Marketing Intelligence & Planning

Emerald Article: The qualitative contents of television advertising and

its penetration: the case in Japan
Toshie Takeuchi, Chizuru Nishio

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The qualitative contents of television advertising and
its penetration: the case in Japan
Keywords
Advertising,
Advertising effectiveness,
Television, Product launch, Japan
Abstract
Examines the penetration of tele-
vision advertising in relation to the
qualitative contents; continuity of Bruzzone, 1981). A number of studies have
the advertising; exposure pat-
terns; and whether or not the
advertising is for a new product.
Results were found that adver-
tisements with positive cognition
and/or effect achieved deeper
penetration than those with nega-
tive such. It was also found that
series advertising using the same
spokesperson and/or the same
tone of appeal achieved deeper
penetration than non-series adver- attitudes toward advertising change in
tising and that penetration began
to reach saturation by non-series
advertising earlier than by series
advertising. Long-term exposure
raised its penetration level when
its frequency of contact increased.
Short-term exposure made pene-
tration begin to reach saturation
earlier than long-term exposure.
Further, it was found that adver-
tising for existing products
achieved deeper penetration than
advertising for new products.
Marketing Intelligence &
Planning
18/2 [2000] 78±86
# MCB University Press
[ISSN 0263-4503]
[ 78 ]
Toshie Takeuchi
Associate Senior Manager, Lion Corporation, Tokyo, Japan
Chizuru Nishio
Associate Professor, The University of Tsukuba, Tokyo, Japan
Introduction
There have been many researches to develop
the measurement of qualitative effects for
advertising expression and contents (Wells et
al., 1971; Schlinger, 1979; Aaker and
also found the factors of advertising effect
such as favorable attitude, purchase
intention and so on (Petty et al., 1983; Edell
and Burke, 1987; Aaker and Stayman, 1990;
Mehta, 1994; Derbaix, 1995).
In addition to these investigations of short-
term advertising effects, work has been
under way to study the attitudes toward
effects of repetitive advertising, or how
response to repeated exposure to the same
advertisement (Anand and Sternthal, 1990;
D'Souza and Rao, 1995; Nedungadi et al., 1993;
Unnava and Sirdeshmukh, 1994). There has
been another approach to clear advertising
effects by means of creating brand value
through advertising, thereby leading to
brand equity (Biel, 1992; Kirmani and
Zeithaml, 1993).
Moreover, research has also been done on
the relationship between qualitative effects
and wear-out from the standpoint of
consumers becoming weary of the contents of
an advertisement and eventually reaching
the state of wear-out (Craig et al., 1976; Calder
and Sternthal, 1980; Singh and Cole, 1993;
Takeuchi, 1999a). Many models have been
developed regarding changes in the
recognition rate in relation to the volume of
advertising conducted (Aaker et al., 1992).
Conversely, research on the long-term effects
includes an investigation of advertising
recall and forgetting in relation to how the
advertising is carried out (Zielske, 1959), an
inquiry into the relationship between the
recognition rate and sales, and the quantity
The research register for this journal is available at
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of advertising conducted (Mahajan and
Muller, 1986), and work demonstrating the
long-term effects of advertising with respect
to sales volume (Tellis, 1988; Jones, 1995).
While advertising results in increased
recognition rates, it also leads to such
negative effects as viewers becoming tired of
the advertisement and eventually reaching
the state of wear-out (Blair, 1987; Jones and
Blair, 1996). These studies of the qualitative
and quantitative effects of advertising do not,
however, expressly examine the diffusion
and penetration of the advertising's contents.
In what way does the advertising penetrate
the viewing audience? Examinations of this
penetration process have not yet produced
sufficient results to answer this question,
and research is not yet able to clearly answer
questions regarding the type of contents
needed by advertising for rapid penetration
and acceptance by consumers.
On the other hand, a growth model for the
timing of initial purchase of new products
was developed (Bass, 1969). The basic
assumptions of the model were such that the
timing of a consumer's initial purchase was
related to the number of previous buyers. A
behavioral rationale for the model was
offered in terms of innovative and imitative
behavior. Bass's model is based on the
hypothesis that purchasing behavior for a
new product is predictable and that the use of
the product will increase with the passage of
time. However, this model does not take into
account the marketing efforts in order to
increase the use of the product, such as
advertising expenditure and the price of the
product. Some researches incorporate
advertising expenditure and price promotion
as marketing variables into the diffusion
model explicitly (Horsky and Simon, 1983;
Simon and Sebastian, 1987; Dockner and
Jorgensen, 1988).
