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Journals / Journal of Management Marketing and Logistics / 2016 / Cilt: 3 - Sayı: 3

WHERE TO PRESENT THE ADVERTISEMENT IN A BLOCK?

Meltem Kiygi CALLİ
Pages
205–219
Publication Date
2016-09-30
DOI
—
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The main focus of the paper is to investigate how the place of a commercial in a block affects the advertisements’ impact.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:It is expected that a commercial is more effective if the audience are exposed to it when the break starts.
📊
Key Findings & Data:The data cover 31 months.
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Conclusion & Impact:The main focus of the paper is to investigate how the place of a commercial in a block affects the advertisements’ impact.
🔬Design:Modeling & Simulation
📍Scope:Comprehensive Sample
⚙️Variables:Order effect · sequence effect · advertising effectiveness

Abstract

It is expected that a commercial is more effective if the audience are exposed to it when the break starts. This study investigates whether the first presented advertisement in a block is more effective than the subsequent ads or not and how the order of a commercial in a block affects the impact of the commercial. The impact of advertisement is measured by means of incoming calls at a national call center. The data cover 31 months. During this time period, 5,172 radio commercials are broadcasted and a total number of 261,167 incoming calls are recorded. In this study, a logarithmic distributed lag model is estimated. Differential effects of the radio channel, time of broadcast, commercial duration and order of a commercial in a block are estimated. The main focus of the paper is to investigate how the place of a commercial in a block affects the advertisements’ impact.

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Cite This Article

CALLİ, M. K. (2016). WHERE TO PRESENT THE ADVERTISEMENT IN A BLOCK?. Journal of Management Marketing and Logistics, Cilt: 3 - Sayı: 3, 205–219. https://ajindex.com/articles/836185

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References (7)

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