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1 – 10 of over 11000This research analyzes how ad formats are incorporated into the structure of radio programming and provides a scheme for classifying advertisements in light of the overall…
Abstract
This research analyzes how ad formats are incorporated into the structure of radio programming and provides a scheme for classifying advertisements in light of the overall organization of the radio programming schedule.
This chapter consists of three parts. The first part presents the main ad formats aired on the radio. The second discusses the challenges for classifying ad formats based on the characteristics usually employed in most studies. Finally, the third part of the chapter proposes a new taxonomic basis for the classification of radio advertising. Scholars from Spain and the United States provide the theoretical framework that serves as a main foundation for this work. However, Brazilian data forms the empirical basis for the classification of the ad formats in this research.
The approach moves the description of ad formats from an individual definition of each type of announcement – the ad formats – toward a broad analysis of radio advertisements, which groups the set of compositions in ad meta formats. The meta formats are distinguishable by the distribution mode or insertion mode of the ads in the radio programming.
The chapter presents an original taxonomy, which allows the development of a general framework regarding the advertising typology aired on the radio.
Future research could use this taxonomy to attend to the new landscape created by the changing electronic media and its influence on the analog radio programming.
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Nilesh Bhutada, Aparna Deshpande, Ajit Menon and Matthew Perri
The paper's aim is to measure the effect of various brief summary formats on consumers' drug‐related knowledge, evaluations of ad information, ad believability, attitudes towards…
Abstract
Purpose
The paper's aim is to measure the effect of various brief summary formats on consumers' drug‐related knowledge, evaluations of ad information, ad believability, attitudes towards the ad and brand, perceived product risk and intention to use ad information in making healthcare decisions.
Design/methodology/approach
Using mall‐intercept surveys, 307 US women, age 18‐50 years, were randomly assigned to one of the six different versions of brief summary formats for a birth control medicine. The six brief summary formats included: no brief summary, traditional (continuous prose) brief summary, risk information window, bulleted list, nutrition facts panel, and question‐answer format. The participants completed a closed‐ended questionnaire after reviewing the print ad.
Findings
MANOVA indicated presence of a multivariate main effect. However, univariate ANOVAs, performed to evaluate the effect of individual formats, revealed that the eight outcome variables did not vary significantly across the six brief summary formats. Nevertheless, respondents exhibited more positive evaluation of the newer brief summary formats compared to the traditional brief summary format, albeit there was no statistically significant difference among the newer formats.
Practical implications
Consumers clearly prefer newer brief summary formats to the traditional brief summary format.
Originality/value
This research provides additional insights about risk communication in direct‐to‐consumer ads and may assist the FDA in the development of a standardized regulatory structure for the future. Providing brief summary in a clearer, understandable, and consumer‐friendly manner can help consumers in deciding whether the drug is appropriate for their condition.
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Arti D. Kalro, Bharadhwaj Sivakumaran and Rahul R. Marathe
Extant research on comparative advertising has focused only on “market leader” comparisons (a brand targeting the market leader), whereas in the marketplace, “multi-brand”…
Abstract
Purpose
Extant research on comparative advertising has focused only on “market leader” comparisons (a brand targeting the market leader), whereas in the marketplace, “multi-brand” comparisons are more prevalent (Kalro et al., 2010). Moreover, most research focuses on direct comparisons only. Hence, this research aims to investigate the interplay between comparison ad strategy (“market leader”/“multi-brand” comparisons) and comparison ad format (direct/indirect comparisons) on the effectiveness of comparative advertising.
Design/methodology/approach
This paper uses four 2 × 2 fully crossed factorial designs (comparison ad format: direct vs indirect and comparison ad strategy: market leader vs multi brand) with established and new brands in two categories: powdered detergents and smart phones. All studies were conducted in metropolitan cities of India.
Findings
By and large, the experiments indicated that direct (indirect) comparisons lowered (heightened) perceived manipulative intent and enhanced (reduced) attitude-toward-the-ad for multi-brand (market leader) comparisons.
Practical implications
Findings suggest that when advertisers use comparative advertising, they may use direct ads when using multi-brand comparisons and use indirect ones when using market leader comparisons. It could also be argued that when advertisers use multi-brand comparisons because of fragmentation in the marketplace, they may directly compare against these multiple brands. When advertisers need to compare against a market leader, they may do so indirectly.
