Prospective marketing meta-analysis : the effect of TV vs new media car ads on consumer car consideration probabilities in China and USA

This thesis addresses a major marketing challenge faced by global companies: how to spend online marketing budgets with maximum effect on end user behavior. Specifically, we examine the effectiveness of strategically placed online car ads on end users' new car considerations. The research in this paper is the final piece of a 3-year investigative collaboration between General Motors and MIT and spans the USA, China, and Netherlands. In this thesis, I show how the Chrome extension used for injecting ads on webpages in the USA marketing study of last year was adapted to the Chinese and Netherlands markets. I discuss the data collection and analysis of 2550 Chinese participants and the improvements we have made for Netherlands where the study is currently in the data collection stage. I also analyze the best ad strategies from pooling of USA and China data. My research shows that in China, TV, social media, TV+social media, and imminence of purchase had the highest statistically significant positive effect on advertised car considerations. In USA, TV, social media, age, and education had the highest statistically significant effects on advertised car considerations. When pooled together, TV, social media, TV+search, banner+search, banner +TV+social media / search combinations, age, education, all had statistically significant effects on car consideration probabilities.

Department dc:contributor.department

Massachusetts Institute of Technology. Department of Electrical Engineering and Computer Science.

Grantor dc:publisher

Massachusetts Institute of Technology

Year dc:date.issued

2014

Author dc:creator

• Gokce, Yasemin

Advisor dc:contributor.advisor

• Glen L. Urban.

• Electrical Engineering and Computer Science.

Statement dc:rights

• M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission.

Licence dc:rights.uri

• http://dspace.mit.edu/handle/1721.1/7582

Language dc:language.iso

eng

Handle dc:identifier.uri

http://hdl.handle.net/1721.1/91814

OAI identifier oai:identifier

oai:dspace.mit.edu:1721.1/91814