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Journal articles on the topic 'Advertising response'

Author: Grafiati

Published: 4 June 2021

Last updated: 3 February 2022

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1

Bush, Alan J., and Victoria Davies. "State Governments’ Response to the AIDS Crisis: An Advertising Perspective." Journal of Public Policy & Marketing 8, no. 1 (January 1989): 53–63. http://dx.doi.org/10.1177/074391568900800105.

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AIDS in the United Slates may be the most urgent public health issue facing public policy makers today. Since there is currently no chemical cure or vaccine for the AIDS virus, the only weapons available for prevention are public information and education. This study assesses the role of advertising in disseminating information during the AIDS crisis by interviewing the state AIDS coordinators in each of the 48 contiguous United States. The results of the study summarize what the states are currently doing with their AIDS advertising campaigns. Additionally, state AIDS coordinators’ perceptions are presented on advertising's role during the AIDS crisis, and what can be done to improve current AIDS advertising campaigns. Finally, implications for public policy makers are discussed.

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2

Zantedeschi, Daniel, Eleanor McDonnell Feit, and Eric T. Bradlow. "Measuring Multichannel Advertising Response." Management Science 63, no. 8 (August 2017): 2706–28. http://dx.doi.org/10.1287/mnsc.2016.2451.

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3

Jones, M. S. "Tobacco advertising: Advertiser's response." BMJ 307, no. 6911 (October 23, 1993): 1069. http://dx.doi.org/10.1136/bmj.307.6911.1069.

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4

Brown, Gordon, and Millward Brown. "Response: Modelling Advertising Awareness." Market Research Society. Journal. 33, no. 3 (May 1991): 1–7. http://dx.doi.org/10.1177/147078539103300301.

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5

Holstius, Karin. "Sales Response to Advertising." International Journal of Advertising 9, no. 1 (January 1990): 38–56. http://dx.doi.org/10.1080/02650487.1990.11107130.

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6

Koanghyub Kim and Jinyoung Tak. "Advertising Length Effects in Political Advertising on Voters’ Response." Journal of Political Communication ll, no. 18 (September 2010): 5–42. http://dx.doi.org/10.35731/kpca.2010..18.001.

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7

Tellis, Gerard J., and Claes Fornell. "The Relationship between Advertising and Product Quality over the Product Life Cycle: A Contingency Theory." Journal of Marketing Research 25, no. 1 (February 1988): 64–71. http://dx.doi.org/10.1177/002224378802500106.

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The relationship between advertising and product quality has been a controversial topic in the literature because of conflicting empirical evidence and divergent theories about advertising's effects. The authors present an integrative theory based on consumer response to advertising and the costs of producing quality products. The theory posits that the relationship between advertising and quality is stronger when (1) quality is produced at lower cost and (2) consumers are less responsive to advertising. Such a scenario is more likely during the latter stages of the product life cycle. An empirical test supports this argument.

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Arnold, Stephen J., Tae H. Oum, Bohumir Pazderka, and Douglas W. Snetsinger. "Advertising Quality in Sales Response Models." Journal of Marketing Research 24, no. 1 (February 1987): 106–13. http://dx.doi.org/10.1177/002224378702400110.

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Hedonic price theory is adapted to advertising. A quality-adjusted advertising spending function is embedded in a sales response model and the parameters of both equations are estimated in one step. The procedure provides an alternative to the judgmental aggregation of attributes of advertising quality into a single value. The results permit comparison of the sales effects of variations in advertising spending with the effects of variations in copy quality, and permit computation of an advertising figure that accounts for both copy quality and actual spending. A pilot study illustrates the procedure.

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9

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

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

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10

Stout, Patricia A., and John D. Leckenby. "Measuring Emotional Response to Advertising." Journal of Advertising 15, no. 4 (December 1986): 35–42. http://dx.doi.org/10.1080/00913367.1986.10673036.

