Measuring advertising's effect on mental availability: can new metrics capture the effect of advertising exposure on consumer memory?
Date
2015
Authors
Vaughan, K.
Beal, V.
Corsi, A.M.
Sharp, B.
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Australasian Marketing Journal, 2015
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ANZMAC 2015 (30 Nov 2015 - 2 Dec 2015 : Sydney, Australia)
Abstract
Few would argue advertising does not affect consumer memory. Far more contentiousis how to measure this effect. This paper focuses on the memory construct MentalAvailability, which is the propensity of a brand to be noticed, or come to mind in buyingor consumption situations (Romaniuk and Sharp 2004). Romaniuk’s (2013) set ofMental Availability (MA) metrics are tested to see whether advertising effects could beobserved. At an aggregate level minimal change is evident. However, furtherinvestigation shows that mental availability is greater for consumers with claimedadvertising exposure; in particular 44% more respondents could give at least one brandassociation (associative penetration), and more associations were provided for thebrand (demonstrated by the difference of 22% for mental market share and 16% forassociation rate). This result is not due to the documented usage bias, as exposed nonusershave greater mental availability than the non-exposed non-users
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Copyright 2015 The author(s)