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1 – 10 of over 62000Wim Janssens, Patrick De Pelsmacker and Marcel Weverbergh
The purpose of this research is to study the moderating role of the personality trait Discomfort With Ambiguity (DWA) on the processing of mixed emotions in advertising. Two…
Abstract
The purpose of this research is to study the moderating role of the personality trait Discomfort With Ambiguity (DWA) on the processing of mixed emotions in advertising. Two experiments were conducted. In the first experiment, the emotions between the medium context and the embedded advertisement were mixed. In the second experiment, the emotions in an advertisement were mixed by manipulating emotions in the text and picture. Results indicate that DWA, being a proxy for how well people are able to deal with mixed emotions, has a moderating effect on advertising processing. Individuals having a high DWA appear to respond less positively to mixed emotions.
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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Cong Liu and Jiahui Gao
The purpose of this paper is to examine the interesting but largely unexamined impact of self-uncertainty on the persuasiveness of self-deprecating advertisement.
Abstract
Purpose
The purpose of this paper is to examine the interesting but largely unexamined impact of self-uncertainty on the persuasiveness of self-deprecating advertisement.
Design/methodology/approach
In the present research, the experimental design and survey methods are used to collect data. Furthermore, the ANOVA and bootstrap analysis methods are adopted to verify whether a self-deprecating advertisement is more persuasive for consumers experiencing self-uncertainty and explore the mediating role of self-verification.
Findings
Study 1 indicates that people experiencing self-uncertainty are more likely to engage in actual self-verification. Study 2 demonstrates that consumers experiencing self-uncertainty are more likely to purchase products in a self-deprecating advertisement (vs. self-enhancing advertisement), and actual self-verification motive underlies this effect. In Study 3, a novel boundary condition for the main effect–product type (hedonic vs. utilitarian) is found, and it further reveals that the impact of self-uncertainty on the persuasiveness of self-deprecating advertisement will attenuate when the advertised product is utilitarian.
Practical implications
This research reveals that self-deprecating advertising is more desirable for consumers who experience self-uncertainty. Based on the conclusions in this paper, the self-deprecating advertising is more attractive and desirable for consumers who are reminded about their personal uncertainties. Thus, marketers could employ self-deprecating (vs. self-enhancing) advertisement to promote products. For example, in order to promote the waterproof function of iPhone 12, Apple China released a self-deprecating advertisement of “Splash proof and water resistant. Don't worry, iPhone.”
Originality/value
First, this research not only sheds new light on the relationship between self-uncertainty and the persuasiveness of self-deprecating advertisement but also verifies the mediating role of self-verification motive in this relationship. Moreover, this research reveals that self-uncertainty is a significant factor in how people react to the self-deprecating advertisement. It is noteworthy that the self-uncertainty effect is more likely to be found when the advertised product is related to hedonic or experiential consumption as opposed to utilitarian consumption.
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Patrícia Ianelli Rocha, Marina Lourenção, Adriano Alves Teixeira, Elton Gean Araújo, Janaina de Moura Engracia Giraldi and Jorge Henrique Caldeira de Oliveira
This paper aims to analyze the visual attention, transparency perception and attitude of Brazilian women from generation Z toward sponsorship disclosures with a different number…
Abstract
Purpose
This paper aims to analyze the visual attention, transparency perception and attitude of Brazilian women from generation Z toward sponsorship disclosures with a different number of text messages used in native advertisements made by a digital influencer.
Design/methodology/approach
A quantitative and multi-method experiment was conducted through a within-subjects experimental design with 149 women. The eye-tracker assessed visual attention and questionnaires measured transparency perception of sponsorship and attitude toward native advertisements. To analyze eye-tracking and transparency perception data, Friedman’s analysis of variance was used. Structural equations were modeled for analyzing attitude data.
Findings
The quantitative results indicate that disclosures with a single textual message obtain more visual attention than multiple textual messages. However, sponsorship disclosures with multiple textual messages obtain the best transparency perception and generate a better attitude toward native advertisements.
Research limitations/implications
This study extends the theory by investigating the relationship between visual attention to sponsorship disclosure with a different number of textual messages and the target audience's responses to them.
Practical implications
The analysis of Brazilian generation Z women's responses to native ads might contribute to companies, marketing professionals and digital influencers obtaining great visual attention, transparency perception and attitude toward ethical and transparent ads to this audience.
