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Liu, Zong Jin, Yang Yang, Zheng Fang, and Jing Cai. "Sales Impacts of Location Based Advertising Using Wireless Communication Technology." Applied Mechanics and Materials 268-270 (December 2012): 1741–47. http://dx.doi.org/10.4028/www.scientific.net/amm.268-270.1741.
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Using wireless communication technology, location-based advertising (LBA) is booming recently. Most LBA researches are cross-sectional analysis studying only contemporaneous impacts, which might seriously underestimate advertisings’ efficacy in the long run. Complementary to these researches, we employ a company archival dataset to explore LBA’s and PUA’s (Pop-up Advertising) sales impact in both contemporaneous and long run terms. The developed dynamic structural equation model reveals that (1)in terms of magnitude, LBA’s efficacy is stronger than that of PUA both contemporaneously and accumulatively; (2) in terms of persistent time, while LBA only have contemporaneous impact, PUA’ s impact lasts for 9 days. Theses empirical findings would help managers to allocate advertising budget efficiently while using wireless communication technology.
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Liu, Zong Jin, Yang Yang, Zheng Fang, and Yan Yan Xu. "Measuring Dynamic Sales Impacts of LBA Using Wireless Communication Technology." Advanced Materials Research 662 (February 2013): 896–901. http://dx.doi.org/10.4028/www.scientific.net/amr.662.896.
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Because of rapid development of wireless communication technology, there is an increasing adoption of mobile advertising, such as location based advertising (LBA). To what extent can LBA improve advertising effectiveness is an important topic in the field of wireless communication technology research. Most researches quantify long term impacts of advertisings by VAR (Vector Autoregressive) model. However, compared to VAR model, VECM (Vector Error Correction Model) is a better method in that it allows one to estimate both a long-term equilibrium relationship and a short-term dynamic error correction process. In this study, we employ VECM to explore LBA’s (Location Based Advertising) and PUA’s (Pop-up Advertising) sales impact in both short and long terms. The developed VECM reveals that LBA’s sales impact is about more than2 times as big as PUA’s in short dynamic term and nearly 6 times bigger than PUA’s in long equilibrium term. These findings add to advertising and VECM literatures. These results can give managers more confident to apply wireless communication technology to advertising.
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Opree, Suzanna J., Moniek Buijzen, and Eva A. van Reijmersdal. "The impact of advertising on children’s psychological wellbeing and life satisfaction." European Journal of Marketing 50, no. 11 (November 14, 2016): 1975–92. http://dx.doi.org/10.1108/ejm-06-2015-0393.
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Purpose It is generally believed that children’s advertising exposure decreases life satisfaction. This paper aims to investigate whether and how it does by examining the relation between advertising exposure and life satisfaction (Aim 1), as well as the mediating roles of psychological wellbeing (Aim 2) and its underlying dimensions (Aim 3). Design/methodology/approach Three-wave panel data were collected among 1,133 8-12-year-olds. Psychological wellbeing was measured overall and per dimension (i.e. environmental mastery, personal growth, purpose in life, self-acceptance, autonomy and positive relationships with others). Findings The authors found a nonsignificant total effect of advertising exposure at Wave 1 on life satisfaction at Wave 3: The negative direct effect was annulled by the positive indirect effect via overall psychological wellbeing at Wave 2. Detailed analysis revealed that personal growth and autonomy functioned as positive mediators, and purpose in life as a negative mediator in the relation between advertising exposure and life satisfaction. Social implications This research informs the ethical debate surrounding child-directed advertising, showing it might stimulate children’s sense of control over their environment, openness to new experiences, direction in life and sense of self-agency. Originality/value This study is the first to examine advertising’s effect on life satisfaction and psychological wellbeing simultaneously. The study used a large sample and a longitudinal panel design, allowing conclusions about the specific effects of advertising exposure.
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Rajaobelina, Lova, Caroline Lacroix, and Anik St-Onge. "Does experiential advertising impact credibility?" International Journal of Bank Marketing 37, no. 1 (February 4, 2019): 171–91. http://dx.doi.org/10.1108/ijbm-01-2017-0021.
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Purpose The purpose of this paper is to investigate the impact of five dimensions of experiential advertising (cognitive, emotional, sensory, relational and behavioural) on advertising credibility in the banking sector. Design/methodology/approach A total of 277 undergraduate students were asked to complete a questionnaire after viewing two versions of a bank advertisement. Results were analysed using structural modelling equations (EQS 6.2). Findings Findings show that all dimensions of experiential advertising positively impact advertisement credibility. Cognitive/emotional/sensory advertisements exert the greatest impact, followed by relational and then behavioural advertisements which have only a marginal impact. Post hoc results show that the impact of experiential advertising on advertising credibility varies according to both actor and respondent gender. Originality/value This study enhances the literature on experiential marketing and credibility, especially banking sector advertising, and provides more in-depth insight into the role of respondent and actor gender in influencing responses. Financial services practitioners would be well advised to devote particular attention to the formulation of experiential strategies when developing advertising campaigns.
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Hanssens, Dominique. "Keeps Working and Working and Working … The Long-Term Impact of Advertising." GfK Marketing Intelligence Review 7, no. 1 (May 1, 2015): 42–47. http://dx.doi.org/10.1515/gfkmir-2015-0006.
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Abstract While some marketing tactics such as price promotions have mostly short-term effects, others such as advertising have both a short- and a long-term impact. A short-term focus in advertising measurement may bias return-on-investment calculations because it takes into account the complete expenditure for advertising but only a portion of its impact. Therefore it is necessary to assess advertising’s long-term impact on top of its short-term effects. Sustained advertising effect arises from consumer response in terms of carry-over effects or purchase reinforcement like repeat buying or word of mouth. It also depends on corporate behavior like a company’s ability to learn from past experiences. A precondition to leveraging optimal short- and longterm advertising effects is to monitor success and infer theright action. The improvement in an organization’s marketing processes and behaviors can result in an impact that is over five times stronger and longer lasting. To produce such results, the organization must use consumer response metrics to advertising that are predictive of transactional and financial returns, spend on activities that create the short-term effects necessary for long-term build-up, repeat successful behavior and turn this feedback loop into better business practices and improved process management for both the brand and for the company as a whole.
