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Presents the results of a small‐scale cross‐national study undertaken to compare the characteristics of advertising practices in Canada, the UK and Turkey. Investigates the extent to which managers use advertising developed for one country in another, looking at the similarities and differences in the media mix among the three countries. Gives examples of advertising material for identical products that required changes due to differences in culture, usage, selling patterns and market development. Concludes that in planning and preparing advertising programmes the same decisions regarding message, media and cost are made in all three countries. Reveals, however, that differences in number and type of media and culture and environment require that advertisements be tailored to the specific audience.

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.

Interviews Paul Jackson, chairman of Media Smart, which is a UK media literacy programme founded in 2002 and focusing on advertising; it is aimed at schoolchildren aged six to 11, is funded by the media industry and supported by Ofcom, the UK government and the European Commission. Introduces the Responsible Advertising and Children group, which Jackson also chairs and which represents European advertisers, agencies and media; it believes that media literacy for children is more effective than outright advertising bans. Outlines the Media Smart programme, which consists of three modules with materials and a DVD, and includes an introduction to advertising, commercial advertisements aimed at children, and non‐commercial advertising; perhaps the most interesting section is on controversies. Notes Jackson’s intention that Media Smart stay focused on advertising, rather than widening its scope in the way that Concerned Children’s Advertisers has done in Canada.

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.

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.

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 study aims to establish two aspects: first, whether green advertising through multiple media (repetition versus reversal) generates a positive purchase intention than green advertising with a single medium repeat one medium at different levels of product involvement (high versus low level). Second, whether a green advertisement presented through multiple media influences green message credibility, green advertiser credibility, green advertisement credibility, green brand credibility, green ad engagement, attitude toward the green brand and green purchase intention (GPI) than a green advertisement presented through single medium repetition under different level of product involvement, green advertising, media effects, consumer attitude, purchase intention and product involvement.

3 × 2 mixed factorial design is used to examine the audience exposure towards repetitive green ads on multiple media sources such as television, the internet and print. This has a more significant impact on environmental claims in terms of green message credibility, green advertiser credibility, green advertisement credibility, green brand credibility, green ad engagement, attitude toward the green brand and GPI compared to audiences exposed to the same ads on a single medium under high level and low level of product involvement.

The audience was exposed to several media situations, repeating green advertising, has a more significant impact on environmental claims in terms of green message credibility, green advertiser credibility, green advertisement credibility, green brand credibility, green ad engagement, attitude toward the green brand and purchase intention rather than for the audience who encounter a green ad with a high and low degree of product involvement in a single medium.

Only a few studies have measured media synergy effects, and to the best of the authors’ knowledge, no one has measured media effects on green advertisements. By examining different media combination effects of green ads on the audience, the knowledge of green marketing communication and its marketing strategies has been expanded.

This study aims to deepen the current understanding of social media advertising by using the Ducoffe’s advertising value model. The purpose of this paper is to examine the antecedents of advertising value and its consequences on consumers’ attitude and behavior in the specific context of tourism advertising on Facebook.

Survey was conducted on a quota sample of 352 Tunisian Facebook users. Web-based questionnaires were used to collect the data which was analyzed using exploratory factor analysis and structural equation modeling.

Findings indicate that there is a significant relationship between informativeness, entertainment, credibility and social media advertising value. This positive value will affect favorably consumers’ attitude toward social media advertising and their behavioral responses. The moderator effect of corporate reputation was also confirmed in this relationship.

Tourism marketers should focus not only on developing information-rich and entertaining social media advertisements but also a credible content of the ads. Furthermore, Facebook should be systematically integrated by tourism practitioners in their communication strategy as it affects the attitude and consequently the behavior of the consumers especially when the company using social media advertising has a good corporate reputation.

In the tourism context, the effectiveness of social media advertising remains little known to practitioners and scholars despite the frequent use of social media by tourism customers and companies in recent years. So, this research study contributes to a better understanding of the use of social media advertising on Facebook regarding tourism products and services.

The purpose of this study is to examine the relationship between consumers’ attitude toward social media advertising and their behavioural response and the moderating effect of corporate reputation in this relationship. Social media advertising is gradually gaining grounds among practitioners and researchers.

Survey design was used and the respondents totaled 441. They were selected using convenience sampling technique. Questionnaires were used to collect the data and analyzed using hierarchical regression.

Findings indicate that there is a significant relationship between consumers’ attitude toward social media advertising and their behavioural responses. Again, it was noted that corporate reputation moderates this relationship.

This study relied on convenience sampling and a cross-sectional survey design, which makes it difficult to generalize the findings and account for changes that occurred in the attitude of consumers.

This study contributes to the understanding of the moderating role of corporate reputation in consumers’ attitude toward social media advertising.