WHEN DOES ADVERTISING HAVE AN IMPACT - A STUDY OF TRACKING DATA

This paper attempts to find characteristics of product categories, bra nds, and ad copy that lead to either increased or decreased effectiven ess of advertising spending on ad awareness, brand awareness, or purch ase intentions, as measured through tracking data. Using a meta-analys is of such data for frequently purchased packaged goods, we find that advertising spending has a greater effect on awareness for less-visibl e brands in growing product categories and a greater effect on purchas e intentions when the ad features a new strategy or new copy or new be nefits; when the brand has significant trade promotion support; when t he ad copy is not ''soft sell''; and when the brand is not already a ' 'declining brand.'' These results are generally consistent with earlie r field studies examining the effects of advertising weight on sales.