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MasKhanam, Masroor, and Akbar Ali. "IMPACT OF ADVERTISING: END USER PERSPECTIVE." Journal of Social Sciences and Humanities 58, no. 1 (June 30, 2019): 179–89. http://dx.doi.org/10.46568/jssh.v58i1.137.
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The purpose of this study is to investigate the end user perspective of advertising in Pakistan. This involves exploring and examining the consumer feedback about advertising from multiple dimensions. In this regard, survey was done for the current developments in literature so far, in order to discover a general pattern of consumer attitude that has been developing over time. This leads us to the realization that the advertising has been radically changing since its beginning with the change in literature. Advertisers communicate with consumers through advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion etc. organizations must use all available communication tools to communicate consumer and to create awareness about the need of consumer. Advertising is used to create awareness for products and services. Advertisers should know the needs of consumers, target audience, their culture, likes and dislikes. Advertising create feelings and satisfaction in consumer’s mind. Many food and beverage brands use advertising for the promotion of their products. Advergames have an advertisement for a product, service, or company and have become popular. Cultural frame work plays important role in advertising and consumer behavior. Music plays an imported role in advertising; it has recently attracted interest in marketing and consumer psychology. Music is key elements of the culture; it plays an important role in consumers’ perceptions, moods, and in the theme of the advertisements.
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Вартанов, Сергей. "Модели экономического влияния рекламы: первичные эффекты." ИЗВЕСТИЯ ДАЛЬНЕВОСТОЧНОГО ФЕДЕРАЛЬНОГО УНИВЕРСИТЕТА. ЭКОНОМИКА И УПРАВЛЕНИЕ, no. 4 (2020): 61–85. http://dx.doi.org/10.24866/2311-2271/2020-4/61-85.
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Настоящая работа представляет собой вторую часть цикла из пяти статей, посвященных обзору существующих моделей, методов и взглядов на эффекты воздействия экономического института рекламы на рынок на всех возможных уровнях. В ней рассмотрен самый нижний уровень влияния рекламы, связанный с изменением под ее воздействием поведения конечных потребителей. Эффекты, оказываемые рекламой на них, являются первичными эффектами, так как именно с них «начинается» цепочка рекламного влияния на рынок. В работе рассмотрены убеждающая и информативная функции рекламы, сопоставлены визуальные и текстовые ее варианты, обсуждаются основные положения когнитивного и поведенческого подходов к анализу воздействия рекламы на формирование потребительского спроса. Кроме того, описаны кратко- и долгосрочные первичные эффекты и особенности их учета и моделирования с помощью функций спроса и основанная на этом методология перехода к анализу поведения фирм, стремящихся использовать рекламное воздействие для достижения своих стратегических целей. The present work continues a cycle of review articles dedicated to a comprehensive description and analysis of effects caused by advertising as an economic institution on the whole economy on different levels. Whereas the introductive part of the cycle gives a general classification of such effects, the current work considers the lowest level of advertising impact associated with changes in the end consumers behavior. This class of effects may be regarded as the primary since they start the chain of advertising impact on the whole market. The paper considers the persuasive and informative functions of advertising, compares its visual and textual variants, discusses the main provisions of the cognitive and behavioral approaches to the analysis of the impact of advertising on the consumer demand formation as well as main models of advertising communication. In addition, short and long-term primary effects and the specifics of their accounting and modeling using demand functions and the methodology based on this for the transition to the analysis of the behavior of firms seeking to use advertising influence to achieve their strategic goals are described.
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McDonald, William F. "Impact of Advertising on Consumption." Journal of Dairy Science 69, no. 5 (May 1986): 1470–75. http://dx.doi.org/10.3168/jds.s0022-0302(86)80557-4.
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Mishra., Niharika. "THE IMPACT OF ONLINE NEWSPAPER ADVERTISING ON PRINT NEWSPAPER ADVERTISING." International Journal of Advanced Research 5, no. 8 (August 31, 2017): 1610–18. http://dx.doi.org/10.21474/ijar01/5221.
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Long Yi, Lin. "The impact of advertising appeals and advertising spokespersons on advertising attitudes and purchase intentions." African Journal of Business Management 5, no. 21 (September 23, 2011): 8446–57. http://dx.doi.org/10.5897/ajbm11.925.
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SCHOONBEEK, LAMBERT, and PETER KOOREMAN. "THE IMPACT OF ADVERTISING IN A DUOPOLY GAME." International Game Theory Review 09, no. 04 (December 2007): 565–81. http://dx.doi.org/10.1142/s0219198907001606.
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We investigate the impact of advertising in a static differentiated duopoly. First, we consider the Nash equilibrium if firms compete with both prices and advertising. Second, we examine the Nash equilibrium if firms only compete in prices and do not advertise. We characterize the circumstances in which the profit, output, and/or price of each firm is greater (or smaller) with advertising than without advertising.
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Spangardt, Benedikt. "Impact of Corporate Advertising on Consumers’ Attitudes toward Products." Business and Management Studies 2, no. 1 (February 21, 2016): 95. http://dx.doi.org/10.11114/bms.v2i1.1394.
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Corporate advertising—advertising designed to build and maintain corporate image rather than to promote sales—is becoming increasingly important for many companies. In addition to the questions regarding whether, and, if so, how corporate advertising contributes to the goal of building and maintaining corporate image, one could also ask if it influences other areas of a company. In this study, corporate advertising was assumed to affect consumer attitudes toward company products, even if the advertising promoted the company in general terms but did not feature any products. The results of an online survey involving 408 participants indicate that corporate advertising has a marked effect on consumer attitudes toward company products, and that this effect could be influenced by product involvement.
