Direct responsive television (DRITV) commercials provide a unique opportunity for assessing advertising effectiveness, since responses are tangible and can be immediately measured. In this study we examine media factors, such as day-part and program type, that influence the effectiveness of DRTV commercials. Over 700 commercial spots covering 12 campaigns are analyzed with a Tobit regression model. We find that the most cost effective DRTV ads are those placed in program types that are interruptable and/or during morning and afternoon dayparts.
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Danaher et al. (1997) studied this question.
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