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11

Hahn, Minhi, Dae Ryun Chang, Ik-Tae Kim, and Yup Kim. "Consumer Response to Coupon Advertising." International Journal of Advertising 14, no. 1 (January 1995): 41–53. http://dx.doi.org/10.1080/02650487.1995.11104596.

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12

Salois, Matthew J., and Amber Reilly. "Consumer Response to Perceived Value and Generic Advertising." Agricultural and Resource Economics Review 43, no. 1 (April 2014): 17–30. http://dx.doi.org/10.1017/s1068280500006882.

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This study examines the relationship between generic advertising and perceived value for 100 percent orange juice using data from a survey on consumption, perceived value, advertising awareness, and other key measures. We investigate the relationships between consumption and perceived value and between generic advertising and perceived value and identify features of generic advertising of orange juice that have the greatest influence on consumers. Our analysis indicates that perceived value is strongly associated with increased consumption and is influenced by generic advertising. Generic advertising is most effective when consumers view the content of the ads as genuine and relevant.

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13

Cramphorn, Michael F., and Denny Meyer. "The Gear Model of Advertising - Modelling Human Response to Advertising Stimuli." International Journal of Market Research 51, no. 3 (January 2009): 1–17. http://dx.doi.org/10.1177/147078530905100310.

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One of the goals when add+impact® (a+i)®was founded in 1991 was to develop a database that could be used to add to the general understanding of how people respond to advertising. Recent applications were the Integrative model and a comparison of response tendencies to advertising between men and women. However, a crucial aspect of the advertising process – how to account for the nature and contribution of creativity to the ‘watchability’ of advertising – has not been satisfactorily explained. This paper presents a breakthrough in understanding how people respond to advertising, and shows that it is possible to predict, with a very great degree of confidence, how well a given ad will achieve the ultimate objective of all advertising: to increase the ‘purchase intent’ towards the advertised brand, immediately after exposure and before there has been time for other intervening events to dilute or otherwise alter that immediate effect. It also enables a clear understanding of how that response came to be.

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14

Khan, Rubi, and Shilpa Sindhu. "An Investigation of Advertising Appeal on Consumer Response in Service Advertising." Management Studies and Economic Systems 2, no. 1 (2015): 39–50. http://dx.doi.org/10.12816/0018081.

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15

Thomas, Amos Owen. "Transborder Television: The Response of Advertisers in Asia." Media International Australia 86, no. 1 (February 1998): 38–53. http://dx.doi.org/10.1177/1329878x9808600106.

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With the advent of the transnational medium of satellite television in Asia, the long-debated issue of globalising advertising is being revisited in the region. The pioneer broadcaster StarTV sought to convince international marketers and their advertising agencies of its uniqueness as a Pan-Asian medium. However, in its early years, there was little response from either Asian consumers or advertisers. This paper explores the views of advertising agencies, domestic broadcasters, market researchers and media regulators about transnational satellite television in the two key markets of Indonesia and India, as well as Hong Kong, the regional hub for advertising and broadcasting. It finds that interest in regional advertising varied from country to country, depending on such factors as language barriers, alternative domestic media, non-standardisation of products and government restrictions.

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Arnold, Stephen J., Tae H. Oum, Bohumir Pazderka, and Douglas W. Snetsinger. "Advertising Quality in Sales Response Models." Journal of Marketing Research 24, no. 1 (February 1987): 106. http://dx.doi.org/10.2307/3151758.

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17

Choe, Yeongbae, Jason L. Stienmetz, and Daniel R. Fesenmaier. "Trip Budget and Destination Advertising Response." Tourism Analysis 18, no. 6 (December 20, 2013): 713–22. http://dx.doi.org/10.3727/108354213x13824558188785.

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Choe, Yeongbae, Jason L. Stienmetz, and Daniel R. Fesenmaier. "Prior Experience and Destination Advertising Response." Tourism Analysis 19, no. 3 (August 22, 2014): 351–59. http://dx.doi.org/10.3727/108354214x14029467968600.

