Assessing When Increased Media Weight Helps Sales of Real-World Brands
Marketing Science Institute Working Paper Series Report No. 02-104
Posted: 15 Aug 2002
Date Written: May 2002
A prevailing view is that increased media weight for frequently purchased brands in mature product categories usually does not lead to increases in sales. However, the role of advertising executional cues and viewer responses on media weight induced sales has not yet been examined. The authors find that whether weight helps or has no sales impact depends on the creative characteristics of the ads and the responses they evoke in viewers. Study 1 showed that real world ads for frequently purchased brands in mature categories were likely to create greater media weight induced sales when they utilized affectively based executional cues. Study 2 found that greater media weight was related to the sales impact of ads that evoked positive feelings and failed to evoke negative feelings in viewers. Hypotheses related to these results are developed within the context of prior work on consumer persuasion (including the ELM), memory processes, and advertising wearout.
Keywords: advertising effectiveness, media weight, executional cues, emotions, mature products, elaboration likelihood model
Suggested Citation: Suggested Citation