Measurement of advertising effectiveness using alternative measures of advertising exposure

✍ Scribed by Chanjin Chung; Harry M. Kaiser

• Publisher: John Wiley and Sons
• Year: 1999
• Tongue: English
• Weight: 116 KB
• Volume: 15
• Category: Article
• ISSN: 0742-4477
• DOI: 10.1002/(sici)1520-6297(199923)15:4<525::aid-agr8>3.0.co;2-2

✦ Synopsis

The objective of this study is to examine the impacts of alternative measures of advertising exposure on the evaluation of advertising effectiveness. This study used quarterly data of post-buy actual GRPs and corresponding advertising expenditures for the New York City fluid milk market. First, the correlation was tested between GRP and expenditure series. Then, advertising effectiveness was evaluated using these two series. Correlation tests suggested no correlation between GRP and expenditure variables was highly unlikely. The econometric analysis, however, found that the two alternatives produced quite different advertising elasticities and rates of return. The results indicate that the choice of advertising exposure measure may provide researchers with different evaluation results. [Econ-Lit citations: Q130, M300, M370]