et al. (1995a) published their meta-analytical study of IRI (Information Resources Inc.) BehaviorScan®'s (BSCAN) split cable in-market TV advertising experiments. This article partially updates that analysis and provides further managerial implications of the new results. [This study is a "partial" update of Lodish et al. (1995a...