Search results

Advertising effectiveness depends on good media selection. Media decisions are typically based upon consummatory, or usage, measures. Though perceived usefulness (instrumental media behaviour) is generally not a consideration, consumers′ perceptions of media types as useful have definite implications for advertising and promotional decisions. Moreover, perceived usefulness of a media type cannot simply be inferred from usage data. This study examines both the reported use of and perceived usefulness of media categories. Though newspapers were reported by respondents to be the most useful media type, the relationship between amount of use (consummatory) and perceived usefulness (instrumental) was strongest for magazines and radio. Findings suggest that television advertising may have less impact, and radio advertising greater impact than often assumed. Findings also suggest a segment of instrumentally prone media users.

Considers the environmental differences that may need to be considered when marketers enter into a new country such as media restrictions. Cultural and legal factors. Observes a study of Malaysian media professionals’ perceptions towards various media and advertising restrictions in their country. Presents findings suggesting that advertising images, particularly nudity, indecent language, and sexist images were perceived as major reasons for advertising restrictions.

Message stream advertising (MSA) has become an increasingly popular option for advertising on mobile social media. However, MSA is often avoided by consumers, and this avoidance deserves more research attention. The purpose of this study is therefore to identify the underlying mechanism and key variables that affect consumer avoidance of MSA in the context of mobile social media.

A face-to-face survey was administered to current mobile users of WeChat (N = 438). Structural equation modeling was conducted to test the relationships in the research model.

Results revealed that mobile consumers employ mechanical avoidance methods (i.e. zipping, muting and zapping) against MSA. The findings also demonstrated that advertising intrusiveness (stimulus) is directly linked to negative emotions, perceived entertainment and sense of control (organism), which, in turn, relate to MSA avoidance (response).

The study contributes to the MSA avoidance literature by using the stimulus-organism-response model to deepen the understanding of consumers' MSA avoidance on mobile social media, and it suggests important managerial implications for advertising practitioners and platform operators.

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.

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.

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.

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.

The purpose of this paper is to contribute to international tourism market segmentation research by proposing a comprehensive framework that examines behavioral, benefits and lifestyle segmentations. The moderating roles of geographic segmentation (nationality) and advertising media types are also discussed.

Tourists volunteered to participate in a self-administered survey at random during peak seasons. Total number of collected questionnaires was 966. The authors used WarpPLS 6.0 software to analyze data.

Results from a sample of 919 tourists show that tourists in the benefit segmentation cluster had intentions to revisit the destination but they were unlikely to recommend it to others. Another finding indicates that marketing campaigns on different advertising media types might have different results when targeting different activities.

Leaning on the foundations of the marketing literature and the market segmentation theory, this research attempts to create a theoretical contribution that can be used to segment international tourists based on their travel motivations. Additionally, this study highlights the power of conditional probability approach, as it could be of more value than the predominant path coefficient approach.

Many senior business people in the USA believe that some 90% of all advertising does not do what it is intended to do. The common reasons are the basic ineptitude of many people charged with creating advertising, objectives and goals inadequately set, advertising created primarily to win awards for creative excellence, ignorance of basic rules, and lack of a comprehensive advertising work plan. Enumerates 28 types of advertising media, with suggestions on how to package an advertising message. Then, through six basic rules and three supplements provided, a 15‐item outline for an advertising work plan, and a 60‐tip checklist of practical pointers, shows the reader how to create advertising copy that does not have to be sent back for endless revision, and can significantly contribute to customer volume and business profits.

Suggests that an important source of attorney and accounting services information is the Yellow Pages phone book. Examines the information consumers want from Yellow Pages advertisements to help them select these services. Specifically, consumers want factual information regarding the type of law/accounting practiced, type of service offered, and contact information. Compares results of a consumer survey with the literature on the information that attorneys and accountants traditionally provide in other types of media. Provides suggestions on improving the Yellow Pages advertising of these service professionals.

The mass media are cultural pipelines through which flow hours of entertainment and information. They represent a part of our culture which critics decry and media specialists praise. They are difficult, if not impossible, to ignore. Television (free, cable, or pay) is the subject of attention of three‐year‐olds and Ph.D. candidates alike. Newspapers are perused daily by all classes and conditions of people and their content, ownership patterns, and circulation statistics are studied in journalism classes, high schools, and by worried editors and publishers. Films entertained children in Nickelodeons, raised the spirits of millions during World War II, and now are the subject of so much analysis that words like ‘pan,’ ‘take,’ and ‘track’ have taken on new meaning in the vocabulary of most ordinary citizens.

The purpose of this paper is to investigate the unexplored part of the historical evolution of travel agencies in Spain, from the end of the 20th century to the 21st century. When examining promotion strategies, the study focuses on the change in marketing and public relations strategies based on the incorporation of information and communication technologies and, in particular, the use of the internet.

This study draws on a qualitative analysis of the different strategies used by traditional agencies and online agencies in Spain from the mid-19th century to the present. This analysis shows how traditional communication strategies survived at the beginning of the 21st century, together with other more innovative ones, while some disappeared, being eliminated by the new online travel agencies, which created a particular conception of marketing and communication. This paper is divided into the following parts: the introduction; the beginnings of travel agency promotion in the 20th century; the evolution of promotion in travel agencies since the late 20th century; communication innovation at the beginning of the 21st century; online travel agencies; and conclusions.

This study shows that although online agencies did not manage to position themselves with a large turnover, they generated advantages and sharpened their imagination to create a new, more economical advertising model, eliminating the costs of public relations and advertising campaigns. In addition, they allowed clients to have greater independence when making their reservations, while enabling them to monitor the tastes of potential and real clients and add blogs so that consumers could express their degree of satisfaction with the product or services provided by the agency.

The focus of attention is the travel agency sector in Spain and, more specifically, communication. Studies on travel agencies and their marketing have been very scarce and partial, impeding professionals in the tourism sector from having a broad vision to direct their promotional and public relations actions. The originality of this article lies in its making a comparison between two different visions of tourism marketing and, specifically, of travel agencies, that is, the traditional vision and the innovative one. It thus helps all professionals in the sector to value and improve their marketing and communication strategies.

The purpose of this paper is to explore Turkish students’ perceived relevance of Facebook, the value of Facebook advertisements and the ethics of Facebook targeting users with advertisements.

Latent class cluster analysis is estimated to determine whether segments exist and whether covariates differ among segments.

Segments differ on Facebook relevance and advertisement targeting ethics and usefulness and the covariates gender, hours spent on Facebook during the week and personality. The segment that finds Facebook most relevant and uses it the most disapproves of Facebook’s targeted advertisements. Facebook is an organization that relies heavily on advertising dollars for survival. This fact should be emphasized; otherwise, Facebook may not be able to sustain itself.

The paper provides an understanding of Facebook from a marketing perspective for a country at the crossroads of Europe and Asia.