A Feature-Based Approach to Assessing Advertisement Similarity

Journal of Marketing Research, Vol. XLIII, pp. 237–243, May 2006

7 Pages Posted: 20 Oct 2011

See all articles by David A. Schweidel

David A. Schweidel

McDonough School of Business, Georgetown University

Eric Bradlow

University of Pennsylvania - Marketing Department

Patti Williams

University of Pennsylvania - The Wharton School

Date Written: May 1, 2006

Abstract

This research presents a feature-based statistical model and subsequently explores the degree to which similarity perceptions between two advertisements can be decomposed and explained by a “weighted-andsummed” distance measure, computed on the advertisements’ executional elements, after controlling for familiarity and viewers’ attitudinal responses toward the advertisements. Furthermore, the authors obtain empirical findings in two major areas: First, variation in similarity ratings can be explained by the advertisements’ features, a finding of potential importance for advertisement construction. Second, some, but not all, executional elements that have been shown (in the literature) to drive recall and persuasion are effective at driving perceptions of similarity. This is of practical importance because managers want their advertisements not only to be liked and remembered but also (possibly) to be perceived as similar (or dissimilar) to those for other products. In particular, an understanding of which items drive which constructs (recall and persuasion,or similarity) can contribute to a more effective overall marketing strategy.

Suggested Citation

Schweidel, David A. and Bradlow, Eric and Williams, Patti, A Feature-Based Approach to Assessing Advertisement Similarity (May 1, 2006). Journal of Marketing Research, Vol. XLIII, pp. 237–243, May 2006, Available at SSRN: https://ssrn.com/abstract=1946344

David A. Schweidel (Contact Author)

McDonough School of Business, Georgetown University ( email )

Washington, DC 20057
United States

Eric Bradlow

University of Pennsylvania - Marketing Department ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States
215-898-8255 (Phone)

Patti Williams

University of Pennsylvania - The Wharton School ( email )

Philadelphia, PA 19104
United States

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