Originality/value
This research is among the first to investigate multi-brand comparisons that are widely used in the industry and that too in the context of both direct and indirect comparison formats.
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Daniel Belanche, Carlos Flavián and Alfredo Pérez-Rueda
By integrating the evidence of various audience theories, a comparison is made of viewers’ information processing of new interactive video advertising formats (skippable video ads…
Abstract
Purpose
By integrating the evidence of various audience theories, a comparison is made of viewers’ information processing of new interactive video advertising formats (skippable video ads) with traditional, non-skippable formats. The purpose of this paper is to focus on how exposure to a brand name at different moments during online video advertisements influences viewers’ recall.
Design/methodology/approach
A neuroscientific pre-test supported the selection of an arousing video, and a subsequent pre-test confirmed the scenario validity. Using a broader sample, the main study applied a 3×2 experimental design of different ad designs and formats.
Findings
Distinctions should be made between formats and audiences that lead to different information processing methods. Users exposed to skippable ads (active audiences) exert a higher control over advertising and tend to process the information presented in the initial part of an ad. In turn, users viewing non-skippable ads (passive audiences) should be exposed to the high arousal stimulus before presentation of the key information that the advertiser wants them to remember.
Practical implications
Advertising managers and content creators can use these results to improve the design of their online videos, and to achieve greater effectiveness in terms of information recall.
Originality/value
Skippable online videos have become a commonly used advertising format, but research into their effects is scarce. This study offers the first comparison of viewers’ reactions towards skippable vs non-skippable formats, in terms of brand recall and economic performance. Further research might extend this underdeveloped field of study and enhance the knowledge of video format processing in social media.
Daniel Belanche, Isabel Cenjor and Alfredo Pérez-Rueda
This paper aims to investigate advertising effectiveness in Instagram and Facebook, the two most important social media platforms. It helps to understand which should be chosen…
Abstract
Purpose
This paper aims to investigate advertising effectiveness in Instagram and Facebook, the two most important social media platforms. It helps to understand which should be chosen depending on the target audience of the campaign.
Design/methodology/approach
The study examines advertising effectiveness in these social media in terms of ad attitude, ad intrusiveness and loyalty intentions. An online survey was conducted with 303 social media users. Age and gender are proposed as moderators.
Findings
The results indicate that Instagram Stories not only enhances consumer attitude toward ads but also increases perceived intrusiveness, compared to Facebook Wall. Millennials are more disturbed by Facebook Wall ads than non-millennial users. A triple interaction effect reveals that non-millennial men are more loyal toward Facebook Wall ads, whereas millennials of both genders and non-millennial women are more loyal to ads on Instagram Stories.
Practical implications
Advertisers should be aware of the differential features and segmentation possibilities in social media to better address their target audiences. More precisely, the research findings suggest that professionals should focus on Instagram Stories when targeting millennials and non-millennial women, and on Facebook Wall when targeting non-millennial men.
Originality/value
This study is one of the first to contribute to the literature on Instagram Stories as an advertising platform and compare its differential features with those of more established social media, such as Facebook Wall.
Propósito de la investigación
Esta investigación compara la efectividad publicitaria en Instagram y Facebook en función del público objetivo.
Metodología y diseño
La investigación analiza las diferencias entre cada formato de red social en términos de actitud hacia el anuncio, intrusividad percibida y lealtad hacia el producto o marca anunciado. Mediante una encuesta online a 303 consumidores, se proponen efectos directos y efectos moderación de la edad y el género.
Recomendaciones
Los resultados indican que Instagram Stories mejora la actitud hacía el anuncio, pero aumenta también la intrusividad en comparación con Facebook Wall. La publicidad en Facebook Wall es más intrusiva para los millennials que para los no-millennials. Instagram Stories incrementa la lealtad entre los usuarios millennial de ambos sexos y las mujeres no-millennial; en cambio, los hombres no-millennial son más leales a la publicidad en Facebook Wall.
