Advertising effects on awareness, consideration and brand choice using tracking data

Philip Hans Franses and M. Vriens

ERIM Report Series Research in Management from Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam

Abstract: Using weekly data on advertising expenditures in various media and response data on awareness, consideration and choice, we test the hierarchy of effects hypothesis. Our empirical results, based on a simultaneous equations model with pooled parameters across brands, suggest that we can reject this hypothesis convincingly. Next, we consider a vector error correction model, again with pooled parameters, to see if there are dynamic effects of advertising. For the category under scrutiny, we find that most advertising effects exist for awareness, although at the same time there are effects for choice. Newspaper advertising turns out to be most influential.

Keywords: advertising; awareness; choice; consideration (search for similar items in EconPapers)
JEL-codes: C44 M M31 M37 (search for similar items in EconPapers)
Date: 2004-04-03
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Citations: View citations in EconPapers (2)

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