The Effect of Media Advertising on Brand Consideration and Choice

Nobuhiko Terui, Masataka Ban () and Greg M. Allenby ()
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Masataka Ban: Faculty of Business Administration, Mejiro University, Tokyo 161-8539, Japan
Greg M. Allenby: Fisher College of Business, Ohio State University, Columbus, Ohio 43210

Marketing Science, 2011, vol. 30, issue 1, 74-91

Abstract: The nature of the effect of media advertising on brand choice is investigated in two product categories in analyses that combine household scanner panel data with media exposure information. Alternative model specifications are tested in which advertising is assumed to directly affect brand utility, model error variance, and brand consideration. We find strong support for advertising effects on choice through an indirect route of consideration set formation that does not directly affect brand utility. Implications for media buying and advertising effects are explored.

Keywords: Bayesian analysis; threshold effects; determinants of utility (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (25)

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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:30:y:2011:i:1:p:74-91

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