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The purpose of this paper is to find out whether a global advertisement will be effective and how it is perceived; is it affected by consumers' age, education, religion besides collectivism, and individualistic behavior?

Descriptive research involving 1,000 respondents. Global advertisements of fast moving consumer goods and consumer durable products are taken for study using questionnaire technique. The focus is to elucidate information on the perception of a global advertisement and how it will be affected by education, age, religion and collectivism, and individualistic behavior.

It is found that culture does affect the perception of global advertisement. Religion, age, and education do play a role in perception of global advertisement – they play an important role in buying intention.

The study is limited to the Indian scenario and can be applicable to SARC countries or South‐East Asian countries as they are the fastest growing emerging world markets.

This is an original research paper and its findings could be important in minimizing wastage. India, Thailand, Brazil, China, and Russia are important emerging markets. Understanding their culture, education, age, and religion could improve global advertisements' effectiveness.

In today’s highly competitive business scenario, advertising symbolizes one of the key marketing activities. The purpose of this paper is to understand the relationship between advertisement effectiveness and consumer buying behavior for major automobile companies of central India.

A judicious mix of qualitative (focus group and Delphi technique) and quantitative (structured questionnaire survey) research methods was used for the present study.

Study found that for automobile sector, effective advertisements have a positive impact on consumer buying behavior. It suggests that customer’s attitude can be shaped favorably through effective advertising. Automobile companies must arrange special training sessions and learning programs for their sales force to ensure supportive customer purchasing behavior.

The scope of the present study is limited to major automobile companies of central India only. Although, the findings can be interpreted and generalized in a global business scenario.

The research work is first of its kind that attempts to study the impact of effective advertising on consumer buying behavior in Indian automobile context. The findings and recommendations can be used for strategic planning of training sessions and workshops for different stakeholders in automobile industry.

This paper aims to test whether a structured application of persuasion principles might help improve advertising decisions. Evidence-based principles are currently used to improve decisions in other complex situations, such as those faced in engineering and medicine.

Scores were calculated from the ratings of 17 self-trained novices who rated 96 matched pairs of print advertisements for adherence to evidence-based persuasion principles. Predictions from traditional methods – 10,809 unaided judgments from novices and 2,764 judgments from people with some expertise in advertising and 288 copy-testing predictions – provided benchmarks.

A higher adherence-to-principles-score correctly predicted the more effective advertisement for 75 per cent of the pairs. Copy testing was correct for 59 per cent, and expert judgment was correct for 55 per cent. Guessing would provide 50 per cent accurate predictions. Combining judgmental predictions led to substantial improvements in accuracy.

Advertisements for high-involvement utilitarian products were tested on the assumption that persuasion principles would be more effective for such products. The measure of effectiveness that was available –day-after-recall – is a proxy for persuasion or behavioral measures.

Pretesting advertisements by assessing adherence to evidence-based persuasion principles in a structured way helps in deciding which advertisements would be best to run. That procedure also identifies how to make an advertisement more effective.

This is the first study in marketing, and in advertising specifically, to test the predictive validity of evidence-based principles. In addition, the study provides the first test of the predictive validity of the index method for a marketing problem.

In recent years, neurophysiological tools have been vastly applied in sport marketing research. Eye tracking, a pervasive sensor technology, has received a growing interest to examine the effects of advertising through sport on viewer attention. While there is a plethora of evidence in advertising that supports the positive effects of various advertising types and locations on viewer attention in various sport contexts, little is known about the role of a prosocial overlay ad on viewer attention when watching televised football matches. Therefore, this research aims to examine the differences in viewers' attention (i.e. fixation and duration) with regard to game attractiveness and colors of the prosocial message during televised football matches.

To identify the research gap, the authors first reviewed the relevant sport marketing and neuroscience research on advertising effectiveness. The authors selected a prosocial message displayed. Adopting an experimental research design and using eye tracking, this study examined the impacts of game attractiveness and colors of message on viewer attention to the prosocial message displayed on an overlay advertisement during a football match.

The authors found that the colors of prosocial messages and game attractiveness had significant effects on viewer attention to the prosocial message.

In this study, the authors sought to add advertisement color, as well as game attractiveness, to the extant knowledge in marketing literature as effective advertising factors in capturing viewers' attention. These variables can offer marketers new insights in designing effective advertisements for the context of televised sports events in a specialized field.

The purpose of this study is to understand the effect of increasing the intensity of sexual or violent content on consumer responses to online video advertisements, with a particular emphasis on sharing intentions.

The paper uses a between-subjects experimental design across two studies using new to the world online video advertisements as stimuli.

Study 1 finds that increasing the intensity of sexual and violent humor improves advertisement effectiveness amongst men but leads to significantly more negative attitudes toward the advertisement and brand amongst women. Study 2 identifies gender and humor type as moderators for sharing intentions in the presence of audience diversity. While men are more likely to publicly share sexual and violent humor advertisements, social anxiety mediates intentions to share sexual humor advertisements in the presence of greater audience diversity.

The paper offers insights to practitioners regarding the use of risqué forms of humor as part of a digital marketing strategy.

Drawing on and extending benign violation theory, the paper introduces and verifies a theoretical model for understanding consumer responses to the use of risqué forms of humor in online advertisements. It identifies how audience diversity affects sharing intentions for sexual and violent humor-based advertisements on social media.

The purpose of the present study is to examine the effectiveness of tourist shuttle bus advertising for the corporate brand image of gaming and hospitality operators.

