@article{article_360773, title={WHERE TO PRESENT THE ADVERTISEMENT IN A BLOCK?}, journal={Journal of Management Marketing and Logistics}, volume={3}, pages={205–219}, year={2016}, DOI={10.17261/Pressacademia.2016321978}, author={Calli, Meltem Kiygi}, keywords={Order effect,sequence effect,advertising effectiveness,advertising response model,distributed lag model}, abstract={<p> <span style="font-family:Calibri;">It is expected that a commercial is more effective if the audience are exposed to it when the break starts. This study investigates whether the first presented advertisement in a block is more effective than the subsequent ads or not and how the order of a commercial in a block affects the impact of the commercial. The impact of  advertisement is measured by means of incoming calls at a national call center. The data cover 31 months. During this time period, 5,172 radio commercials are broadcasted  and a total number of 261,167 incoming calls are recorded. In this study, a logarithmic distributed lag model is estimated. Differential effects of the radio channel, time of broadcast, commercial duration and order of a commercial in a block are estimated. The main focus of the paper is to investigate how the place of a commercial in a block affects the advertisements’ impact. </span> </p> <p> <br /> </p>}, number={3}, publisher={Dilek TEKER}