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Journal articles on the topic 'Advertising effectiveness'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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1

Muminova, Aziza Arslonovna. "CRITERIA FOR ADVERTISING EFFECTIVENESS." American Journal of Philological Sciences 4, no. 6 (2024): 8–11. http://dx.doi.org/10.37547/ajps/volume04issue06-02.

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Based on the nature of their impact, advertising is divided into rational and emotional. Rational advertising appeals to the consciousness of a potential buyer and provides information about the advertised service or product: it provides evidence that convinces him, highlights the main features of the advertised service or product.

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Mehta, Abhilasha. "Advertising Attitudes and Advertising Effectiveness." Journal of Advertising Research 40, no. 3 (2000): 67–72. http://dx.doi.org/10.2501/jar-40-3-67-72.

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Rozendaal, Esther, and Bernd Figner. "Effectiveness of a School-Based Intervention to Empower Children to Cope With Advertising." Journal of Media Psychology 32, no. 3 (2020): 107–18. http://dx.doi.org/10.1027/1864-1105/a000262.

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Abstract. This study tested the effectiveness of a theory-driven, school-based advertising intervention entitled Ad Masters that aimed to stimulate children’s advertising coping behavior in the current media landscape. A cluster randomized controlled trial was completed among 704 children (7–12 years old) in schools. The schools were allocated to either the intervention group ( n = 399) or control group ( n = 305). Both short-term (directly after the intervention) and long-term effects (3 months after the end of the intervention) were measured. Bayesian mixed-effect analyses showed positive sh

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4

G., Anusha. "EFFECTIVENESS OF ONLINE ADVERTISING." International Journal of Research – Granthaalayah 4, no. 3 (Special Edition) (2017): 14–21. https://doi.org/10.5281/zenodo.848016.

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Advertising has come a long way today. More and more new medium is being explored each day to make a successful advertising campaign. Internet that has in recent times picked up as advertising medium has become the favorite of the advertiser in no time. Online advertisement, also called internet advertising uses the internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. This study reveals that the effectiveness of

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Gumilevskaya, Sofia, Joseph Devlin, Daniel Richardson, Habiba Diab, Zutao Liu, and Phoebe Casey-Miller. "Addressable TV Advertising Enhances Advertising Effectiveness." Organizations and Markets in Emerging Economies 14, no. 2(28) (2023): 386–411. http://dx.doi.org/10.15388/omee.2023.14.98.

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As TV consumption evolves from traditional linear programming to more on-demand viewing, advertising is also changing, seeking to tailor content to best match the interests of viewers. Addressable advertising is an interactive form of advertising that combines online data personalization with on-demand TV content with the aim of addressing individual viewers and improving advertising outcomes. This study investigated whether audience engagement with advertising (indexed by self-report liking, attention, and memory for an advertisement) was affected by addressability and the screen size on whic

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Robinson, Helen, Anna Wysocka, and Chris Hand. "Internet advertising effectiveness." International Journal of Advertising 26, no. 4 (2007): 527–41. http://dx.doi.org/10.1080/02650487.2007.11073031.

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7

Rogers, John C., and Terrell G. Williams. "Comparative Advertising Effectiveness." Journal of Advertising Research 29, no. 5 (1989): 22–37. https://doi.org/10.1080/00218499.1989.12467683.

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Anusha. "EFFECTIVENESS OF ONLINE ADVERTISING." International Journal of Research -GRANTHAALAYAH 4, no. 3SE (2016): 14–21. http://dx.doi.org/10.29121/granthaalayah.v4.i3se.2016.2772.

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Advertising has come a long way today. More and more new medium is being explored each day to make a successful advertising campaign. Internet that has in recent times picked up as advertising medium has become the favorite of the advertiser in no time. Online advertisement, also called internet advertising uses the internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. This study reveals that the effectiveness of

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9

Sharopova, Nafosat. "CONCEPTUALIZING ADVERTISING RESEARCHES OF MEASURING ADVERTISING EFFECTIVENESS." Economics and Education 24, no. 3 (2023): 257–63. http://dx.doi.org/10.55439/eced/vol24_iss3/a40.