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19

Davis, Joel J. "Consumer Response to Corporate Environmental Advertising." Journal of Consumer Marketing 11, no. 2 (June 1994): 25–37. http://dx.doi.org/10.1108/07363769410058902.

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20

Lebourveau, Carol A., F. Robert Dwyer, and Jerome B. Kernan. "Compliance strategies in direct response advertising." Journal of Direct Marketing 2, no. 3 (1988): 25–34. http://dx.doi.org/10.1002/dir.4000020306.

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21

이민우. "Consumers' Response Process of Advertising Messages." Korean Journal of Local Government & Administration Studies 24, no. 2 (December 2010): 387–400. http://dx.doi.org/10.18398/kjlgas.2010.24.2.387.

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22

Fletcher, J. E. "Electrodermal response to television advertising messages." International Journal of Psychophysiology 7, no. 2-4 (August 1989): 196–97. http://dx.doi.org/10.1016/0167-8760(89)90142-6.

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23

Gharibshah, Zhabiz, and Xingquan Zhu. "User Response Prediction in Online Advertising." ACM Computing Surveys 54, no. 3 (June 2021): 1–43. http://dx.doi.org/10.1145/3446662.

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Online advertising, as a vast market, has gained significant attention in various platforms ranging from search engines, third-party websites, social media, and mobile apps. The prosperity of online campaigns is a challenge in online marketing and is usually evaluated by user response through different metrics, such as clicks on advertisement (ad) creatives, subscriptions to products, purchases of items, or explicit user feedback through online surveys. Recent years have witnessed a significant increase in the number of studies using computational approaches, including machine learning methods, for user response prediction. However, existing literature mainly focuses on algorithmic-driven designs to solve specific challenges, and no comprehensive review exists to answer many important questions. What are the parties involved in the online digital advertising eco-systems? What type of data are available for user response prediction? How do we predict user response in a reliable and/or transparent way? In this survey, we provide a comprehensive review of user response prediction in online advertising and related recommender applications. Our essential goal is to provide a thorough understanding of online advertising platforms, stakeholders, data availability, and typical ways of user response prediction. We propose a taxonomy to categorize state-of-the-art user response prediction methods, primarily focusing on the current progress of machine learning methods used in different online platforms. In addition, we also review applications of user response prediction, benchmark datasets, and open source codes in the field.

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24

RICKERTSEN, K., and G. V. GUSTAVSEN. "Fluid milk consumption and demand response to advertising for non-alcoholic beverages." Agricultural and Food Science 11, no. 1 (January 1, 2002): 13–24. http://dx.doi.org/10.23986/afsci.5709.

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Norwegian fluid milk consumption has declined steadily over the last twenty years, despite the dairy industry spending increasing amounts of money on advertising. Using a two-stage model, we investigate whether advertising has increased the demand for milk. No effect of advertising on the demand for non-alcoholic beverages is found in the first stage. In the second stage, an almost ideal demand system including advertising expenditures on competing beverages is estimated. The effects of generic advertising within the beverage group are positive and significant for whole milk and negative and significant for lower fat milk. The own-advertising elasticity for the combined fluid milk group is 0.0008. This highly inelastic elasticity suggests that increased advertising will not be profitable for the producers. Several cross-advertising effects are statistically significant, emphasizing the usefulness of a demand system approach.

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25

Romaniuk, Jenni, and Samuel Wight. "The Influences of Brand Usage on Response to Advertising Awareness Measures." International Journal of Market Research 51, no. 2 (January 2009): 1–13. http://dx.doi.org/10.1177/147078530905100213.

