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1 – 10 of over 20000Prateek Maheshwari, Nitin Seth and Anoop Kumar Gupta
The mobile phone industry in India is highly competitive, fast paced and technology-driven. In such a hyper competitive era, effective advertising is considered a key success…
Abstract
Purpose
The mobile phone industry in India is highly competitive, fast paced and technology-driven. In such a hyper competitive era, effective advertising is considered a key success driver for a mobile phone brand. The purpose of this paper is to identify advertisement effectiveness dimensions for Indian mobile phone industry and to develop hierarchical interrelationships among these dimensions in the Indian print context.
Design/methodology/approach
Structured Delphi approach is used to derive the set of dimensions for advertisement effectiveness. Further, techniques such as interpretive structural modeling and MICMAC analysis are used to establish hierarchical linkages among identified dimensions.
Findings
On the basis of experts’ opinion, refinement through structured Delphi resulted in the identification of 14 advertisement effectiveness dimensions specific to Indian mobile phone industry. Interpretive structural modeling assisted in the development of linkages among these identified dimensions based on their interrelations. Further, attention, relevance, excitability, liking and consumer preference, etc., turned out to be the dimensions of utmost importance for measuring advertisement effectiveness for the Indian mobile phone industry.
Research limitations/implications
The present research work is limited to the recognition and development of hierarchical interrelationships among advertisement effectiveness dimensions specific to mobile phone business in the Indian print context only. Further studies may be carried out for other product or service category in some different media context.
Practical implications
The present research has several significant implications for academics and advertising practitioners involved in designing and developing promotional campaigns for mobile phone brands in India. The identified 14 dimensions and developed hierarchical model provide valuable insights for improving advertisement effectiveness.
Originality/value
This paper demonstrated successful implementation of Delphi and interpretive structural modeling technique to explore the research area of advertisement effectiveness.
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The purpose of this paper is to test eight hypotheses to understand the relationship between information (Cervical Cancer Prevention (CCP) advertisements via endorser types and…
Abstract
Purpose
The purpose of this paper is to test eight hypotheses to understand the relationship between information (Cervical Cancer Prevention (CCP) advertisements via endorser types and advertising appeals), motivation (attitude and effectiveness towards advertisements, audiences’ reported self-health consciousness, motivation to learn more information) and behaviour intentions (accept and intent to receive CCP vaccination) using the information-motivation-behavioural skills (IMB) model.
Design/methodology/approach
An experimental study was conducted using a sample of 668 young people aged 18-25 in Hong Kong. Participants were asked to respond to questions relating to self-health consciousness, motivation to learn more information, attitudes and effectiveness towards the assigned print advertisements randomly drawn from a set of eight (4 × 2 full-factorial) experimental designs and behavioural intentions.
Findings
Results revealed that celebrity endorsers had the most effective CCP ad appeal among young consumers regardless of advertising appeal in Hong Kong. The findings suggested that highly self-health conscious young people are motivated to learn more information about CCP and have a more positive attitude and effectiveness towards the CCP advertisement. Furthermore, effective advertisement predicts higher motivation and behavioural intention, whereas higher “self-health consciousness” and “motivation to learn more information” predicts more positive advertisement attitude.
Originality/value
By investigating young consumers’ attitude and effectiveness towards CCP advertisements, this paper aimed to expand the knowledge of previous studies and contribute to advertising theory by focusing on CCP aspects in Hong Kong context.
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Juha Munnukka, Outi Uusitalo and Hanna Toivonen
Advertisers use various tactics to influence consumer purchases and create positive associations with their brands. The purpose of this study is to explore the formation of…
Abstract
Purpose
Advertisers use various tactics to influence consumer purchases and create positive associations with their brands. The purpose of this study is to explore the formation of peer-endorser credibility and its influence on attitude formation. The role of product involvement in the formation of attitudes and endorser credibility is also examined.
Design/methodology/approach
A quantitative study was conducted among university students. Data were collected using an online questionnaire concerning three advertisements for which identical questionnaires were constructed; 364 responses were generated.
Findings
The authors show that the credibility of a peer endorser is constructed from trustworthiness, expertise, similarity and attractiveness dimensions that positively affect consumers’ attitude toward an advertisement and a brand. Product involvement affects advertising effectiveness indirectly through the endorser-credibility construct. Finally, the authors show that a consumer’s experience with an advertised product affects the perception of endorser credibility and the effectiveness of the advertisement.
Originality/value
The findings reveal new insights into the little studied area of peer-endorser effectiveness. The authors shed light on the construction of peer endorser credibility and the relative importance of specific credibility dimensions on the effectiveness of an advertisement. This study also provides information on the direct and indirect effects of consumers’ brand involvement on attitudes toward advertisements.
