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Book part
Publication date: 13 November 2017

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.

Book part
Publication date: 2 May 2007

Hee-Sook Yoon and Doo-Hee Lee

Very low click-through rates (CTR) raise serious questions about the effectiveness of banner advertisements. However, we believe that the effect of a banner ad is not limited by…

Abstract

Very low click-through rates (CTR) raise serious questions about the effectiveness of banner advertisements. However, we believe that the effect of a banner ad is not limited by clicks. Banner ad information itself can be processed by the audience.

We propose that the exposure effect of a banner ad exists even when the banner is not clicked. The results of our experiments strongly support this effect. Analyses also revealed that a non-clicked banner ad can create as strong of an exposure effect as clicked banner ads. Also, audiences that are able to recall the existence of the banner ad on a web page develop stronger implicit memory than those who cannot. Researchers are invited to re-test these interesting findings in various cultures with differing levels of Internet penetration and experience.

Details

Cross-Cultural Buyer Behavior
Type: Book
ISBN: 978-1-84950-485-0

Book part
Publication date: 30 July 2018

Çiğdem Başfırıncı and Gülcan Şener

This case is about the success of Filli Boya, one of the well-known brands of the Turkish paint industry, on using traditional TV advertisements for creating brand awareness. The…

Abstract

This case is about the success of Filli Boya, one of the well-known brands of the Turkish paint industry, on using traditional TV advertisements for creating brand awareness. The purpose of this case study is to point out how TV advertisement, the so-called ‘traditional and boring’ communication tool, could still be effective when integrated into the contemporary marketing philosophy and modern marketing communication trends such as real-time social media marketing.

A qualitative method was applied and both primary and secondary sources of information were used in this study. As primary sources of information, in-depth interviews were conducted. Purposive sampling method was used, and participants were recruited from a sample that was broadly believed to be able to evaluate the brand from different points of view. Interviews were analysed through content analysis using the grounded theory approach. The secondary sources of information, including advertisements and news in media, reports and user contents shared in social media were also used considering the principle of multiple data sources.

Uncovering the contemporary ways of using traditional mass advertising based on a Turkish brand’s experiences, this case could be taken up in advertising courses at both graduate and postgraduate levels when discussing creativity in advertising and also modern integrated marketing communication methods.

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

Keywords

Book part
Publication date: 29 December 2016

María Arrazola, José de Hevia and Pedro Reinares

This chapter will look at the development, types and effectiveness of new forms of advertising in television (NFAs) and report on the current state of research in the field.

Abstract

Purpose

This chapter will look at the development, types and effectiveness of new forms of advertising in television (NFAs) and report on the current state of research in the field.

Methodology/approach

The most relevant contributions from the literature describing the practice and assessing the effectiveness of NFAs are presented and reviewed.

Findings

NFAs have emerged in response to the decreased effectiveness of conventional television advertising (spots) due to audience fragmentation, zapping, saturation and increased competition. Currently, NFAs are widely used around the world. Although the available empirical evidence indicates that NFAs are more effective than traditional spots in terms of recall, this chapter points to a need for better scientific understanding of key aspects of these new formats. Given the important role that NFAs play in how today’s television advertising market is managed, further research is needed on their effectiveness.

Originality/value

The literature on the practice and analysis of the effectiveness of NFAs is unfocused and varied, making it difficult to adequately determine whether the growing use of these formats can be justified on the grounds of proven arguments regarding the qualities that set them apart from traditional spots. In this regard, the summary provided in this chapter of both the state of knowledge about different types of new advertising formats on TV and their effectiveness is an important reflection of the state of the art in research on these formats.

Details

Advertising in New Formats and Media
Type: Book
ISBN: 978-1-78560-312-9

Keywords

Content available
Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

Book part
Publication date: 29 December 2016

Jiska Eelen, Fabiënne Rauwers, Verena M. Wottrich, Hilde A. M. Voorveld and Guda van Noort

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…

Abstract

Purpose

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.

Methodology/approach

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.

Findings

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.

Originality/value

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.

Book part
Publication date: 27 November 2014

Debashis ‘Deb’ Aikat

Interactive media strategies and digital tools have enabled advertisers to target children with promotional offers and creative appeals.

Abstract

Purpose

Interactive media strategies and digital tools have enabled advertisers to target children with promotional offers and creative appeals.

Design

Based on theories related to metaphors in advertisements, cognitive comprehension by children, promotional appeals, and presentation techniques, the research for this study comprised a content analysis of 1,980 online banner advertisements with reference to use of metaphors, promotional appeals, creative content, and selling techniques.

Findings

The research study concludes that online advertising to children, in contrast to traditional advertising vehicles, is characterized by (a) a vibrant visual metaphor, (b) surfeit of animated content, (c) interactive features, (d) myriad product types, and (e) creative content for a mixed audience of adults and children.

Originality

This study argues that the impact and content of the Internet as a new advertising medium are distinctly different from traditional characteristics of television and print.

Abstract

Details

Emotional Appeals in Advertising Banking Services
Type: Book
ISBN: 978-1-78756-302-5

Book part
Publication date: 19 January 2024

Alexandre Chirat

Do digital technologies of early 21st century capitalism promote or reduce consumer sovereignty? This chapter addresses this question by examining John Kenneth Galbraith’s…

Abstract

Do digital technologies of early 21st century capitalism promote or reduce consumer sovereignty? This chapter addresses this question by examining John Kenneth Galbraith’s critique of consumer sovereignty during the post-war period of industrial society and looks at the insights he provides to understand the impact of platform capitalism on consumer sovereignty today. This chapter has the following sections: (1) I review the main postulates of Galbraith’s theory; (2) I highlight the main differences between traditional advertising and online behavioral advertising; (3) I explain how online behavioral advertisement strengthens Galbraith’s dependence effect and revised sequence theories; (4) I then discuss normative challenges raised by digital platform corporations to individual sovereignty; and (5) finally, I argue that platform capitalism is a mature form of Galbraith’s “new industrial state.”

Details

Research in the History of Economic Thought and Methodology: Including a Symposium on John Kenneth Galbraith: Economic Structures and Policies for the Twenty-first Century
Type: Book
ISBN: 978-1-80455-931-4

Keywords

Book part
Publication date: 26 September 2002

Patrick De Pelsmacker, Dominika Maison and Maggie Geuens

An emotional and a rational advertising message for a new brand of juice are tested in a positive and negative newspaper context in a sample of 100 young Polish consumers. The…

Abstract

An emotional and a rational advertising message for a new brand of juice are tested in a positive and negative newspaper context in a sample of 100 young Polish consumers. The positive context leads to more positive attitudes and to better ad content recall. The rational advertising message results in significantly more positive attitudes, in a higher purchase intention, and in better ad content recall. The attitude towards an emotional ad and ad content recall are significantly more positive in a positive context. Purchase intention and content recall as a result of rational ads are higher in a negative context.

Details

New Directions in International Advertising Research
Type: Book
ISBN: 978-0-76230-950-4

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