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While there are many measures of advertising awareness, there are few guidelines about which of these a researcher should select. We examine how using the brand influences consumer responses to three measures commonly used in advertising tracking instruments. We find that for both top-of-mind and total unprompted advertising awareness measures, brand users are about 2.5 times more likely to recall advertising exposure than non-users; however, this ratio was lower for brand-prompted advertising awareness, with brand users only about 1.7 times more likely than non-users. This, we find, is because non-users respond more to brand-prompted advertising awareness measures. This result influences the scores for small brands, which get 80% of their responses from non-users only when they are prompted with the brand name. Our conclusion is therefore that scores from different advertising awareness measures are not directly comparable, unless split into separate brand user/non-user groups. Further, practitioners interested in the results for small-share or new brands should use brand-prompted measures, otherwise they risk underestimating the advertising reach and effectiveness of these brands.

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26

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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27

Zheng, Yuqing, and Harry M. Kaiser. "Estimating Asymmetric Advertising Response: An Application to U.S. Nonalcoholic Beverage Demand." Journal of Agricultural and Applied Economics 40, no. 3 (December 2008): 837–49. http://dx.doi.org/10.1017/s1074070800002364.

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We propose a regime-switching model that allows demand to respond asymmetrically to upward and downward advertising changes. With the introduction of a smooth transition function, the model features smooth rather than abrupt parameter changes between regimes. We apply the model to nonalcoholic beverage data in the United States for 1974 through 2005 to investigate asymmetric advertising response. Results indicate that a decrease in milk advertising had a more profound impact on milk demand than an increase did. An increase in milk advertising had no impact on milk demand, but a decrease could have an own-advertising elasticity up to 0.049.

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28

Putrevu, Sanjay. "Differences in Readers' Response towards Advertising versus Publicity." Psychological Reports 96, no. 1 (February 2005): 207–12. http://dx.doi.org/10.2466/pr0.96.1.207-212.

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Publicity is assumed to have higher credibility than advertising prompting communication specialists to call for its use alongside traditional advertising to achieve overall communication goals. To test the differences in readers' response towards advertisements and publicity, a sample of students ( N = 104; 52 men and 52 women) were shown printed messages identified as advertising or publicity. The publicity format appeared to be associated with deeper processing because participants had higher recall, more message-relevant thoughts, and better discrimination for the publicity message. In addition, participants rated the publicity message higher on Source Credibility, Brand Attitude, and Purchase Intent than a comparable advertisement.

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29

Adekannbi, Janet O., and Emmanuel Abiokuta. "Determinants of Response to Intrusive Advertisement on Mobile Applications by Undergraduate Students." International Journal of Interactive Communication Systems and Technologies 10, no. 2 (July 2020): 26–38. http://dx.doi.org/10.4018/ijicst.2020070103.

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This study investigated motivating and inhibiting (perceived sacrifice, privacy concerns) factors influencing undergraduate students' perceived advertising value and response to intrusive advertisements on mobile applications. Descriptive survey approach and multistage sampling were adopted. Data was collected from 311 four hundred level undergraduate students of University of Ibadan, Nigeria using structure questionnaire. Findings revealed that utilization of contextual information and perceived sacrifice were the strongest determinants of perceived advertising value of intrusive advertisements. Perceived control and privacy concerns were the strongest determinants of both responses to purchase and avoid advertised products. Trust and perceived sacrifice had the strongest influence on response to pass along advertisement to family and friends, while utilization of contextual information significantly determined response to search for more information on the advertised product. The study discusses implications of findings for mobile advertising agencies.

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30

O’Boyle, Neil. "Managing Indeterminacy: Culture, Irishness and the Advertising Industry." Cultural Sociology 6, no. 3 (December 14, 2011): 351–66. http://dx.doi.org/10.1177/1749975511417492.

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Drawing on interviews with advertising practitioners working in Ireland, this article investigates how Irishness is discursively constructed by these workers and focuses particularly on their tendency to shift between a view of Irishness as fluid and uncertain and a view of it as fixed and essential. Rather than consider these positions contradictory, I regard practitioners’ wavering constructions of Irishness as provisional truths born of advertising’s need for predictable or fixed solutions. I further suggest that subtending this decentring and recentring of Irishness is an ‘old’ idea of culture, namely the idea that culture is the complete way of life of a particular people. Importantly, this idea also depicts culture as objective, knowable and actionable, which is crucial to advertising’s professionalization project. The article concludes by examining a recent book on branding, written by the ‘grandfather’ of Irish advertising, John Fanning, as an industry account of (and response to) cultural change in Ireland.

