Modeling the Effectiveness of Hourly Direct-Response Radio Commercials
Modeling the Effectiveness of Hourly Direct-Response Radio Commercials

Author: Meltem Kiygi Calli

Publisher:

Published: 2011

Total Pages: 0

ISBN-13:

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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 is the second level. Their main conclusion is that GRPs are the key drivers of the effectiveness of commercials.

Effective Radio Advertising
Effective Radio Advertising

Author: Marc G. Weinberger

Publisher: Lexington Books

Published: 1994

Total Pages: 210

ISBN-13: 9780669250039

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To learn more about Rowman & Littlefield titles please visit us at www.rowmanlittlefield.com.

Which Ad Works, When, Where, and How Often? Modeling the Effects of Direct Television Advertising
Which Ad Works, When, Where, and How Often? Modeling the Effects of Direct Television Advertising

Author: Gerard J. Tellis

Publisher:

Published: 2020

Total Pages: 15

ISBN-13:

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The authors develop a model to decompose the effects of television advertising for a toll-tree referral service, at the hourly level. The model estimates which ad works, when, in which station, and for how long. Results of the analysis show that ads do stimulate direct response, but their effects dissipate very rapidly. Effectiveness and profitability vary substantially by creative, television station, and station x time of the day. The results underscore the need for managers to undertake such analyses and for researchers to use such a disaggregate approach.

Direct Response Radio
Direct Response Radio

Author: Brett Astor

Publisher:

Published: 2008-03

Total Pages: 0

ISBN-13: 9781419682223

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Straightforward and concise, this self-help corporate planner guides small, medium, and large businesses on the dynamic and profitable advertising tool of direct response radio.

Model Rules of Professional Conduct
Model Rules of Professional Conduct

Author: American Bar Association. House of Delegates

Publisher: American Bar Association

Published: 2007

Total Pages: 216

ISBN-13: 9781590318737

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The Model Rules of Professional Conduct provides an up-to-date resource for information on legal ethics. Federal, state and local courts in all jurisdictions look to the Rules for guidance in solving lawyer malpractice cases, disciplinary actions, disqualification issues, sanctions questions and much more. In this volume, black-letter Rules of Professional Conduct are followed by numbered Comments that explain each Rule's purpose and provide suggestions for its practical application. The Rules will help you identify proper conduct in a variety of given situations, review those instances where discretionary action is possible, and define the nature of the relationship between you and your clients, colleagues and the courts.