The current issue and full text archive of this journal is available at
http://www.emerald-library.com
Toshie Takeuchi and
Chizuru Nishio
The qualitative contents of
television advertising and its
penetration: the case in Japan
Marketing Intelligence &
Planning
18/2 [2000] 78±86
Horsky and Simon (1983) examined the
effects of advertising on the sales growth of
new products. It was assumed that producer
originated advertising served to inform
innovators of the existence and value of the
new product while word-of-mouth
communication by a previous adopter
affected imitators. It was shown that
advertising accelerated the diffusion process
of the new product. And it was demonstrated
that the optimal advertising was to advertise
heavily when the product was introduced
and to reduce the level of advertising as sales
increased and the product moved through its
life cycle. Simon and Sebastian (1987)
investigated the influence of advertising on
the diffusion of new telephones in Germany.
Their model, which assumed that advertising
mainly influenced the demand of imitators,
was accepted as the most valid
representation of reality. It was found that
advertising attained its maximum effect after
several months. These works deal only with
the quantitative effects of advertising
expenditure and do not refer to any
qualitative effects of the advertising
contents. Takeuchi (1999b) proposed the
``Diagnostic system for advertising contents'',
using the framework of Bass model for
consumers' advertising penetration. DACS
was designed to measure the consumer's
response to the advertising contents by
means of positive and negative attitude in
order to analyze depth and speed of
penetration. DACS provided a very good fit
for the empirical data, and it clarified the
diffusion pattern of communication with
each brand.
The purpose of this study, using DACS,
examines the penetration of advertising by
focusing on its qualitative contents and
continuity, exposure patterns, and
differences in advertising between new and
existing products. The underlying concepts
of DACS are also discussed.
Literature and study's hypotheses
Qualitative contents and continuity
It has been reported that a difference in the
effects of advertising will occur depending on
the qualitative contents of the advertising,
such as informative, familiar, and
entertaining (Moldovan, 1985; Aaker and
Stayman, 1990). Takeuchi and Nishio (1997)
proposed a model to analyze cumulative
effects of advertising image over a long
period of time. Positive cognition refers to a
consumer feeling the advertising to be
persuasive, and positive affect refers to the
consumer feeling a sense of familiarity and
impact from the advertising. Further,
advertisements that do not have positive
cognition and/or affect refer to those raising
a feeling of persistence, unfamiliarity, or
non-persuasiveness. It was indicated that
positive cognition and/or affect generated by
advertisements increased purchase
intention, whereas purchase intention could
not be expected to arise from non-persuasive
or persistent types of advertising, which
produced negative cognition or affect. And
wear-out was less likely to be generated if
viewers had positive cognition and/or affect
(Takeuchi, 1999a). The first purpose of this
study involves the expectation that the
diffusion in penetration will occur depending
on the qualitative contents of advertising.
Hence,
H1-1: Advertising having positive
cognition and/or affect achieves
deeper penetration than advertising
having negative cognition and/or
affect.
H1-2: Advertising having positive
cognition and/or affect makes
penetration saturated later than
advertising having negative
cognition and/or affect.
In this context, deep penetration refers to
large numbers of people who have positive
attitudes generated by the advertisement,
and saturation of penetration refers to the
point at which the number of people
accepting an exposed advertisement no
longer increases even when frequency of
contact is increased beyond the present level.
With regard to advertising continuity, it
has been clearly proved that commercials
achieving a highly favorable attitude at the
advertising test prior to being aired could
achieve a much more highly favorable
attitude in a series (Furukawa and Katahira,
1995). Advertising may be broadly divided
into two classes according to the continuity
of expression: one is a series of
advertisements using the same spokesperson
and/or the same tone of appeal, while the
other consists of advertisements of
variations in the method of appeal and the
tone of each advertisement.
