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The purpose of this study is to investigate online viewers’ preferences concerning the number and duration of video advertisements to watch during commercial breaks. The goal of the investigations was to assess whether online viewers preferred watching a fewer number of advertisements with longer durations or a greater number of advertisements with shorter durations.

Two studies used experimental research designs to assess viewers’ preferences regarding advertisements. These designs used two independent variables and one dependent variable. The first independent variable manipulated the type of choice options given to online viewers (e.g. one 60 s or two 30 s advertisements). The second independent variable manipulated when the choice was given to online viewers (i.e. at the beginning of the viewing experience or in the middle of the experience). The dependent variable measured viewers’ choices concerning their preferred advertisement option.

The results across both studies found that participants made choices that minimized total advertisement exposure time when possible. When minimizing total exposure time was not possible, participants made choices that minimized the number of exposures instead.

These investigations extend the literature on advertisement choice by examining online viewers’ preferences about the format of their advertising experience rather than the content of the persuasive messages themselves. In addition, these investigations provide value by investigating viewers’ responses to stimuli within realistic online simulations rather than abstract hypotheticals.

The paper seeks to establish the effectiveness of social media advertising and participation by brands through incidental exposure. Using experimental design, in a social media environment, this paper aims to extend incidental exposure research in the context of social media.

This paper uses an experimental design with controlled image durations using MediaLab and DirectRT, allowing for precise image display times and randomization of screens. Participants were split between high-involvement and low-involvement product categories, and the brand choice exercise was administered in an on-screen experiment.

The paper provides support that incidental exposure influences brand choice. Further, it indicates that for low-involvement product categories, the type of social media exposure does not influence brand choice significantly between types. For high-involvement product categories, ads perform better than sponsored story executions; consumer-generated brand messages perform better than brand-generated messages; and the influence of reference group affects brand choice.

This paper tests one social media environment using a desktop Web environment. Additional studies would be needed to test other social media environments and mobile technology.

The paper provides evidence that brands benefit by simply participating and advertising in social media, but the execution style matters to a greater extent for high-involvement product categories in influencing brand choice.

Mere exposure to a brand message may influence consumers unknowingly. Repeated exposure as short as 5 s per viewing is related to increases in brand choice.

This paper extends research on incidental exposure and establishes a key positive brand outcome for practice and research, and it provides the first exploration on the outcome of incident exposure to brand messages in social media. The results suggest that social media and advertising by brands have positive impacts beyond traditional measures of success online.

The purpose of this paper is to identify the components that make up an effective service advertisement.

This is achieved by examining a sample of service advertisements that have been recognised for their success. The advertisements are analysed with reference to two areas of discussion; the use of rational and emotional appeals and the presence of three executional tools, i.e. physical representation, documentation and showing the service encounter/provider. The methodology uses a combination of case study approach and a content analysis of effective service advertisements. The appeals are classified utilising the Pollay (1983) list of advertising appeals. The three executional tools are taken from an overview of the main conceptual frameworks.

The majority of advertisements utilise emotional appeals for not only experiential but also utilitarian services. They also provide physical representation of the service and an illustration of the service encounter. The level of documentation in all the advertisements is low.

The research is based on a small sample of UK TV advertisements.

The findings provide practitioners with an analysis of service advertising campaigns that have been recognised for their effectiveness. It is possible to identify common characteristics in these advertisements which should be considered when creating service advertisements in the future.

A study of real‐life service advertisements that have been classified as “effective” has not previously been undertaken. The findings are therefore of value to advertising academics and practitioners in that they contribute to our understanding of how advertising works.

The purpose of this study is to figure out the factors (i.e. ad type and ad personalization) that diminish the detrimental advertising clutter effects in terms of ad attention and ad clicks.

To fulfill the purpose, an eye-tracking study using real-time Facebook accounts of the participants was conducted.

The findings suggest that not all types of ad format face attentional competition. Consumers have a tendency to selectively care of native advertising area, where clutter becomes a significant issue. Additionally, personalized advertising is beneficial for attracting consumer attention regardless of the clutter level.

This less-artificial study setting with an eye-tracker makes up for the findings from previous ad clutter studies based on self-reported data; this study was able to observe real-life interaction between consumers and social media. The personalized native format may benefit advertisers in grabbing more attention. However, the careful use of native ads is recommended, because excessive ads could increase the attentional competition among native ads.

The purpose of this paper is to examine the role of accreditation documents (ADs) in the competition based on provider quality in a quasi-market for primary healthcare.

The paper uses a mixed-method research methodology to analyse two primary healthcare ADs in two Swedish regions. In total, 19 interviews were conducted with actors involved in the creation and use of such documents.

