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1 – 10 of over 18000The 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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This study examines whether consumers’ receptivity to ethnocentrism‐pitched advertisements differs by country and product category and, if so, why. The two countries surveyed are…
Abstract
This study examines whether consumers’ receptivity to ethnocentrism‐pitched advertisements differs by country and product category and, if so, why. The two countries surveyed are Australia and India. Australia was chosen as a country where consumers should perceive a high level of foreign threat because it is quite open to foreign products and has a small economy and population. India was chosen as a country where consumers should perceive a low level of foreign threat because it is still tightly closed to foreign products. Findings show that the effectiveness of ethnocentrism‐pitched advertisements differs significantly not only by consumers’ perceptions of foreign threat, but also by consumers’ quality evaluations about domestic products, compared to corresponding foreign ones. Implications for international marketers and domestic manufacturers are discussed.
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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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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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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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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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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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Yuting Sun and Yixuan Li
Advertisements for dietary supplements (DS) often include misleading claims regarding their health benefits. In this study, the authors designed an online advertisement for…
Abstract
Purpose
Advertisements for dietary supplements (DS) often include misleading claims regarding their health benefits. In this study, the authors designed an online advertisement for plant-based DS featuring misleading claims and investigated its effects on mature Chinese consumers before and after revealing the false claims. A consumer involvement framework was developed to evaluate the mediating effect of advertising involvement (AI) on the correlation between product involvement (PI), situational involvement (SI) and purchase intention (PI).
Design/methodology/approach
A total of 467 mature adults aged over 40 years who resided in China's Yangtze River Delta region and had experience in purchasing DS online were recruited. Relevant data were collected through an online survey and analysed through structural equation modelling.
Findings
Cognitive PI was positively correlated with both SI and PI and SI was positively correlated with PI. AI negatively moderated the correlation between affective PI and SI. Both cognitive PI and AI were positively correlated with PI and the correlation was mediated through SI.
Originality/value
DS consumption is a rational decision-making process driven by utilitarian motives. Consumers who are aware of the misleading claims adopt a cautious evaluation approach and place themselves in specific purchase situations before making a purchase decision. This study advances the literature by incorporating the consideration of misleading advertisements into the consumer involvement model within the context of online DS consumption. The study's findings provide insights to intensify monitoring of false advertisements in the DS industry and design effective consumer education programmes.
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The purpose of this study is to investigate to what extent the professional identity of accountants, as manifested in a set of advanced cognitive, emotional and social…
Abstract
Purpose
The purpose of this study is to investigate to what extent the professional identity of accountants, as manifested in a set of advanced cognitive, emotional and social intelligence competencies relevant to their professional activities, varies with the respective accounting position.
Design/methodology/approach
The systematically developed, formally clearly structured job advertisements for accounting positions provide content-rich representations of those holding the advertised position and thus contribute to revealing the professional identity. This study conducts a content analysis of 600 profiles of accountants presented in job advertisements of German organizations to identify the characteristic set of advanced cognitive, emotional and social intelligence competencies, juxtaposing different accounting positions at various stages of professional life. German organizations were targeted because they traditionally clearly differentiate between financial accounting and management accounting.
Findings
The job advertisements suggest that accountants develop a multifaceted professional identity reflecting their area of specialization and their level of entry. Financial accountants are more likely to be team-oriented than management accountants, and non-executive accountants are more likely than executive accountants. Analytical thinking seems to characterize management accountants rather than financial accountants. An independent way of working appears to be more pronounced among financial accountants than among management accountants.
Originality/value
This study refines the understanding of the professional identity of accountants by exploring the recruitment of accountants, the initial step of professional socialization. It identifies the most relevant advanced cognitive, emotional and social intelligence competencies based on a broad sample of job advertisements for accounting positions in organizations of different sizes and industries. By contrasting the competencies relevant to different positions and at different stages of their professional lives, it becomes evident that distinct professional identities of accountants coexist. The relevant competencies may be developed during higher education and continuing professional education. They may also be incorporated into individual performance evaluations and used as the basis for promotion decisions.
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