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31

Gou, Qinglong, Juzhi Zhang, Juan Zhang, and Liang Liang. "Nash Equilibria of Co-Operative Advertising Programs with Advertising Threshold Effects." International Journal of Information Technology & Decision Making 16, no. 04 (July 31, 2014): 981–1004. http://dx.doi.org/10.1142/s0219622014400045.

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As an important advertising phenomenon which has been proven by previous empirical marketing research, the advertising threshold effect implies that advertising has little effect on sales when advertising investment is beneath a certain level. In this paper, we focus on a cooperative advertising program, in which a manufacturer shares part of its retailer’s advertising cost, to illustrate the impact of the advertising threshold effect. Dividing the advertisement efforts into national and local advertising, we propose a new advertising response model which can describe the advertising threshold effect well. Based on the advertising response function, we derive the manufacturer’s and the retailer’s equilibrium advertising investments when they play a Nash game. From the analysis we find that there are four possible Nash equilibria when we take the advertising threshold effect into account. We derive the sufficient and necessary conditions under which each of the four possible equilibria is a Nash equilibrium, and explain these conditions with examples from practice. Another interesting result is that there are two different equilibria when certain conditions are satisfied.

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32

Lee, Jieun, Junghyun Kim, and Jinhyun Yu. "Effects of Congruence of Product, Visual Image, and Consumer Self-Image on Art Infusion Advertising." Social Behavior and Personality: an international journal 43, no. 10 (November 19, 2015): 1725–40. http://dx.doi.org/10.2224/sbp.2015.43.10.1725.

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Although previous researchers have reported that use of visual art in advertising induces more positive responses in consumers than does no art, which variables are important in inducing these responses has been largely unexamined. We investigated the moderating effects on advertising of the congruence between product and visual image, and also the congruence between visual image and self-image. The sample consisted of 228 university students in Korea and the results showed that the students experienced stronger purchase intention when exposed to art infusion advertising with high levels of advertisement–product congruence and advertisement–self-image congruence than they did when the levels of congruence were low. Further, we found that positive emotion mediated the effects of art infusion advertising on attitude toward advertising only for a hedonic product, and that consumer response to art infusion advertising differed according to product type.

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33

Soh, Hyeonjin. "Measuring Consumer Empathic Response to Advertising Drama." Journal of the Korea Contents Association 14, no. 11 (November 28, 2014): 133–42. http://dx.doi.org/10.5392/jkca.2014.14.11.133.

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34

Riskey, Dwight R. "How T.V. Advertising Works: An Industry Response." Journal of Marketing Research 34, no. 2 (May 1997): 292. http://dx.doi.org/10.2307/3151866.

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Dobson, Annette J., Stephen D. Woodward, and Stephen R. Leeder. "Tobacco smoking in response to cigarette advertising." Medical Journal of Australia 156, no. 11 (June 1992): 815–16. http://dx.doi.org/10.5694/j.1326-5377.1992.tb121585.x.

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36

Mehta, Abhilasha, and Scott C. Purvis. "Consumer response to print prescription drug advertising." Journal of Advertising Research 43, no. 2 (June 2003): 194–206. http://dx.doi.org/10.2501/jar-43-2-194-206.

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37

Gould, Stephen Terence. "Simple Power Patterns In Response To Advertising." Journal of Advertising Research 42, no. 6 (November 2002): 55–68. http://dx.doi.org/10.2501/jar.42.6.55.

