How T.V. Advertising Works: An Industry Response 1

Abstract

The author provides an industry response to the award-winning “How T.V. Advertising Works” research of Lodish and colleagues (1995). The author summarizes the results of 23 advertising versus no-advertising split-panel experiments conducted by Frito-Lay, Inc. over a four-year time frame, all within the snack foods category. The findings powerfully replicate and modestly extend the findings of Lodish and colleagues, demonstrating the practical utility of their conclusions.