Advertising response matrix

Giep Franzen, Cindy Goessens and Mary Hoogerbrugge

Brand Management Models
2006

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Advertising response matrix

Giep Franzen, Cindy Goessens and Mary Hoogerbrugge
Brand Management Models
2006

Advertising response matrix

Giep Franzen, Cindy Goessens & Mary Hoogerbrugge
The advertising response matrix gives a succinct but complete listing of advertising effects/responses, which may follow
exposure to advertisements or advertising campaigns.
Advertising effects are specified according to two dimensions, the effects hierarchy (with four levels), and the time dimension
(with three time frames).
THE EFFECTS HIERARCHY:
1. Mental advertising response: This response category comprises the individual consumer's mental reactions to the
individual advertisement during and immediately after exposure, as well as the individual consumer's aggregated
reactions to the series of advertisements or campaigns to which he or she has recently been exposed (the campaign
response).
2. Mental brand response: This response category includes brand awareness, brand associations, brand values, brand
positioning, and brand relationship, attitude to the brand, and purchase intention, responses whichcan in part be
generated by exposure to advertisements.
3. Brand behavioural response: This response category includes behaviour in the search for information at the factfinding stage, actual buying behaviour, the level of brand-loyal buying behaviour, as well as usage behaviour (frequency,
usage moments) and/or the ending of usage behaviour.
4. Market response: This response category covers turnover, market share, average price, the price premium the
consumer is prepared to pay, price elasticity, stability of turnover, profit margin, profit, ROI (return on investment), and
cash flow. In fact, market response is the aggregate of individual brand responses at the market level.
THE TIME DIMENSION
1. Direct effects: The responses during and immediately after exposure to one individual advertisement. Since the
response need not necessarily occur immediately after exposure (lag effect), a period of zero to two months is used in the
response matrix.
2. Short-term effects: Responses brought about by exposure to one or more advertisements (within one campaign), up to
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the point when no further effects are noted. A period of one year is often used.
3. Long-term effects: The result of exposure to different advertising campaigns for the brand over the years, based on a
continuation and accumulation of short-term effects. A period of one year to several years sometimes even 15 to 20 is
needed to build up a strong brand.

Figure 1: Advertising response matrix

SOURCE
Franzen G., Goessen C. & Hoogerbrugge, M. (1996). De reclame respons matrix. Amsterdam: SWOCC
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