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Choe, Yeongbae, Jason L. Stienmetz, and Daniel R. Fesenmaier. "Travel Distance and Response to Destination Advertising." Tourism Analysis 19, no. 4 (October 14, 2014): 531–39. http://dx.doi.org/10.3727/108354214x14090817031350.

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Tellis, Gerard J., and Philip Hans Franses. "Optimal Data Interval for Estimating Advertising Response." Marketing Science 25, no. 3 (May 2006): 217–29. http://dx.doi.org/10.1287/mksc.1050.0178.

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40

Morgan ∗, Robert E., Kweku Appiah-Adu, and Ching N. Ling. "Consumers' emotional response patterns to advertising stimuli." Journal of Marketing Communications 1, no. 1 (March 1995): 37–53. http://dx.doi.org/10.1080/13527269500000004.

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41

Chan, Kara, James U. McNeal, and Fanny Chan. "Children’s response to television advertising in China." Young Consumers 4, no. 1 (January 2003): 43–54. http://dx.doi.org/10.1108/17473610310813717.

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Waller, David S. "A Proposed Response Model for Controversial Advertising." Journal of Promotion Management 11, no. 2-3 (April 11, 2005): 3–15. http://dx.doi.org/10.1300/j057v11n02_02.

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Bush, Robert P., Alan J. Bush, and Philip S. Nitse. "Assessing direct response service advertising on television." Journal of Direct Marketing 5, no. 4 (1991): 18–28. http://dx.doi.org/10.1002/dir.4000050405.

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44

Greene, Henry. "Experiential Learning with Direct Response TV Advertising." Journal of Advertising Education 14, no. 1 (May 2010): 28–33. http://dx.doi.org/10.1177/109804821001400108.

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Aksakallı, Vural. "Optimizing direct response in Internet display advertising." Electronic Commerce Research and Applications 11, no. 3 (May 2012): 229–40. http://dx.doi.org/10.1016/j.elerap.2011.11.002.

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Jayasinghe, Laknath, and Mark Ritson. "Everyday Advertising Context: An Ethnography of Advertising Response in the Family Living Room." Journal of Consumer Research 40, no. 1 (June 1, 2013): 104–21. http://dx.doi.org/10.1086/668889.

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47

Boateng, Henry, and Abednego Feehi Okoe. "Consumers’ attitude towards social media advertising and their behavioural response." Journal of Research in Interactive Marketing 9, no. 4 (October 12, 2015): 299–312. http://dx.doi.org/10.1108/jrim-01-2015-0012.

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Purpose – The purpose of this study is to examine the relationship between consumers’ attitude toward social media advertising and their behavioural response and the moderating effect of corporate reputation in this relationship. Social media advertising is gradually gaining grounds among practitioners and researchers. Design/methodology/approach – Survey design was used and the respondents totaled 441. They were selected using convenience sampling technique. Questionnaires were used to collect the data and analyzed using hierarchical regression. Findings – Findings indicate that there is a significant relationship between consumers’ attitude toward social media advertising and their behavioural responses. Again, it was noted that corporate reputation moderates this relationship. Research limitations/implications – This study relied on convenience sampling and a cross-sectional survey design, which makes it difficult to generalize the findings and account for changes that occurred in the attitude of consumers. Originality/value – This study contributes to the understanding of the moderating role of corporate reputation in consumers’ attitude toward social media advertising.

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48

Hauser, John R., and Birger Wernerfelt. "The Competitive Implications of Relevant-Set/Response Analysis." Journal of Marketing Research 26, no. 4 (November 1989): 391–405. http://dx.doi.org/10.1177/002224378902600402.

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Consumers choose from a relevant set of brands. Advertising encourages consumers to consider a brand as relevant. Price and other variables influence consumer choice among relevant brands. The authors examine how the explicit consideration of competitive response affects managerial recommendations and explore the interaction between price and advertising decisions. They consider cases in which managers do and in which they do not anticipate competitive actions.

