Advertising effects: more than short term

Article Abstract:

The long term effects of advertising are measured using a time series model and a direct estimate formula for measuring consumer brand equity by applying these models to an individual brand with a floating base and to another condition based on consumer brand equity. The study disproves the common notion that product brands have a constant market share base which is not affected by advertising and marketing activities. Moreover, the models were found to account for advertising impact as well as market behavior.

Advertising, Product differentiation, Spot advertising

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Single source - new analyses

Article Abstract:

The wealth of information that can be derived from single source panels is often underestimated. Data from such panels can include both the category and brand descriptions of a product, brand share and price relationships, demographics, viewing weight and recent viewing. The derived information can be subjected to normal time series modeling and multivariate regression analyses to generate such variables as short-term advertising effects and diminishing returns to higher current advertising pressure.

Consumer Behavior, Market Research, Usage, Marketing research, Consumer preferences, Panel analysis

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Adstock modelling for the long term

Article Abstract:

There are two procedures for modelling the long-term impact of advertising. One is the application of adstocks with a long half life. The other makes use of a new expression known as the cumulative adstock which is always in dynamic balance with negative forces. The result of this is a floating base which may either fluctuate or remain static. Case histories are presented.

Research, Advertising research

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