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Danish Hussain, Arham Adnan and Maaz Hasan Khan
The study attempted to gauge the relative effectiveness of celebrity and product image match-up in comparison to non-celebrity attractive endorsers for two distinct high…
Abstract
Purpose
The study attempted to gauge the relative effectiveness of celebrity and product image match-up in comparison to non-celebrity attractive endorsers for two distinct high involvement situations. Also, due to the expected demographic diversity among target consumers, the study aimed at assessing the impact of respondent's age and gender on the effectiveness of image match-up.
Design/methodology/approach
Building on the three-order hierarchy model, two experiments were conducted (utilising celebrity and non-celebrity endorsers) for two high involvement hierarchies, i.e. standard learning and dissonance/attribution. Through fictitious print advertisement, the experiments assessed the effectiveness of the match-up in terms of consumer attitudes towards advertisement and brand and intentions to purchase.
Findings
The match-up consistently and significantly outperformed non-celebrity attractive endorser in case of standard learning hierarchy. The same conclusion was not established for dissonance/attribution hierarchy due to the lack of significant results. The findings also suggest that the match-up subdues the impact of consumer's gender and age on consumer attitudes only in case of standard learning hierarchy.
Research limitations/implications
The study provides interesting theoretical implication by challenging a widely held postulation about the applicability of celebrity and product match-up under high involvement.
Practical implications
The research provides the practitioners with a better understanding of important issues, mainly, whether to use a celebrity endorser and selecting the right celebrity, especially if high involvement is expected.
Originality/value
Previous research concerning celebrity endorsements has largely considered consumer involvement as unitary, i.e. either high or low. However, the multifaceted aspect of consumer involvement is well established in the field of consumer psychology. The present research, therefore, is a pioneering attempt as it studies the effectiveness of match-up for two distinct high involvement situations. Moreover, unlike the majority of previous studies that have focused on the performance of “celebrity match” versus “celebrity mismatch”, the impact of match-up was studied in comparison to a non-celebrity attractive endorser.
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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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Josefa D. Martín‐Santana and Asunción Beerli‐Palacio
The purpose of this work is to analyse the relationship between click‐through rate (CTR) and the traditional measurements of advertising effectiveness and to measure the…
Abstract
Purpose
The purpose of this work is to analyse the relationship between click‐through rate (CTR) and the traditional measurements of advertising effectiveness and to measure the advertising effectiveness of two less common formats of online advertising in blogs: rectangle and contextual, as well as to explore which factors influence that effectiveness.
Design/methodology/approach
A survey was used to gather data. Advertising effectiveness was determined using the traditional measurements employed for conventional media at cognitive, affective and conative levels and analysing the CTR.
Findings
The results reflect a direct relation between measurements of effectiveness and CTR, differences in the effectiveness of the two advertising formats, and that the factors influencing that effectiveness are attitude toward the web site, involvement with the product and duration of web site visit.
Research limitations/implications
The main limitation of the study is that the experimental design is focused on two types of formats inserted into two types of blog and about only one product. A further limitation is the need to analyse other factors that may influence the effectiveness.
Practical implications
The principal conclusion of the study is that managers should not evaluate the effectiveness of their online campaigns by using only the CTR.
Originality/value
Despite the increase in their use, blogs have not received attention in the field of advertising research.
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Ilgım Dara Benoit and Elizabeth G. Miller
This paper aims to identify two boundary conditions (consumption motive and claim set-size) affecting the effectiveness of an advertisement’s creativity.
Abstract
Purpose
This paper aims to identify two boundary conditions (consumption motive and claim set-size) affecting the effectiveness of an advertisement’s creativity.
Design/methodology/approach
Across two experiments, the authors find support for hypotheses using both hedonic vs utilitarian products (Study 1) and hedonic vs utilitarian decision goals within the same product category (Study 2).
Findings
Creativity is more effective for an advertisement when the consumption motive is utilitarian (vs hedonic). Further, using a larger claim set-size within an advertisement increases (decreases) the effectiveness of advertisement creativity for those with hedonic (utilitarian) consumption motives.
Research limitations/implications
This research contributes to the creativity literature by showing when creativity matters depending on the consumption motive and claim set-size. In addition, this research expands the utilitarian vs hedonic consumption literature by highlighting another way in which these two motives differ. Finally, this study expands the claim set-size literature by demonstrating that the effects of claim set-size depend on both consumption motive and features of the ad (i.e. its level of creativity).
Practical implications
These findings help marketers manage their advertising budget more effectively and efficiently knowing when advertisement creativity matters and thus when to invest in creativity.