Implicaciones prácticas
Los anunciantes deben aprovechar los nuevos formatos y las posibilidades de segmentación que les brindan las redes sociales para llegar a su público objetivo de manera más efectiva. Concretamente, los hallazgos de la investigación sugieren que deberían centrarse en Instagram Stories para dirigirse a un público millennial y a mujeres no-millennial; y en Facebook Wall, cuando su público objetivo sean los hombres no-millennial.
Originalidad
Este estudio es uno de los primeros que aborda el uso de Instagram Stories como soporte publicitario y lo compara con formatos publicitarios consolidados como Facebook Wall.
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Rodrigo Uribe, Cristian Buzeta, Enrique Manzur and Martina Celis
This study aims to examine the effectiveness (ad attitude, brand attitude and purchase intention) of celebrity endorsement in the form of explicit vs embedded advertising in the…
Abstract
Purpose
This study aims to examine the effectiveness (ad attitude, brand attitude and purchase intention) of celebrity endorsement in the form of explicit vs embedded advertising in the context of different new media (digital and social media).
Design/methodology/approach
An online experiment was conducted using a 2 (digital media vs social media) × 2 (explicit vs embedded celebrity endorsement) between-subjects design. Participants (n = 137) were exposed to a fictitious piece of online branded content using celebrity endorsement. Four experimental treatments were generated as the authors manipulated the new media and the explicitness of the celebrity endorsement in the ad piece.
Findings
The main result highlights that using social media (vs digital media) enhances celebrity endorsement's indirect influence on purchase intention via the serial mediating role of ad attitude and brand attitude, regardless of the explicitness of the message. In terms of the message format, no differences were observed.
Research limitations/implications
The differential power of using celebrities across different new media to promote brands suggests the importance of interactivity in the context of celebrity endorsement. Additionally, the absence of differences in terms of message formats would show that the presence of the celebrity per se has a powerful effect.
Practical implications
Firms using new media to deliver their brand communication, including celebrity endorsements, can better understand the different capabilities of social media and digital media.
Originality/value
In the context in which empirical research equates new media with social media, this study provides an examination of celebrity endorsement assuming the complexity of the celebrity endorsement ion the current scenario: different types of new media and different types of message formats.
Objetivo
Este estudio tiene como objetivo examinar la efectividad (en términos de actitud a la pieza publicitaria, actitud hacia la marca e intención de compra) del celebrity endorsement en la forma de publicidad explícita versus incrustada en el contexto de diferentes tipos de nuevos medios (medios digitales y redes sociales).
Diseño/metodología/enfoque
Se llevó a cabo un experimento en línea utilizando un diseño between-subjects de 2 (medios digitales vs. redes sociales) × 2 (apoyo explícito vs. incrustado de celebridades). Los participantes (n = 137) fueron expuestos a una pieza online ficticia de contenido de marca en línea que utilizaba celebrity endorsement. Se generaron cuatro tratamientos experimentales, en los cuales los autores manipularon el uso de nuevos medios y el nivel de explicitación del celebrity endorsement en la pieza publicitaria.
Resultados
Los resultados principales ponen de manifiesto que el uso de las redes sociales (vs. medios digitales) mejora la influencia indirecta del celebrity endorsement en la intención de compra a través del rol de mediación en serie de la actitud hacia la pieza publicitaria y la actitud hacia la marca, independientemente del nivel de explicitación del mensaje. En cuanto al formato del mensaje, no se observaron diferencias.
Limitaciones/implicaciones de la investigación
El poder diferencial del uso de celebridades en diferentes tipos de medios nuevos para promocionar marcas sugiere la importancia de la interactividad en el contexto del celebrity endorsement. Además, la ausencia de diferencias a nivel del formato del mensaje muestra que la presencia de la celebridad per se tiene un efecto relevante.
Implicaciones prácticas
Según los resultados de los autores, las empresas que utilizan nuevos medios para su comunicación de marca, incluyendo celebrity endorsements, pueden comprender mejor las diferentes capacidades de las redes sociales y los medios digitales.
Originalidad/valor
En un contexto donde la investigación empírica equipara los nuevos medios con las redes sociales, este estudio proporciona un examen del celebrity endorsement considerando la complejidad de la técnica en el actual escenario: diferentes tipos de nuevos medios y diferentes tipos de formatos de mensajes.
