Marketers' Intuitions about the Sales Effectiveness of Advertisements

Nicole Hartnett, Rachel Kennedy, Byron Sharp and Luke Greenacre

Journal of Marketing Behavior, 2016, vol. 2, issue 2-3, 177-194

Abstract: Advertisements vary enormously in their sales effectiveness, so choosing the more effective advertisements to air is an important marketing task. Such decisions are often made intuitively. This study assesses the intuitive predictions made by a global sample of marketers regarding which television ads are more or less sales effective. The findings show that marketersÂ’ predictions were correct no more often than random chance. Multivariate analysis suggests that those with category experience and those in marketing or consumer insights roles make slightly better predictions. Aside from who makes better predictions, further research is needed on how to improve advertising decisions, including use of evidence-based decision support systems and team decision-making.

Keywords: Advertising; Consumer packaged goods; Television; Creativity; Individual Decision Making; Marketing Decisions Models; Marketing Information Systems (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://dx.doi.org/10.1561/107.00000034 (application/xml)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:now:jnljmb:107.00000034

Access Statistics for this article

More articles in Journal of Marketing Behavior from now publishers
Bibliographic data for series maintained by Lucy Wiseman ().