Weekly Variation in Audience Delivery of TV Advertising Schedules

Individual TV advertising spots may vary as much as five rating points from one week to the next which implies that summary measures of audience delivery of TV advertising schedules composed of multiple spots could vary quite drastically. Obviously this would have a marked effect of cost per thousand calculations which is a common criterion for choosing between alternate TV advertising schedules. Based upon examination on a large number of TV advertising schedules, however, this study reports that weekly changes in audience ratings of individual spots comprising an advertising schedule tend to cancel out so that total schedule audience delivery and cost per thousand estimates are not greatly affected over a two week period.     

农村电视媒体广告投放策略研究

农村电视受众分布广泛、基数庞大,如果不讲究策略地进行广告投放,会导致广告到达受众与品牌的目标受众重叠度低,造成广告资金的很大浪费。基于对8省19市3800户农村居民的抽样调查数据,本文首先从宏观层面总结了中国农村电视受众的整体特征,即高接触率、高收视时长、核心受众高端化的“三高”特点。接下来本文以企业广告投放的决策过程为主线,从人群定位、时间段选择、频道选择、节目选择等四个层面,通过实证研究数据对农村电视媒体的广告投放策略进行了具体分析。     

户外广告受众和投放内容比较分析——以合肥市户外广告市场为例

近年来合肥市的户外广告市场以前所未有的速度持续增长。户外广告与其他媒介相比较具有较大的优势,它覆盖面广,有强大的视觉冲击力和有效的到达率,户外广告的目标受众也越来越细分化。当电视、报纸等传统强势媒介的投放成本越来越高时,户外广告表现出其竞争优势,占据着一定的市场份额。本文主要是对合肥市近年来户外广告的受众和投放内容进行一些探讨和分析。     

The Risk of Collateral Damage in Advertising Campaigns

It is argued, on the basis of first principles and a case example, that 'leakage' of advertising messages beyond the target audience can generate negative reactions when 'activists' in an accidentally addressed 'meta-audience' exert 'social pressure' on the advertiser's 'micro and macro-audiences', inflicting 'collateral damage' on the advertiser in various ways. Examination of published data from industry sources shows that activists are a small sub-set of the meta-audience, but it is argued that their potential to reduce the long-term advertising effectiveness of some advertising campaigns is an issue for advertising managers and planners. Analysis of hitherto unpublished data yields a profile of one type of activist: those who complained about television advertising between 1996 and 1998. They belong to homogeneous social sub-groups that are geographically and demographically distinct from the general population, not least in conforming to the notorious north-south divide in Britain. It is proposed that this first-ever research-based profile of complainants offers a factual basis on which prudent advertising planners can predict the risk of collateral damage, and plan to minimise it by avoiding pre-disposing creative tactics or media schedules.     

Modeling the Audience's Banner ad Exposure for Internet Advertising Planning

Exposure models focusing on reach and frequency where an audience is exposed to an ad message are the foundation of audience measurement. Given that a certain fundamental assumption of conventional exposure models is not relevant in the Internet advertising context, this paper suggests that the audience's on-line banner exposure can be best analyzed by its Web site visits. The negative binomial distribution (NBD) model, having long been applied in analyzing repeat behaviors, is proposed to serve as a banner ad exposure model. An empirical validation indicates that the model performs well in both data fitting and prediction.     

Viewer Preference Segmentation and Viewing Choice Models for Network Television

Abstract

Individual viewing decisions have a direct impact on the media planning of television advertisers and, consequently, on the revenues of the major television networks. This paper represents an attempt to better understand these decisions. We use Nielsen people meter data to build a perceptual space for programs. That space is then used to develop models explaining viewers' decision to watch television and their choice of programming. The program-choice model is a clusterwise logit model which searches for segments with similar viewing preferences. A segment-level logit model is then used to model the on-off decision. These models can be used by advertisers and advertising agencies to understand the viewing audience better, and thus to help guide their advertising media placement decisions. The models can also help television networks design programs and program schedules that are more attractive to viewers (and thus advertisers).     

