Hispanic-Americans,Mobile Advertising and Mobile Services

The literature on marketing to Hispanics and the use of mobile-based marketing methods continues to grow. However, to our knowledge, no research has been published on Hispanic use and acceptance of mobile marketing channels; this research addresses that gap. The study investigates various aspects of mobile channel services including advertising among Hispanic-Americans and non-Hispanic-Americans. The results indicate significant differences between Hispanic-Americans and others in the usage of mobile services, satisfaction with mobile services, and attitudes toward mobile advertising, as well as within Hispanic-Americans based on their strength of ethnic identification. The managerial and theoretical implications are discussed.     

Predicting Consumer Avoidance of Native Advertising on Social Networking Sites: A Survey of Facebook Users

Abstract

As a result of constant efforts to improve consumers’ online advertising experiences, native advertising has started to gain popularity on social networking sites (SNSs). This survey study examined antecedents of avoidance of native advertising on SNSs and the moderating role of consumer skepticism toward native advertising. Our findings suggest perceived intrusiveness and perceived informative and entertainment advertising value as major antecedents of consumer advertising avoidance. Additionally, the number of brands that consumers are following on SNSs and negative communication among peers on SNSs were found to be factors affecting native advertising avoidance. Finally, consumer skepticism toward native advertising was found to be an important moderating variable in the mechanism of advertising avoidance on SNSs.     

Global Advertising Practices

Abstract

This empirical study of European, Japanese and U.S. multinational companies provides a cross-sectional investigation on the degree of standardization practiced in advertising strategy and message elements, objectives and types of content of standardized advertising and ways of using adapted strategy. Based on the sampled data, no statistical difference was found for any of the analyses at the 0.05 significance level. However, it can be concluded from the data that global marketers are moving toward standardization in their advertising. The contributions of this research can be significant for both academicians and practitioners. Managerial implications and future research directions were also provided.     

Antecedents and Consequences of Social Issue Advertising Believability

ABSTRACT

Television advertising of social issues has become an important element of social marketing. However, little assessment of social advertising believability has been undertaken. This is further compounded by a lack of attention to the antecedents and consequences of how believable the target audience see the advertised message. This study focused on examining social advertising by gathering data on two social issues being advertised. The results indicate that involvement and attention paid to social advertising influenced social advertisement believability, and believability and involvement influenced attitudes toward social issues. Also, attitudes and believability influenced intention to comply with the social issue message.     

Advertising Self-Regulation in a Broader Context

Abstract

As the world braces itself for a unified European marketplace, it is critical that we look at the industries likely to be influenced by, and in turn shape, European integration. The advertising industry and its handling of unification are particularly important given that advertising is the voice of the marketplace and a major communications force, shaping cultural norms and values. In order to ensure the free movement of goods, communications about those goods must also move freely. At this time, however, each European country has its own rules and regulations for advertising. One of the major issues facing European advertising as the European Union (EU) comes together is the regulation of cross-border advertising. In 1991 the European Commission issued a call to action for the European advertising industry and almost immediately the industry began work on a trans-border complaints system. Since then the European Advertising Standards Alliance has worked diligently to iron out issues resulting from international advertising disputes. As this article shows, European regulators must determine how advertising will fit into the larger scheme of European law; who will be responsible for controlling advertising; and whether it should be monitored at the national or pan-European level. Certainly the advertising industry is not the only one struggling to determine which controls can remain at the national level and which should be raised to the European rank. But this analysis of how advertising self-regulation fits into the European legal scheme does provide a useful case study of the hurdles ahead. It will be interesting to watch as Europe works to find the proper balance between free trade and national autonomy to control industries.     

试析媒介融合背景下二维码对广告业的影响

在媒介融合的时代背景下,手机广告作为一种新兴的广告形式日益引起人们广泛关注。相对于传统媒体广告,二维码广告具有受众卷入程度高、传播内容立体化、较强的伴随性和互动性等特点。本文从精确测定广告效果、精准定位消费者、拓宽广告营销渠道、改变广告传播方式等四方面探讨了二维码对广告业的影响,并预测随着互联网的发展、智能手机的普及、3G服务的渗透,手机直接访问互联网将越来越便利,二维码这一新型广告形式将大有作为。     

An Analysis of Advertising Payments in Franchise Contracts

ABSTRACT

National advertising is an important ongoing marketing activity in a franchise arrangement. A majority of franchisors require franchisees to pay an advertising royalty as a percentage of gross revenues while some require franchisees to pay a fixed advertising fee. These payments are earmarked for national advertising. We investigate the relationship between the franchisor's profits and the different types of advertising payments in franchise contracts. Our model incorporates the idea that the franchisor and franchisee are in an ongoing relationship where there is demand uncertainty. We show that specification of an advertising payment in the form of a fixed fee or a royalty is better than no specification since it commits the franchisor to invest the payments in advertising. We demonstrate that the advertising royalty specification is more flexible since it permits the advertising expenditure to be adjusted based on information that is not available at the time the contract is written.     

