ScholarWorks@숙명여자대학교

초록

This study analyzes the spillover effects of corporate advertising on product advertising performance, focusing on impressions, clicks, and revenue. Using advertising campaign data, we examine how these effects vary based on product category and advertising scheduling strategies (continuous vs. flighting). Our findings show that corporate advertising consistently enhances impressions across all product categories and scheduling strategies. However, its impact on clicks and revenue depends on the scheduling strategy: with continuous scheduling, corporate advertising positively affects all metrics, including impressions, clicks, and revenue. In contrast, for flighting advertisements, the effect is significant only for impressions. These results indicate that while corporate advertising can improve product ad performance, its effectiveness in driving clicks and sales depends on contextual factors such as advertising scheduling strategy. This study provides practical insights for optimizing the interplay between corporate and product advertising to enhance campaign outcomes.

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