Advertising Effectiveness: Examining the Role of Latent Themes on Advertising Success
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
Citation:
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, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 757-757.
Authors
Prakash Satyavageeswaran, Doctoral Student, Indian School of Business, India
M G Parameswaran, FCB Ulka, India
Sridhar Samu, Great Lakes Institute of Management, India
Volume
NA - Advances in Consumer Research Volume 44 | 2016
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