|
"Modeling the Effects of Direct Television Advertising at Futuredontics"by Rajesh Chandy, Deborah MacInnis, Gerard J. Tellis, and Pattana Thaivanich Futuredontics, a dentist referral service (1-800-DENTIST), advertises this service in over 60 major markets in the U.S., with a multi-million dollar advertising budget that includes over 3500 TV ad exposures per month. The firm was concerned about more efficient spending, and applied a model that determines which particular ads are effective, when (at what times), where (in which medium) and for how long, an analysis at the highly disaggregate hourly level. The firm used the results about baseline sales and advertising carryover to assess call center staffing and to schedule call center operators in a manner that minimized wait times. It also adopted an advertising schedule that focused on heavier advertising in the early part of the week, a Sunday to Tuesday schedule, or a Monday to Wednesday schedule, and completely dropped advertising on Thursdays, Fridays, and Saturdays, providing a savings of 10 to 15% of media expenditures or approximating $1 million annually.
|
Video Length: 2142
Date Found: July 10, 2010
Date Produced: July 09, 2010
|
|
MIT TechTV |
July 13, 2011
|
MIT TechTV |
July 07, 2011
|
MIT TechTV |
June 27, 2011
The emerging cleantech venture`s pilot has been supported by government grants now it is time to scale. Cleantech requires significant funding, often larger than traditional vc`s are structured to support. How does a cleantech venture scale to grow? Hear from national project developer ...
|
MIT TechTV |
June 27, 2011
Three leading New York venture capital firms will provide their strategies for 2011. Understanding venture capital firms’ strategies is critical in order to obtain venture capital. Prior to the panel discussion, PwC will present a summary of the 3rd quarter 2010 MoneyTree Report. The MoneyTree ...
|
MIT TechTV |
June 27, 2011
With the recent passage of healthcare reform legislation, corporate consolidations, and a `get tough` policy at the FDA, it is difficult to tell what the commercial healthcare landscape will look like during the next five years. A distinguished panel of experts representing biopharmaceuticals, ...
|
|
|
|
|
|
Featured Content
Featuring websites that enhance the internet user’s experience.
|