Grounded in the theoretical framework of Message Response Involvement (MRI) theory, a multilevel design with hierarchical modeling was adopted to examine the hypothesized paths between consumers’ message processing components and corporate brand equity. The moderating effects of shuttle bus design were also investigated. The data were collected via a self-administered questionnaire from 595 tourists visiting Macao.

The results indicated that advertising effectiveness (i.e., corporate brand equity) was largely dependent on consumers’ motivation and ability to process information. When design was included as a moderator, it enhanced the influence of consumers’ motivation to process information on advertising effectiveness.

The findings highlight the importance of tourist shuttle buses as an advertising platform in the hospitality and gaming industry and depict important aspects of consumers and executional cues that corporations should focus on improving shuttle bus advertising effectiveness.

This study examines an underexplored, yet frequently used, advertising channel – the shuttle bus. Specifically, it offers a better understanding of transit advertising effectiveness from the corporate level (design) and individual level (consumers’ motivation, ability and opportunity) in the tourism and hospitality industry.

This study aims to examine the factors that influence peer-to-peer online host advertising effectiveness (POHAE). The study posits that POHAE is a multidimensional construct supported by emotional appeal, information completeness, advertising creativity and social responsibility practices influencing purchase intention and positive word of mouth. Perceived value is hypothesised as the moderating variable for the relationship between POHAE and purchase intention.

Quantitative data were collected from New Zealand through a quasi-experimental survey. A total of 95 people participated in the experiment. The study uses one-way repeated measures design ANOVA to test Hypothesis 1 and MEMORE model to test the effects of mediation and moderation for repeated measures.

Results are significant to the study model. ANOVA results show that the assumption of sphericity is not violated: Mauchly’s W, Greenhouse–Geisser, Huynh–Feldt estimates are equal to one, suggesting that the data are perfectly spherical. The mediation and moderation effects for repeated measure designs are also significant. The tests are based on 95 per cent Monte Carlo confidence interval and 20,000 bootstrapping samples.

This study enhances the hierarchy of effects theory (HOE) (Lavidge and Steiner, 1961), which posits that consumers respond to a specific marketing communication through three components: the cognitive component, which is measured by an individual’s intellectual, mental or rational states; the affective component that refers to an individual’s emotional and feeling states; and finally the conative or motivational state, that is, the striving state relating to the tendency to treat objects as positive or negative. This study observes significant paths from POHAE to purchase intention and word of mouth. Limitations include a small sample size (95) and not regressing the POHAE variables individually on purchase intention and word of mouth.

Given the absence of a brand, as in the Airbnb host advertisement, attention should be given to writing the adverts effectively. Advertising creativity does not only hold for graphics and personal pictures but also for the hosts who need to be creative in crafting their advertisement text. Elements such as social responsibility practice and creativity should also not be overlooked.

This study provides insights on how to effectively communicate with potential customers in a peer-to-peer marketplace.

This study provides an insight into peer-to-peer marketplaces on the importance of marketing communication strategies by providing more attention to writing advertisement texts. It is important to understand the variables that influence consumers’ motivation in responding to Airbnb online advertisements.

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.

In this article, message appeals along with the moderating effect of gender are examined on frequently used measures of ad effectiveness (i.e. ad likability, attitude to the issue, and behavioral intention) in the emerging domain of pro-environmental social advertising. The paper aims to discuss these issues.

This study employed a between-subjects 2 (gender)×3 (message appeal) factorial design, administered through a commercial online consumer panel firm based in the USA, which included 444 respondents across three markets: Australia, the UK and the USA.

Results show that of three frequently used message appeals (rational, negative emotional, and positive emotional), rational ad appeals are not as effective as emotional appeals. The study also shows that females respond more strongly to negative emotional appeals than males, while there is no significant difference in how males and females responded to positive emotional or rational ad appeals. In addition, the study demonstrates that the measure of ad likability, which is frequently used as a reliable copy-test measure in commercial marketing situations, is not a valid measure of ad effectiveness in the context of social advertising.

While the study included participants from three countries, Australia, the UK and the USA, the obvious limitation of the experimental design lies in the limited sample size. Further, while the ads' cognitive processing load was kept consistent across the three conditions, it may be possible that linguistic nuances across these markets might affect the ads' processing demands from one market to another. The consistency of the study's manipulation checks, however, might serve to offer support for the copy approach taken here.

This study reinforces previous studies in both the commercial and social marketing fields that suggest practitioners should be cautious of placing too much emphasis on this measure as an indicator of future ad performance.

Limitations of producing energy and the increasing demands in the electricity market in Iran have not only drawn the attention of authorities in the energy industry toward optimization of energy consumption, but also created marketing approaches toward these objectives. In this respect, it is important and even necessary to modify energy consumption behaviors. The purpose of this study is to examine the impact of the criteria of an effective Internet advertisement for modification of energy consumption.

To provide a detailed understanding of customers’ perceptions of energy consumption advertising, a survey study was conducted. The research model is first validated and the formulated hypotheses are tested using the structural equation model (SEM).

The results showed that the audience’s attention, interest and desire for a piece of advertisement can predict their consumption behavior.

This study is one of the pioneer studies that highlights the importance of advertising toward modification of energy consumption. It seems that, the identification of the causal relations among attention, interest, desire and action, has not yet been clearly validated in the previous literature. This research contributes to the literature by developing and testing a comprehensive research model using SEM. So, the current paper offers vital guidelines to social marketers who are planning to modify energy consumption.