Measuring Immediate Response to Advertising: What You See May Not Be What You Get
研究发现，简单图表可能误导对广告效果的理解，而恰当构建的图形视图能揭示广告对电话使用量的即时显著影响。
Most advertising research practitioners acknowledge the methodological value of combining formal analytical techniques with graphical methods. The latter largely consist of visual examination that, as far as possible, allows the data to speak for themselves. We will demonstrate that an uncritical examination of simple plots may often provide no insights or be grossly misleading. Appropriately constructed graphical views, however, do help us understand the effects of advertising. In particular, we discover a substantial, significant effect of advertising on telephone usage which occurs immediately.