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 feature is actually associated with reduced sales.
  • Integrated marketing communications is a nice theory and one that would pay off if actually implemented.
INTRODUCTION