An Update of Real-World TV Advertising Tests

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

An analysis is performed on the results of 50 recent real-world TV advertising tests conducted by Information Resources, Inc.

An Update of Real-World TV Advertising Tests

Ye Hu and Babak HayatiC. T. Bauer College of Business, University of Houston

Leonard M. Lodish and Abba M. KriegerWharton School, University of Pennsylvania

INTRODUCTION

The studies by Lodish et al. (1995a) and Hu,...

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