Author
Srinivasan, S., Vanhuele, M., Pauwels, Koen Hendrik
Publication Date
2010-08
Publication Place
-
American Marketing Association
Subject
Customer mind-set metrics, Market response models, Time-series models, Vector autoregressive models, Forecast error variance decomposition, Leading indicators
Type
Periodical
Language
English
Digital
Yes
Manuscript
No
Library
Özyeğin University
Library Asset ID
0022-2437
Record ID
d619030b-2d73-4bd7-bd6f-8e535727cd8b
Library Location
Business Administration
Date
2010-08
Notes
Marketing Science Institute
Sample Text
Demonstrations of marketing effectiveness currently proceed along two parallel tracks: Quantitative researchers model the direct sales effects of the marketing mix, and advertising and branding experts trace customer mind-set metrics (e.g., awareness, affect). The authors merge the two tracks and analyze the added explanatory value of including customer mind-set metrics in a sales response model that already accounts for short- and long-term effects of advertising, price, distribution, and promotion. Vector autoregressive modeling of the metrics for more than 60 brands of four consumer goods shows that advertising awareness, brand consideration, and brand liking account for almost one-third of explained sales variance. Competitive and own mind-set metrics make a similar contribution. Wear-in times reveal that mind-set metrics can be used as advance warning signals that allow enough time for managerial action before market performance itself is affected. Specific marketing actions affect specific mind-set metrics, with the strongest overall impact for distribution. The findings suggest that modelers should include mind-set metrics in sales response models and branding experts should include competition in their tracking research.
DOI
10.1509/jmkr.47.4.672
Cilt
47
