MEASURING EFFECTS OF ADVERTISING CROSS-MEDIA EFFECTS BY USING HIERARCHICAL BAYES MODEL CONCERNING BRAND ATTITUDE

Abstract

This paper describes how to measure and estimate synergy effects of advertising (cross-media effects) assuming consumer heterogeneity by using hierarchical bayesian ordered logit model. In this study, we carried out an experiment to measure and estimate the cross-media effects. The results suggests that the synergy effects are associated with brand preference measure. Moreover, the results suggest that the more the consumer likes the brand or industry, the bigger each advertising effect becomes. This results support both AIDMA theory and the weak advertising theory by Ehrenberg. However, cross-media effect has both plus and minus effect associated with brand preference measure. This result suggests that there are two types of effect, one is weak advertising effect, another is diminishing effect by repeat exposure of advertising.