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Einsatz von Mixture Conjoint-Modellen zur Messung der Werbewirkung

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  • Bernhard Baumgartner

    (Universität Regensburg)

Abstract

Summary Advertising effectiveness has regularly been measured by means of audience attention, brand knowledge or attitudes towards the advertisement or the advertised brand. While these measurements are certainly influenced by advertising, they are not closely related to the advertiser’s objective to increase sales and profits. In this paper extensions of Mixture-Conjoint-Methods are applied to measure the impact of informative and emotional advertising media to the preference structures of consumers with heterogeneous involvement and a priori knowledge about the product category. The results verify essential statements proposed by the relevant literature. The models used in this paper can readily be applied to advertising pretests.

Suggested Citation

  • Bernhard Baumgartner, 2005. "Einsatz von Mixture Conjoint-Modellen zur Messung der Werbewirkung," Schmalenbach Journal of Business Research, Springer, vol. 57(1), pages 53-78, February.
    • Handle: RePEc:spr:sjobre:v:57:y:2005:i:1:d:10.1007_bf03372761
    DOI: 10.1007/BF03372761
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    References listed on IDEAS

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    1. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 135-146, September.
    2. Celsi, Richard L & Olson, Jerry C, 1988. "The Role of Involvement in Attention and Comprehension Processes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 210-224, September.
    3. Sujan, Mita, 1985. "Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(1), pages 31-46, June.
    4. Jean-Noël Kapferer & Gilles Laurent, 1985. "Measuring consumer involvement profiles," Post-Print hal-00786781, HAL.
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    More about this item

    Keywords

    M37;

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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