The impact of pre-commercial break announcements on audience identification of official Olympic sponsors: a case study

Research has demonstrated the importance of media context as a situational factor in advertising effectiveness. This preliminary study investigated the impact of a previously overlooked television context factor, the pre-commercial break announcement, during televised coverage of the Sydney 2000 Olympic Games in the USA. Broadcast advertising is not part of the official Olympic sponsorship package and advertisers must negotiate television schedules in addition to sponsor fees. During the Sydney 2000 Olympic Games, the official US television network, NBC, included numerous pre-commercial break mentions spotlighting official sponsors as well as other advertisers who purchased commercial time during the event. This study investigated the impact of pre-break announcements on viewers' ability for distinguishing between official sponsors and regular programme advertisers. It was determined that these announcements do influence recall and increase the likelihood that any advertiser will be identified as a sponsor, thus compromising the value of an Olympic sponsorship.     

Japan's demographic revolution? A study of advertising practitioners' views on stereotypes

This article presents results from a survey of advertising practitioners in Japan focusing on their opinions about the communication objectives and stereotypes, specifically the effectiveness of older spokespersons, their general views on older models in advertising and the effectiveness of older models by product category. We find that these opinions are rather positive. The intention to use a larger number of older models is affected by the perceived effectiveness of older spokespersons and the expected increase in older models and client interest. When targeting an older audience, older spokespersons are seen as particularly effective for the product category of health/medical, but for a general audience it is financial services/insurance. Regardless of product category, they are perceived more effective when targeting an older versus a general audience and when targeting aged 50–64 versus 65 plus.     

The unintended effects of advertising upon children

Advertising aimed at adults—i.e., concerned with products and services appropriate to adults—is very often seen by children. This paper aims to illustrate when that being advertised is inappropriate to the child audience, message meaning will be gleaned from the peripheral coding mechanisms in the advertising. It is therefore concerned with what children take such advertising to mean. This is a theoretical paper, not concerned with how advertising affects purchase and consumer behaviour in children, but rather with unintended effects that are not manifest in consumption     

环境媒体广告中的互动体验研究

环境媒体广告以开放式的媒介环境为依托,强调将媒介的物理属性、环境的自然属性融入到广告创意中来,更重视与受众的互动和个性化体验。本文通过引用伯德·施密特体验过程模式进行分析,将环境媒体广告中的互动体验划分为感官体验、情感体验、思维体验、行为体验、相关体验五个层级,并结合广告表现形式、制作内容、设置场景、消费习惯、整合模式进行综合研究,探析环境媒体中的互动体验不仅可以高效提升广告信息的到达率,还且给受众带来娱乐互动与情感体验,也为广告主搭建了更大、更高的传播平台,并为今后我国环境媒体广告的制作与发展提供一些借鉴。     

An integrated model of advertising clutter in offline and online media

The rapid growth of online advertising raises concerns about advertising clutter in the online media environment. This paper proposes an integrated model of advertising clutter that addresses the unique characteristics of the online media environment. We review the structural, information processing and functional approaches to advertising clutter, and integrate these approaches into a new comprehensive framework that explains consumer response to advertising clutter by differentiating consumer-centred analysis from media-centred analysis. The differences between online media and offline media are compared in terms of audience control and advertiser control. Attitudes towards advertising in general and in specific media contexts, and task orientations are introduced as mediating factors that affect the perception of and the subsequent response to advertising clutter. This paper offers a set of propositions on the factors affecting perception of advertising clutter, the relationship between physical characteristics and perception of advertising clutter, and how perception of clutter creates negative advertising effects. Managerial and theoretical implications of this framework are discussed.     

