Know your enemy: How competitive advertising investments moderate advertising effectiveness in high- and low-informative media channels

Felix Wasser, Goetz Greve, Oliver Schnittka, Marius Johnen and Julian Hofmann ()
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Felix Wasser: SDU - University of Southern Denmark
Goetz Greve: HSBA - Hamburg School of Business Administration
Oliver Schnittka: SDU - University of Southern Denmark
Marius Johnen: UHH - Universität Hamburg = University of Hamburg
Julian Hofmann: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School

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Abstract: Brands are under constant competitive pressure through competitive advertising investment, hindering the development of brand awareness and sales. Such negative effects are predicted by information processing theory, where information above a certain threshold is processed less effective. In practice, marketing managers often react to competitive advertising investment with additional investment or ignorance. With a data set containing advertising data across 110 brands, we show that these strategies are not effective, as they do not consider the differences between the interactions of high-and low-informative media channels and competitive investments. While high-informative are indeed negatively moderated, we found that low-informative channels on the contrary are moderated positively through competitive advertising investments. Our findings help marketing managers to allocate advertising budgets across media channels with respect to competition and drive advertising effectiveness.

Keywords: Media planning; Advertising effectiveness; Competitive advertising (search for similar items in EconPapers)
Date: 2021-05-25
Note: View the original document on HAL open archive server: https://hal.science/hal-05089022v1
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Published in 50th annual EMAC Conference, European Marketing Academy, May 2021, Madrid, Spain

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