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

By Gerard J. Tellis, Rajesh Chandy, Pattana Thaivanich. 2000

130 citations recorded by the source corpus.

Subfields: Management Science and Operations Research, Marketing, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/98d8e450669c3bfded1e318524ca0ec42c739b40

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In Management Science and Operations Research

In Marketing

In Strategy and Management

Citations in the corpus

An Empirical Analysis of Search Engine Advertising: Sponsored Search in Electronic Markets (2009, unknown): “In the context of selling medical services, Tellis et al. (2001) find that effective TV ads that generate referrals may not necessarily be profitable too.”
Time-series models in marketing:: Past, present and future (2000, background): “One example in this respect is the recent transferfunction analysis of the hourly effects of direct-response television advertising, the first study to identify peaks and declines in advertising effects within Ž . the same day Tellis et al., 2000 .”
Persuasion: Empirical Evidence (2010, unknown): “Tellis et al. (2000), for example, analyze data from a company that advertises health care referral services on television, examining calls from customers to an 800 number listed on the screen.”
How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising Elasticities (2011, background): “One reason for this effect is that television advertising, with its ability to arouse emotions, may be more effective than print advertising, which relies primarily on information appeals (Tellis, Chandy, and Thaivanich 2000).”
The Impact of Acquisitions on Innovation: Poison Pill, Placebo, or Tonic? (2005, background): “(For a classic exposition of this issue in marketing, see Clarke 1976; for a recent application, see Tellis, Chandy, and Thaivanich 2000.)”
How Does Objective Quality Affect Perceived Quality? Short-Term Effects, Long-Term Effects, and Asymmetries (2006, methodology): “Equation (4) is similar to a partial adjustment model, which has been used frequently to study longterm effects of advertising and promotion (Clarke 1976; Mela et al. 1997; Tellis et al. 2000; van Heerde et al. 2004).”