This paper points to the crucial role of ADs in the identification of quality differences that influence the competition in primary healthcare. This finding contrasts with the commonly held laissez-faire idea that competition causes providers to develop their own service concepts and where the invisible hand creates quality differences. The paper adds to the discussion with its detailed description of how ADs create competition among primary healthcare providers through selection processes, quality differentiation, and ranking.

The paper does not explore quality differences in the medical treatment of patients in primary healthcare centres.

The paper provides insights for politicians on how to use ADs to control competition and regulate choice.

The paper takes an innovative approach to the examination of how ADs increase the competition in primary healthcare choice.

The total service quality paradigm has been slow in diffusing to the health service domain, and TQM techniques are even less widely used to govern primary health services in the developing world. This interdisciplinary work analyzes the design of a TQM‐based quality assessment tool (PQAT) used to evaluate quality of care in family planning programmes in Africa, Asia, and the South Pacific. It shows how family planning service quality models have failed to keep pace with advances in management theory, introduces the process theory model to overcome the limitations of the variance model, and grounds the tool in the context of quality theory. The paper goes on to report results from field use of the PQAT in three widely varying sites in the Asia Pacific region, and to draw useful conclusions for primary health researchers and practitioners.

This chapter provides an overview of the state of knowledge about creative media advertising; choosing a novel medium that implicitly communicates the message. It explains what creative media advertising is and how it differs from other unconventional marketing communication formats. It addresses the theoretical mechanisms that explain how creative media affects consumers. Its final purpose is to review all the empirical findings about creative media advertising effects.

This chapter presents a systematic literature review of all the empirical research about creative media advertising that explicitly compares its effectiveness with traditional media advertising. The 11 reviewed articles with 16 experiments appeared between 2005 and 2015.

Overall creative media advertising generated positive evaluative outcomes (e.g., brand attitude) and behavior (e.g., word of mouth and sales). These effects were often mediated by a feeling of surprise and an increase in positive thoughts. It remains unclear whether creative media are perceived as persuasion attempts. Mixed findings exist for cognitive outcomes. Creative media advertising seems beneficial for creating strong brand associations, but brand memory might suffer from the technique if solving the link between the medium and the message takes away mental resources for the brand elements in the advertisement.

By reviewing all the literature about creative media advertising, the authors make recommendations for future research and for using creative media in practice. They emphasize potential boundary conditions and ideal circumstances of using creative media advertising.

This study aims to analyze the impact of radio advertisements on urban commuters towards buying behaviour in retail stores and attempts to determine the role of radio advertising on dissemination of information on the sales promotions. The impact of radio advertisements on the store choice and buying preferences are analyzed based on empirical investigation.

This study is based on the empirical investigation of urban commuters who acquire information on sales promotion by listening radio advertisements during travel time. The sample respondents selected for the study frequently commute to their workplaces from the residential areas located in the southern, northern and suburban habitats in Mexico City. Data were collected by means of personal interviews during 2007‐2009 in different festival seasons broadly categorized as three seasons: April‐June (Spring sales following the occasions of Easter vacations, Mother's day and Father's day), July‐August (Summer sales) and November‐January (Winter sales following prolonged Christmas celebrations), when retailing firms including supermarkets, departmental stores and shopping malls advertise sales promotions frequently on radio.

The study reveals that shopping behaviour of urban consumer at retail stores in response to radio advertisements is highly influenced by the physical, cognitive and economic variables. Radio advertisements propagating promotional messages on sales of products have quick response to the supermarkets and department stores. Listeners of radio commercials are attracted towards advertisements, which are more entertaining while disseminating the message. This study on impact of radio advertisements on consumer behaviour revealed that advantage shopping at retail stores in response to radio advertisements is highly influenced by the physical, cognitive and economic variables.

A large number of people listen to radio while commuting in urban areas and respond to the broadcast of various commercial messages. There are limited studies available on radio advertisements and their socio‐economic impact. This study contributes to the existing literature on the subject.

Properly conceived, conducted and interpreted, motivation research can be an extremely powerful management tool, designed to help the manufacturer or advertiser to sell more goods. Its aim is to expose the market situation, explain it and suggest courses of action which will lead to desired changes. It is a way of looking at a problem rather than a collection of specialist techniques and is strictly practical. Hence it can be used alongside other market research tools for the solution of marketing problems and can be applied to a wide range of business activities. Much of its development has been in the advertising field but it can also help in the formulation of production policy, solving packaging problems and marketing operations. It is examined here in all these contexts. The idea of motivation research, the reasons for its use and the techniques by which to apply it are discussed, as well as the pitfalls that are likely to occur. New and imaginary case studies are used throughout to illustrate points. A review of the subject literature is included.