Series advertisement aims to strengthen
the consumer's recognition, memory, and
knowledge of the brand. Since the consumer
understands the advertisement contents
through accumulated memories and
knowledge, the advertisement is accepted by
a large number of people who show positive
attitude such as an increase of purchase
intention. On the other hand, non-series
advertising cannot expect to generate a
cumulative effect. Therefore this type of
advertising must maintain a freshness of
[ 79 ]
Toshie Takeuchi and
Chizuru Nishio
The qualitative contents of
television advertising and its
penetration: the case in Japan
Marketing Intelligence &
Planning
18/2 [2000] 78±86
[ 80 ]
information, and express a powerful appeal.
Many advertisers tend to develop advertising
expressions with greater impact for faster
penetration rather than advertising aiming
for deep penetration and acceptance by a
great many people. The following hypotheses
serve to clarify the differences in penetration
depending on advertising continuity. Hence,
H2-1: Series advertising achieves deeper
penetration than non-series
advertising.
H2-2: Non-series advertising makes
penetration saturated faster than
series advertising.
Exposure patterns
Simon (1982) divided the advertising
scheduling into three types, namely constant
advertising, alternating pulse, and repeat
pulse, to show that alternating pulsation did
best, followed by repeat pulsation which in
turn was better than the constant spending
policy. Zielske (1959) compared a flight or
pulse of advertisements to continuous timing
strategy. He found that a flight or pulse of
advertisements led to a higher peak in recall,
while a continuous timing strategy would be
better for products that required the
maximization of average weekly recall. The
flighted schedule led to greater and more
rapid subsequent fall-of in recall than the
even schedule. While the flighting schedule
led to a higher one-time peak, it was
important to note that the total number of
recall-weeks was higher under the even
schedule.
In advertising management in Japan, there
are two types of strategies, that of running
advertising for a period ranging from two
weeks to three months with the intention of
achieving rapid recognition, or carrying out
a long-term exposure to promote
comprehension of the advertising contents.
Such a difference will affect the type of
penetration for consumers. Hence,
H3-1: Long-term exposure achieves deeper
penetration than short-term
exposure.
H3-2: Short-term exposure makes
penetration saturated faster than
long-term exposure.
New product advertising versus existing
product advertising
It has been cleared that advertising effects for
new products were lower in regard to the
formation of favorable attitude and purchase
intention than the effects for existing
products (Takeuchi, 1996). In the case of new
products, advertising is used to secure
recognition and promote understanding of
the brand contents. Further, consumers have
little experience with using the brand, and
thus brand recognition, knowledge, and
memory are in the process of being formed.
The degree of freshness of the advertising
contents is such that, if the consumer is
interested in a specific brand, a positive
attitude such as purchase intention will be
intensified. Conversely, formation of a
negative attitude is regarded as minimal at
this time.
In contrast, consumers' recognition,
knowledge, and memory based on the
memory of the past advertisement and actual
use of the product are being formed along
with an evaluation of the advertisement
through the existing product. In the case of
the existing products, advertising is used to
generate continuing purchase intention
rather than to acquire recognition. Hence,
H4-1: Advertising for existing products has
deeper penetration than advertising
for new products.
H4-2: Advertising for new products makes
penetration saturated faster than
advertising for existing products.
Determining the depth and speed
of penetration and determining
saturation
DACS diagnoses the penetration of
advertising by means of the frequency of
contact by consumers with advertisement
and their response to the advertisement
(Takeuchi, 1999b). In this study, DACS is
used to verify the hypotheses presented
regarding the:
. qualitative contents;
. continuity of advertising;
. exposure patterns; and
. the difference between advertisements for
new products and existing products,
thereby determining advertising
penetration.
The depth of penetration is measured by the
net cumulative number of people N(t)
obtained by equation (1) and (2) below.
