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This study employs creative strategies to contentanalyse Super Bowl commercials from 2001 to 2009, focusing specifically on message strategies. The findings aim to answer four research questions. What are the message strategies commonly employed in Super Bowl commercials? What are the trends of the message strategies employed in Super Bowl commercials over time? What are the relationships between the message strategies and the commercial likeability? What are the specific roles played by the high- vs. low-involvement product categories?

Differences in cultural values may result in perceptual differences and thus necessitate the use of different advertising message strategies in different cultures. This paper tests the relationship between cultural values and advertising message strategies employed in service advertising using the affective response approach, rather than content analysis. The results show that Hong Kong advertisers use significantly more transformational messages than in US services advertising. Advertising message strategies and cultural values often relate in a non‐random way. Informational message strategy and realistic culture are found to be strongly associated. When societies are more materialistic, advertisers are more likely to use transformational messages due to the high correlation between materialism and brand image. The result also shows that masculine culture, and cultures with long‐term orientation, idealism or low individualism are more likely to adopt transformational message strategy.

The purpose of this paper is to examine how advertising is used by real estate companies as an instrument for managing the adverse effects of a catastrophe.

Through a theoretical analysis, types of post-disaster advertising messages were identified. On the basis of the likely variations in post-disaster advertising, a content analysis was conducted of a sample of 4,150 property print advertisements to identify advertising messages related to the earthquake. Finally, the message changes in these earthquake-related advertisements were evaluated and compared with the dimension of time to explore the development of advertising strategies.

The authors found that 12 types of advertising messages were used by developers in response to the Wenchuan earthquake. The initial advertising strategy was mainly to manage public relations, then the strategy was to reduce or compensate for the increased earthquake risk perceptions of buyers.

The findings provide valuable references for helping enterprises adopt effective advertising messages and strategies to reduce the negative effects of disasters.

There are only a few studies on advertising campaigns, especially in the real estate industry, that have been conducted in the wake of catastrophes. This study sought to expand upon the scarce findings in this particular field.

In the international marketing literature the issue of advertising standardization has ignited a lively and heated debate among academics and managers alike. However, the decision whether to standardize or not cannot be considered a dichotomous one. Develops a comprehensive framework to capture the relevant factors that determine the selection of the appropriate international advertising strategies and tactics. More specifically, first identifies three broad sets of factors (“local”, “firm” and “intrinsic”) which influence international advertising decisions. Then proposes that the standardization and adaptation of international advertising strategies represent the polar ends of a continuum of transitional stages. Finally, discusses the ways and the degree to which international advertising strategies can be adapted to different situations.

This paper aims to investigate how the US financial services organizations (FSOs) provided marketing information and the way they strategically used various appeals through their advertising before and during the current financial crisis.

This takes the form of a content analysis examining a total of 2,480 financial services ads (FSA) in print magazines within two periods – the two years before the crisis (2005 to 2006) and the two years during the crisis (2007 to 2008).

This study showed three significant findings: because of the economic struggle, there was a significant decline across the two periods in the total number of yearly FSA; the economic crisis led to a significant increase in the use of informational message strategies across all FSOs; and financial value and atmospherics appeals were predominant after the crisis. However, each FSO used appeals in a different way.

This study focused on only print media. A future research project aimed at other traditional media such as television and new media such as the internet or weblogs could provide additional analysis of financial advertising strategies.

The findings of this study suggest that FSOs may rely much more heavily on informational than on transformational approaches during an economic crisis. The findings may provide further valuable implications for non‐profit institutions and international marketers.

This study contributes in several ways to understanding of the strategic communicative reactions of FSOs during the crisis.

Reports on the results of an empirical test to evaluate the effectiveness of alternate forms of bank advertising, the alternative forms of which differ in terms of main message strategy and overall method of presentation (structure). Examines the relative effects of verbal only advertisements compared to those which combine both pictures and words. Specifically focuses on the differences between informational and transformational strategies. Examines alternative forms of the latter to include both male and female models, and studies several alternative measures of advertising effectiveness. Results suggest that an informational strategy is more effective for bank advertising than a transformational strategy. Advertisements which include both verbal and pictorial components were superior. No statistically significant differences were observed when male versus female models were employed.

The purpose of this paper is to create a managerial framework for selecting the most effective bank advertisement appeal for different financial services. Financial services were classified based on the FCB grid: high/low involvement and think/feel decision.