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Mishra, Ashamayee, and DK Mahalik. "IMPACT OF ONLINE-ADVERTISING ON CONSUMERS." International Journal of Advanced Research 5, no. 6 (June 30, 2017): 1935–39. http://dx.doi.org/10.21474/ijar01/4625.
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Pinto, Mary Beth, Jeffrey K. Pinto, and Joseph C. Barber. "The Impact of Pharmaceutical Direct Advertising." Health Marketing Quarterly 15, no. 4 (September 11, 1998): 89–101. http://dx.doi.org/10.1300/j026v15n04_06.
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Pärssinen, M., M. Kotila, R. Cuevas, A. Phansalkar, and J. Manner. "Environmental impact assessment of online advertising." Environmental Impact Assessment Review 73 (November 2018): 177–200. http://dx.doi.org/10.1016/j.eiar.2018.08.004.
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Gijsenberg, Maarten J., and Vincent R. Nijs. "Advertising spending patterns and competitor impact." International Journal of Research in Marketing 36, no. 2 (June 2019): 232–50. http://dx.doi.org/10.1016/j.ijresmar.2018.11.004.
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Reis, Evelyn Cohen. "The Impact of Anti-Drug Advertising." Archives of Pediatrics & Adolescent Medicine 148, no. 12 (December 1, 1994): 1262. http://dx.doi.org/10.1001/archpedi.1994.02170120024004.
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Вартанов, Сергей. "Модели экономического влияния рекламы: три уровня эффектов." ИЗВЕСТИЯ ДАЛЬНЕВОСТОЧНОГО ФЕДЕРАЛЬНОГО УНИВЕРСИТЕТА. ЭКОНОМИКА И УПРАВЛЕНИЕ, no. 3 (2020): 45–66. http://dx.doi.org/10.24866/2311-2271/2020-3/45-66.
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Настоящая работа представляет собой первую, вводную часть цикла статей, посвященных обзору существующих моделей, методов и взглядов на эффекты воздействия экономического института рекламы на рынок на всех возможных уровнях. В первой части цикла приводится общий обзор наиболее значимых подходов к изучению рекламной деятельности фирм, влияния рекламы на потребителей и на характеристики экономического равновесия. Построена классификация экономических эффектов рекламы, учитывающая все существующие аспекты ее воздействия и кратко описаны подходы к анализу ее первичных, вторичных и третичных эффектов. The present work is an introduction to a cycle of review articles dedicated to a comprehensive description and analysis of effects caused by advertising as an economic institution on the whole economy on different levels. A general review of most significant approaches to analyze the firms advertising activities is carried out as well as a diversified overview of methods and mathematical apparatus of modelling advertisement influence on consumers and on the characteristics of economic equilibrium. A classification of such influence effects is constructed, based on different characteristics of advertising, including its content, duration, intensity, as well as types of firms’ ad strategies and the level of economy affected by ad influence. From the latter point of view the economic effects of advertising may be divided into three levels. Primary effects involve only the consumers and describe the shift in their demand inspired by advertisement. The emergence of primary effects gives a new tool to operate the demand for the producing firms. For the latter it means that they may develop an optimal strategy, different from the one that fits the “non-ad” case, and this difference forms the essence of the secondary tier of the economic effects of the advertising (secondary effects). Finally, the tertiary effects of advertising deal with the shift in general market characteristics and structure induced by the existence of advertising as an institution such as social welfare change or emergence of new equilibriums or advertising markets as well as advertising-driven intersectoral linkages between production and media industries.
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Giakoumaki, Christina, George J. Avlonitis, and George Baltas. "Does ingredient advertising work? Some evidence on its impact." Journal of Business & Industrial Marketing 31, no. 7 (August 1, 2016): 901–13. http://dx.doi.org/10.1108/jbim-02-2015-0027.
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Purpose The purpose of this study is to examine the effectiveness of ingredient advertising. Specifically, the authors consider the question as to whether ingredient advertising can increase derived demand and favorably influence purchase intentions and attitudes toward the host product that incorporates the advertised B2B ingredient. Design/methodology/approach They conduct experiments in two host product categories using a three-group, between-subjects experimental design. Findings The findings of the study are revealing about the impact of ingredient advertising on the demand for host products, in which the advertised ingredients are incorporated. It is demonstrated that consumer advertising positively affects the attitude and purchase intention toward the host brand that incorporates the advertised industrial product. It is also found that the higher the importance of the advertised ingredient as an attribute of the host product, the greater the advertising effects on the consumer brand. Practical implications The findings imply that ingredient advertising can help marketers to stimulate derived demand in the sense that it makes consumer brands incorporating the advertised industrial product more attractive to consumers. The positive influence of ingredient advertisements is greater for industrial products that are perceived by consumers as very important ingredients of the final product as consumers are more prone to search for and process ingredient-related information and are also more likely to respond to it. Originality/value Despite the implementation of ingredient advertising campaigns by many B2B brands and the vast literature on conventional B2C advertising, there has been no previous attempt to investigate this issue in the empirical literature. This empirical study shows how ingredient advertising works and how it can benefit both buyers and suppliers of the advertised B2B products.
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Li, Yujie. "User Perception Affects Search Engine Advertising Avoidance: Moderating Role of User Characteristics." Social Behavior and Personality: an international journal 47, no. 4 (April 1, 2019): 1–12. http://dx.doi.org/10.2224/sbp.7855.
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Researchers have examined avoidance of traditional media advertising (e.g., television advertising) and general Internet advertising (e.g., banner advertising), but less attention has been paid to search engine advertising (SEA) avoidance, particularly in the Chinese context. Therefore, I analyzed the effects of 3 components of user perception of SEA (perceived goal impediment, perceived advertising clutter, and prior negative experience) and 2 components of user characteristics (monthly income and advertising location awareness) on SEA avoidance in a sample of 348 working professionals who use Chinese search engines. Results showed that user perception had a significantly positive impact on SEA avoidance, monthly income attenuated the positive impact of perceived advertising clutter but intensified the positive impact of prior negative experience on SEA avoidance, and advertising location awareness enhanced the positive impact of perceived advertising clutter on SEA avoidance. Implications of the findings for effective advertising on search engines are discussed.