Equation (2) is based on the Bass model
(Bass, 1969), which assumes the existence of
persons reacting who form an attitude from
advertisement and persons reacting who
form an attitude from word-of-mouth
communication:
N …t† ˆ x…t† ÿ y…t† …1†
" #
1 ÿ eÿ…p‡q†t
N …t† ˆ m …2†
1 ‡ pq eÿ…p‡q†t
where
Toshie Takeuchi and
Chizuru Nishio
The qualitative contents of
television advertising and its
penetration: the case in Japan
Marketing Intelligence &
Planning
18/2 [2000] 78±86
N(t) = net cumulative number of people, when
t represents the number of contacts;
x(t) = cumulative number of people having
positive attitude at t;
y(t) = cumulative number of people having
negative attitude at t;
m = net final cumulative number of people,
which is potential;
p = coefficient of the persons reacting who
form an attitude from advertisement;
and
q = coefficient of the persons reacting who
form an attitude from word-of-mouth
communication.
The penetration increase rate is obtained by
differentiating equation (2) and is expressed by
p…p ‡ q†2 eÿ…p‡q†t
f …t† ˆ : …3†
…p ‡ qeÿ…p‡q†t †2
Using DACS, the two points obtained by d f(t)/
dt3 = 0 are defined as the Acceleration Start
Point of the Penetration Increase Rate (TP1),
and the Acceleration Saturation Point of the
Penetration Increase Rate (TP2). Acceleration
Start Point, TP1, is a point at which the
increasing acceleration of the increase rate
reaches a maximum and the penetration
increase rate starts acceleration. On the other
hand, Acceleration Saturation Point, TP2, is the
point at which the increasing acceleration of
the increase rate reaches a minimum and the
penetration increase rate slows down. This
point may be taken as a sign that penetration
has entered its final phase, and saturation of
the penetration can be examined from a
viewpoint of the acceleration. Saturation is
also examined by means of the number of
people. The point at which the net final
cumulative number of people reaches 95
percent of the total is defined as the 95 percent
Point of the Net Cumulative Number of People,
or T0.95. The difference in contact frequencies
on reaching saturation is compared:
 p 
ln …5 ÿ 2 6†q=p
TP1 ˆ …
p‡q
 p 
ln …5 ‡ 2 6†q=p
TP2 ˆ …5†
p‡q
1
ln ‰1ÿ0:95  f1 ‡ …q=p†  0:95gŠ
T0:95 ˆ
p‡q
Empirical analysis
Review of data
The source of the data reviewed is a TV
Commercial Chart targeting the housewives
of households that participated in scanner
data provided by Video Research Ltd in
Japan. Products surveyed comprised 23
brands of toiletries, such as toothpaste,
laundry detergents, dishwashing detergents,
and shampoo; foods, such as instant cup
noodles and instant curry roux; and
beverages, such as instant coffee (see Table I).
The advertising evaluation was measured by
purchase intention (five-point scale) as
positive attitude, and negative attitude was
assessed through three adjectives: tiresome,
persistent, and unrefined. TV viewing status
was measured by contact frequency of subject
advertisement by household. The length of
the advertising period was from two weeks to
nine months depending on brands.
Classification of the advertising
Qualitative contents
Evaluation of the advertising contents was
3 made by a {1.0} method allowing multiple
answers. First, these 19 items referring to the
advertising contents were used for factor
analysis:
1 persuasive;
2 familiar;
3 interesting;
4 trustworthy;
5 evokes sympathy;
6 impressive;
7 emotional;
8 fresh;
9 forms a lasting impression;
10 not tiresome;
11 tiresome;
12 persistent;
13 forms no lasting impression;
14 not familiar;
15 not persuasive;
16 unrefined;
17 boring;
18 easy to understand; and
19 ordinary.
Based on factor loading, cluster analysis was
conducted to classify the advertising into
eight clusters:
4†
1 persuasive;
2 familiar;
3 impact;
4 unfamiliar;
5 persuasive-familiar;
6 non-persuasive;
…6†
7 persistent;
8 emotional.