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Ana Pedreño-Santos and Jesus Garcia-Madariaga
The purpose of this research is to determine the relationship between frequency and recall in radio advertising by studying the main features of reach and frequency.
Abstract
Purpose
The purpose of this research is to determine the relationship between frequency and recall in radio advertising by studying the main features of reach and frequency.
Design/methodology/approach
The authors consider the outcome of a frequency model specifically designed for radio campaigns that gives the probability distribution of recall as a function of weekly exposures and GRPs over a dataset of 1,117 radio campaigns broadcast in Spain.
Findings
An increase in factors such as advertising format and creativity are more significant to achieve effective recall than increasing the number of advertising exposures.
Practical implications
This study has important managerial implications regarding radio campaigns' planning: (1) Effective frequency is a range between 4 and 17 impressions (being 7 the optimal average). (2) The way to optimize the campaign is by using the following factors: live read format (∆ 4.4%), good creativity (∆ 2.8%), endorsement format (∆ 2%), sponsorship format (∆ 1.8%), increase the length of the spot (∆ 1.5%), place the ad in first (∆ 0.8%) or last (∆ 0.7%) positions in the pod. From the results we conclude that the format is at least as important as the creativity itself.
Originality/value
This study contributes to the effective repetition literature in two ways: giving specific clues to the effective frequency in the radio medium and setting advertising factors that predict the effective frequency in radio.
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João Guerreiro, Sandra Maria Correia Loureiro and Carolina Ribeiro
The influence of technology on marketing communications is rising in both applications and value created. Artificial intelligence (AI) and, as a result, smart speakers are…
Abstract
Purpose
The influence of technology on marketing communications is rising in both applications and value created. Artificial intelligence (AI) and, as a result, smart speakers are benefiting both brands and customers at many levels. In particular, AI opens up the possibility to establish human-like dialogs with customers and to advertise brands in a new and engaging way. Therefore, the purpose of this paper is to understand why and how consumers would accept receiving advertising (ad) via AI-enabled devices such as smart speakers.
Design/methodology/approach
A total of 326 individuals participated in a study that explored the factors influencing ad acceptance in smart devices. A partial least squares-structural equation model technique was used to validate the results.
Findings
The findings show that customer acceptance of ads via smart assistants is influenced by smart assistant usefulness and hedonic motivations. However, privacy risk moderates the relationship between smart speaker ease of use and smart speaker usefulness.
Originality/value
This paper explores the main drivers of ad acceptance via smart speakers and goes beyond the existing knowledge of smart speaker acceptance to further explore how this can become an important channel for brands to communicate.
Objetivo
La influencia de la tecnología en las comunicaciones de marketing está aumentando tanto en las aplicaciones desarrolladas como en el valor creado. La inteligencia artificial (IA) y, en consecuencia, los altavoces inteligentes están beneficiando tanto a las marcas como a los clientes a muchos niveles. En particular, la IA abre la posibilidad de establecer diálogos similares a los humanos con los clientes y de publicitar las marcas de una manera nueva y atractiva. Por lo tanto, es necesario entender por qué y cómo los consumidores aceptarían recibir publicidad (anuncios) a través de dispositivos con IA, como los altavoces inteligentes.
Metodología
Un total de 326 personas participaron en un estudio que exploró los factores que influyen en la aceptación de la publicidad en los dispositivos inteligentes. Se utilizó una técnica PLS-SEM para validar los resultados.
Resultados
Los resultados muestran que la aceptación de los anuncios a través de los asistentes inteligentes por parte de los clientes está influenciada por la utilidad del asistente inteligente y las motivaciones hedónicas. Sin embargo, el riesgo para la privacidad modera la relación entre la facilidad de uso del altavoz inteligente y su utilidad.
Originalidad
El artículo explora los principales impulsores de la aceptación de la publicidad a través de los altavoces inteligentes y va más allá del conocimiento existente sobre la aceptación de los altavoces inteligentes para explorar más a fondo cómo esto puede convertirse en un canal importante para que las marcas se comuniquen.