The Advertising/Marketing Union

Abstract

Previous research has suggested that people form an unfavorable or favorable attitude toward a particular ad, which in turn affects their attitude toward what is being advertised and other measures of advertising effectiveness, including brand choice. This study found that idea substantiated: a favorable attitude toward an ad for a smoking cessation kit was associated with four measures of advertising effectiveness.

A hypothesized link between perceived humor and favorable attitude toward the ad was found, but direct relationships between perceived humor in an ad and three of the four advertising effective-measures were not observed. A conclusion drawn from the study is that perceived humor may aid advertising effectiveness, but the relationship is for the most part moderated by the degree to which people like the ad in which the humor is perceived.     

The impact of creative media advertising on consumer responses: two field experiments

Abstract

Creative media (CM) advertising is an advertising strategy wherein a non-traditional medium is creatively used for advertising purposes. This novel advertising strategy is gaining marketers’ interest; however, little is known about its persuasive effects on consumers’ cognitive, affective and behavioural responses and the processes that underlie them. Therefore, to convey a genuine experience to consumers, two field experiments with a one-factor (advertising type: creative vs. traditional) between-subjects design were conducted within a supermarket context. Results showed that creative (vs. traditional) media ads not only improve consumers’ affective and behavioural responses but also consumers’ cognitive responses. Even though no mediations were found through perceived surprise or perceived persuasive intent, results do provide evidence for the notion that perceived humor and perceived value are the underlying mechanisms through which affective and behavioural responses to creative media advertising can be explained.     

Standardized Multinational Advertising: The Influencing Factors

Abstract

Advertising for multinational products uses standardization most often in strategy, less often in executions, and least often in language. This study's international sample of advertising agency executives considers creative impact the most important and pressure (from time, client, etc.) the least important reason to use some form of standardized advertising. Despite this, it is views on client pressure which explain most of the variance in views on future use of standardization. That is, those respondents who believe that client pressure is increasing also believe that overall use of standardization will increase. A separate sample of agency executives reinforced some of these findings, particularly the role of the successful, big idea and client pressure in making the decision to standardize. Copy research also plays a role in standardization recommendations, but it is not used as extensively as might be necessary.     

Dilemmas in Advertising Research

Abstract

Much advertising research is likely to seem trivial to advertising practitioners and academicians. This is because of two central dilemmas in advertising research. First is the dilemma of purpose: advertising research is too often undertaken for its own sake and thus seems to have a trivial purpose. Second is the dilemma of method: advertising research is often perceived as trivial because it is based on faulty or ill-conceived research procedures. There is much opportunity, particularly for academicians, to pursue non-trivial advertising research. This opportunity originates in the practice of advertising but is not trivial because of it. Specific examples of non-trivial research opportunities in copy research and media research are described and discussed.     

An Evaluation of the Effectiveness of Internet Advertising Tools

ABSTRACT

This study explores a wide variety of Internet advertising tools. It presents an assessment of the persuasive impact of Internet advertising tools based on the perceptions of senior executives at interactive advertising agencies. The persuasion matrix developed by McGuire (1978) is used as a framework for assessing the impact of Internet advertising tools on the response hierarchy of consumers. Based on this assessment, a series of research propositions are offered in the spirit of propositional inventories for future testing. Finally, included is a discussion that alerts managers to important issues involved in using Internet advertising tools.     

It's Not Black and White: Advertising and Race in Cultural Context

ABSTRACT

Studies in the United States have found that matching an advertising model's race to the target audience is an effective marketing strategy. However, race is a cultural construct and little research has been conducted on race and advertising effectiveness outside of the United States. This study, conducted with female consumers in Brazil, found that advertisements were not more effective when the subject and the model were of the same race. To better understand the psychological processes triggered by race, this study explored two related but distinct conditions of identification: similarity and liking. It found that in conditions of boundary permeability between groups, liking is more important than similarity in determining advertising effectiveness in the target sample. A general model is proposed.     

Examining Polish Market Mavens and Their Attitudes Toward Advertising

Abstract

In this paper, we offer some insights about Polish consumers with varying levels of general marketplace expertise, their role in diffusing product information, and their views of advertising. Market mavens are consumers who exhibit heightened interestin and knowledge about the marketplace. Because of their interest in communicating with others about the many aspects of the marketplace, these consumers can play an integral role for companies interested in diffusing marketing information. Our study results indicate that market mavens do indeed exist in Poland and they exhibit similar characteristics to market mavens identified in the U.S. They have more favorable attitudes toward advertising than other consumers. Additionally, they consider advertising as an important source of product and social image information. Although Polish mavens are less critical of advertising being misleading and confusing, they are concerned about advertising promoting materialistic values. Our findings imply that firms doing business in Poland would be well advised to target market mavens because they pay attention to advertising, have favorable attitudes toward advertising, and like to talk about marketplace phenomena with others.     