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This paper aims to address this gap by providing a comprehensive conceptualization of advertising research that focuses on measuring advertising effectiveness. Drawing on a thorough review of the literature, this paper provides an overview of the concept of advertising effectiveness and the different approaches to measuring it. The paper then explores the various types of advertising research that have been conducted, including qualitative and quantitative research, as well as traditional and digital research methods. The challenges associated with measuring advertising effectiveness, such as

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10

Djafarova, Elmira, and Kristina Kramer. "YouTube advertising: Exploring its effectiveness." Marketing Review 19, no. 1 (2019): 127–45. http://dx.doi.org/10.1362/146934719x15633618140855.

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Advertising on YouTube is becoming increasingly popular due to its large potential in engaging existing and new target audiences via highly interactive video advertisements. However, YouTube is criticised for providing mostly lower value user-generated content. This leads to major concerns among marketers regarding how resources can be allocated most efficiently across channels and how effective YouTube is as an advertising channel. The purpose of this study is to evaluate existing literature exploring the effectiveness of YouTube advertising. This research contributes to academic literature b

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11

Devos, Anastasiia, Iryna Onofriichuk, Iryna Fedoryshyna, Tetiana Dubovyk, and Iryna Buchatska. "The Role of Language in the Effectiveness of Social Advertising." Forum for Linguistic Studies 6, no. 5 (2024): 737–48. http://dx.doi.org/10.30564/fls.v6i5.7036.

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The study aims to analyse and evaluate language's role in shaping social advertising's effectiveness from a linguistic perspective. Methods. The survey method, the method of linguistic analysis and classification of linguistic strategies and techniques, and the Weissman-Ricks Emotional State Inventory (WRESI) were used in the study. The statistical analysis was carried out using the Pearson criterion. The validity of the methods was tested using Cronbach's coefficient. Results. 52% of advertising materials contain emotional words. This result indicates a strong reaction from the audience, whic

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12

Pelet, Jean-Éric, and Saïd Aboubaker Ettis. "Social Media Advertising Effectiveness." International Journal of Technology and Human Interaction 18, no. 1 (2022): 1–20. http://dx.doi.org/10.4018/ijthi.2022010106.

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Social media advertising effectiveness is a fundamental issue that remains poorly examined in academic research. The aim of this research is to investigate differences regarding user reactions to advertisements on Facebook. An online survey of Facebook users was conducted to test the hypotheses. Originality, liking, credibility, and irritation have significant effects on consumers’ attitude toward the advertising, which in turn positively influences their purchase intention and recommendation of the brand. Moreover, Advertisements driving visitors to the brand’s Facebook page are less irritati

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13

Singh, Surendra N., and Gilbert A. Churchill. "Arousal and Advertising Effectiveness." Journal of Advertising 16, no. 1 (1987): 4–40. http://dx.doi.org/10.1080/00913367.1987.10673054.

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14

Kim, Dae-Young, Yeong-Hyeon Hwang, and Daniel R. Fesenmaier. "Modeling Tourism Advertising Effectiveness." Journal of Travel Research 44, no. 1 (2005): 42–49. http://dx.doi.org/10.1177/0047287505276590.

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15

Barrett, Jane. "Cost-effectiveness in advertising." Lancet 338, no. 8768 (1991): 699–700. http://dx.doi.org/10.1016/0140-6736(91)91279-4.

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16

Sparkman, Richard M. "Cost Effectiveness of Advertising." International Journal of Advertising 4, no. 2 (1985): 131–41. http://dx.doi.org/10.1080/02650487.1985.11105056.

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17

Babakus, Emin, and S. Tamer Cavusgil. "Effectiveness of Hospital Advertising:." Journal of Hospital Marketing 2, no. 2 (1988): 63–76. http://dx.doi.org/10.1300/j043v02n02_06.

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18

Bendixen, Mike T. "Advertising Effects and Effectiveness." European Journal of Marketing 27, no. 10 (1993): 19–32. http://dx.doi.org/10.1108/03090569310045861.