Originality/value
To the best of the authors’ knowledge, this is the first study to analyze Brazilian generation Z women's visual attention, transparency perception and attitude toward sponsorship disclosure with single and multiple textual messages in native advertisements.
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This study aims to examine the relationship between advertisement expenditure and firm performance as well as the moderating effects of firm age and size on this relationship.
Abstract
Purpose
This study aims to examine the relationship between advertisement expenditure and firm performance as well as the moderating effects of firm age and size on this relationship.
Design/methodology/approach
Twenty-eight selected companies listed on the Nigerian stock exchange were examined. The study used multiple regression, a quantitative research method, to capture both the direct and moderating effects.
Findings
The findings show that advertisement has a positive relationship with sales but an insignificant relationship with return on asset. Furthermore, the results indicate that larger firms outperform smaller ones when using advertisements to enhance their sales. On the contrary, there is no significant difference between the use of advertisement by young and older firms in improving financial performance.
Originality/value
Due to the often-wrong use of resource base view in the advertisement–performance relationship and contradiction in research findings, this paper re-conceptualize advertisement as a necessary investment (just like plant and equipment) but not an investment that provide strategic value. The paper also makes novel argument by theorizing a negative relationship between advertisement and firms’ performance in the Nigerian context.
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Michael Shaw, Priyantha Bandara and Sardana Islam Khan
This study is an attempt to apply the techniques of semiotics in conjunction with quantitative analysis to decode and interpret an advertisement which promotes the South…
Abstract
Purpose
This study is an attempt to apply the techniques of semiotics in conjunction with quantitative analysis to decode and interpret an advertisement which promotes the South Australian Barossa Valley as a tourist destination.
Design/methodology/approach
A survey was submitted to a Southeast Asian student and postgraduate sample. Regression analysis and qualitative analysis were carried out, which suggested that the advertisement was engaging the majority of the audience.
Findings
Most respondents expressed a desire to visit the location and used language which was evocative and connective. Those who did not or who were turned off by the advertisement's content expressed themselves in language which terminated further engagement.
Research limitations/implications
The sample was a non-target group, but this is an advantage because it provides a base level of unconditioned response.
Practical implications
A better understanding of semiotics may reinforce other areas of marketing endeavour such as social marketing approaches which are gaining more importance in the still developing COVID-19 economy. This methodology can be extended to other marketing communication contexts.
Social implications
Once campaigns have been aimed at target audiences, there may be potential to orientate another campaign at non-target audiences using the same advertisement. In terms of global marketing, this is extension rather than adaptation.
Originality/value
This study provides an example of how marketing could use semiotics in conjunction with quantitative methods to determine an audience's response and the intention to purchase a product or service.
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Caitlin Zunckel, Pragasen Pillay, Mark Hamilton Drummond and David Rosenstein
Due to the paucity of research examining message framing strategies and attention in anti-consumption advertisements, this study aims to determine whether there is a significant…
Abstract
Purpose
Due to the paucity of research examining message framing strategies and attention in anti-consumption advertisements, this study aims to determine whether there is a significant difference between the amount of attention paid towards positively and negatively framed advertisements.
Design/methodology/approach
A quasi-experimental study design was conducted with a sample of 56 participants using two different (negatively and positively framed) social marketing print advertisements aimed at encouraging a reduction in meat consumption. The research used eye-tracking to examine attention.
Findings
Findings indicate that the negatively framed advertisement elicited significantly higher levels of attention overall than the positively framed advertisement (p < 0.05). Additionally, participants paid significantly more attention to the headline in the negatively framed advertisement than to the headline in the positively framed advert (p < 0.05). Participants also paid significantly more attention to the tagline in the positively framed advertisement (p < 0.05).
Originality/value
This study provides evidence for the effectiveness of a negative social marketing framing strategy compared to a positive framing strategy – through the effects these strategies had on consumer attention. Positively and negatively framed advertisements produce different typologies of attention towards advertising elements or areas of interest. These findings provide social marketers important insights about message placement and effectiveness when considering whether to use a positively framed or negatively framed advertisement.
