Thus, much research attention, especially of econometric analyses of market data, has focused on testing the effectiveness of the
advertising weight, measured in dollars, gross rating points, frequency, or exposures.
Finally, there is one area that holds much promise for improving online ad effectiveness: media scheduling, which encompasses the amount of
advertising weight and its spacing over time.
Advertising weight variables were not included in the LISREL and econometric estimation, even though advertising media schedules for the advertising campaign were available.
This
advertising weight makes it possible to totally saturate a market and dominate the competition.
Although there would be no market impact at all without airing the advertisements, the relationship between
advertising weight alone and market response (r = .25) is not as strong as the relationship between advertising "quality" and market response.
This is important to planning, because if what Adstock describes as a GRP's future effect has already occurred as an increase in baseline sales and responsiveness to advertising, there is no sensible argument for substituting Adstock for fresh
advertising weight. That is simply ignoring opportunity and allowing awareness, saliency, and the base business to erode.
This is the key objection to using elasticity as the comparative measure: it changes with the
advertising weight.
Thus, the present study uses a refined version of the model based on matched cable panels, or test markets, receiving any arbitrary
advertising weight levels.
MODELING ADVERTISING AWARENESS essentially means attempting to establish a mathematical relationship between the level of awareness and the amount of
advertising weight.
A second explanation is that
advertising weight and brand salience are cues to consumers indicating which brands are popular.
In order for manufacturers to use advertising effectively, it is necessary to understand the complementary roles of
advertising weight and ad effectiveness.
