MANAGEMENT SLANT
- Refined methods of statistical matching are an effective substitute for experimentation in accounting for causality in the television advertising-to-sales relationship.
- Such matching must account for both demographic characteristics and pre-campaign purchase behavior.
- In controlling for endogeneity and accounting for heterogeneity in the television advertising-to-sales relationship, causal results showed that the campaign for the focal brand was most effective in influencing light as opposed to heavy users.
- Failure to control for endogeneity results in the opposite effect; that is, the campaign is most effective in influencing heavy users.
INTRODUCTION
Researchers have relied on two types...