Originality/value
The present research is the first to explicitly study boundary conditions for when ad creativity matters and shows that creativity matters more (i.e. enhances persuasiveness of the ad and attitudes toward the ad) when the consumption motive is utilitarian, especially when ads have small claim set-size. Additionally, creativity matters for hedonic consumption contexts if the advertisement has a large claim size.
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Rohit Trivedi, Thorsten Teichert and Dirk Hardeck
Despite quick response (QR) codes’ prominence, little is known about their embedding in pull-based communications. This study aims to measure QR code effects in print advertising…
Abstract
Purpose
Despite quick response (QR) codes’ prominence, little is known about their embedding in pull-based communications. This study aims to measure QR code effects in print advertising along five different stages of consumer decision making, using advertisement appeals with moderating effects of product category involvement.
Design/methodology/approach
Data were derived from a German market research initiative with 326,212 consumer evaluations for 792 real print advertisements from 26 product categories. Multinomial logit models were used to investigate the effects of QR code presence on consumer reactions.
Findings
QR codes steer purchase intention in a low-involvement product category if used alongside an emotional appeal. Advertisements for high-involvement products benefit if QR codes are combined with an overall informational appeal. QR codes do not enhance the persuasive effects of advertisements’ informational appeals in a low-involvement product category.
Research limitations/implications
The effects of QR codes on consumers’ responses cannot be analysed in isolation but depend on advertisement context. They interact with advertisements’ informational and emotional appeals and product category involvement.
Practical implications
Marketers should not use QR codes indiscriminately but should carefully consider advertisement context. QR codes should be used alongside an emotional appeal if the marketer’s objective is to induce purchase intention in low-involvement settings. Advertisements for high-involvement products need to combine QR codes with an informational appeal.
Originality/value
This study highlights the interplay of effects in print advertisements, which are typically considered push-based when they are combined with QR codes as pull-based communications in the digital marketing area.
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Andinet Worku Gebreselassie and Roger Bougie
The purpose of this paper is to explore the application of advertising variation and repetition strategies in the context of communicating about social issues in least developed…
Abstract
Purpose
The purpose of this paper is to explore the application of advertising variation and repetition strategies in the context of communicating about social issues in least developed countries (LDCs).
Design/methodology/approach
Study 1 used a between-subjects experimental study using 106 students which were exposed to either the varied advertising condition (a negative appeal followed by a positive appeal or vice versa) or repetition condition (two negative appeals). In Study 2, a total of 111 students from Tilburg University and 95 students from Addis Ababa University participated in the study. A random ordering of experimental envelopes assigned the students to one of the following message order conditions (negative appeal–positive appeal, negative appeal–negative appeal, positive appeal–positive appeal and positive appeal–negative appeal).
Findings
Study 1 shows that for many social issues, an advertising variation strategy (a negative appeal followed by a positive appeal) is more effective than an advertising repetition strategy (two negative appeals) in terms of recall. Study 2 builds on these findings by differentiating between taboo and non-taboo issues. This distinction is important because many social issues, such as HIV, domestic violence and child abuse, for instance, are taboo in LDCs. Interestingly, the findings of Study 1 are reproduced for non-taboo issues but not for taboo issues. If an issue is a conversational taboo in a certain culture, then an advertising repetition strategy that only uses positive appeals is more effective than an advertising variation strategy.
Research limitations/implications
The use of students as participants may be a limitation of both studies. Because the reactions of students to specific message appeals may be age-related, concerns regarding the generalizability of the findings are justified.
Originality/value
Overall, the results of this paper provide useful information to social advertisers on when and how to use different types of advertising strategies in LDCs.
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Kapil Khandeparkar and Abhishek
The purpose of this paper is to study the impact of three dimensions of media context – program type, break type, and pod position – on two types of humorous advertisements…
Abstract
Purpose
The purpose of this paper is to study the impact of three dimensions of media context – program type, break type, and pod position – on two types of humorous advertisements: incongruity resolution (IR) and arousal safety (AS). The study aims to demonstrate that different humor types are evaluated differently under similar media context elements and a particular humorous advertisement can be evaluated differently under different elements of media context.
Design/methodology/approach
The hypotheses were tested through two experiments which were planned and conducted as “between-subjects” design. The analysis of collected data were done through ANOVA using IBM SPSS 22.
Findings
The results indicated that the adverse impact of negative mood (vs positive mood) was greater on IR advertisements as compared to AS advertisements. Similarly, the negative impact of an abrupt break (vs smooth break) was greater on IR advertisements. However, both humor types were effective when placed in positive mood programs and smooth breaks.
Practical implications
The findings suggest that campaign and media planners need to consider the media context as well as humor types to get better return on their adspend. Results of this study can also be applicable for online medium.
Originality/value
This is the first study to test the impact of three dimensions of media context on two types of humorous advertisements.
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