Publication
Title
The effectiveness of high-frequency direct-response commercials
Author
Abstract
To optimally schedule commercials for a car repair service, we investigate the impact of direct-response commercials on incoming calls at a national call center by using a unique hourly data set from a Belgium-based company. We address the question of whether advertising effects vary across the hours of the week and thereby provide opportunities for the company to optimize its media plan. We summarize the data with a random-effects hierarchical linear model that treats the hours within the week as a panel of 168 interrelated time series. This model highlights the intraday and intraweek heterogeneity of advertising elasticities. (C) 2011 Elsevier B.V. All rights reserved.
Language
English
Source (journal)
International journal of research in marketing. - Amsterdam
Publication
Amsterdam : 2012
ISSN
0167-8116
Volume/pages
29:1(2012), p. 98-109
ISI
000304568100011
Full text (Publisher's DOI)
Full text (publisher's version - intranet only)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identification
Creation 03.07.2012
Last edited 12.09.2017
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