Little is known about how different types of advertising affect brand attitudes. We investigate the relationships between three brand attitude variables (perceived quality, perceived value and recent satisfaction) and three types of advertising (national traditional, local traditional and digital). The data represent ten million brand attitude surveys and $264 billion spent on ads by 575 regular advertisers over a five-year period, approximately 37% of all ad spend measured between 2008 and 2012. Inclusion of brand/quarter fixed effects and industry/week fixed effects brings parameter estimates closer to expectations without major reductions in estimation precision. The findings indicate that (i) national traditional ads increase perceived quality, perceived value, and recent satisfaction; (ii) local traditional ads increase perceived quality and perceived value; (iii) digital ads increase perceived value; and (iv) competitor ad effects are generally negative.

中文翻译：

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广告和品牌态度：五年来575个品牌的证据

对于不同类型的广告如何影响品牌态度知之甚少。我们调查了三个品牌态度变量（感知质量，感知价值和近期满意度）与三种广告类型（民族传统，地方传统和数字广告）之间的关系。数据代表了575个常规广告客户在五年内进行的一千万次品牌态度调查和2,640亿美元的广告支出，约占2008年至2012年所有广告支出的37％。包括品牌/季度固定效应和行业/周固定效果使参数估计更接近预期，而估计精度没有大幅降低。研究结果表明：（i）国家传统广告可提高感知质量，感知价值和近期满意度；（二）本地传统广告可提高感知质量和感知价值；（iii）数字广告增加了感知价值；（iv）竞争对手的广告效果通常是负面的。