目的
科技对营销传播的影响在应用和价值创造方面都在上升。人工智能(AI)以及智能音箱在很多层面都对品牌和客户有益。尤其是, 人工智能开辟了与客户建立类似人类对话的可能性, 并以一种新颖的、有吸引力的方式宣传品牌。因此, 了解消费者为什么以及如何接受通过人工智能设备(如智能音箱)接收广告(广告)是有必要的。
方法
本研究的326名参与者探讨了影响智能设备中广告接受度的因素。PLS-SEM技术被采用以对结果进行验证。
研究结果
研究结果显示, 客户通过智能助手接受广告会受智能助手有用性和享乐动机的影响。然而, 隐私风险调节了智能音箱的易用性和智能音箱的有用性之间的关系。
原创性
本文探讨了通过智能音箱接受广告的主要驱动因素, 并超越了现有的关于智能音箱接受度的知识, 进一步探讨了这如何能成为品牌沟通的重要渠道。
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Robert Kozielski, Michał Dziekoński and Jacek Pogorzelski
It is generally recognised that companies spend approximately 50% of their marketing budget on promotional activities. Advertising belongs to the most visible areas of a company’s…
Abstract
It is generally recognised that companies spend approximately 50% of their marketing budget on promotional activities. Advertising belongs to the most visible areas of a company’s activity. Therefore, it should not be surprising that the average recipient associates marketing with advertising, competitions and leaflets about new promotions delivered to houses or offices. Advertising, especially Internet advertising, is one of the most effective forms of marketing and one of the fastest developing areas of business. New channels of communication are emerging all the time – the Internet, digital television, mobile telephony; accompanied by new forms, such as the so-called ambient media. Advertising benefits from the achievements of many fields of science, that is, psychology, sociology, statistics, medicine and economics. At the same time, it combines science and the arts – it requires both knowledge and intuition. Contemporary advertising has different forms and areas of activity; yet it is always closely linked with the operations of a company – it is a form of marketing communication.
The indices of marketing communication presented in this chapter are generally known and used not only by advertising agencies but also by the marketing departments of many organisations. Brand awareness, advertising scope and frequency, the penetration index or the response rate belong to the most widely used indices; others, like the conversion rate or the affinity index, will get increasingly more significant along with the process of professionalisation of the environment of marketing specialists in Poland and with increased pressure on measuring marketing activities. Marketing indices are used for not only planning activities, but also their evaluation; some of them, such as telemarketing, mailing and coupons, provide an extensive array of possibilities of performance evaluation.
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Kristin Stewart, Matt Kammer-Kerwick, Allison Auchter, Hyeseung Elizabeth Koh, Mary Elizabeth Dunn and Isabella Cunningham
Marketers are increasing their use of digital strategies and prioritizing digital tactics, although the effectiveness digital video advertising (DVA) has not been examined…
Abstract
Purpose
Marketers are increasing their use of digital strategies and prioritizing digital tactics, although the effectiveness digital video advertising (DVA) has not been examined empirically. The purpose of this research is to suggest that it is useful for advertisers to consider theories of the past to understand the link between product, advertising format and message processing.
Design/methodology/approach
To examine DVA effectiveness, this study utilized a 2-product type (utilitarian vs hedonic) × 2-product involvement (low vs high) x 2-platform (laptop vs mobile) mixed-design. Participants were recruited from a research company, who invited members of their panel to participate in an online experiment.
Findings
DVA for hedonic products resulted in stronger attitudes toward the ad and brand, and intentions to purchase. DVA for low involvement products resulted in stronger purchase intentions and likelihood to opt-in for more information. Moreover, there was an interaction between product category and involvement across all five measures of DVA effectiveness.
Research limitations/implications
Like TV commercials, DVA is more effective when used with low involvement, hedonic products than with high involvement, utilitarian products. Additionally, the device on which the advertisement is viewed impacts the effectiveness of DVA.
Practical implications
Companies promoting high-involvement utilitarian products may consider alternative advertising strategies (e.g. MDAs, apps, websites and advergames), as DVA may not be the most effective ad format.
Originality/value
As technology continues to develop and marketers continue to pursue growing numbers of consumers through digital means and on mobile devices, understanding how device type influences advertising effectiveness is important for media strategy, message placement and marketing metrics. This research takes one step in that direction.
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