A New Approach to Modelling the Effect of Advertising

Flemming Hansen, Anne Martensen and Lars Gronholdt

In this paper, a model and an associated measurement instrument for the effect of advertising are developed.
  

A New Approach to Modelling the Effect of Advertising

Anne Martensen,Lars Grnholdt, andFlemming Hansen, Department of Marketing, Copenhagen Business School, Denmark

Keywords: Advertising effect, structural modelling, cause-and-effect simulation

PURPOSE

The purpose of this paper is to set up a model and an associated measurement instrument for the effect of advertising, and apply this in a hypothetical case study. The model is a structural equation model with latent variables, linking advertising awareness and attitude as well as brand awareness and attitude to its drivers, and in turn to their consequences: purchase...

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