Retailer and manufacturer advertising scheduling in a marketing channel

This paper investigates, in a bilateral monopoly, the optimal scheduling of retailer and manufacturer advertising in a three-period planning horizon. Consistent with previous literature, the integrated channel adopts continuous advertising schedules when advertising effects are not very large and decay exponentially over time. Conversely, when pricing and advertising decisions are uncoordinated, vertical externalities also influence advertising scheduling. Consequently, channel members can optimally implement each of the following three advertising schedules depending on the effects of retailer and manufacturer advertising: The full continuous schedule, in which channel members advertise in the three periods; the full pulsing schedule, in which the two channel members advertise only in the first and third periods, and the mixed schedule where the retailer continuously advertises and the manufacturer advertises exclusively in the first and third periods. Surprisingly, the uncoordinated channel adopts lower retail prices than the integrated channel when the mixed schedule is adopted.     

How advertising is covered in the Egyptian press: a longitudinal examination of content

The possibility of Egyptian attitudes towards advertising being affected by exposure to media portrayals of advertising is discussed in the context of cultivation effects. A census of all content related to advertising in Al-Ahram from 1978 through 1997 is conducted. Findings show that most columns, letters to the editor and editorials are negative in tone, and most news stories dealing with advertising are neutral. Domestic and international industry practices and social aspects of advertising are commonly covered. Outdoor and television advertising are most often criticised. The concerns expressed typically involve morality, culture and deception. Calls for increased government regulation and censorship of advertising are common. It appears that the coverage of advertising in Egypt is more negative than in the US. Future research examining links between media content and public attitudes towards advertising is suggested.     

Endorser ethnicity impact on advertising effectiveness: effects of the majority vs. minority status of the target audience

Previous research has studied several factors influencing advertising responses. However, this body of work has been mainly conducted in contexts where the target audience is a minority with a perceived lower status in the host country. This current study examines the effect of endorser ethnicity on advertising in the specific context of Qatar. This is a unique context where the target audience is the local empowered numerical minority. We propose to study the moderator effects of product type (utilitarian versus hedonic product) and product ethnic orientation (ethnic oriented versus global product) for both, the minority and mainstream groups to explain some of the previously contradicting findings. Data is collected using a three factor between-subject experimental design. Findings reveal the moderating effects of the audience minority vs. majority status. Theoretical and practical implications are discussed.     

消费者对网络视频关联广告的躲避行为研究--基于逆反心理视角

视频播放页面中，关联广告的不恰当出现会干扰消费者正常观看视频，限制其自由，进而使消费者产生逆反心理，采取关闭广告的躲避行为。这严重影响了消费者对网络视频关联广告的接受意愿，造成商家大量广告费用的浪费。本研究针对超限逆反和评定逆反两种逆反心理构建消费者对网络视频关联广告躲避行为影响因素的理论模型，并利用结构方程进行实证分析。结果表明，消费者的躲避行为主要来源于超限逆反与评定逆反。信息暴露程度、恼怒感对超限逆反产生正效应，认知评价对其产生负效应；恼怒感、感知风险对评定逆反产生正效应，网络广告激励、关联程度则对其产生负效应，信息暴露程度对评定逆反的影响不显著。     

Comments

Standardisation of international advertising campaigns and relaxed advertising regulations have led to Australian consumers being exposed to higher levels of foreign-produced advertising. The study described here assessed the impact on Australian consumers of foreign spokespersons in TV advertisements using a ‘voice-over’ technique. This technique was assessed with respect to the following characteristics: expertise, trustworthiness, professionalism, likeability, dynamism, similarity to the audience, and their overall attitude towards the advertisement Subjects evaluated either American, British or Australian spokespersons. American and British spokespersons were rated less favourably by Australian audiences than Australian spokespersons across a range of characteristics, but they did not report a less favourable overall attitude towards advertisements that used an American or British spokesperson compared to those with an Australian spokesperson. Hence, the results tend to support the trend towards standardised advertising campaigns. However, since award-winning advertisements were used, other factors that may influence overall attitude, such as message content and creative execution, may have reduced the impact of the negative source evaluations in this case. Further research is required. Yet, in the light of more favourable evaluations of Australian spokespersons, overseas firms promoting products in Australia with Voice-over' advertisements may consider using an Australian spokesperson.     

