Estimating an Advertisement's Impact on One's Consumption of a Brand

The growing interest in the brand equity of consumables is resulting in new advertising objectives for strong brands (Aaker and Bid, 1992). Instead of focusing solely on greater market penetration, many versatile, high-penetration brands (ranging from breakfast cereals to bleach) are now using advertising to encourage loyal consumers to use the brand more frequently, and they are suggesting new ways to use it or new situations in which it can be consumed (Wansink and Ray, 1992). Such efforts will be referred to here as “frequency marketing.†Frequency marketing is not only important for high-share brands in low-growth categories but is also important for any association or board which represents commodities (such as the Beef Industry Council, California Raisin Advisory Board, Florida Citrus Commission, National Dairy Council, etc.).