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Lacroix, Caroline, Lova Rajaobelina, and Anik St-Onge. "Impact of perceived experiential advertising on customers' responses: a multi-method approach." International Journal of Bank Marketing 38, no. 6 (June 9, 2020): 1237–58. http://dx.doi.org/10.1108/ijbm-12-2019-0451.
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PurposeThis article proposes two studies to demonstrate the impact of three dimensions of perceived experiential advertising – cognitive/affective/sensory advertising, relate advertising and behavioural advertising – on consumer behaviour (brand credibility, affective commitment and emotions) in the banking sector.Design/methodology/approachFor study 1, a total of 506 online panellists of a recognized Canadian research firm were asked to evaluate a local bank advertisement using an online self-reported questionnaire. For study 2, a total of 65 Canadian respondents recruited through Facebook and Google adverts were asked to watch two video advertisements (one more experiential and the other less experiential). After viewing the advertisements on a computer equipped with FaceReader software by Noldus, participants completed a short online questionnaire.FindingsUsing structural equations modelling, the first study shows that brand credibility explains the positive impact of perceived cognitive/affective/sensory advertising (complementary mediation) and perceived behavioural advertising (indirect mediation only) on affective commitment. The second study illustrates that the cognitive/affective/sensory dimension is more important for experiential advertising than experiential advertising. Employing FaceReader facial expression recognition software results indicate that the bank advertisement with a higher score of perceived cognitive/affective/sensory advertising produces a higher level of happiness among respondents.Originality/valueBoth studies provide new insights into perceived experiential advertising and the impact of the latter on consumers. Benefits to scholars and practitioners include an enhanced understanding of advertising effectiveness in the banking sector.
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Volkova, Viktoriya Borisovna. "Representation of sexuality in Calvin Klein Jeans advertising campaigns (1980–2016): gender approach." Человек и культура, no. 4 (April 2021): 116–33. http://dx.doi.org/10.25136/2409-8744.2021.4.36304.
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The subject of this research is the means of representing sexuality in advertising campaigns for Calvin Klein Jeans (1980 – 2016). The object of this research is the use of gender stereotypes (masculinity/femininity) in advertising as a way to manipulate collective consciousness for solution of marketing tasks. The aim of this article consists in determination of advertising strategies of the Calvin Klein brand for the period 1980 – 2016 and the techniques of representation of sexuality for the effective impact of advertising upon the target audience. Analysis is conducted on Calvin Klein Jeans advertising campaigns for the past 40 years by decade, revealing the methods of suggestive effect on the consumer for promoting the product. The main following conclusions were made: 1) selecting provocation as the advertising strategy since 1980 to the present, the Calvin Klein brand employs diverse methods of suggestive effect on the recipient, programming their needs and behavioral attitudes, thereby manipulating collective consciousness; 2) kinesic, proxemic, coloristic, phonatory, and speech means for representation of sexuality testify to the use of gender stereotype (masculinity/femininity) in order to produce effective impact upon the target audience; Calvin Klein Jeans advertising campaigns feature similar strategies for 40 years, which are intended to solve marketing tasks via provocation. The novelty of this research lies in the fact that the identified provocation techniques in Calvin Klein advertisings based on the use of gender stereotypes allowed creating the “portrait” of the brand and tracing the patterns in arrangement of advertising campaigns. The author's special contribution consists in analysis of the means for representation of sexuality used in jeans advertising, techniques influencing the recipient through arbitrary interpretation of gender stereotypes, as well as manipulative methods of creating Calvin Klein PR-campaigns.
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Kaiser, Harry M. "Impact of National Generic Dairy Advertising on Dairy Markets, 1984–95." Journal of Agricultural and Applied Economics 29, no. 2 (December 1997): 303–13. http://dx.doi.org/10.1017/s107407080000780x.
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AbstractThe impacts of generic dairy advertising on retail, wholesale, and farm dairy markets are estimated in this study at the national level. The results indicate that generic dairy advertising had a major impact on retail, wholesale, and farm markets for the dairy industry. The main conclusion of the study is that farmers are receiving a high return on their investment in generic dairy advertising, i.e., an average rate of return of $3.40 for every dollar invested over the period 1984–95. Moreover, the return on investment in advertising was higher in the most recent year, almost double the average for the previous 11 years.
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Kalra, Ajay, and Ronald C. Goodstein. "The Impact of Advertising Positioning Strategies on Consumer Price Sensitivity." Journal of Marketing Research 35, no. 2 (May 1998): 210–24. http://dx.doi.org/10.1177/002224379803500207.
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The authors examine the link between advertising and price effects and propose that this relationship depends on the specific advertising positioning strategy employed by an advertiser. The authors note that advertising has different goals, depending on the competitive context of the brand, with some advertisers positioned to differentiate between brands and others positioned to narrow the perceived difference between brands. The authors identify specific types of nonprice advertising positioning that increase brand equity and category price sensitivity, those that decrease both, and those that increase brand equity while increasing category price sensitivity. The hypotheses are tested in two experiments across different product categories. The results imply that tests of advertising effectiveness must extend beyond brand attitudinal measures.
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Kalinovskaya, Elena A., and Anna S. Kobysheva. "Pragmatics of Advertising Text in the Aspect of its Suggestive Impact." Proceedings of Southern Federal University. Philology 2021, no. 1 (March 30, 2021): 58–67. http://dx.doi.org/10.18522/1995-0640-2021-1-58-67.