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Rozumei, S., I. Nikolaienko, and A. Doliuk. "Developing an advertising strategy of new product." Ekonomìka ta upravlìnnâ APK, no. 1 (155) (May 21, 2020): 129–40. http://dx.doi.org/10.33245/2310-9262-2020-155-1-129-140.

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Modern advertisingof consumer goods is developing at a rapid pace, providing ample opportunity to support for launching thousands of new items into the market. Manufacturers make the signifcant investments in various channels of communication of goods for communication with consumers, so a properly designed advertising strategy and its implementation in business is an indisputable step to achieve success of product’s realization on market. However, there is no unifed approach to the strategic planning of eﬀective advertising support for new product, it remains is open to both academics and practitioners, and needs further development. The paper deals with the general defnitions of scientific concepts: "strategy" and "advertising strategy". The main stages of creating an advertising strategy to achieve the necessary communication eﬀect and to obtain a positive consumer’s response are formed. Given the high level of competition in the consumer market, an analysis of market factors inﬂuencing this process is one of the frst stages of developing an advertising strategy. The existing classifcation was analyzed and the modern approach to the distribution of these factors was determined. The second step is choosing the purpose and strategic goals for building an eﬀective advertising strategy. Starting from goals and consumer interests, there are many types of advertising strategies in the advertising market. Was examined the classifcation of advertising strategies and proposed to expand them. Depending on the components of the promotion, it is suggested to divide them into product's and image's. According to this classifcation, was analyzed using of advertising strategies by modern enterprises in 2019. Was determined that a well-formed advertising strategy of the enterprise will allow to expand the target audience when launching a new product on the market. The next important step in developing an advertising strategy is the media planning and budgeting. Was investigated the level of investments into diﬀerent channels of communication, based on the data of the Ukrainian Advertising Association. Was determined that television is the most eﬀective and expensive media channel. At the same time, the best in the terms of growth of investment relative to previous years is digital channel. Particular should be attentioned the stage of advertising creative making and the choice of the communication platform, which is the largest in period of formation of advertising strategy. The manufacturer needs to investigate and evaluate the buyer's response to the promotional product at all stages of a likely purchase. Was determined that for the correct reading of the idea of advertising, the optimal number of major messages in it should be no more than fve. Has been researched that the eﬀectiveness of the advertising appeal is determined by the observance of psychological neutrality in relation to the whole audience involved in one way or another in the advertising campaign. When the advertising product is ready, advertising can be launched into media space. Choosing eﬀective media channels is tailored to the needs of your target audience. The next step is following an analysis of economic efciency and eﬀectiveness of psychological impact of advertasing strategy. According to the results of this analysis, the stages of developing a new product advertising strategy are adjusted. Key words: advertising strategy, new product, advertising, media planning, budgeting of advertising, digital, media space, eﬀectiveness of advertising.

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Shaouf, Abubaker A. AB. "Revising the Effects of Online Advertising Attributes on Consumer Processing and Response." International Journal of Marketing Studies 10, no. 1 (February 3, 2018): 39. http://dx.doi.org/10.5539/ijms.v10n1p39.

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Abstract:

With advances in technology, the internet has allowed advertisers to design advertisements with unique features that can help capture consumers’ visual attention and enhance their psychological states such as attitudes and emotions. Yet, web advertising features and attributes can significantly contribute to online consumer behaviors. This paper strives to provide guidelines for researchers and advertisers as to what outlines the effects of online advertising design on consumers’ processing and multiple outcomes. The findings indicated that exposure to a well-designed online advertisement can influence several cognitive and emotional responses, such as attention to the ad, motivations to process the ad, depth of processing, pleasure, arousal, and online purchase intention. According to the present review, consumer involvement is regarded as an important moderator in the relationships between web advertising content as well as design and several responses, including consumers’ intention to search and process information. The article concludes by identifying several areas of opportunities for advancing our understanding of web advertising effects. Marketers and advertisers will find the current work useful, as it can be used to maximize the effectiveness of web advertising.

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