Direct effect of advertising spending on firm value: Moderating role of financial analyst coverage

Previous research distinguishes between direct and indirect effects of advertising spending on firm value. This research focuses on the direct effect of advertising based on the spillover and signaling effect of advertising. Both effects are the result of increased public information flow about the firm created by advertising. Another source of public information flow about firms is information produced by financial analysts. We hypothesize that the direct effect of advertising on firm value will be stronger for firms not covered by financial analysts than for those that are covered because investors may rely on information flow from financial analysts for covered firms and rely on information flow from advertising in the absence of analyst coverage. Using financial and accounting databases for publicly traded firms for a period from 1975 to 2015, we test this hypothesis and find empirical evidence for the moderating role of analyst coverage in the relationship between advertising spending and firm value.     

Corporate crisis advertising: A framework examining the use and effects of corporate advertising before and after crises

While corporate advertising has been widely studied as a promotional tool, few studies have examined how it can be used in a corporate crisis situation. In 2013, Kim proposed a conceptual framework for examining stakeholders’ evaluation of pre-crisis corporate advertising, using the inoculation and reactance theory. The framework, published in Journal of Marketing Communications, suggested that pre-crisis advertising can increase audience resistance towards negative news of an organization and decrease audience resistance towards future corporate advertisements from the organization. The present study expands on Kim’s work to develop the corporate crisis advertising (CCA) framework. In addition to the inoculation and reactance effects discussed in Kim’s model, CCA aims to discuss the effects of corporate advertising on improving organization’s prior reputation based on halo effect, and how post-crisis advertising messages can be evaluated based on crisis theories. Our proposed framework provides a comprehensive view of the use of corporate advertising both before and after a crisis and is useful for organizations to understand the impact of corporate advertising on stakeholders’ evaluation of the organization in a crisis situation. Potential applications of CCA are discussed and directions for future research suggested.     

The impact of the lost decade on advertising in Japan

This study describes the perceptions of Japanese advertising professionals regarding the evolution of advertising planning and execution over a three-decade period. Senior management and creatives from 18 of Japan’s top agencies participated in extensive in-person interviews to compare the traditional nature of Japanese advertising with that of the US, and to explore factors that may have caused a shift in the style of Japanese advertising since the 1980s ‘bubble economy’. A grounded theory approach was utilised as an interpretive methodology. The study finds that the dramatic recession experienced during Japan’s ‘lost decade’ indeed had a strong influence on the nature of Japanese advertising. Along with additional factors such as changes in the media landscape and the adoption of American-born audience measures, economic uncertainty during the 1990s pushed adverting agencies towards a more direct and persuasive selling approach. This trend contrasts sharply with a general societal shift from materialist to post-materialist values in Japan during this period.     

Likeability as a measure of advertising effectiveness: the case of financial services

Television advertising for financial services accounts for over one-third of total financial services advertising expenditure, yet there is evidence to suggest it is not very well done. Given the difficulties advertisers have to overcome in terms of promoting an intangible product in accordance with tight restrictions on advertising content and format to a largely uninvolved audience, it becomes all the more imperative to study how viewers judge financial services commercials. This paper presents the findings of a study which seeks to establish which elements, if any, of a financial services commercial first make it likeable to its target audience, second motivate the viewer to seek more information about the service being advertised and, third, have an effect on the image the viewer has of the advertiser. Some interesting findings from the research point to the similarities between the emerging factors for viewers' affective reactions to fast-moving consumer goods (FMCG) and financial services commercials and the extent to which likeability mediates the influence which advertisement execution features have on subsequent behavioural intentions.