Advertising response matrix

Giep Franzen, Cindy Goessens & Mary Hoogerbrugge

The advertising response matrix gives a succinct but complete listing of advertising effects/responses, which may follow exposure to advertisements or advertising campaigns.

Advertising effects are specified according to two dimensions, the effects hierarchy (with four levels), and the time dimension (with three time frames).


  1. Mental advertising response: This response category comprises the individual consumer's mental reactions to the individual advertisement during and immediately after exposure, as well as the individual consumer's aggregated reactions to the series of advertisements or campaigns to which he or she has recently been exposed (the campaign response).