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.
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Paper provided by University Library of Munich, Germany in its series MPRA Paper with number
12342.
References listed on IDEAS Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
Dekimpe, M.G. & Franses, Ph.H.B.F. & Hanssens, D.M. & Naik, P., 2006.
"Time-Series Models in Marketing,"
Research Paper
ERS-2006-049-MKT Revision, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus Uni.
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