Search results

1 – 10 of over 11000
Article
Publication date: 1 June 2015

Lun Zhang and Tai-Quan Peng

The purpose of this paper is to present an empirical assessment of the diffusion of advertising messages on microblogging sites. The diffusion properties of advertising messages…

1742

Abstract

Purpose

The purpose of this paper is to present an empirical assessment of the diffusion of advertising messages on microblogging sites. The diffusion properties of advertising messages are quantified based on the following three aspects: diffusion breadth, depth, and speed. Furthermore, this study examines the influence of message- and advertiser-level factors on the diffusion of advertising messages.

Design/methodology/approach

The study data comprises 20,000 advertising messages that are randomly drawn from a popular microblogging web site in China. Five message-level factors and four advertiser-level factors are constructed based on the information retrieved from the microblogging web site. Generalized linear modeling is adopted to examine the effects of such factors on the diffusion properties of advertising messages.

Findings

The positive driving forces underlying the diffusion of advertising messages on microblogging sites include message length, the advertisers’ in-degrees, and their reputation. The diffusion of advertising messages is hampered by typicality, affectivity, the completeness of the information of the advertising messages, and advertisers’ out-degrees.

Practical implications

To achieve optimal diffusion on microblogging sites, advertisers should select the appropriate time windows for releasing advertising messages. Moreover, advertisers should actively increase the number of fans, use less typical and less emotional words in advertising messages, and eliminate unnecessary URLs in such messages.

Originality/value

This study contributes to the diffusion theory by identifying the mixed effects of different information attributes on the diffusion of advertising messages on microblogging sites, and examining the roles of advertisers’ structural characteristics in the diffusion of advertising messages. Furthermore, the results illustrate how consumers cope with the advertisers’ sales presentations on microblogging sites.

Details

Internet Research, vol. 25 no. 3
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 11 February 2014

Mary McCarthy

The aim of this paper is to examine the nature of newspaper advertisements published in the Irish newspaper The Freeman's Journal. This is approached by examining the construction…

Abstract

Purpose

The aim of this paper is to examine the nature of newspaper advertisements published in the Irish newspaper The Freeman's Journal. This is approached by examining the construction of a selection of printed advertisements, including the strategies used in each, which appeared in The Freeman's Journal between 1763 and 1924.

Design/methodology/approach

The central primary source used is The Freeman's Journal and the selected advertisements. A number of primary and secondary sources are employed in the analysis of the featured advertisements in respect to the format, language and marketing strategies used in each.

Findings

The case study finds that there were a number of constants in the advertisements examined, as well as a number of advertising strategies employed from the eighteenth century onward, that have more commonly been associated with the 1918 to 1939 interwar period. It also found that the use of illustrations did not solely depend on twentieth century printing advances, but that printing developments did much to expand and progress advertising in Ireland.

Originality/value

This case study explores a little researched area in Irish advertising history.

Details

Journal of Historical Research in Marketing, vol. 6 no. 1
Type: Research Article
ISSN: 1755-750X

Keywords

Article
Publication date: 3 April 2017

Qian Zhang, Chao Wu, Han Qiao and Shouyang Wang

This paper is dedicated to answer two questions: What is the business model of interactive television (iTV) ad at China’s Spring Festival Gala; and Why the business model of iTV…

Abstract

Purpose

This paper is dedicated to answer two questions: What is the business model of interactive television (iTV) ad at China’s Spring Festival Gala; and Why the business model of iTV ad creates different commercial values for different firms.

Design/methodology/approach

The two questions can be summarized as what and why problems; so, this paper adopts the method of the qualitative case study. For the first question, this paper uses the method of system activity diagram to design the business model. For the second question, this paper proposes a new analytical method – voice, incentive and convenience (VIC) model, which is used to analyze the commercial value of iTV ad. The proposal of VIC model is based on Wang et al.’s Iceberg theory.

Findings

The effect of interactive advertising is significantly better than that of traditional advertising, and interactive advertising is becoming the first choice for marketers. The business model innovation of iTV ad brings new business opportunities. In addition, the larger the area of the triangle surrounded by the three elements of VIC, the higher the commercial value of iTV ad.

Originality/value

Current business model studies focus on business model definitions and innovations, whereas the studies on business model evaluation and its influential factors are rare. A new analytical model named VIC is proposed. It explores the effect of VIC on the commercial value of iTV ad and provides a reference for the quantitative empirical analysis. The combination of activity system theory and VIC model contributes to the understanding of the explicit knowledge and tacit knowledge of iTV ad business model. This framework can be used to guide TV stations and stakeholders for business model innovations and optimizations.