The data were collected from 62 banks with content analysis based on 1,514 unique print advertisements, published between 2006 and 2014 in national newspapers in Romania and Hungary. The ads were coded, based on Pollay’s appeals, and then a cluster analysis was performed to identify appeal and financial service clusters.

The results revealed ten bank-specific appeals which can be used for advertising four different banking services categories. All type of savings and loans for B2B are advertised with quality appeals (safety, productivity); current account and card, personal/home loans are advertised with financial value appeals (convenient, cheap); corporate branding with emotional appeals (affiliation, distinctive, enjoyment); and services with mixed appeals.

The study could be extended for different target market, creative strategy, other media and more countries.

The paper provides guidelines on how the FCB grid could be extended for bank services to recommend specific appeals for each category.

The financial service literature proposes guidelines regarding bank advertisements. However, the recommended advertisement appeals were not linked to different bank services. This paper creates a comprehensive managerial framework in order to match the bank’s specific appeals with different bank services.

The purpose of this study is to examine the effects of consumers’ prescription drug advertising (DTCA) skepticism on their advertising evaluation. In addition, the study investigates the moderating role of health risk information location in DTCA and the mediating role of perceived message effectiveness to address when and how the skepticism effects are maximized or minimized.

The study used a controlled lab experiment to enhance internal validity.

This study found that when risk information was presented earlier in a more prominent manner, it appeared to reduce the DTCA skepticism effects. In contrast, the DTCA skepticism effects remained considerable when benefit information was presented earlier.

The artificial nature of the controlled lab setting suggests conducting future research in a more natural setting using various therapeutic and product categories to enhance ecological and external validity.

Pharmaceutical marketers could reduce consumers’ DTCA skepticism effects on their advertising evaluation by using situational message strategies. The prominence of health risk disclosure could be one of such strategies.

The FDA’s industry guidance for DTCA risk communication suggests that the location of risk information in the ad may play an important role in determining its prominence. However, little is known about how complying with the FDA’s risk communication guidance by presenting a more prominent risk disclosure can affect consumers’ ad evaluation by affecting the DTCA skepticism effects. The current study provides empirical evidence for the importance of the health risk disclosure prominence.

Because the FDA’s release of the DTCA risk communication guidance, little empirical research has been conducted to examine a wide range of situational message factors that may affect consumers’ response to DTCA risk communication. The current study filled the gap in the literature by addressing the interplay between consumer and message factors in the DTCA context.

The purpose of this paper is to examine Gen Y consumers' responses to American Apparel's use of two advertising message strategies – fair labour and sex appeal, using the theory of reasoned action to predict intent to patronize American Apparel and comparing the utility of the classic reasoned action model with an extended model that included variables external to the theory.

A questionnaire was administered to 425 consumers, who were randomly assigned to one of four advertisement exposure groups. Group 1 evaluated an American Apparel ad (Ad No. 1) that promoted fair labour practices. Groups 2, 3, and 4 evaluated Ad No. 1 as well as one of three additional ads that featured messages employing sex appeal of varied intensities.

Participants' attitudes toward American Apparel were more positive when they were exposed to the fair labour message, only, than when they were exposed to the fair labour message in conjunction with one of the three sex appeal messages. In the classic reasoned action models, intent to patronize American Apparel was consistently predicted by attitude toward the retailer. Extending the models increased the explained variance for Groups 1, 2, and 3, with several variables adding predictive utility.

A fair labour message may contribute to positive evaluations of apparel advertisements and may build positive attitudes toward apparel retailers. Thus, when appropriate, apparel retailers might consider using a fair labour message strategy, rather than a sex appeal message strategy.

The study explores consumer responses to two distinct advertising message strategies not often used simultaneously by a single company within the contemporary marketplace and examines the influence of these responses and other variables on patronage intention.

The aim of this article is to explore how, and to what extent, American advertising and its consumerist messages infiltrated Irish society in the period 1922-1960.

The article is based on an analysis of primary and secondary sources.

The article argues that American advertising practices and messages influenced the advertising industry in Ireland. It also contributed to the technical, style and content of Irish advertising and informed the Irish woman's view of American consumerism. Finally, it suggests that Irish society was more open to external influences, which challenges the narrative of Ireland as a closed society before 1960.

The article is based on extensive original research and opens up a number of new areas of research relating to the history of consumerism and advertising in Ireland.