Sergio, Brasini and Marzia, Freo and Giorgio, Tassinari (2008): An analysis of the role of liking on the memorial response to advertising.
Download (166kB) | Preview
After the publication of the results of the Advertising Research Foundation’s Copy Research Validity Project, ad liking has been extensively used as copy test predictor of campaign’s performance. Less favourable findings have been recently presented on the basis of its delayed effects. This paper addresses the question of carryover effects of ad liking on the recall, jointly modelling the patterns of recall, ad pressure and ad liking, by means of the specification of a vector autoregressive model with GRPs acting as exogenous variable. The approach is innovative since literature has mainly investigated until now only the simultaneous relationship between advertising, recall and liking. The analysis is carried out for the markets of small automobiles, deodorants and shampoos. Main empirical findings for the analysed categories highlight that: 1) carryover effects of ad liking on the recall measures may be detected but not systematically, and 2) the ad liking role of ad likeability on memorial responses varies among product categories. Moreover 3) a further finding shows that, whereas positive influences are thoroughly retrievable (in the small car category), ad likeability influences more advertising than brand awareness and more total than unaided awareness.
|Item Type:||MPRA Paper|
|Original Title:||An analysis of the role of liking on the memorial response to advertising|
|Keywords:||Advertising effectiveness; Ad Liking; Recall; VARX models;|
|Subjects:||C - Mathematical and Quantitative Methods > C3 - Multiple or Simultaneous Equation Models ; Multiple Variables > C32 - Time-Series Models ; Dynamic Quantile Regressions ; Dynamic Treatment Effect Models ; Diffusion Processes ; State Space Models
M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing
M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M37 - Advertising
|Depositing User:||Marzia Freo|
|Date Deposited:||23. Dec 2008 14:04|
|Last Modified:||14. Feb 2013 04:54|
Amisano G., Giannini C. (1997) Topics in structural VAR econometrics, 2nd edn., Sprinterc.
Bergkvist L., Rossiter J.R. (2008), The role of ad likability in predicting an ads’ campaign performance, Journal of advertising, 37:85-97.
Biel A.L., Bridgwater C.A. (1990), Attributes of likable television commercials, Journal of advertising research, 30:38-44.
Dekimpe M.G., Hanssens D.M. (1995a), Empirical generalizations about market evolution and stationarity, Marketing science, 14: 109-121.
Dekimpe M.G., Hanssens D.M. (1995b), The persistence of marketing effects on sales, Marketing science, 14: 1-21.
Dekimpe M.G., Hanssens D.M. (2000), Time-series models in marketing: past, present and futurer, International journal of research in marketing, 17:.
Freo M. (2005), The impact of sales promotions on store performance: a structural vector autoregressive approach, Statistical methods and applications, 14:271-281.
Hansen F. (2004), Distinguishing between feelings and emotions in understanding communication effects, Journal of business research, 58: 1426-1436.
Haley R.I., Baldinger A.L. (1991), The ARF copy research validity project, Journal of advertising research, 41:11-32.
Heath R., Feldwick P. (2008) Fifty years using the wrong model of advertising, International journal of market research, 50: 29-59.
Kastenholz J., Young C. (2003), How recall misses the emotions in advertising that builds brands, Transcript proceedings. New York, ARF.
Lavidge R.J., Steiner G.A. (1961), A model for predicting measurements of advertising effectiveness, Journal of marketing, 25: 59-62.
Lutkepohl H. (1991), Introduction to multiple time series analysis, Springer-Verlag , Berlin.
Madden T.J., Allen C.T., Twible J.L. (1988), Attitude toward the ad: an assessment of diverse measurement indices under different processing steps, Journal of marketing research, 25:242-252.
Nijs V.R., Dekimpe M.G., Seenkemp J-B.E.M., Hanssens D.M. (2001), The category dmand effects of price promotions, Marketing science, 20: 1-22.
Srinivasan S., Popkowski Leszczyc P.T.L., Bass F.M. (2000), Market share response and competitive interaction: the impact of temporary, permanent and structural changes in prices, International journal of research in marketing, 17: 281-305.
Vakratsas D., Ambler T (1999), How advertising works: what do we really know?, Journal of marketing, 63:26-43.
Walker D., Dubitsky T.M. (1994), Why liking matters, Journal of advertising research, 41:9-18.
Wells W.D. (1986), Three useful ides, Advances in Consumer research, 13:9-11.
Youn S., Soun T., Wells W., Zhao X. (2001), Commercial liking and memory: moderating effects of product categories, Journal of advertising research, 41: 7-13.
Zielske H.A. (1959), The remembering and forgetting of advertising, Journal of marketing, 23:239-243.
Zielske H.A., Henry W.A. (1980), Remembering and forgetting television ads, Journal of advertising research, 20(2):7-13.