Publication
Title
Modeling the effectiveness of hourly direct-response radio commercials
Author
Abstract
The authors investigate the impact of direct-response commercials on incoming calls at a national call center. To this end, the authors analyze the data of a fast service for repairs of (parts of) a durable consumption good in Flanders, Belgium. The authors have access to data at the 15 minute interval covering 30 months in which 5172 radio commercials were broadcasted on six radio stations at various times of the day and at with differing commercial lengths. Their model is a two-level model, where the first-level estimates of the short-run and long-run effects are correlated with various aspects of the commercial in the second level. Their main conclusion is that GRPs are the key drivers of the effectiveness of commercials.
Language
English
Source (series)
Research paper / UA, Faculty of Applied Economics; 2008,5
Publication
Antwerp : UA, 2008
Full text (open access)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Record
Identification
Creation 11.03.2009
Last edited 04.09.2013
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