Advertising Effectiveness: Examining the Role of Latent Themes on Advertising Success

Prakash Satyavageeswaran, Doctoral Student, Indian School of Business, India
M G Parameswaran, FCB Ulka, India
Sridhar Samu, Great Lakes Institute of Management, India
We extract two latent themes from transcripts of television advertisements using latent topic modelling. Their impact on the advertisements’ success is assessed using a multinomial logit model. We contribute methodologically and substantively by introducing a novel latent theme approach for understanding impact of textual themes on consumer’s ranking of advertisements
[ to cite ]:
Prakash Satyavageeswaran, M G Parameswaran, and Sridhar Samu (2016) ,"Advertising Effectiveness: Examining the Role of Latent Themes on Advertising Success", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 757-757.