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The purpose of this paper is to investigate the impact of online advertising on advertising message involvement (AMI) and brand attitude formation among adolescent consumers. More specifically, the impact of advertising copy type and individual task orientation on brand attitude is examined through the mediating role of AMI among a sample of adolescents in India. Moderating role of product’s technology intensiveness is also examined.

Experimental design with three-way factorial analysis of variance was conducted along with independent t-tests and regressions.

The results show that the effect of ad copy type and individual task orientation on brand attitude is mediated by AMI. While both narrative and factual ad copies are found to increase AMI among the respondents, narrative ad copies generate greater AMI when compared with factual ad copies, irrespective of respondents’ task orientation or technology intensiveness of the product. Managerial insights regarding the type of online advertising that would generate a greater AMI and more favorable brand attitude among adolescent consumers are discussed.

The contribution of this research lies in providing the empirical evidence regarding the type of online advertising that can help marketers generate a greater AMI and cultivate more favorable brand attitude among the adolescent consumers.

This paper aims to analyze the impacts of distinct advertising appeals on brand attitudes and purchase intentions toward green brands across two different product categories (technology-intensive and technology non-intensive) among the young adult consumers.

On the basis of focus group discussion, recyclable shopping bags (technology non-intensive) and hybrid cars (technology intensive) were identified as two product categories for the final study. A total of eight advertisement copies were developed (three in each product class + two control group ads) and distributed across 240 young consumers. A 4 (three advertising appeals + one control group) × 2 (product classes) between group experimental design was used to test the hypotheses formulated.

The study findings show that all the three advertisement appeals significantly influence attitudes and purchase intentions toward green brands across both the product categories. However, it was also found that functional appeal generated significantly lower mean scores for brand attitude and purchase intention for recyclable shopping bags compared to hybrid cars, whereas emotional appeal generated significantly lower mean scores for brand attitude, as well as purchase intention for hybrid cars compared to bags. This implies that functional green ad appeal would be more effective for technology-intensive products and emotional green ad appeal would be more effective for technology non-intensive products. Self-expressive green ad appeal was found to be equally effective in impacting brand attitudes and purchase intentions across both product categories.

The value of this research lies in investigating how the effects of distinct green brand advertising appeals on brand attitude and purchase intention can vary across technology-intensive and technology non-intensive products.

Gives an in depth view of the strategies pursued by the world’s leading chief executive officers in an attempt to provide guidance to new chief executives of today. Considers the marketing strategies employed, together with the organizational structures used and looks at the universal concepts that can be applied to any product. Uses anecdotal evidence to formulate a number of theories which can be used to compare your company with the best in the world. Presents initial survival strategies and then looks at ways companies can broaden their boundaries through manipulation and choice. Covers a huge variety of case studies and examples together with a substantial question and answer section.

This paper seeks to examine whether violence embedded in stories in ads can contribute to advertising effectiveness along the same lines as well‐researched ad elements such as the celebrity endorser and the physically attractive ad model. More specifically, the paper aims to assess whether violent content in an ad story adds to excitement perceptions and to overall evaluations such as the attitude toward the ad and the attitude toward the advertised product.

The paper uses an experimental approach comprising two studies in which participants were randomly allocated to ads with different levels of violence in an ad story.

The main finding is that representations of real violence (as opposed to staged violence) produced higher levels of excitement, attitude toward the story, attitude toward the ad, and attitude toward the advertised product compared with no violence. Such effects, however, were moderated by the level of congruence between the ad story and the advertised product; the highest response levels were obtained for ads with violent story content dealing explicitly with the advertised product.

The finding that violent stories in ads can have a positive charge is consonant with the assumption that violence is a narrative device that may heighten the excitement created by a story. It is also in accord with the observation that many consumers appear to relish stories with a violent content. Yet the main finding challenges existing research on violent ads in which violence consists of an image visually co‐exposed with a brand – and it questions the dominant approach in media violence research, which emphasizes the negative effects of media violence.

Brand narratives are created to differentiate brands, and consumers base their assessments of a brand’s authenticity on this narrative. We propose that the default consumer position is to accept a brand’s narrative, and we find that consumers maintain belief in this narrative even when explicitly reminded that it is manufactured by firms with an underlying profit motive. Because belief seems to be the default position adopted by consumers, we investigate what factors act as disruptors to this default position, thereby reducing assessments of authenticity.

This research uses a series of studies to investigate when and why consumers view some brand stories as authentic and others less so. In addition, we examine the impact of changes to authenticity assessments on managerially important brand outcomes.

Only when one or more authenticity disruptors are present do consumers begin to question the authenticity of the brand narrative. Disruption occurs when the focal brand is perceived to be nakedly copying a competitor, or when there is a gross mismatch between the brand narrative and reality. In the presence of one or both of these disruptors, consumers judge brands to be less authentic, report lower identification, lower assessments of brand quality and social responsibility, and are less likely to join the brand’s community.

Creating compelling brand stories is an important aspect of any marketing manager’s job; after all, these narratives help drive sales. Care must be taken when crafting narratives however, since consumers use these as the basis of their authenticity assessments, and brands deemed inauthentic are penalized.

Knight's Industrial Law Reports goes into a new style and format as Managerial Law This issue of KILR is restyled Managerial Law and it now appears on a continuous updating basis rather than as a monthly routine affair.

Between 1997 and 2002, Shell changed the way it organised its advertising activity, switching from a local approach to a global organisation. The transition was significant, given the group's long history of decentralisation. It was also very successful. This paper explores how this transition was made by applying the theoretical lenses of the resource‐based view (RBV) and dynamic capability view (DCV).

Qualitative data were collected in 2002 from key executives in Shell and J.W. Thompson from which observations were made about Shell's transition and the change process. These observations are then explored further by applying the theoretical lens of the RBV and its natural extension, the DCV, testing what could be learned from the practical application of these theories.

A dynamic capability is identified as a significant reason for Shell's success. A second important factor was that Shell did not attempt to copy an organisation with an apparent superior capability. The paper concludes that firms generally should search for internal asymmetries on which to build resources.

The RBV and DCV are not new as approaches to strategic thinking, but they do remain mainly of interest to the academic community at the theoretical level. There is little empirical work that makes the concepts easily accessible to practitioners through example and translation into “everyday” experience. This paper makes a contribution in this area.

To describe contemporary US society based on the dominant themes featured in magazine advertisements.

From eight general circulation magazines, 2,158 full‐page advertisements are examined using content analysis. The analysis includes the examination of ad characteristics, creative strategies and a critical literary analysis.

The results show evidence that US cultural values are embedded in popular magazine advertisements. In particular, individualism, low context communication patterns and action/achievement values are most common.

This study represents a snapshot in time. Neither culture nor media options are static. As a result, future work in this area should examine these changes.

Since only a few cultural dimensions are dominant in the sample, the results suggest that advertisers need not embed all social values in ads.

This paper provides evidence that an adaptive advertising strategy may be more effective than a global 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.