Communicating Brands in Television Advertising

Autor:	Werner Reinartz, Maren Becker, Norris I. Bruce
Přispěvatelé:	Marketing
Jazyk:	angličtina
Rok vydání:	2020
Předmět:	Economics and Econometrics Gross rating point media_common.quotation_subject Brand awareness brand communication Logo 01 natural sciences Dirichlet process mixtures 010104 statistics & probability 0502 economics and business Agency (sociology) 0101 mathematics Business and International Management Duration (project management) Function (engineering) sparse Tobit factor model media_common Marketing ad content ad effectiveness Salience (language) 05 social sciences Advertising Product (business) 050211 marketing sequential Monte Carlo methods Psychology nonparametric factors
Zdroj:	Journal of Marketing Research, 57(2), 236-256. American Marketing Association Bruce, N I, Becker, M & Reinartz, W 2020, ' Communicating Brands in Television Advertising ', Journal of Marketing Research, vol. 57, no. 2, pp. 236-256 . https://doi.org/10.1177/0022243719892576
ISSN:	0022-2437
DOI:	10.1177/0022243719892576
Popis:	Many studies have quantified the effects of TV ad spending or gross rating points on brand sales. Yet this effect is likely moderated by the different types of brand-related messages or cues (e.g., logo, brand attributes) embedded in the ads and by the ways (e.g., explicitly or implicitly) these cues are conveyed to TV audiences. The authors thus measure 17 cues often used within ads to build brand awareness (or salience) and brand image and investigate their influence on ad effectiveness. Technically, the study builds a dynamic model to quantify the effects of advertising on sales; builds a robust and interpretable (i.e., nonparametric and sparse) factor model that integrates correlated, left-censored branding cues; and then models the effects of advertising as a function of the factors identified by these cues. An analysis of 177 campaigns aired by 62 brands finds that salience cues (e.g., logo) and benefit and attribute messages moderate ad effectiveness. It also finds that explicit cues are more effective than implicit ones; nonetheless, the primary drivers of ad effectiveness are visual salience cues: the duration and frequency with which the logo and the duration with which the product are displayed. The study can thus suggest ways brand and ad agency managers can improve the effects of creative ad content on sales.
Databáze:	OpenAIRE
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