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19

Srivatchan, Karthik, and Dr V. Dhayalan. "Effectiveness of online advertising." International Journal of Research in Management 6, no. 1 (2024): 533–36. http://dx.doi.org/10.33545/26648792.2024.v6.i1f.188.

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20

Wulandari, Luh Putu Ayu, and Gede Sri Darma. "Advertising Effectiveness in Purchasing Decision on Instagram." Journal of Business on Hospitality and Tourism 6, no. 2 (2020): 381. http://dx.doi.org/10.22334/jbhost.v6i2.220.

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The aim of this research is to observe the impact of advertising creativity, advertising appeal and endorser credibility to the advertising effectiveness and purchase decision on Instagram. This research was conducted in Ilsproject Store. It is an online and offline store in Denpasar which sells fashion product. The design of this research is a quantitative research which shows a causality relationship between variables. The technique of collecting data was done using questionnaire to 168 consumers. The technique of analyzing data was done using structural equation modeling (SEM) with the AMOS

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21

Martín-Santana, Josefa D., and Asunción Beerli-Palacio. "Magazine Advertising: Factors Influencing the Effectiveness of Celebrity Advertising." Journal of Promotion Management 19, no. 2 (2013): 139–66. http://dx.doi.org/10.1080/10496491.2013.769471.

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22

Brady, Malcolm P. "Advertising effectiveness and spillover: simulating strategic interaction using advertising." System Dynamics Review 25, no. 4 (2009): 281–307. http://dx.doi.org/10.1002/sdr.426.

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23

Kinra, N., and V. S. P. Prasad. "Communicative Effectiveness of Comparative Advertising." Vikalpa: The Journal for Decision Makers 15, no. 4 (1990): 11–22. http://dx.doi.org/10.1177/0256090919900402.

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How does the communicative effectiveness of explicit comparative advertising vary in contrast to non-comparative, supporting ad copy as well as implied, t>rand X' comparative ad copy? In this research study, N Kinra and V S P Prasad examine this question based on a sample of purchase managers drawn from 129 Indian organizations. Their analysis indicates that explicit comparative advertising is not as rewarding as noncomparative advertising in the Indian context, particularly for new and unknown brands.

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24

Wibowo, Bambang Setia. "PENGARUH WEBSITE INTERFACE FEATURES, BRAND AMBASSADOR DAN CREATIVE ADVERTISING TERHADAP ADVERTISING EFFECTIVENESS SERTA DAMPAKNYA TERHADAP ONLINE SHOPPING INTENTION." MODUS 28, no. 2 (2016): 169. http://dx.doi.org/10.24002/modus.v28i2.849.

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This study examined the influence of brand ambassador reputation, websiteinterface features and creative advertising to advertising effectiveness and its impact toonline shopping intention. This study is the integration of previous studies to determinethe effect of simultaneous between variables and the variable advertising effectiveness asa mediating variable in the influence of brand ambassador reputation, website interfacefeatures and creative advertising to online shopping intention. Respondents of this studywere 115 university students who have ever seen e-commerce advertisements on elect

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25

Berlian, Christian Wahyu. "Traffic online ads design through Advertising effectiveness “A case of online banner ads on the Tribun Bali website page”." REVIEW OF MANAGEMENT, ACCOUNTING, AND BUSINESS STUDIES 2, no. 2 (2021): 91–103. http://dx.doi.org/10.38043/revenue.v2i2.4164.

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Advertising has a very important role in achieving a company's goals. Of course, the advertising made by the company must be effective so that the purpose of the advertisement is made to the public and right on target. There are many factors that affect the effectiveness of advertising such as the stimulus of advertising, advertising messages, and advertising media. The purpose of this study is to examine the effect of Advertising Stimulus, Advertising Messages, and Advertising Media on Advertising Effectiveness. The object of this research is the TribunBali website and the number of responden

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26

Agustrijanto, Agustrijanto. "STRATEGI KOMUNIKASI PERIKLANAN BELOW THE LINE (BTL) PT AGHNA (KREANOVA), BANDUNG DALAM MENJALANKAN BISNIS PRINT AD." JURNAL KOMUNIKATIO 8, no. 2 (2022): 78–95. http://dx.doi.org/10.30997/jk.v8i2.6711.