Continuity of advertising
With a view to examining the continuity of
the advertising, we classified it into two type
series and non-series. Series advertisements
are those that use the same spokesperson
and/or use the same tone for each
advertisement, while non-series
[ 81 ]
Toshie Takeuchi and
Chizuru Nishio
The qualitative contents of
television advertising and its
penetration: the case in Japan
Marketing Intelligence &
Planning
18/2 [2000] 78±86
Table I
Sample design
Subjects Housewives of households participating in the scan panel survey
Survey period September 11-25, 1996
Survey method Questionnaire left with the subject
Number of potential respondents 1,000
Number of actual respondents 986 (response rate: 98.6 per cent)
Products studied 23 brands of toiletries, foods, and beverages

advertisements are those that each form a Table II

unique expression through changes to the Estimated results of parameter: classification
method and tone of appeal for each of advertising by contents
advertisement. Two advertising managers
evaluated and classified the 23 brands'
R2 p q m
advertisements into 14 as series and nine as Persuasive 0.998 0.011 0.039 299.0
non-series. Familiar 0.997 0.012 0.034 427.8
Impact 0.994 0.014 0.080 253.8
Exposure pattern
Unfamiliar 0.998 0.006 0.067 147.0
In Japan, TV programs are usually changed
Persuasive-familiar 0.998 0.006 0.040 279.3
every three months. Advertising runs for less
Non-persuasive 0.997 0.018 0.049 127.3
than three months are classified as short-
Persistent 0.991 0.080 0.067 76.0
term and advertising runs for more than
Emotional 0.996 0.004 0.024 248.3
three months are classified as long-term. Of
the 23 brands, 14 had short-term exposure Note: R2 = coefficient of determination
and nine long-term.
New products and existing products Table III
New products examined here are those which Estimated results of parameter: series versus
have been available on the market for six non-series, short-term versus long-term, and
months before. Existing products are all new product versus existing product
others. Of the 23 brands, four were classified R2 P q m
as new products and 19 as existing products.
Series 0.999 0.013 0.027 278.2
Non-series 0.999 0.017 0.026 228.3
Short-term 0.999 0.021 0.055 203.9
Estimated results of parameters Long-term 0.999 0.006 0.038 340.3
Advertisements are classified into different Existing product 0.999 0.015 0.027 261.6
clusters based on their qualitative contents. New product 0.996 0.014 0.024 246.9
They are classified as series or non-series, Note: R2 = coefficient of determination
long-term or short-term, and new product or
existing product advertising. As a result,
inequality. The level of significance is 0.18
their coefficient of determination (R2) of
percent (= 0.05/28  100 percent).
DACS is fairly high (see Tables II and III).
Contact frequency of 50 times
Advertisements generating positive affect
Classification of advertising by and cognition such as familiar, having
contents impact or persuasive have relatively large
net cumulative numbers of people and deep
Results of analysis of penetration depth
penetration levels (p < 0.0018) (see Figure 1).
and verification of hypotheses
Advertisements characterized as non-
H1-1: advertising having positive cognition
persuasive, unfamiliar, or persistent have
and/or affect achieves deeper penetration
relatively small net cumulative numbers of
than advertising having negative cognition
people and shallow penetration levels (p <
and/or affect. The data associated with the
0.0018). Given a contact frequency of 50 times,
contact frequency consisted of 50 times, 100
H1-1 is supported.
times, and 200 times. From equation (2), the
net cumulative number of people was Contact frequencies of 100 and 200 times
computed and the difference in the net In the same way as for a frequency of 50
cumulative number of people between times, advertisements generating positive
clusters was tested. The standard error per affect and cognition such as familiar,
cluster was computed by the delta method persuasive, or having impact have relatively
and the test value obtained. After that, multi- large net cumulative numbers of people with
testing is conducted based on Bonferroni deep penetration levels (p < 0.0018). At a
[ 82 ]
Toshie Takeuchi and
Chizuru Nishio
The qualitative contents of
television advertising and its
penetration: the case in Japan
Marketing Intelligence &
Planning
18/2 [2000] 78±86
Figure 1
Net cumulative number of people: classification of advertising by contents
frequency of 100 times, however, advertising
characterized as having impact has a smaller
net cumulative number of people than
advertising characterized as persuasive. In
other words, it has shallow penetration
opposite to the case of a frequency of 50 times.
Advertising with impact sharply
penetrates with a lower contact frequency,
whereas advertising characterized as non-
persuasive, unfamiliar, or persistent has
smaller net cumulative numbers of people
than the other clusters, and thus has
shallower penetration. Moreover, for
familiar, persuasive, and persuasive-familiar
advertising, the net cumulative numbers of
people are larger and penetration is deeper
for a frequency of 200 times than for a
frequency of 100 times. In contrast, the
analysis shows that non-persuasive,
unfamiliar, and persistent types of
advertising have approximately the same
penetration, whether for frequencies of 100
times or 200 times, and that the net
cumulative number of people remains flat.
