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Summary of Empirical Research on Advertising Customer Products and Brands

Summary of Empirical Research on Advertising Customer Products and Brands. Product and Brand Management Marketing 6215. Topic: Advertising Elasticities and Carryover. Research Findings: Advertising Elasticities range from 0 to .20

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Summary of Empirical Research on Advertising Customer Products and Brands

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  1. Summary of Empirical Research on Advertising Customer Products and Brands Product and Brand Management Marketing 6215

  2. Topic:Advertising Elasticities and Carryover • Research Findings: • Advertising Elasticities range from 0 to .20 • Advertising Elasticities for consumer durables are higher than those for nondurables • Promotional elasticities are up to 20 times higher that advertising elasticities • Advertising elasticities are dynamis and decrease during the product life cycle. Adevertisingelasticities are therefore higher for ne than established brands • 90% of advertising effects dissipate after three to fifteen months D. Vakratas and T. Ambler, Journal of Marketing (January 1999)

  3. Topic:Advertising Response, Reach and Frequency • Research Findings: • Returns to advertising are usually diminishing; the first exposure is the most influential for short-term sales or share gains • For frequently purchase consumer goods, share returns to advertising diminish fast, typically after the third exposure. After the third exposure advertisers should focus on reach rather than frequency D. Vakratas and T. Ambler, Journal of Marketing (January 1999)

  4. Topic:Advertising and Consumer Price Sensitivity • Research Findings: • Price advertising increases price sensitivity, whereas non-price advertising decreases price sensitivity. Furthermore, price sensitivity leads to lower prices. • When consumers rely on memory to retrieve product information, advertising increases price sensitivity; when consumers rely on point-of-purchase information, advertising decreases price sensitivity. D. Vakratas and T. Ambler, Journal of Marketing (January 1999)

  5. Topic:Advertising Repetition and Ad Likability • Research Findings: • In low-involvement purchase situations, repetition of different versions of an advertisement prevents early decay of advertising effects • Brand recall can be maintained at a high level if an advertising campaign consists of a series of advertisements • Ad likability highly correlates with brand preference D. Vakratas and T. Ambler, Journal of Marketing (January 1999)

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