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Today the use of advertising in the below-the-line (BTL) media is a big question about the effectiveness and benefits, whether financial and branding corporate, because they are considered outdated, unfavorable, and does not represent the dynamics of digital advertising. On the other hand, digital advertising development has become a trend investor the essential advertising business seen as business advertising. This caused some parties to be sceptical of the company advertising classic BTL, significantly relying on below-the-line orders. Aghna (Kreanova) in Bandung is one of the company’s adv

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27

Abdel Monem, Hisham. "The Effectiveness of Advertising Personalization." Journal of Design Sciences and Applied Arts 2, no. 1 (2021): 335–44. http://dx.doi.org/10.21608/jdsaa.2021.31121.1061.

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28

Yilmaz, Cengiz, E. Eser Telci, Muzaffer Bodur, and Tutku Eker Iscioglu. "Source characteristics and advertising effectiveness." International Journal of Advertising 30, no. 5 (2011): 889–914. http://dx.doi.org/10.2501/ija-30-5-889-914.

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29

Appel, Valentine. "Editorial Environment and Advertising Effectiveness." Journal of Advertising Research 40, no. 6 (2000): 89–94. http://dx.doi.org/10.2501/jar-40-6-89-94.

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30

Hammer, Peter, Erica Riebe, and Rachel Kennedy. "How Clutter Affects Advertising Effectiveness." Journal of Advertising Research 49, no. 2 (2009): 159–63. http://dx.doi.org/10.2501/s0021849909090217.

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31

Yim, Mark Yi-Cheon, Seung-Chul Yoo, Brian D. Till, and Matthew S. Eastin. "In-Store Video Advertising Effectiveness." Journal of Advertising Research 50, no. 4 (2010): 386–402. http://dx.doi.org/10.2501/s0021849910091634.

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32

Jafarzadeh, Hamed, Babak Abedin, Aybüke Aurum, and John D'Ambra. "Search Engine Advertising Perceived Effectiveness." Journal of Organizational and End User Computing 31, no. 4 (2019): 46–73. http://dx.doi.org/10.4018/joeuc.2019100103.

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Search engine advertising (SEA), in which businesses (or advertisers) bid on keywords and pay search engine providers (e.g. Google) to get a secure place on the first page of search results, is a prominent source of revenue for search engine companies, and an effective method for businesses to promote their visibility on the Web. SEA is a complex and dynamic form of advertising and managing it effectively is still a challenge for many businesses, particularly smaller businesses. Building upon resource-based theory, this study has developed a context-specific model for understanding advertisers

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33

Zinkhan, George M., and Betsy D. Gelb. "Humor and Advertising Effectiveness Reexamined." Journal of Advertising 16, no. 1 (1987): 66–68. http://dx.doi.org/10.1080/00913367.1987.10673063.

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34

Li, Qian, Zhuowei(Joy) Huang, and Kiel Christianson. "Ambiguity tolerance and advertising effectiveness." Annals of Tourism Research 63 (March 2017): 216–22. http://dx.doi.org/10.1016/j.annals.2016.12.004.

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35

Bombe, Sandra, and Heribert Gierl. "Self-referencing and advertising effectiveness." International Journal of Marketing 52, no. 3-4 (2013): 109–26. http://dx.doi.org/10.33196/ijm201303010901.

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36

Appel, Valentine. "Editorial Environment and Advertising Effectiveness." Journal of Advertising Research 27, no. 4 (1987): 11–16. https://doi.org/10.1080/00218499.1987.12467790.

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37

Ansari, Azarnoush, and Arash Riasi. "An Investigation of Factors Affecting Brand Advertising Success and Effectiveness." International Business Research 9, no. 4 (2016): 20. http://dx.doi.org/10.5539/ibr.v9n4p20.

