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

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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