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The article defines and describes the main ways of suggestive impact in advertising texts. The language-specific nature of advertising texts is often reduced, as the marketing aspect is highlighted. One of the main functions of the advertising text is the suggestive function, since this type of texts is designed to impact a person emotionally, psychologically, and manipulatively. Despite a number of works devoted to linguistic suggestion in advertising, this aspect remains poorly studied, due to the constant expansion of the range of manipulative strategies used in advertising texts. The empirical material for the present study, i.e. advertising texts, was collected from English versions of ELLE, OUT, WOMEN’S HEALTH magazines. An advertising text is a complex semiotic unity with the following properties: polysemioticity (elements of various sign systems are used to construct such a text), imperativeness (an advertising text is designed to induce an addressee to act), and suggestiveness (texts of this type are saturated with persuasion techniques). Verbal and non-verbal levels of manipulative techniques are distinguished. They are background and color as main medium of conceptual information, re-accentuation, graphic techniques, words and phrases with positive semantics, imperative, lexical-stylistic and grammar-stylistic devices.
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Dojčinović, Nikola, and Samir Ljajić. "Commercials and its impact on consumers: Children abuse in advertising." Ekonomski izazovi 9, no. 17 (2020): 105–17. http://dx.doi.org/10.5937/ekoizazov2017105d.
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The modern era of capitalism is characterized by mass production. Consumer society is the target of producers whose demand depends on financial success of companies. An important correlation between consumers and producers is created by advertising and propaganda activities. Traditional and new media through which the advertising message is conveyed play an important mediating role. Marketing agencies nowadays offer advertising creation services, run by an entire team of PR managers. Many commercials are created in a way that approaches the form of art, without taking any care about ethical principles. In this paper, we highlight the manipulative, persuasive influence of advertising and the abuse of children in advertisements.The first part of the paper covers the definition of advertising and the chapter about advertising in the media. In the second part of paper, attention is paid to the impact of advertising on consumers, as well as on the role of children abuse in commercials. Based on the analyzed commercials, it is concluded that children in advertisements are used as a means of achieving economic goals, and that the elements of the analyzed advertisements are used to manipulate children.
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Hosseini, Z., S. Mohammadi, and H. Safari. "An Assessment of the Impact of Information Technology on Marketing and Advertising." Engineering, Technology & Applied Science Research 8, no. 1 (February 20, 2018): 2526–31. http://dx.doi.org/10.48084/etasr.1620.
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The present study aimed to evaluate the impact of Technology on Marketing and Advertising by using structural equations modeling. To do this, 200 marketing and information technology (IT) experts participated in the study. They answered questionnaires regarding IT, marketing mix and advertising. For data analysis, structural equations modeling using SMARTPLS were used. The results showed that the effect of IT on marketing mix and advertising was positive and significant. The effect of marketing mix on advertising was positive and significant. The indirect effect of IT on advertising via marketing mix was therefore positive and significant. Totally, the results emphasized the effect of technology on marketing mix and advertising.
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Kang, Moon Young. "Advertising allocation and impact of advertising on event ticket sales: Which product, where, and when." International Journal of Market Research 62, no. 4 (April 17, 2019): 483–98. http://dx.doi.org/10.1177/1470785319835380.
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When planning for advertising, an accurate assessment of the impact of advertising is important so that managers can allocate their budgets to maximize the return on each advertising dollar. In particular, the managers need to understand the impact of advertising on different products, media types, and time periods. This study develops a simultaneous model to measure the impact of advertising on product sales using weekly ticket sales data and to capture managers’ decision using the data on advertising budget allocation at a performing arts center. This article provides managerial recommendations for advertising decision in terms of the product, media, and time dimensions.
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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 (December 24, 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 program version 22. The result of this research shows that the advertising creativity has a positive and significant impact of 0,783 to the advertising effectiveness and 0,203 to the purchase decision. The advertising appeal has a positive and significant impact of 0,783 to the advertising effectiveness and 0,648 to the purchase decision. The endorser credibility has a positive and significant impact of 0,803 to the advertising effectiveness and 0,656 to the purchase decision. The advertising effectiveness has a positive and significant impact to the purchase decision with the number 0,831.
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Pilelienė, Lina, and Viktorija Grigaliūnaitė. "Modelling of the Impact of Advertising Source on Advertising Effectiveness: Theoretical Insights." Management of Organizations: Systematic Research 73 (2015): 49–61. http://dx.doi.org/10.7220/mosr.2335.8750.2015.73.3.
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Wansink, Brian. "Advertising's Impact on Category Substitution." Journal of Marketing Research 31, no. 4 (November 1994): 505–15. http://dx.doi.org/10.1177/002224379403100405.
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The usage frequency of a mature brand can be increased by encouraging consumers to substitute it in situations for which it is not normally used. They are most likely to do so if they perceive the target brand as neither too similar to nor dissimilar from the product it is replacing. In study 1, the author shows that ads are most likely to change usage attitudes by either (1) advertising common attributes when the comparison product is dissimilar or (2) advertising distinct attributes when the comparison product is similar. In study 2, replicating the design of study 1, the author demonstrates that ads that have a positive impact on usage attitudes toward the target brand can have a corresponding negative impact on usage attitudes toward the comparison product. Hence, the effectiveness of an expansion advertising campaign depends on its positive impact on the target brand and its negative impact on the comparison product.
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Atal, Maha Rafi. "The cultural and economic power of advertisers in the business press." Journalism 19, no. 8 (September 13, 2017): 1078–95. http://dx.doi.org/10.1177/1464884917725162.
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Media studies scholarship on advertising has traditionally fallen into two camps. Cultural analysis emphasizes the signals advertisements send to consumers, focusing primarily on the role of advertising creatives. Economic analysis emphasizes advertising’s impact on media companies’ financial performance, focusing on the role of sales managers and proprietors. Both approaches minimize the role of reporters, against whose work advertisers place their messages. This article draws on interviews, as well as financial analysis, at six newsrooms to examine the impact of advertising practices on the editorial independence of reporters. Combining cultural and economic analysis, the article highlights the unique threat advertiser influence poses to critical business reporting, which takes as its subject the very firms who must choose to advertise against it. The article argues that the new forms of advertising, where branded content is presented alongside, and intended to mimic, reported content, increase the threat of advertiser capture. At four legacy outlets studied, investigative business coverage has declined as media organizations react to the changed operating environment with practices that compromise the divide between news and advertising staff. At two online startups studied, where new advertising formats have always been part of strategy, news and sales staff remain separate. Yet there is limited appetite at these outlets for conducting critical business journalism, which is not seen as key to organizational mission. The article concludes with policy recommendations to safeguard the viability of critical business journalism.