These findings once again support H1-1.
Results of analysis of saturation, and
verification of hypotheses
Acceleration saturation point of the
penetration increase rate (TP2), and the 95
percent point of the net cumulative number
of people (T0.95) are computed using
equations (5) and (6) (see Table IV).
Next, H1-2 is tested statistically. H1-2:
advertising having positive cognition and/or
affect makes penetration saturated later than
advertising having negative cognition and/
or affect. Saturation is compared using the
acceleration saturation point of the
penetration increase rate (TP2), and the 95
percent point of the net cumulative number
of people (T0.95). Results support the
hypothesis for familiar advertising and
persuasive advertising with later points in
Table IV
Results of TP2 and T0.95: classification of
advertising by contents
TP2 T0.95
Persuasive 72.15 90.37
Familiar 71.38 92.67
Impact 42.60 51.31
Unfamiliar 64.14 74.31
Persuasive-familiar 89.57 107.01
Non-persuasive 49.64 64.24
Persistent 14.46 24.47
Emotional 149.65 178.54
time, and persistent advertising shows a
point early in time (p < 0.0018). Penetration
by advertising with impact, however,
reaches saturation faster than that by non-
persistent or unfamiliar advertising,
rejecting the hypothesis (p < 0.0018). Thus H1-
2 is partially supported.
Series versus non-series
advertising, short-term versus
long-term exposure, and a new
product versus existing product
advertising
Series versus non-series advertising
Each value, N(t), TP2, and T0.95 is computed
using equations (2), (5) and (6). Standard
errors corresponding to N(t), TP2, and T0.95
were calculated by the delta method and the
difference in the estimates between two
groups is tested statistically.
For H2-1: series advertising achieves
deeper penetration than non-series
advertising; in all the cases for contact
frequencies of 50 times, 100 times, and 200
times, series advertising shows greater net
cumulative numbers of people and deeper
penetration than those non-series
advertising (p < 0.01) (see Figure 2). Thus H2-
1 is supported.
For H2-2: non-series advertising makes
penetration saturated faster than series
advertising; the results show that non-series
advertising makes penetration saturated
faster with regard to the acceleration
saturation point of the penetration increase
rate (TP2), and the 95 percent point of the net
cumulative number of people (T0.95) (see
Table V). Saturation is reached earlier for
non-series advertising (p < 0.01). Thus H2-2 is
supported.
Short-term versus long-term exposure
For H3-1: long-term exposure achieves deeper
penetration than short-term exposure; in the
case of high contact frequencies such as 100
times or 200 times, long-term exposure shows
[ 83 ]
Toshie Takeuchi and
Chizuru Nishio
The qualitative contents of
television advertising and its
penetration: the case in Japan
Marketing Intelligence &
Planning
18/2 [2000] 78±86
Figure 2
Net cumulative number of people: series versus non-series advertising
Figure 3
Net cumulative number of people: short-term versus long-term exposure
[ 84 ]
greater net cumulative numbers of people
with deep penetration levels (p < 0.01). While
for the contact frequency of 50 times, the
results show that short-term exposure
achieves greater net cumulative numbers of
people with deep penetration levels (p < 0.01)
(see Figure 3). It has been confirmed that
rapid penetration has been achieved in a
short period of time in the case of short-term
exposure, whereas steady but deep
penetration has been made in the case of
long-term advertising. Thus H3-1 is partially
supported.
For H3-2: short-term exposure makes
penetration saturated faster than long-term
exposure. The results show that both the
acceleration saturation point of the
penetration increase rate (TP2) and the 95
percent point of the net cumulative number
of people (T0.95) are faster for short-term
exposure (p < 0.01) (see Table V). Saturation
has been reached earlier for short-term
exposure. Thus H3-2 is supported.
