Comparing the Relative Effectiveness of Advertising Channels: A Case Study of a Multimedia Blitz Campaign

In this study, the authors develop an inexpensive method to help firms assess the relative effectiveness of multiple advertising media. Specifically, they use a firm's loyalty program database to capture media exposure, through an online media survey, for all the media in which the firm adverti...

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Bibliographic Details
Published in:Journal of marketing research 2013-08, Vol.50 (4), p.517-534
Main Authors: DANAHER, PETER J., DAGGER, TRACEY S.
Format: Article
Language:English
Subjects:
Advertising
Advertising campaigns
Advertising media
Advertising research
Brand loyalty
Marketing
Mathematical models
Retail stores
Retail trade
Sales promotions
Social media
Sponsored search
Studies
Television commercials
Websites
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Summary:In this study, the authors develop an inexpensive method to help firms assess the relative effectiveness of multiple advertising media. Specifically, they use a firm's loyalty program database to capture media exposure, through an online media survey, for all the media in which the firm advertises. In turn, the exposure data are matched with the purchase history for these same respondents, thereby creating single-source data. The authors illustrate their method for a large retailer that undertook a short-term promotional sale by advertising in television, radio, newspaper, magazine, online display ad, sponsored search, social media, catalog, direct mail, and e-mail channels. In this case, seven of the ten media significantly influence purchase outcomes. Finally, the authors demonstrate how to use their advertising response model to determine the optimal budget allocation across each advertising media channel.
ISSN:0022-2437
1547-7193
DOI:10.1509/jmr.12.0241