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Binde, Per. "Selling dreams-causing nightmares?" Journal of Gambling Issues, no. 20 (June 1, 2007): 167. http://dx.doi.org/10.4309/jgi.2007.20.5.
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A review of the literature leads to the conclusion that there are no reliable figures on the impact of gambling advertising on the extent of problem gambling. To measure that impact appears as a very difficult research task. However, we can infer that gambling advertising does add to problem gambling, but with a smaller impact than other influential factors. Thus, alarming claims that gambling advertising substantially increases problem gambling and reassuring statements from gambling companies that advertising merely affects market share and has no impact on the prevalence of problem gambling both appear to be erroneous. Gambling providers are advised to avoid publishing advertising that elaborates on features of gambling known to relate to problem gambling. The controversial nature of gambling advertising is illustrated by the case of Sweden, where advertising and its impact on problem gambling have been hotly debated over the past decade.
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Tauriana, Dian, and Devy Safriliana. "Iklan, Asosiasi Merek, dan Keputusan Pembelian." Winners 10, no. 2 (September 30, 2009): 137. http://dx.doi.org/10.21512/tw.v10i2.708.
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The impact of advertising on brand association has raised many questions among scholars. Some agree that advertising can leverage and help building brand association in consumer’s perspective. Others are against this opinion. However, this research is trying to investigate whether advertising does correlate to brand association that later on impacts on purchase decision making. Data collected by interviewing respondents regarding car purchase in the showroom. The analysis is conducted by using path analysis. From the result, it is figured out that the influence/impact of brand association on purchase decision making is very low. Thus, other element such as advertising and any activities to leverage brand association should be taken into account.
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Zeng, Fue, Wenjie Li, Valerie Lynette Wang, and Chiquan Guo. "The impact of advertising self-presentation style on customer purchase intention." Asia Pacific Journal of Marketing and Logistics 32, no. 6 (November 14, 2019): 1242–54. http://dx.doi.org/10.1108/apjml-03-2019-0150.
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Purpose The purpose of this paper is to propose the self-presentation styles of advertising influence consumer self-image, which in turn influence purchase intention. Design/methodology/approach Using virtual brands as stimuli in a series of experiments, this study collects data on consumer self-image and purchase intention in the conditions of different advertising styles. Findings While consumer self-image mediates the relationship between advertising self-presentation style and purchase intention, the consumption situation (public vs private) moderates the relationship between self-presentation style, consumer self-image and purchase intention. That is, self-enhancing advertising promotes customers’ ideal self, which in turn increases their purchase intention for publicly consumed products, whereas self-deprecating advertising solicits customers’ real self, which in turn increases their purchase intention for privately consumed products. Practical implications This study informs product/brand managers and marketers of the importance of aligning the self-presentation style of advertising with the consumption situation of the product being advertised. Originality/value Based on self-consistency theory, this study not only finds a relationship between the self-presentation style of advertising and purchase intention, but also uncovers the mediating role of self-image in this relationship. Furthermore, the relationship chain of “self-presentation style of advertising – self-image – purchase intention” is moderated by the consumption situation of the product. This is one of the first studies to explore the intricacies of these relationships.
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Suprayitno, Suprayitno. "Creativity and Impact of Advertising Electronic Led Billboards in Jakarta." Humaniora 7, no. 2 (April 30, 2016): 167. http://dx.doi.org/10.21512/humaniora.v7i2.3513.
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The creativity and the impact of advertising electronic LED billboards in Jakarta was an approach to see, to know and to understand in a deeper way. Creativity decisions affect all advertising, art, and knowledge combined with the phrase creative strategy. Creative advertising ideas must be original, unique, different, new, unexpected and right on target. The approach used was qualitative research methods, including data collection in the form of literature review, interviews with the actors and the surrounding communities, as well as documenting the billboard directly outside the media was located. The results of this research are the analysis report the creativity and impact of LED electronic billboard advertising effectiveness, is expected to produce a more detailed picture. So that students and practitioners can use the visual communication design, process, and maximize the advertising rules in designing a design to reach the stage of design creativity and better application.
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Vergara-Leyton, Enrique, and Maite Rodríguez-Salineros. "The social and cultural impact of advertising among Chilean youths." Comunicar 18, no. 35 (October 1, 2010): 113–19. http://dx.doi.org/10.3916/c35-2010-03-04.
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This work analyzes the impact of advertising among Chilean youngsters of different socioeconomic background. We aim to identify the relationship that this group establishes with advertising and, in particular, the way they incorporate it in their socialization strategies. We do not address what advertising does to youngsters, but instead what youngsters do with advertising in their practices of appropriation and reception of it. The research design included focus groups of male and female youngsters living in Santiago de Chile between 15 and 24 years of age coming from both high and low-income background. The conclusion of our research is that advertising is assumed by youngsters as a constitutive part of the media offering, which is used both as commercial information and as a cultural referent of new aesthetic values. Furthermore, advertising represents a socializing agent for this group because they incorporate the content of advertising in their exchange with their peers. Finally, this work concludes that advertising represents a sociocultural fact of the first order for the Chilean youth, because it is a central actor of their daily life. El presente trabajo analiza el impacto de la publicidad entre jóvenes chilenos de distintos estratos socioeconómicos, con el objetivo de identificar la relación que establecen con la publicidad y la particular incorporación que hacen de ésta en sus estrategias de socialización. Por lo tanto, no se pretende dar cuenta de lo que la publicidad hace con los jóvenes, sino de lo que los jóvenes hacen con la publicidad a través de sus prácticas de recepción y apropiación. Para esto, se realizó un estudio sobre la base de grupos de discusión a jóvenes de ambos sexos, de edades entre 15 y 24 años provenientes de los niveles socioeconómicos altos y bajos residentes en Santiago de Chile. Los resultados que arrojó el estudio dan cuenta de que la publicidad es asumida como parte constitutiva de la oferta medial, la que es utilizada como información comercial y referente cultural de nuevos valores estéticos. Junto con esto, la publicidad adquiere el carácter de agente de socialización, al incorporar los contenidos de los mensajes publicitarios en las conversaciones con sus pares. Finalmente, este trabajo concluye que la publicidad entre los jóvenes chilenos estudiados, se presenta como una realidad sociocultural de primer orden, en cuanto actor central de su vida cotidiana.