Investigating the Drivers of Consumer Acceptance and Response of SMS Advertising

This study tests five potential drivers underlying the acceptance of SMS advertising. After developing a scale to measure behavioral responses to SMS advertising, the relationships between the acceptance of SMS advertising, intention to receive SMS advertising and behavioral responses to SMS advertising are tested. A convenience sampling method was employed. Survey questionnaires were distributed across Western Australia. The return yielded 203 usable questionnaires from the respondents. Several factors emerge as significant drivers of acceptance of SMS advertising including utility of SMS advertisements, context of SMS advertisements and attitudes to advertising in general. Contrary to expectation, control over SMS advertisements did not emerge as a significant driver for acceptance of SMS advertising. Trust in advertisers and laws did not emerge as a significant driver of the acceptance of SMS advertising among Australian respondents. Advertisers who pursue consumer acceptance should strive to build utility and context considerations into their SMS campaigns. Future research opportunities include testing the drivers of SMS advertising to further investigate the impact of control and trust on acceptance of SMS advertising in other countries where the SMS advertising has not been explored yet.     

Developing Perspectives into Across-Class Associational Advertising

Abstract

This study extends the research into the developing field of across-class associational advertising, finding that claims featuring a forthcoming model with a quality reputation for the manufacturer may be superior to non-across-class advertising for producing quality enhancements and a subsequent good value perception. However, such across-class comparisons involving an existing model without a quality advantage are likely to fail, as they may invite contrast effects. In addition, the authors experimentally vary and evaluate ad copy factors such as third-party endorsements and the number of associational prompts.     

Electronic Advertising

Abstract

With the increasing popularity of the internet and online sales as a viable way of doing business, many merchandisers have attempted to do much of their marketing by creating advertising campaigns directed at online customers. However, just as in the physical marketplaces of the real world, there are complexities to promoting online businesses. Although the ideas of prospecting, promotion, and push-pull marketing are the same, the manners in which they are approached are quite different, and different systems have begun to develop to address each of these needs. Several different campaign types have been developed. Branding campaigns, click-through campaigns, and sell-through campaigns are the ones that will be discussed here, as well as basic electronic prospecting and final advertising hosting of the campaign. The purpose of this study is to provide the managers with a systematic method for examining a more comprehensive understanding of electronic advertising, as developing the actual campaign. The implications of such examinations will be addressed, in regards to a few important issues. Costs associated with these systems will be touched on, not only monetary but also in terms of times and opportunity, and specific strategies for maintaining such a system will be discussed. Such information should be helpful in developing and maintaining a successful online advertising strategy, one that will stand the test of time.     

The Current Impact and Carryover of Advertising on Sales in the Restaurant Industry

ABSTRACT

A common source of conflict in the relationship between restaurant franchise and franchisee involves advertising fees. Conflict arises when the franchisee feels that he or she has not received an adequate return on his or her advertising investment. This paper reports the results of a study conducted on both the short-term and long-term effectiveness (duration) of advertising among restaurant chains. The findings suggest that only a small proportion of restaurant chains enjoy immediate, positive returns to their advertising fees. However, over half of all chains examined realized a significant carryover effect of advertising. Several explanations are offered as to why these results are found and recommendations are made as to how restaurant chains should react to these findings.     

Role of Advertising and Promotion in Brand Equity Creation

This article surveys the effects of the individual's attitude toward advertising and nonmonetary promotions besides other subjects, namely advertising cost and monetary promotions on brand equity. It has been surveyed on 392 consumers in Iran. Its results prove the effective role of the individual's attitude toward advertising in promoting the brand equity. The deficiency of advertising in affecting the perceived quality and brand association, and the inefficacy of nonmonetary promotions on brand equity are the fascinating ramifications. In addition, the findings show that businesses can improve the process of the brand equity management by contemplating the relations between the dimensions of the brand equity.     

Advertising Regulations in Sub-Saharan Africa

Abstract

This paper examines the status and outlook of advertising regulations in sub-Saharan Africa. It begins with a synoptic overview of the region's advertising industry, which is used as a backdrop. Advertising regulations pertaining to tobacco, alcohol, pharmaceuticals, children, and politics are examined, and seven regulatory forces (consumer protection; growth of service industry; fairness and vulnerable groups; new media technologies; civil rights and privacy; religion, morality, and taste; and nationalism) likely to stimulate advertising regulations in the region are also presented. The paper concludes with implications and directions for future research.