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How consumer segments influence the effect of online and offline advertisement on sales

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How consumer segments influence

the effect of online and offline

advertisement on sales

Maaike Kort

S2354101

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1. Introduction

7/14/2017 | 3

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For research

› Both supervised and

unsupervised

segmentation

› Segmentation for both

online and offline

advertisement

› Advertisement exposure

For practise

› Make advertisement more

effective

› Easier to segment, target

and position

› More data driven

decision-making

14-7-2017 | 4

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14-7-2017 | 5 Offline advertisement  TV  Print  Radio  Direct mail  Display Online advertisement  Display  Search  E-mail  Social media  Digital video (YouTube & RTL)

Advertisement channels

Sales amount (in €) H1 H2

Supervised segmentation

Unsupervised segmentation

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Offline advertisement has a positive effect on sales

H1: Online video advertisement has a positive effect on sales

H2: Multichannel advertisement does not have a significant effect on

sales

14-7-2017 | 7

5. Results

Estimate

St. error

T value

Pr(>|t|)

Intercept 37.1459 0.8139 45.638 <2e-16*** Online advertisement 15.8689 5.6319 2.818 0.00484 ** Offline advertisement 1.7427 0.9615 1.813 0.06991 . Multichannel advertisement -7.3263 6.0833 -1.204 0.22846

Residual standard error: 178.4 on 61924 degrees of freedom

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Loyalty

Age

Income

High loyalty  negative

effect on multichannel

No moderator effects

Low income  positive

effect on online

High loyalty  positive

effect on online

Relatively high income

 positive effect on

offline

14-7-2017 | 8

Supervised segmentation, moderator effects

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Unsupervised segmentation: 3 cluster-solution

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30% of the households

Families

Age

25-45

Income

moderate –

high

Positive effect online and

offline advertisement

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14-7-2017 | 10

Hypothesis Confirmation

Offline video advertisement leads to higher sales Supported

H1: Online video advertisement has a positive effect on sales. Supported H2: The effect of offline and online advertisement on sales together is

stronger than their separate effects. Not supported

H3a: Loyal consumers have positive effect on the effect of

I) online advertisement, II) offline advertisement

III) the combination of online and offline advertisement on sales. H3b: The age of different consumer groups has a moderating effect on H3c: Income differences have a moderating effect on

H3a: Partially supported I) Supported

II) Not supported

III) Partially supported H3b: not supported H3c:

I) Supported II) Supported III) Not supported H4: Natural clusters defined by data will enhance the relation between online

and/or offline advertisement and sales Supported

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› Managerial implications

• Effect of online advertisement leads to a higher

increase in sales than offline advertisement

• ROI should be calculated

• Single segmentation criterion has a higher impact than

multiple

• Brand managers can better target their video

commercials to a group of consumers based on one

socio-demographic or behavioural characteristic

14-7-2017 | 11

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