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Relevant bibliographies by topics / Ad Attitude

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Journal articles

Academic literature on the topic 'Ad Attitude'

Author: Grafiati

Published: 4 June 2021

Last updated: 2 February 2022

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Journal articles on the topic "Ad Attitude"

1

Rieger, Diana, Franzisca Bartz, and Gary Bente. "Reintegrating the Ad." Journal of Media Psychology 27, no. 2 (2015): 64–77. http://dx.doi.org/10.1027/1864-1105/a000131.

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Banner ads – often placed on the right-hand side of a website – are prone to lose their effectiveness due to banner blindness. The current study investigated whether context congruency was able to increase the banner’s impact. Our study tested context congruencies (pictures or text elements or both) and their impact on awareness, retention, and attitude toward an advertisement. We used eye tracking to account for effects on visual attention relative to contact time and further information processing. Results indicated that complete context congruency including both visual and textual elements leads to higher visual awareness, better retention, and better attitudes toward the advertisement.

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2

Nam In-Yong and 장천. "Impact of Mobile App Ad Characteristics on Ad Value and Ad Attitude." A Journal of Brand Design Association of Korea 12, no. 4 (2014): 197–208. http://dx.doi.org/10.18852/bdak.2014.12.4.197.

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3

Muehling, Darrel D., and Michelle McCann. "Attitude toward the Ad: A Review." Journal of Current Issues & Research in Advertising 15, no. 2 (1993): 25–58. http://dx.doi.org/10.1080/10641734.1993.10505002.

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4

Jain, Varsha, Subhadip Roy, and Advita Pant. "Effect of colour and relative product size (RPS) on consumer attitudes." TRANSNATIONAL MARKETING JOURNAL 1, no. 1 (2013): 41–58. http://dx.doi.org/10.33182/tmj.v1i1.420.

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Colour and visuals are used extensively by the advertisers of different product categories to attract consumer attention and create favourable attitude. Based on this premise, the present study aimed to explore the effect of colour and relative product size on the consumer attitudes incorporating the moderating role of product familiarity. An experimental design was used, with a sample size of 420 respondents of 18-25 years in a 3 (Product Size: Large/Med/Small) X 2 (Ad Colour: CL/BW) X 2 (Gender: Male/Female) full factorial design. The dependent variables were attitude towards the advertisement, attitude towards the brand and purchase intention with product familiarity as the moderating variable. Colour scheme of the ad was not found to have any effect on the consumers’ attitude, while medium size of the product relative to the ad size was found to be the most preferred option. Product familiarity was found to have significant moderating impact. Females were more influenced by the colour and picture size as compared with males. Implications for practitioners in designing ad content and layout are discussed.

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5

Laczniak, Russell N., and Les Carlson. "Examining the influence of attitude-toward-the-ad on brand attitudes." Journal of Business Research 19, no. 4 (1989): 303–11. http://dx.doi.org/10.1016/0148-2963(89)90012-x.

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6

김철호. "Ethical Intention on Ad Creative, Perception on Ad Regulation, and Attitude toward Ad Appeal." Journal of Korea Design Forum ll, no. 36 (2012): 93–104. http://dx.doi.org/10.21326/ksdt.2012..36.008.

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7

Lee, Eun-Mi, and Sungjoon Yoon. "Does Cultural Brand Sponsorship Pay Off?" International Journal of Customer Relationship Marketing and Management 12, no. 2 (2021): 1–16. http://dx.doi.org/10.4018/ijcrmm.2021040101.

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This study aims to find out whether a company's cultural sponsorship activities contribute to improving the consumers' attitude toward the company's product ads. To do so, the researchers adopted three intermediate factors such as corporate image, self-brand congruity, and self-monitoring. This study found that consumer attitude toward cultural sponsorship significantly affects corporate image. Self-brand congruity significantly mediates between attitude toward cultural sponsorship and the company's product ad attitude measured for two types of ads: image-based ad and product-based ad. This study also found that self-monitoring with cultural sponsorship activities significantly moderate between self-brand congruity and ad attitude. The finding that not only the corporate image but the attitude toward cultural sponsorship contributed to a positive ad attitude through brand congruity sheds significant strategic insights for brand management.

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8

Smith, Robert E. "Integrating Information from Advertising and Trial: Processes and Effects on Consumer Response to Product Information." Journal of Marketing Research 30, no. 2 (1993): 204–19. http://dx.doi.org/10.1177/002224379303000206.

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Information integration theory and the integrated information response model are used to explore how consumers combine information from advertising and trial. Also investigated is the ability of attitude toward the ad to mediate advertising's effects on brand cognitions and brand attitudes after trial. An experiment is conducted in which three independent variables are manipulated: the information source (ad only, trial only, and ad plus trial), information sequence (ad/trial and trial/ad), and favorability of trial (positive and negative). Results show that (1) advertising can lessen the negative effects of an unfavorable trial experience on brand evaluations, especially when the ad is processed first, (2) when negative trial precedes exposure to advertising, cognitive evaluations of the ad are more negative, (3) the ability of ad attitudes to influence brand cognitions and brand attitudes is significantly reduced after trial, and (4) the ability of brand cognitions to influence brand attitudes is significantly increased after trial. Implications for advertising research and practice are discussed.

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9

Biehal, Gabriel, Debra Stephens, and Eleonora Curio. "Attitude toward the Ad and Brand Choice." Journal of Advertising 21, no. 3 (1992): 19–36. http://dx.doi.org/10.1080/00913367.1992.10673373.

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10

Yoon, Sung-Joon, and Ji Eun Park. "Do sensory ad appeals influence brand attitude?" Journal of Business Research 65, no. 11 (2012): 1534–42. http://dx.doi.org/10.1016/j.jbusres.2011.02.037.

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