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<p>The purpose of this study is to identify the factors that affect advertising effectiveness and to investigate the effects of these factors on advertising success. Using a sample of 252 customers the study identified seven factors that affect brand advertising success and effectiveness, namely, advertising message and creativity, advertising media selection, market research, competitiveness, market share, uniqueness, and customer relationship. Path analysis and structural equation modelling (SEM) were used in order to test the proposed conceptual model of the study. The results reveale

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38

Huang, Kexin. "The Effectiveness of Advertising Strategies on Amazon." Highlights in Business, Economics and Management 23 (December 29, 2023): 1060–64. http://dx.doi.org/10.54097/r1tqe535.

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Advertising has long been recognized as a prominent strategy for enhancing sales and bolstering the reputation of a business. Numerous studies have consistently demonstrated its efficacy in achieving these objectives. In recent years, Amazon, a prominent international technology corporation, has exhibited a consistent upward trend in its advertising expenditures, concurrently intensifying the frequency of its advertising efforts. The brand's worth, conversely, has also seen a positive growth trend. The primary objective of this study is to examine the underlying factors driving Amazon's height

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39

Ni, Nyoman Rusmiati, and A. Sri Purnami A. "The Influence of Advertising Creativity, Advertising Attractiveness, Endorser Credibility, and Advertising Effectiveness on Instagram on Purchase Decisions at Ilsproject Denpasar." Journal of Economics, Finance And Management Studies 07, no. 09 (2024): 5718–25. https://doi.org/10.5281/zenodo.13756785.

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Study This addressed For analyze influence creativity advertising, power pull advertising, endorser credibility, and effectiveness advertisement in influence decision purchase at Ilsproject Denpasar. Study This target population that is all over ever consumer buy products at Ilsproject Denpasar and ever see advertisement Ilsproject on Instagram. Through technique purposive sampling and formula ten times rules , obtained A total of 80 respondents participated in study . Empirical data collected through questionnaire onliner based on Google Form and then the data is analyzed through approach mul

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40

Orazayev, A. Zh, and V. Garkavenko. "The role of emotional appeals in advertising effectiveness." Bulletin of "Turan" University, no. 2 (June 29, 2025): 373–83. https://doi.org/10.46914/1562-2959-2025-1-2-373-383.

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This study conducts a bibliometric analysis of the academic literature on emotional appeals in advertising to identify key trends, thematic clusters, and the evolution of advertising effectiveness. The Scopus database was used for data collection, which provides access to a wide range of peer-reviewed publications in fields such as marketing, psychology, and social sciences. The analysis shows that interest in emotional appeals in advertising has significantly increased since the 1980s, especially after 2015, when digital platforms and new technologies had a significant impact on advertising m

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Brettel, Malte, Jens-Christian Reich, Jose M. Gavilanes, and Tessa C. Flatten. "What Drives Advertising Success on Facebook? An Advertising-Effectiveness Model." Journal of Advertising Research 55, no. 2 (2015): 162–75. http://dx.doi.org/10.2501/jar-55-2-162-175.

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42

Patsioura, Fotini, Maro Vlachopoulou, and Vicky Manthou. "A new advertising effectiveness model for corporate advertising web sites." Benchmarking: An International Journal 16, no. 3 (2009): 372–86. http://dx.doi.org/10.1108/14635770910961380.

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43

Broussard, Gerard. "How Advertising Frequency Can Work to Build Online Advertising Effectiveness." International Journal of Market Research 42, no. 4 (2000): 1–13. http://dx.doi.org/10.1177/147078530004200406.

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44

Chung, Chanjin, and Harry M. Kaiser. "Measurement of advertising effectiveness using alternative measures of advertising exposure." Agribusiness 15, no. 4 (1999): 525–37. http://dx.doi.org/10.1002/(sici)1520-6297(199923)15:4<525::aid-agr8>3.0.co;2-2.

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45

Anischenko, Kseniya Leonidovna. "Increasing the efficiency of advertising activities of small trading enterprises." Vestnik of Astrakhan State Technical University. Series: Economics 2025, no. 1 (2025): 74–79. https://doi.org/10.24143/2073-5537-2025-1-74-79.

