A Look at the Long-run Effectiveness of Multimedia Advertising and Its Implications for Budget Allocation Decisions

Demetrios Vakratsas and Zhenfeng Ma

Journal of Advertising Research, 2005, vol. 45, issue 2, 241-254

Abstract: This study examines the long-term effectiveness of multimedia advertising in a competitive setting and its implications for budget allocation decisions, using multivariate persistence methodology. Analysis of network TV, spot TV, and magazine advertising for the two major competitors in the U.S. SUV industry suggested that long-run advertising effectiveness differed considerably among media. These differences were attributed to the media lifespan, retrieval, and content of the message they convey. The authors propose that budget allocation decisions should consider the long-run effectiveness of the different media employed to increase the productivity of advertising campaigns. They also conduct a simulation experiment to further investigate long-run sales effects of alternative allocation strategy scenarios.

Date: 2005
References: Add references at CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
https://www.cambridge.org/core/product/identifier/ ... type/journal_article link to article abstract page (text/html)

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:cup:jadres:v:45:y:2005:i:02:p:241-254_05

Access Statistics for this article

More articles in Journal of Advertising Research from Cambridge University Press Cambridge University Press, UPH, Shaftesbury Road, Cambridge CB2 8BS UK.
Bibliographic data for series maintained by Kirk Stebbing ().