Correction to: Can your advertising really buy earned impressions? The effect of brand advertising on word of mouth
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Correction to: Can your advertising really buy earned impressions? The effect of brand advertising on word of mouth Mitchell J. Lovett 1
& Renana
Peres 2 & Linli Xu 3
# Springer Science+Business Media, LLC, part of Springer Nature 2020
Correction to: Quantitative Marketing and Economics (2019) 17:215–255 https://doi.org/10.1007/s11129-019-09211-9 The table below should replace Table 1. The related text in section 3.3 needs also be corrected and should read: Table 1 presents category specific information about the advertising, media mentions, and WOM mentions data. This table communicates the large variation across categories in the use of the different types of advertising and in the number of media mentions. Looking across all brands, the highest spender on TV ads is AT&T, the highest spender on Internet display ads is TD AmeriTrade, and the brand with the highest number of news mentions is Facebook. The average number of total mentions for a brand in the sample is 15.8 (equivalent to 36 million mentions in the population), the brand with the highest total WOM is Coca Cola, and the brand with the highest online WOM is Facebook. In Web Appendix 1, we present time series plots for four representative brands as well as descriptive statistics and correlations for the data.
The online version of the original article can be found at https://doi.org/10.1007/s11129-019-09211-9
* Mitchell J. Lovett [email protected] Renana Peres [email protected] Linli Xu [email protected]
1
Simon Business School, University of Rochester, Rochester, NY, USA
2
School of Business Administration, Hebrew University of Jerusalem, 91905 Jerusalem, Israel
3
Carlson School of Management, University of Minnesota, Minneapolis, MN, USA
Clorox
Time Warner
2.96
2.89
8.97
6.49
7.31
12.13
5.96
4.33
2.85
0.47
Children’s products
Clothing products
Department stores
Financial services
Food and dining
Health
Home design
Household products
Media and entertainment
Sports and hobbies
Pepsi
NFL *
Home Depot
Johnson & Johnson
General Mills
Geico
Walmart
Lowes
Mattel
Ford
4.68
15.33
Cars
L’oreal
Beverages
4.80
0.2
0.7
0.2
0.5
0.7
0.3
2.7
0.9
0.2
0.1
1.4
0.2
0.2
Avg TV Brand with max Avg $M/mo Spending TV Internet $M/mo
Beauty products
Category
MLB *
Netflix
Clorox
Home Depot
Johnson & Johnson
General Mills
TD Ameritrade
Target
Lowes
Lego
Chevrolet
Pepsi
L’oreal
Chanel
10.73
12.16
10.64
41.47
13.22
10.38
24.76
22.93
2410.4
NHL*
397.58 Facebook
11.26 P&G
18.11
8.38
10.85
45.91 Home Depot 16.98
63.54 Pfizer
30.47 Banquet
316.47 Bank of America
74.31 Walmart
52.55 GAP
11.36 Mattel
208.04 GM
9.92
NFL*
American Idol
Tide
Home Depot
Tylenol
McDonalds
Bank of America
Walmart
Nike
Toys R Us
Ford
Coca-Cola
Dove
94,717
103,276
2112
10,567
8396
10,852
7019
34,249
15,307
6344
55,045
11,167
4080
NFL*
Facebook
Black & Decker
Ikea
Tylenol
McDonalds
Mastercard
Amazon
Nike
Lego
Ford
Coca-Cola
Chanel
Brand with Avg Total Bran
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