IDEAS home Printed from https://ideas.repec.org/a/vrs/gfkmir/v7y2015i1p54-60n8.html
   My bibliography  Save this article

The Long-Term ROI of TV Advertising in a Digital World

Author

Listed:
  • Wildner Raimund

    (Managing Director and Vice President of GfK Verein and Professor of Business Administration and Statistics at the University of Erlangen-Nuremberg, Germany)

  • Modenbach Guido

    (Managing Director of Seven One Media, Munich, Germany)

Abstract

The methods of measuring market success and advertising effect are already quite sophisticated and precise compared to the early age of mass advertising, but identifying cause and effect in the world of marketing is still a challenge. There are so many influential factors, and more and more ommunication channels are becoming available for addressing consumers and promoting one’s brand. So how does good old TV advertising stack up in this environment? Has it become obsolete in the age of social media? Does it belong to the half of the advertising that does not work? If you consider both the short- and longterm effects, the answer is an unequivocal no. That was the result of the calculations of a model developed by Seven One Media, GfK Fundamental Research of GfK Verein and GfK TV Audience Research for determining the return on investment (ROI) of TV advertising.

Suggested Citation

  • Wildner Raimund & Modenbach Guido, 2015. "The Long-Term ROI of TV Advertising in a Digital World," NIM Marketing Intelligence Review, Sciendo, vol. 7(1), pages 54-60, May.
    • Handle: RePEc:vrs:gfkmir:v:7:y:2015:i:1:p:54-60:n:8
    DOI: 10.1515/gfkmir-2015-0008
    as

    Download full text from publisher

    File URL: https://doi.org/10.1515/gfkmir-2015-0008
    Download Restriction: no
    File URL: https://libkey.io/10.1515/gfkmir-2015-0008?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Zenetti, German & Klapper, Daniel, 2016. "Advertising Effects Under Consumer Heterogeneity – The Moderating Role of Brand Experience, Advertising Recall and Attitude," Journal of Retailing, Elsevier, vol. 92(3), pages 352-372.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:gfkmir:v:7:y:2015:i:1:p:54-60:n:8. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.