New product advertising versus existing
product advertising
For H4-1: advertising for existing products
has deeper penetration than advertising for
new products; the analysis reveals that for all
the cases of contact frequencies of 50 times,
100 times, and 200 times, existing product
Table V
Results of TP2 and T0.95: series versus non-
series advertising, short-term versus long-term
exposure, and new product versus existing
product advertising
TP2 T0.95
Series 74.18 102.13
Non-series 63.65 90.54
Short-term 43.05 55.86
Long-term 96.35 112.36
Existing product 69.95 95.06
New product 73.50 104.27
advertising has greater net cumulative
numbers of people and deeper penetration
than new product advertising (p < 0.01) (see
Figure 4). Thus H4-1 is supported.
For H4-2: advertising for new products
makes penetration saturated faster than
advertising for existing products, it is
indicated that as far as both the acceleration
saturation point of the penetration increase
rate (TP2) and the 95 percent point of the net
cumulative number of people (T0.95) are
concerned, existing product advertising has
reached the point of saturation earlier in
time (p < 0.01) (see Table V). Hence, H4-2 is
not supported.
Conclusions and implications for
future research
This study uses the DACS model to examine
advertising penetration in relation to:
. the qualitative contents of the advertising;
. its continuity;
. the exposure patterns; and
. the difference between new product
advertising and existing product
advertising.
The following findings are obtained.
The hypotheses are supported in the cases
of classifying advertising in terms of its
contents (H1-1), classifying in terms of series
or non-series (H2-1), and classifying in terms
of existing product or new product (H4-1).
However, in the case of classifying the depth
of penetration in terms of exposure patterns
(H3-1), when the contact frequency is low,
short-term exposure achieves deeper
penetration. As the contact frequency
increases, long-term exposure achieves
deeper penetration, H3-1 is partially
supported.
Familiar advertising and persuasive
advertising reach saturation later than
persistent advertising. However, advertising
with impact reaches saturation earlier in
time, a result contrary to H1-2. Thus H1-2 is
partially supported. Further, with regard to
Toshie Takeuchi and
Chizuru Nishio
The qualitative contents of
television advertising and its
penetration: the case in Japan
Marketing Intelligence &
Planning
18/2 [2000] 78±86
Figure 4
Net cumulative number of people: new product versus existing product
advertising
classification by existing product or new
product, new product advertising is reached
later in time; thus H4-2 is rejected.
Hypotheses related to classification by series
or non-series advertising (H2-2) and to
classification by pattern of advertising (H3-2)
are both supported.
It is necessary to study the effects of
advertising not only by measuring the short-
term advertising impact but also by building
a strong brand from the long-term
standpoint. Many Japanese corporations
plan and produce TV commercials and run
each commercial on a six-month or yearly
basis, whereas only some 30 percent of these
advertisers regularly measure the advertising
effects and evaluate the advertising strategies
(Kishi, 1997). When new commercials are
created and run subsequent to a campaign
that has existed for a fixed period of time,
whether we should continue using the same
contents and mode of expression depends on
whether the currently running commercials
are enjoying positive cognition and/or affect.
In the event that positive cognition and/or
affect are generated, it is important to create
and continue running new commercials
having the same contents and mode of
expression from the standpoint of the
cumulative effect. If positive cognition and/
or affect are not generated by the
advertisement, the contents and expression
should be changed to obtain better results.
Further, it is important to have a clear
understanding of the penetration status of
the commercials currently being run, review
them to determine when to replace them with
new ones, and conduct maintenance of the
commercials. Those responsible for
managing the advertising need to be aware of
this. A policy of changing commercials
according to their level of saturation based
on DACS may prove effective for advertising
management.
The qualitative effects of advertising have
conventionally been measured mainly by
means of the experimental studies. Such
approach has limited implications from the
advertising effects obtained with low contact
frequencies. In this study, however, both
quality and quantity were assessed by using
the responses to advertising contents
collected through a scanner data of
households. We also proposed DACS model
incorporating both advertising volume and
consumer reaction to the advertisement
contents to measure penetration by means of
both quality and quantity. This study
analyzed 23 brands of toiletries, foods, and
beverages. In future, a larger number of
products should be studied. The study on
competing brands may also prove to be useful
in developing principles that can be applied
to products now competing in the
marketplace. Construction of a model
incorporating the dynamic movements of
quantity and quality and reviewing the long-
term cumulative effects of advertising is also
a task for the future.
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