Modeling the Microeffects of Television Advertising: Which Ad Works, When, Where, for How Long, and Why?
Marketing Science, Vol. 24, No. 3, 2005
8 Pages Posted: 25 May 2006
Abstract
Most past research has focused on how aggregate advertising works in field settings. However, the information most critical to managers is which ad works, in which medium or vehicle, at what time of the day, at what level of repetition, and for how long. Managers also need to know why a particular ad works in terms of the characteristics (or cues) of its creative. The proposed model addresses these issues. It provides a comprehensive method to evaluate the effect of TV advertising on sales by simultaneously separating the effects of the ad itself from that of the time, placement (channel), creative cues, repetition, age of the ad, and age of the market. It also captures ad decay by hour to avoid problems of data aggregation. No model in the literature provides such an in-depth and comprehensive analysis of advertising effectiveness. Applications of the model have saved millions of dollars in costs of media and design of creatives.
Keywords: advertising response, wear-in, wear-out, carry-over effect, long-term effect, ad creative, ad cues
Suggested Citation: Suggested Citation
Do you have negative results from your research you’d like to share?
Recommended Papers
-
Which Ad Works, When, Where, and How Often? Modeling the Effects of Direct Television Advertising
By Gerard J. Tellis, Rajesh K. Chandy, ...
-
Does Quality Win? Network Effects versus Quality in High-Tech Markets
By Gerard J. Tellis, Eden Yin, ...
-
The Optimal Data Interval for Econometric Models of Advertising Carryover
-
Channel Power in Multi-Channel Environments
By Sonja Gensler, M. G. Dekimpe, ...
-
By Philip Hans Franses and Bjorn Vroomen
-
Why and How Quality Wins over Network Effects and What it Means
By Gerard J. Tellis, Rakesh Niraj, ...
-
By Gary L. Lilien, John Roberts, ...
-
Dynamic Platform Competition with Malicious Users
By Alfredo Garcia and Joseph Shen