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The purpose of this paper is to monitor the changes of delivery of city branding advertisements in China and to try to find a tendency of city branding ads in the delivery for the…
Abstract
Purpose
The purpose of this paper is to monitor the changes of delivery of city branding advertisements in China and to try to find a tendency of city branding ads in the delivery for the future.
Design/methodology/approach
The quantitative research methods used in this paper study the advertisements with city image messages in 13 China Central Television (CCTV) channels that appeared between the year of 2007 to 2010 – a total of 320,653 advertisements. This paper is based on several data sets: advertisement producers, regional distribution of producers, advertisement time slots, types of advertisings, and other such categories. In addition, they have also studied city branding advertisings from international producers in terms of channel selections, program choices, and media outlet choices and so forth.
Findings
Through an analysis of quantity and total duration of city image advertisements, it can be concluded that first‐tier cities have been reducing the broadcasting of city image ads domestically yearly, and third‐tier cities are proving to be a significant power in producing city branding advertisements. Significantly, the eastern littoral region has surpassed the central and west region both in the duration and in growth rate of city branding advertisements. Moreover, between 2007 and 2010, a total of nine foreign cities have produced city branding advertisements on CCTV channels. Unlike cities in China, international cities have scattered their ads widely across different periods of one day.
Practical implications
Finally, based on analysis of advantages and disadvantages in city image advertisements strategies applied by those advanced cities at home and abroad, this author hopes this study can offer some scientifically based reference point for other cities.
Originality/value
Based on analysis of advantages and disadvantages in city image advertisements strategies applied by those advanced cities at home and abroad, this study tries to offer some scientifically based reference point for other cities.
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Jae‐Young Moon and Jun‐Sik Kwak
The purpose of this paper is to verify the difference in the effect of art‐parody and art‐infusion advertisements depending on the product type and regulatory focus, and to expand…
Abstract
Purpose
The purpose of this paper is to verify the difference in the effect of art‐parody and art‐infusion advertisements depending on the product type and regulatory focus, and to expand the boundary of research in the field.
Design/methodology/approach
The paper examines their effect depending on product type and regulatory focus through two experiments. One is the effect of art‐parody and art‐infusion advertisements by product type and the other is the effect of art‐parody and art‐infusion advertisements by regulatory focus.
Findings
Art‐infusion is more effective than art‐parody for utilitarian products in terms of message credibility and brand attitude except for purchase intention although there is no difference between the two types for hedonic products. Participants with promotion focus favor art‐parody advertisement, while participants with prevention focus favor art‐infusion advertisement in terms of cognitive attitude toward advertisement.
Research limitations/implications
This study is conducted as a part of research on art infusion, which is in the primitive stage of development. Therefore, it shall be possible to extend the boundary of research by applying a variety of marketing theories in the future.
Originality/value
The results of this paper imply that the advertising technique must vary depending on the type of focus the target customer values.
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Qingbin Wang, Tao Sun, Minghao Li, Wen Li and Yang Zou
The purpose of this paper is to examine the effectiveness of the “Made in China, Made with the World” advertisement broadcast on the US television station CNN in 2009 and derives…
Abstract
Purpose
The purpose of this paper is to examine the effectiveness of the “Made in China, Made with the World” advertisement broadcast on the US television station CNN in 2009 and derives recommendations for China's further efforts in promoting the image of products made in China (PMC).
Design/methodology/approach
Through a survey based on the Solomon four‐group design, this study collected primary data from 546 students at an American university in 2010 and used the data to test the effectiveness of the CNN advertisement and identify factors that affect the respondents' perceptions about PMC.
Findings
Statistical tests indicate that the TV advertisement did not result in the expected effects and even had some boomerang effects on the perceptions about PMC and China's developments, and regression analysis confirms these conclusions. Also, the TV advertisement received low ratings from the respondents in credibility, trustworthiness, rationality, information, stimulation, and excitability.
Practical implications
As exports continue to play an important role in the Chinese economy and PMC are likely to face more challenges in the global markets, China needs to understand both consumer preferences and product safety regulations in the foreign markets, focus more on quality and safety over low prices, and improve the effectiveness of its promotion efforts on the basis of scientifically sound studies.
Originality/value
While the CNN TV advertisement was China's first TV campaign abroad to enhance the image of PMC, this paper presents one of the first studies for assessing the effectiveness of the advertisement and deriving recommendations for China's further efforts in promoting PMC.
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