A field experiment utilizing a new experimental approach to measuring advertising exposure which provides a range of levels of exposure was conducted in eight main test market and eight fringe cities for a global Fortune 500 company consumer durable product. The results showed: a) targeted rating points of advertising delivered are strongly related to advertising effectiveness, and b) this effect is attributable to advertising level and to whether the members of the target audience live close to or far from the broadcast source.
"An Experiment in Testing Advertising Levels By Measuring Natural Test Market Variation,"
Atlantic Marketing Journal: Vol. 2
, Article 6.
Available at: http://digitalcommons.kennesaw.edu/amj/vol2/iss2/6