The long-term impact of promotion and advertising on consumer brand choice

被引:461
作者
Mela, CF [1 ]
Gupta, S [1 ]
Lehmann, DR [1 ]
机构
[1] COLUMBIA UNIV,GRAD SCH BUSINESS,NEW YORK,NY 10027
关键词
D O I
10.2307/3151862
中图分类号
F [经济];
学科分类号
02 ;
摘要
The authors examine the long-term effects of promotion and advertising on consumers' brand choice behavior. They use 8 1/4 years of panel data for a frequently purchased packaged good to address two questions: (1) Do consumers' responses to marketing mix variables, such as price, change over a long period of time? (2) If yes, are these changes associated with changes in manufacturers' advertising and retailers' promotional policies? Using these results, the authors draw implications for manufacturers' pricing, advertising, and promotion policies. The authors use a two-stage approach, which permits them to assess the medium-term (quarterly) effects of advertising and promotion as well as their long-term (i.e., over an infinite horizon) effects. Their results are consistent with the hypotheses that consumers become more price and promotion sensitive over time because of reduced advertising and increased promotions.
引用
收藏
页码:248 / 261
页数:14
相关论文
共 47 条
[1]  
Bass FM, 1984, MARKET SCI, V3, P267, DOI DOI 10.1287/MKSC.3.4.267
[2]  
Ben-Akiva M., 1985, Discrete choice analysis: theory and application to travel demand
[3]  
Blattberg R.C., 1989, MARKET LETT, V1, P81, DOI DOI 10.1007/BF00436151
[4]   MASTERING THE MIX - DO ADVERTISING, PROMOTION, AND SALES FORCE ACTIVITIES LEAD TO DIFFERENTIATION [J].
BOULDING, W ;
LEE, EY ;
STAELIN, R .
JOURNAL OF MARKETING RESEARCH, 1994, 31 (02) :159-172
[5]   BRAND CHOICE, PURCHASE INCIDENCE, AND SEGMENTATION - AN INTEGRATED MODELING APPROACH [J].
BUCKLIN, RE ;
GUPTA, S .
JOURNAL OF MARKETING RESEARCH, 1992, 29 (02) :201-215
[6]   A SIMULTANEOUS APPROACH TO THE WHETHER, WHAT AND HOW MUCH TO BUY QUESTIONS [J].
CHIANG, JW .
MARKETING SCIENCE, 1991, 10 (04) :297-315
[7]   ECONOMETRIC MEASUREMENT OF DURATION OF ADVERTISING EFFECT ON SALES [J].
CLARKE, DG .
JOURNAL OF MARKETING RESEARCH, 1976, 13 (04) :345-357
[8]  
COMANOR WS, 1974, J ECONOMETRIC RES, V18, P453
[9]   PROMOTION HAS A NEGATIVE EFFECT ON BRAND EVALUATIONS - OR DOES IT - ADDITIONAL DISCONFIRMING EVIDENCE [J].
DAVIS, S ;
INMAN, JJ ;
MCALISTER, L .
JOURNAL OF MARKETING RESEARCH, 1992, 29 (01) :143-148
[10]   EMPIRICAL GENERALIZATIONS ABOUT MARKET EVOLUTION AND STATIONARITY [J].
DEKIMPE, MG ;
HANSSENS, DM .
MARKETING SCIENCE, 1995, 14 (03) :G109-G121