Measuring and Testing Relative Advertising Effectiveness with Split-Cable TV Panel Data
作者:
TimothyW. McGuire,
期刊:
Journal of the American Statistical Association
(Taylor Available online 1977)
卷期:
Volume 72,
issue 360
页码: 736-745
ISSN:0162-1459
年代: 1977
DOI:10.1080/01621459.1977.10479949
出版商: Taylor & Francis Group
关键词: Split-cable TV;Advertising effectiveness;Panel data;Design model;Nonlinear response function;Serial correlation
数据来源: Taylor
摘要:
Various methods of estimating and testing the relative effectiveness of advertising campaigns using split-cable TV consumer panel data are examined. Sensitivities of the methods to missing observations, serial correlation, and the pattern of the expected advertising campaign impact over time are considered. The maximum likelihood estimators for both the case of no missing observations and the missing-observations case are derived, and a nonlinear model which allows for a gradual diffusion of the relative impact of the campaign is developed. For the data analyzed, the nonlinear model is best for discerning a significant difference between campaigns.
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