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The importance of advertising in modern conditions of commercial activity of trade organizations is constantly increasing: the volume of retail turnover directly depends on a high-quality and planned advertising campaign. At the same time, the use of advertising media by small businesses is not carried out in full, which is a problematic issue and affects the results of trading activities. The problem of evaluating the effectiveness of the advertising activities of small commercial enterprises is considered and the methods of its improvement are investigated. It is necessary to develop practic

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46

Acar, Merve, and Hüseyin Temiz. "Advertising effectiveness on financial performance of banking sector: Turkey case." International Journal of Bank Marketing 35, no. 4 (2017): 649–61. http://dx.doi.org/10.1108/ijbm-03-2016-0036.

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Purpose The purpose of this paper is to analyze the association between banks’ advertising expenses and accounting measures of income and profitability for banking sector. Design/methodology/approach In this study the authors have used distributed lag models to investigate the association between advertising expenses and banks’ financial performance. To investigate the long-term effect of advertising expenses on financial performance of banking sector Koyck’s distributed lag models have been used. Findings The results confirm a significant and positive association between advertising expenses

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Kuchieva, Irina Kh, Milana E. Kadieva, and Aminat Kh Alieva. "INCREASING THE EFFECTIVENESS OF ADVERTISING ACTIVITIES IN ORGANIZATIONS." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 1/2, no. 133 (2023): 151–56. http://dx.doi.org/10.36871/ek.up.p.r.2023.01.02.020.

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Advertising promotes new products, technologies, providing consumers with the necessary information, which ultimately helps them make the right choice. As a social phenomenon, advertising contributes to the formation of certain taste preferences, standards of thinking and behavior of various social groups. Advertising broadcasts to society all sorts of material, social and cultural opportunities, thereby creating conditions for the realization of these opportunities in a qualitative change in one’s life. By stimulating the consumer behavior of people, advertising encourages them to improve the

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48

Sahu, Dr Kailash Kumar. "Effectiveness of Social Media Advertising on Consumer Engagement." International Scientific Journal of Engineering and Management 04, no. 06 (2025): 1–9. https://doi.org/10.55041/isjem04283.

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Abstract Social media has revolutionized how brands interact with consumers. This research explores the effectiveness of social media advertising in fostering consumer engagement. The rapid rise of platforms like Instagram, Facebook, Twitter, and YouTube has shifted advertising strategies from passive one-way messaging to interactive, personalized experiences. This study aims to evaluate which aspects of social media advertising (e.g., content type, personalization, platform, influencer marketing) are most successful in engaging consumers. Using quantitative data collected through surveys and

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49

Grigaliunaite, Viktorija, and Lina Pileliene. "Emotional or Rational? The Determination of the Influence of Advertising Appeal on Advertising Effectiveness." Scientific Annals of Economics and Business 63, no. 3 (2016): 391–414. http://dx.doi.org/10.1515/saeb-2016-0130.

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Abstract In prevailing competition-based market economy, organizations have to search factors influencing advertising effectiveness. This research aims at developing the model of the influence of advertising appeal on advertising effectiveness. While achieving the aim of the article, the analysis and synthesis of scientific literature is provided. Furthermore, traditional marketing research methods as well as neuromarketing research methods are applied in order to determine the influences of different advertising appeals on advertising effectiveness. As a research result, the model of the infl

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Pilelienė, Lina, and Viktorija Grigaliūnaitė. "Relationship between Spokesperson’s Gender and Advertising Color Temperature in a Framework of Advertising Effectiveness." Scientific Annals of Economics and Business 64, s1 (2017): 1–13. http://dx.doi.org/10.1515/saeb-2017-0036.

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Abstract Advertising spokesperson is one of the undeniably important factors affecting advertising effectiveness. However, advertising spokesperson has to have some particular features to be effective. Various previous researches resulted in determination of different features of advertising spokesperson and their effectiveness; i.e. type of a spokesperson (celebrity vs. a regular person); gender and race of a spokesperson; etc. were found to have an impact on the spokesperson’s effectiveness. However, the research on the impact of shooting color temperature on its effectiveness is still scarc

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