The Effect of Media Advertising on Brand Consideration and Choice
Tohoku University - Graduate School of Economics & Management
Tohoku University - Economics & Management
Greg M. Allenby
Ohio State University (OSU) - Department of Marketing and Logistics
October 1, 2009
Fisher College of Business Working Paper
The nature of the effect of media advertising on brand choice is investigated in two product categories in analyses that combine household scanner panel data with media exposure information. Alternative model specifications are tested in which advertising is assumed to directly affect brand utility, model error variance, and brand consideration. We find strong support for advertising effects on choice through an indirect route of consideration set formation, and not directly affecting brand utility. Implications for media buying and advertising effects are explored.
Number of Pages in PDF File: 38
Keywords: Panel Data, Advertising Exposure, Informative and Persuasive Effects
JEL Classification: C11, C23, M37working papers series
Date posted: September 2, 2007 ; Last revised: April 4, 2010
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