Advertising response matrix

The advertising response matrix divides advertising effects are across two dimensions - the effects hierarchy and the time dimension.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands