An Analysis of Real World TV Advertising Tests: A 15-Year Update

Ye Hu, Leonard M. Lodish and Abba M. Krieger

An analysis is performed on the results of 241 real world TV advertising tests conducted by Information Resources, Inc.

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 Pennsylvania

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