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Eshghi, Abdolreza, Juhi Gahlot Sarkar, and Abhigyan Sarkar. "Impact of online advertising on adolescent’s brand attitudes." Marketing Intelligence & Planning 35, no. 6 (September 4, 2017): 706–23. http://dx.doi.org/10.1108/mip-11-2016-0213.
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Purpose 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. Design/methodology/approach Experimental design with three-way factorial analysis of variance was conducted along with independent t-tests and regressions. Findings 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. Originality/value 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.
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Kim, Taehee, Hyo Min Seo, and Kyungro Chang. "The impact of celebrity-advertising context congruence on the effectiveness of brand image transfer." International Journal of Sports Marketing and Sponsorship 18, no. 3 (August 7, 2017): 246–62. http://dx.doi.org/10.1108/ijsms-08-2017-095.
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Purpose The purpose of this paper is to examine the effect of celebrity-advertising context congruence on transferring a celebrity’s image to a brand image. Design/methodology/approach This study investigates the effect of the advertising context, which is the background of the ad provided by the vehicle carrying it, in transferring a celebrity athlete’s image. Findings The results indicate that the presentation of a celebrity athlete in an advertising context that is congruent with the professional expertise of the athlete enables the more effective transfer of the athlete’s image to the brand’s image compared with the incongruent advertising context. In addition, the findings suggest that image attributes perceived as belonging to the professional expertise of an athlete are transferred more effectively by a context-congruent advertisement, while image attributes based on the sociocultural influence of an athlete show no difference in image transfer based on the advertising context. Originality/value Although the advertising context has been thought to influence advertising effectiveness, no specific research has thus far analyzed the relationship between image transfer and the advertising context in the sports marketing literature.
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Krstić, Jelena, Milica Kostić-Stanković, and Jelena Cvijović. "Green advertising and its impact on environmentally friendly consumption choices: A review." Industrija 49, no. 1 (2021): 93–110. http://dx.doi.org/10.5937/industrija49-31692.
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Research on various environmental topics, among which is the topic of green advertising, has been growing during last three decades, but it is yet to gain its full potential. Since the topic of green advertising has been gaining rising attention of scholars, the body of knowledge on this topic has been growing as well. Green advertising in general aims to promote products produced in an environmentally-friendly manner, or to promote advertiser's corporate responsibility toward an environment. The evaluation of green advertising effectiveness is necessary in order to stimulate cognitive and affective reactions of consumers to green advertisements, as well as their subsequent environmentally friendly behaviour. This article contains the review of the relevant literature on the topic of green advertising effectiveness. The findings of the literature review indicate that green advertising represents an effective communication means to influence consumers' attitudes and behaviour, even though its effectiveness is often mediated by certain factors, like: consumers' environmental consciousness, consumers' regulatory focus, consumers' scepticism, claim type.
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Kádeková, Zdenka, Ingrida Košičiarová, Ľubica Kubicová, Mária Holotová, and Kristína Predanocyová. "The impact of inappropriate food advertising on consumer behavior." Potravinarstvo Slovak Journal of Food Sciences 13, no. 1 (December 28, 2019): 1034–39. http://dx.doi.org/10.5219/1216.
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The impact of food advertising on consumer behavior is a matter of concern to psychologists, marketers, economists and the general public alike. It is well known that the consumer is not rational, and all the time does not carefully evaluate all available alternatives before purchase. There exist many stimuli influencing consumer behavior, which refers to the study of buying tendencies of consumers. There are several stages a consumer goes through before he finally picks up products available in the market. Various factors, be it cultural, social, personal or psychological, influence the buying decision of individuals. Submitted paper deals with the impact of inappropriate advertising on consumer behavior, namely the purchase of food. Related research was conducted at Department of Marketing and Trade, FEM SUA in Nitra, based on a questionnaire survey with a sample of 702 respondents from the Slovak Republic. We have used two research methods: Chi Square contingency test and Kolmogorov – Smirnov test. Obtained results proved that 38% of respondents have a personal experience with inappropriate food advertising and most respondents considered inappropriate food advertising as a deceptive, misleading and manipulative one. It was confirmed that the perception of inappropriate food advertising is not dependent on the age of the respondents and respondents do not avoid buying food previously seen in inappropriate advertising. They take into consideration more important characteristics and features of the food products such as quality, price, taste etc.
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Kim, Kyunghee, and Yoon C. Cho. "A Content Analysis Of Advertising Transitions: Impact Of Brand Name, Persona, And Appeals." Journal of Business & Economics Research (JBER) 10, no. 9 (August 17, 2012): 501. http://dx.doi.org/10.19030/jber.v10i9.7190.