Details

Chinese Management Studies, vol. 11 no. 1
Type: Research Article
ISSN: 1750-614X

Keywords

Article
Publication date: 6 February 2017

Buqing Ma, Xiaoyan Xu, Yanhong Sun and Yiwen Bian

Consumers are increasingly using search-based advertising in e-Business platforms to seek their desirable products. Platforms will choose a centralized advertising mechanism (CAM…

1090

Abstract

Purpose

Consumers are increasingly using search-based advertising in e-Business platforms to seek their desirable products. Platforms will choose a centralized advertising mechanism (CAM) or decentralized advertising mechanism (DAM) to offer a search advertising service to lower consumer search cost, as represented by using search time length. It is important for the platform to decide how to choose advertising mechanisms, and how to determine the optimal advertising price and search time length. To address these issues, this study aims to develop a theoretical approach under each mechanism to examine the platform’s optimal search-based advertising strategy by considering search cost.

Design/methodology/approach

In this study, two models are developed to examine the optimal search-based advertising strategy by considering consumer search cost (i.e. search time length). By comparing the platform’s profits under two models, the optimal advertising strategy, search time length and price are explored.

Findings

It is found that when the seller’s reserve benefit is sufficiently large, the platform benefits from choosing the DAM; otherwise, the CAM is a better choice. The advertising service is usually offered with a shorter search time length accompanied by a higher charge, and a longer search time length accompanied by a lower charge. Specifically, when the seller’s reserve benefit is substantially high, a DAM that benefits both the platform and seller is a better choice. This can explain why many platforms offer advertising services with a DAM.

Originality/value

This paper is the first theoretical study on addressing the search-based advertising strategy, especially the choice of advertising mechanisms, in the online advertising context. It is also the first piece of analytical research that considers the effect of consumer search cost on product demand, and then examines the optimal advertising price and search cost (i.e. search time length) for online platforms.

Details

Kybernetes, vol. 46 no. 2
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 9 November 2012

Bruce A. Huhmann and Pia A. Albinsson

Rhetorical works (schemes and tropes) can increase advertisement liking. Because liking impacts advertising effectiveness, this study aims to investigate if positive processing…

3599

Abstract

Purpose

Rhetorical works (schemes and tropes) can increase advertisement liking. Because liking impacts advertising effectiveness, this study aims to investigate if positive processing, brand awareness, and persuasion outcomes previously associated with rhetoric are spurious and chiefly attributable to liking.

Design/methodology/approach

An experiment (n=448) employed natural advertising exposure conditions and a 3 (headline: nonfigurative, scheme, trope)×2 (copy length: long, moderate)×2 (involvement: high, low) between‐subjects factorial design.

Findings

Absent of liking differences, schemes and tropes are robust motivators of available resources devoted to processing (elaboration and readership). Favourable arguments only influence brand awareness and persuasion if processed. Consumers negatively view longer copy. Nonfigurative headlines encourage insufficient processing as copy lengthens. Insufficient processing decreases brand awareness and persuasion. However, schemes and tropes overcome negative copy length effects on brand awareness and persuasion regardless of involvement.

Research limitations/implications

Without the benefit of increased liking, schemes interfere with copy point and brand memory similar to other creative attention‐getters – humour and sex appeals. Instead, schemes focus consumers on advertising style. The results are based on consumer responses; thus, error may make differences harder to detect. Another limitation is the focus on a single low‐risk, informational product, i.e. pens. Future research should investigate effects of rhetorical works with high‐risk and transformative products.

Practical implications

Advertisers should use rhetorical works to motivate processing, especially with longer copy explaining advantages of new, technical, or complex products. Also, effective rhetorical works need not create positive affect.

Originality/value

Isolating advertising rhetoric effects from liking differences explains anomalies in the literature (e.g. scheme versus trope superiority).

Details

European Journal of Marketing, vol. 46 no. 11/12
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 2 November 2015

Ali Kanso, Richard Alan Nelson and Philip James Kitchen

This study aims to explore advertising strategies by US corporations selling consumer services overseas. Attention is extended to determining the type of standardized advertising

1328

Abstract

Purpose

This study aims to explore advertising strategies by US corporations selling consumer services overseas. Attention is extended to determining the type of standardized advertising (pattern vs prototype) that US headquarters tend to use in international campaigns, identifying major obstacles that impede advertising standardization and examining linkages between the use of creative approaches (standardized vs localized) and firms ' length of business and sales volume.

Design/methodology/approach

Using a descriptive approach and rigorous sample, the authors surveyed international advertising managers of US firms selling consumer services. A 57 per cent response rate provided the basis for testing two research questions and two hypotheses.

Findings

US firm headquarters tend to lean more toward the use of prototype standardization than pattern standardization. The major impediments of standardized campaigns are perceived to be cultural differences, alternatives in consumer lifestyles, language diversity, variations in worldwide market infrastructure and government regulations.

