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...