Abstract
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.
Keywords
Order effect sequence effect advertising effectiveness advertising response model distributed lag model
References
- Aaker, David A., Stayman, Douglas M. and Hagerty, Michael R. 1986, “Warmth in Advertising: Measurement, Impact, and Sequence Effects”, Journal of Consumer Research,12, 4, 365-381.
- Chandy, Rajesh, Tellis, Gerard J., MacInnis, Debbie, and Thaivanich, Pattana (2001), “What to Say When: Advertising Appeals in Evolving Markets,” Journal of Marketing Research, 38, 4 (November), 399-414.
- Clarke, Darral G. (1976), “Econometric Measurement of the Duration of Advertising Effect on Sales,”Journal of Marketing Research, 13 (November), 345-357.
- Dekimpe, Marnik G., and Hanssens, Dominique M. (1995), “The Persistence of Marketing Effects on Sales,” Marketing Science, 14, 1, 1-21.
- Leone, Robert P. (1995), “Generalizing What Is Known About Temporal Aggregation and Advertising Carryover,” Marketing Science, 14, 3, Part 2 of 2, G141-G149.
- Little, John D.C. (1979), “Aggregate Advertising Models: The State of the Art,” Operations Research, 27, 4 (July-Augustus), 629-667.
- McLeod, Gordon (1983), “Box Jenkins in Practice”, Lancaster: Gwilym Jenkins & Partners Ltd.
- Schiffman, Leon G., Kanuk, Leslie, and Hansen, Havard (2011), “Consumer Behavior: A European Outlook”, Pearson Education Limited.
- Tellis, Gerard J. (2004), “Effective Advertising: Understanding When, How, and Why Advertising Works”, California: Sage Publications, Inc.
- Tellis, Gerard J., Chandy, Rajesh, and Thaivanich, Pattana (2000), “Decomposing the Effects of Direct Advertising: Which Brand Works, When, Where, and How Long?” Journal of Marketing Research, 37 (February), 32-46.
- Verhoef, Peter C., Hoekstra, Janny C., and Van Aalst, Marcel (2000). “The effectiveness of direct response radio commercials: Results of a field experiment in the Netherlands,” European Journal of Marketing, 34(1), 143–155.
Abstract
References
- Aaker, David A., Stayman, Douglas M. and Hagerty, Michael R. 1986, “Warmth in Advertising: Measurement, Impact, and Sequence Effects”, Journal of Consumer Research,12, 4, 365-381.
- Chandy, Rajesh, Tellis, Gerard J., MacInnis, Debbie, and Thaivanich, Pattana (2001), “What to Say When: Advertising Appeals in Evolving Markets,” Journal of Marketing Research, 38, 4 (November), 399-414.
- Clarke, Darral G. (1976), “Econometric Measurement of the Duration of Advertising Effect on Sales,”Journal of Marketing Research, 13 (November), 345-357.
- Dekimpe, Marnik G., and Hanssens, Dominique M. (1995), “The Persistence of Marketing Effects on Sales,” Marketing Science, 14, 1, 1-21.
- Leone, Robert P. (1995), “Generalizing What Is Known About Temporal Aggregation and Advertising Carryover,” Marketing Science, 14, 3, Part 2 of 2, G141-G149.
- Little, John D.C. (1979), “Aggregate Advertising Models: The State of the Art,” Operations Research, 27, 4 (July-Augustus), 629-667.
- McLeod, Gordon (1983), “Box Jenkins in Practice”, Lancaster: Gwilym Jenkins & Partners Ltd.
- Schiffman, Leon G., Kanuk, Leslie, and Hansen, Havard (2011), “Consumer Behavior: A European Outlook”, Pearson Education Limited.
- Tellis, Gerard J. (2004), “Effective Advertising: Understanding When, How, and Why Advertising Works”, California: Sage Publications, Inc.
- Tellis, Gerard J., Chandy, Rajesh, and Thaivanich, Pattana (2000), “Decomposing the Effects of Direct Advertising: Which Brand Works, When, Where, and How Long?” Journal of Marketing Research, 37 (February), 32-46.
- Verhoef, Peter C., Hoekstra, Janny C., and Van Aalst, Marcel (2000). “The effectiveness of direct response radio commercials: Results of a field experiment in the Netherlands,” European Journal of Marketing, 34(1), 143–155.
Details
| Journal Section | Articles |
|---|---|
| Authors | |
| Publication Date | September 30, 2016 |
| Published in Issue | Year 2016 Volume: 3 Issue: 3 |
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