Research limitations/implications

While demonstrating correlations in some areas, the authors offer some suggestions for future investigation of this important topic. By focusing on services marketing, the study does contribute to the extant discussion concerning advertising standardization/localization from the context of US-based services businesses marketing internationally.

Practical implications

The outcomes indicate that established business firms and firms with large sales volumes, compared to younger business firms and firms with small sales volumes, are more likely to use the standardized advertising approach than the localized approach.

Originality/value

The paper offers new insights into the standardized/localized debate where advertising researchers have tended to overlook the significance of service businesses in the international context.

Details

International Journal of Commerce and Management, vol. 25 no. 4
Type: Research Article
ISSN: 1056-9219

Keywords

Article
Publication date: 1 February 2022

Ana Pedreño-Santos and Jesus Garcia-Madariaga

The purpose of this research is to determine the relationship between frequency and recall in radio advertising by studying the main features of reach and frequency.

Abstract

Purpose

The purpose of this research is to determine the relationship between frequency and recall in radio advertising by studying the main features of reach and frequency.

Design/methodology/approach

The authors consider the outcome of a frequency model specifically designed for radio campaigns that gives the probability distribution of recall as a function of weekly exposures and GRPs over a dataset of 1,117 radio campaigns broadcast in Spain.

Findings

An increase in factors such as advertising format and creativity are more significant to achieve effective recall than increasing the number of advertising exposures.

Practical implications

This study has important managerial implications regarding radio campaigns' planning: (1) Effective frequency is a range between 4 and 17 impressions (being 7 the optimal average). (2) The way to optimize the campaign is by using the following factors: live read format (∆ 4.4%), good creativity (∆ 2.8%), endorsement format (∆ 2%), sponsorship format (∆ 1.8%), increase the length of the spot (∆ 1.5%), place the ad in first (∆ 0.8%) or last (∆ 0.7%) positions in the pod. From the results we conclude that the format is at least as important as the creativity itself.

Originality/value

This study contributes to the effective repetition literature in two ways: giving specific clues to the effective frequency in the radio medium and setting advertising factors that predict the effective frequency in radio.

Details

Journal of Communication Management, vol. 26 no. 1
Type: Research Article
ISSN: 1363-254X

Keywords

Article
Publication date: 18 August 2014

David Strutton and Widyarso Roswinanto

– This study aims to investigate the effects associated with the strategic use of vague, as opposed to precise, advertised brand slogans on various consumer responses.

2498

Abstract

Purpose

This study aims to investigate the effects associated with the strategic use of vague, as opposed to precise, advertised brand slogans on various consumer responses.

Design/methodology/approach

A content analysis study was conducted to explore the pattern of vagueness in advertising slogans from 1,441 consumer-oriented brands. Based on the resultant delineation/definition of vagueness, two experimental studies followed. Vignette advertising slogans were manipulated to achieve different level of vagueness. The initial 2 × 2 factorial between subjects design engaged vagueness level of brand slogans and consumers’ need for cognition as factors. Brand recall functioned as the dependent variable. The second experiment featured another 2 × 2 factorial design that used vagueness level and length of brand slogan as factors. Brand attitude, persuasiveness and purchase intention functioned as dependent variables.

Findings

Vagueness level of advertising/branding slogans did not significantly affect brand recall. Interactions between vagueness level and length of advertisement slogans exercised significant effects on evoked thought, brand attitude and persuasiveness but not on purchase intention. At net, this study generated original theoretical and managerial insights about how and why desirable branding outcomes can be generated by managing the vagueness and word count of brand slogans, and a platform from which future research on this topic could be based.

Research limitations/implications

First, the sample was limited to the southwestern USA. Second, in the slogan vignettes that were used, other cues were deliberately eliminated. A brand slogan essentially devoid of other cues may have been perceived as less realistic by respondents, thus reducing the relevance of their responses. However, a similar tradeoff always exists between more realistic states and controlled conditions.

Practical implications

This study produces original theoretical and managerial insights about how and why several desirable branding outcomes are likely to result when vague, rather than precise, advertising slogans are deployed under certain manageable conditions. Each insight just referenced ensues from a study that itself was grounded in an extensive content analysis of contemporary print advertising slogans. This content analysis generated a substantial amount of practical and actionable insight about the treatment and use and management of slogans. This study demonstrates that the vagueness, precision and/or word count of slogans can be manipulated in ways that yield three communication outcomes that redound directly to the marketing interests of brand and advertising managers.

Originality/value

The findings provide unique insight into how vagueness level of advertising slogans can be managed and how such a level can affect consumers’ perceptions.