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Advertising has long been considered an element of Integrated Marketing Communication (IMC) tools and has played a crucial role in delivering messages that are reflected by various environmental situations. The authors of this paper posit that components of advertising including contents of messages, language, choice of persona and appeals are strongly affected by such environmental factors as social, cultural, and economic movements. Based on this consideration, this study investigates the trend in advertising markets by reflecting transitional market issues. In particular, this study investigates the effects of brand name, celebrities roles, age groups, gender, and advertising appeals. The purpose of the study is to investigate the following elements of advertising that are often affected by such recent transitions as social, cultural, and economic movements: i) effects of a brand name containing meanings; ii) effects of a brand name stemming from the native language; iii) effects of celebrities appearances in ads, iv) effects of age groups and the role of gender in the persona; and v) effects of advertising messages that include rational or emotional appeals. This study conducted content analysis by examining selected TV commercials and gives implications of how the effectiveness of advertising is related to the aforementioned environmental movements, emphasizing which issues should be considered for future advertising content.
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Dong, Diansheng, Todd M. Schmit, and Harry M. Kaiser. "Optimal Media Allocation of Generic Fluid Milk Advertising Expenditures: The Case of New York State." Agricultural and Resource Economics Review 36, no. 2 (October 2007): 253–66. http://dx.doi.org/10.1017/s1068280500007073.
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A fixed-effects panel data demand model for five New York State markets is estimated to determine the differential impacts of generic fluid milk advertising by media type. Empirical results indicate that among the four media outlets, television advertising has the largest impact on per capita demand, followed by radio, outdoor, and print. Based on the estimated media-specific elasticities, media reallocation of advertising expenditures suggests that milk sales could increase significantly. The results indicate that cooperative media plan strategies developed between the New York regional advertising program and the national advertising programs would achieve the greatest benefits.
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Pilelienė, Lina, and Viktorija Grigaliūnaitė. "Colour temperature in advertising and its impact on consumer purchase intentions." Oeconomia Copernicana 8, no. 4 (December 31, 2017): 657–69. http://dx.doi.org/10.24136/oc.v8i4.40.
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Research background: The conditions of globalization lead to a situation where consumers are overloaded with commercial information. Moreover, abundance of various promotional techniques makes consumers indifferent to many companies’ efforts. On the other hand, organizations are allocating tremendous parts of their budgets to create advertisements which sometimes remain unnoticed or do not stimulate consumer purchase intentions. Therefore, a wide body of scientific re-search on advertising effectiveness has emerged in recent years. Many aspects of advertising have been analysed, e.g. the effectiveness of advertising spokesperson, appeal, layout, etc. However, the research on advertising colour temperature and its impact on advertising effectiveness is still scarce.
Purpose of the article: Considering the intensifying competition in the retail sector, creating attractive and stimulating advertisements becomes an important task for many organizations. The aim of this research is to determine the impact of the colour temperature used in advertisements on consumer purchase intentions.
Methods: In order to determine the impact of advertising colour temperature on consumer purchase intentions, a questionnaire survey was provided. The questionnaire was elaborated based on the analysis and synthesis of scientific literature.
Findings & Value added: The theoretical analysis substantiated the different influence of colours and colour temperature on consumer perception. Therefore, the assumption was made: all other parameters being constant, the colour temperature of an advertisement might have a different impact on consumer perception. The results of empiric research revealed the differences of the impact of colour temperature on consumer purchase decisions in terms of an attitude toward advertising and the brand, reported brand-related behaviour. The colour temperature related to insights for the enhancement of advertising effectiveness and guidelines for future research are provided.
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Planzer, Simon, and Heather Wardle. "What we Know About the Impact of Advertising on Disordered Gambling." European Journal of Risk Regulation 3, no. 4 (December 2012): 588–94. http://dx.doi.org/10.1017/s1867299x00002518.
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Towards the end of 2011, the (then) Responsible Gambling Fund published a report which, inter alia, offers an overview of the research gaps in relation to the impact of advertising on disordered gambling. In this article, the authors of the report summarise their main findings. They conclude that evaluating the impact of gambling advertising is highly complex. Nonetheless, advertising forms an important component of the broader environment in which behaviour and attitudes are shaped. The empirical evidence base is weak and therefore conclusions about whether gambling advertising is associated with increased levels of disordered gambling cannot be drawn. However, there is some evidence that advertising alters perceptions and attitudes towards gambling. Yet, evidence demonstrating translation of this into behavioural change is weak. Particular attention should be given to vulnerable population groups such as adolescents and disordered gamblers. In view of further research, a set of recommendations is provided.
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Maheshkar, Chandan, Vinod Sharma, Manohar Kapse, and Akhilesh Tiwari. "Impact of Advertising on Branding in Small Towns and Villages of India." Ushus - Journal of Business Management 17, no. 4 (October 1, 2018): 15–40. http://dx.doi.org/10.12725/ujbm.45.2.
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The consumer base for the Indian rural and semi-urban markets has been largely ignored by advertising practices. Specifically, the personal care products and their advertising practises are influenced by personality and individual perceptions. This paper reports the observations of the study conducted to identify the impact of advertising practices on branding of personal care products. It was found that advertising, suitability of content and advertisement media have no significant impact on the branding of personal care products in small towns and villages of India.
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Santhoshreddy, Vallapureddy. "A Study on Advertising Impact on Customer." International Journal for Research in Applied Science and Engineering Technology 8, no. 6 (June 30, 2020): 157–65. http://dx.doi.org/10.22214/ijraset.2020.6023.
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Hornik, Jacob, Chezy Ofir, and Matti Rachamim. "Advertising Appeals, Moderators, And Impact on Persuasion." Journal of Advertising Research 57, no. 3 (May 15, 2017): 305–18. http://dx.doi.org/10.2501/jar-2017-017.
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Kwon, Eun Sook, Karen Whitehill King, Greg Nyilasy, and Leonard N. Reid. "Impact of Media Context On Advertising Memory." Journal of Advertising Research 59, no. 1 (April 26, 2018): 99–128. http://dx.doi.org/10.2501/jar-2018-016.
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De Canha, Nicholas, Michael Ewing, and Ali Tamaddoni. "The Impact of Advertising On Market Share." Journal of Advertising Research 60, no. 1 (March 29, 2019): 87–103. http://dx.doi.org/10.2501/jar-2019-011.
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