Title
The effectiveness of high-frequency direct-response commercials The effectiveness of high-frequency direct-response commercials
Author
Faculty/Department
Faculty of Applied Economics
Publication type
article
Publication
Amsterdam ,
Subject
Economics
Source (journal)
International journal of research in marketing. - Amsterdam
Volume/pages
29(2012) :1 , p. 98-109
ISSN
0167-8116
ISI
000304568100011
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
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.
E-info
https://repository.uantwerpen.be/docman/iruaauth/65bd59/4cb2047.pdf
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