Details

Journal of Product & Brand Management, vol. 23 no. 4/5
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 22 July 2019

Yushi Jiang

The purpose of this paper is to control the size of online advertising by the use of the single factor experiment design using the eight matching methods of logo and commodity…

Abstract

Purpose

The purpose of this paper is to control the size of online advertising by the use of the single factor experiment design using the eight matching methods of logo and commodity picture elements as independent variables, under the premise of background color and content complexity and to investigate the best visual search law of logo elements in online advertising format. The result shows that when the picture element is fixed in the center of the advertisement, it is suggested that the logo element should be placed in the middle position parallel to the picture element (left middle and upper left), placing the logo element at the bottom of the picture element, especially at the bottom left should be avoided. The designer can determine the best online advertising format based on the visual search effect of the logo element and the actual marketing purpose.

Design/methodology/approach

In this experiment, the repeated measurement experiment design was used in a single factor test. According to the criteria of different types of commodities and eight matching methods, 20 advertisements were randomly selected from 50 original advertisements as experimental stimulation materials, as shown in Section 2.3. The eight matching methods were processed to obtain a total of 20×8=160 experimental stimuli. At the same time, in order to minimize the memory effect of the repeated appearance of the same product, all pictures, etc., the probability was randomly presented. In addition, in order to avoid the pre-judgment of the test for the purpose of the experiment, 80 additional filler online advertisements were added. Therefore, each testee was required to watch 160+80=240 pieces of stimulation materials.

Findings

On one hand, when the image elements are fixed for an advertisement, the advertiser should first try to place the logo element in the right middle position parallel to the picture element, because the commodity logo in this matching mode can get the longest average time of consumers’ attention, and the duration of attention is the most. Danaher and Mullarkey (2003) clearly pointed out that as consumers look at online advertising, the length of fixation time increases, the degree of memory of online advertisement is also improved accordingly. Second, you can consider placing the logo element in the left or upper left of the picture element. In contrast, advertisers should try to avoid placing the logo element at the bottom of the picture element (lower left and lower right), especially at the lower left, because, at this area, the logo attracts less attention, resulting in shortest duration of consumer attention, less than a quarter of consumers’ total attention. This conclusion is consistent with the related research results.

Originality/value

Advertising owners in the logo and picture elements for typesetting, if advertisers want to highlight the elements of the commodity logo, the logo should be arranged in the first point of view more locations, which cause consumers more unconscious processing, to achieve good memory and communication effects. Therefore, based on the above conclusions, it is also recommended that the logo elements should be placed on the right side of the picture elements in the advertising layout, and the sixth form of matching should be avoided as much as possible.

Details

Journal of Contemporary Marketing Science, vol. 2 no. 1
Type: Research Article
ISSN: 2516-7480

Keywords

Article
Publication date: 1 June 2005

Bruce A. Huhmann and Nalinaksha Bhattacharyya

Finance theory proposes that consumers require information about the risk‐return trade‐off credibility information to relieve principal‐agent conflict concerns, and transaction…

4289

Abstract

Purpose

Finance theory proposes that consumers require information about the risk‐return trade‐off credibility information to relieve principal‐agent conflict concerns, and transaction cost information – for investment decisions. This paper aims to investigate whether or not such information is present in advertisements for one investment vehicle – mutual funds.

Design/methodology/approach

All advertisements in Barron's and Money over two years were content‐analysed to determine the degree to which mutual fund advertising practice adheres to theories regarding information necessary for optimal investment decisions. Use of techniques known to influence advertisement noting (i.e. advertisement size and colour) and copy readership (i.e. visual size, text length, unique selling proposition/brand‐differentiating message, celebrity endorsements, direct or indirect comparisons with competitors, and emotional appeals) was also investigated. Finally, because mutual funds are a financial service, the presence of convenience information (e.g. investment minima, access to agents or account information, and liquidity) was studied.

Findings

Mutual fund advertisements are not providing the information necessary for optimal investment decisions. Mutual funds use techniques known to increase the likelihood that their advertisements are noticed, but they also use techniques known to decrease the readership of their advertisements. Also, they rarely included convenience information.

Research limitations/implications

Mutual fund advertisements attempt the activation of the advertised brand‐quality and the long copy‐quality heuristic. However, future research must determine whether or not consumers are applying these two heuristics on seeing mutual fund advertisements.

Originality/value

Mutual fund advertising is not serving consumers. Regulators should require all mutual fund advertisements to include an easy‐to‐read table summarizing necessary investment information to assist consumer decision making.

Details

International Journal of Bank Marketing, vol. 23 no. 4
Type: Research Article
ISSN: 0265-2323

Keywords

1 – 10 of over 11000