Testing television advertising using interactive television
John S. Lapinski and Joshua D. Clinton
This paper introduces several new methods aimed at improving ad testing. The power of interactive television and scientific statistical techniques are leveraged to create a unified methodology to test ads.
Testing television advertising using interactive television.
The effectiveness of political advertisements
Joshua D. ClintonStanford University
and
John S. LapinskiYale University
INTRODUCTION
This paper introduces several new methods that explicitly measure...
