Professional Documents
Culture Documents
"#-1-#
The effectiveness of advertising: a literature review
Elisabetta Corvi
Associate Professor of Economics and Business Management
University of Brescia
corvi@ecounibsit
Michelle Bonera $corresponding author)
Assistant Professor of Economics and Business Management
University of Brescia
!"# """ $"%&%'%
mbonera@ecounibsit
%ctober 1"-1&' #010
(ome' Ital)
1
10th Global Conference on Business & Economics ISBN : 978-0-980!"#-1-#
Abstract
*he aim of the +a+er is to +ro+ose a sim+le a++roach to monitor an, control the enco,in-
+hase' too often ne-lecte, b) the ,octrine an, o+erators in the communication +rocess. *he
+a+er is ,iscusses a +ossible metho,olo-) to in/esti-ate the ,e-ree of coinci,ence 0
,iscor,ance bet1een 1hat is con/e)e, throu-h the a,/ertisin- an, 1hat is actuall)
un,erstoo, b) some consumers. *he ob2ect of in/esti-ation is the /erbal te3t of the s+ot in
or,er to /erif) the le/el of un,erstan,in- of the messa-e an,' if necessar)' to fin, the reasons
of a 1ron- +ercei/e, meanin-.
(ntroduction
4,/ertisin- effecti/eness can be ,efine, as the e3tent to 1hich a,/ertisin- -enerates a certain
,esire, effect. 5easurin- the effects of a,/ertisin- is /er) im+ortant' -i/en the amount of
in/estments nee,e, for a,/ertisin-. 6hile it is not +ossible to obtain a -lobal measure of the
a,/ertisin- effecti/eness' 1e shoul, see7 to ,e/elo+ an, a++l) metho,s an, measures for a
+artial /erification of results. (e-ar,in- the ,ifficult) of measurin- the o/erall effecti/eness'
1e belie/e that it is ,ue essentiall) to the follo1in- consi,erations:
a,/ertisin- interacts 1ith other business /ariables $beha/ior' mar7etin- +olicies'
financial ,ecisions etc.8 an, en/ironmental /ariables $com+etition' economic
con2uncture etc.8' har,l) isolable9
the effects of a,/ertisin- are /arie, an, not al1a)s translatable into :uantitati/e terms9
a,/ertisin- causes lon--term effects' not al1a)s' therefore' the results occur in the
same +erio, in 1hich are the costs.
%ctober 1"-1&' #010
(ome' Ital)
#
10th Global Conference on Business & Economics ISBN : 978-0-980!"#-1-#
In literature an, +ractice the e/aluation of a,/ertisin- effecti/eness has use, t1o basic
mo,els:
the ,ichotomous mo,el9
the three-,imensional mo,el.
*he ,ichotomous mo,el is a++lie, mainl) in +ro,uct an, bran, a,/ertisin-' ten,in- to isolate
an, e/aluate se+aratel) the follo1in-:
sales effect9
communication effect.
*he sales effect refers to the assessment of the ca+abilit) of a,/ertisin- to affect the sales
/olume an,0or the mar7et share' re-ar,less of the +ossible influence of other /ariables. ;or
Batra et al. $199"8' the effecti/eness of a,/ertisin- shoul, be consi,ere, for its effect on sales
in the short term. *his a,/ertisin- +erformance measurement is base, on the mar-inal theor)
$Chamberlin' 19!88. *he a,/ertisin- is therefore re-ar,e, as an in,e+en,ent /ariable that can
be combine, 1ith other mar7etin- /ariables to ha/e a certain effect on the ,e+en,ent /ariable'
i.e. sales. *he aim is to see7 the best combination of the ,eterminants of the sales increase.
*he effect of communication refers to the abilit) to reach' 1ith a++ro+riate messa-es' a more
si-nificant share of +ublic. Such effect is e3amine, in literature 1ith ,ifferent a++roaches:
sociolo-ical9
semiotic9
%ctober 1"-1&' #010
(ome' Ital)