Finding creative drivers of advertising effectiveness with modern data analysis

IF 2.4 4区 管理学 Q3 BUSINESS
John R. Williams, Nicole Hartnett, G. Trinh
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引用次数: 2

Abstract

The Modern Data Analysis paradigm (Williams, 2021) advocates using multiple methods to address the same research question, which is rarely done in studies of advertising creative effects. In this paper, we apply the MDA paradigm to data from Hartnett, Kennedy, et al. (2016), which coded 158 creative variables for 312 television advertisements with commercially validated short-term sales effectiveness outcomes. We found that many models give higher classification accuracy than the ordinal regression model previously applied, some significantly higher. Importantly, by applying many alternative but equally plausible analytical methods, we can identify creative variables associated with commercial success and have evidence-based confidence that these creative variables are artefacts of the data, and not artefacts of any particular analytical method and its associated assumptions. The findings reveal several alternative creative variables that are consistently associated with sales success across methods, which relate to the timing aspects of visual branding.
用现代数据分析寻找广告有效性的创造性驱动因素
现代数据分析范式(Williams, 2021)提倡使用多种方法来解决相同的研究问题,这在广告创意效果的研究中很少做。在本文中,我们将MDA范式应用于Hartnett, Kennedy等人(2016)的数据,该数据为312个具有商业验证的短期销售效果结果的电视广告编码了158个创意变量。我们发现许多模型的分类精度高于之前使用的有序回归模型,有些模型的分类精度明显更高。重要的是,通过应用许多可选择但同样合理的分析方法,我们可以识别与商业成功相关的创造性变量,并有证据证明这些创造性变量是数据的人工产物,而不是任何特定分析方法及其相关假设的人工产物。研究结果揭示了几个与销售成功相关的创意变量,这些变量与视觉品牌的时机有关。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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