Abstract:

A well-known conundrum for brand managers is the design of their TV advertising planning in terms of when and where to air their ads in order to enhance advertising response. Managers can thereby choose to either diversify by airing ads at different times (temporal diversification) and across various networks (spatial diversification), or follow a more focused approach by airing ads in a shorter time window or only on specific networks. However, despite the importance of this issue to managers, empirical knowledge on the relative effectiveness of differentiation vs focus in terms of  when and where to air ads is limited.

To address this gap, the authors investigate the effects of temporal and spatial diversification on the different stages of the purchase funnel (i.e., ad awareness, brand impression, consideration, and purchase intent), and examine the moderating effects of consumption purpose and brand size. Using a sample of 800 brands across 28 B2C sectors over a four-and-a-half-year period, the study shows that temporal and spatial diversification yield different results, and that effects depend on category and brand factors. These findings provide valuable insights for brand managers seeking to optimize their TV advertising planning and contribute to the broader literature on advertising effectiveness.

General information:

This seminar is organised by the Marketing department at Amsterdam Business School. If you are interested in joining this seminar, please send an email to the secretariat of the Amsterdam Business School at secbs-abs@uva.nl.