The effects of social TV on television advertising effectiveness

Social TV is the use of communication devices to connect with family and friends watching other TV screens. Plausible arguments suggest both positive and negative effects of social TV viewing on ad-effectiveness. This study contributes by providing evidence for the direction of social TV's effects. The results of a controlled laboratory experiment suggest that the benefits of social TV, principally its association with live TV and therefore less ad-avoidance, come at the cost of negative distraction effects. Like normal coviewing, social TV viewing distracts from ad-processing, reducing unaided recall and brand attitude favorability, compared to individual (solus) viewing. However, social TV messaging about ads improved brand attitude. Perceived creativity increased the likelihood of ad-related messaging. Social TV also has an additional source of distraction, multitasking, but in this study, multitasking did not further reduce ad-effectiveness compared to coviewing. The paper concludes with implications for advertisers and future research.     

Attitudes Towards Advertising Among Executives in Saudi Arabia

The executives of 65 Saudi companies were surveyed to determine their attitudes toward five issues in advertising: need for advertising; economic concerns; social concerns; ethical concerns; and regulation of advertising. The findings of the study indicated that the executives generally held mixed feelings toward advertising. While concurring with the need for advertising, they showed concern for the high costs of advertising and supported the need for regulating advertising aimed at children and for harmful products.     

Political risk in private participation projects: The effects of political discretionality and corruption

This article investigates the impact of political risk on the performance of private participation infrastructure projects in emerging markets. Previous studies have shown that firms in regulated sectors are prone to employ political capabilities in their investments overseas. Our analysis of 32,257 projects in 114 emerging countries from 1997 to 2013 shows that higher political discretionality in the host country is negatively associated with project completion. In contrast, a higher level of corruption in the host country is positively associated with project completion. The study makes a contribution to the literature on political risk in foreign direct investments.     

How coviewing reduces the effectiveness of TV advertising

In the present study – a naturalistic laboratory experiment – coviewing of TV commercials reduced their effectiveness (delayed proven ad recall) from 63%, obtained by single viewers, to 43%, for both coviewers. During coviewing, the ‘mere presence of another’ apparently distracts each coviewer's attention from the screen. The reduction in TV ads' effectiveness due to coviewing is equivalent to the loss from channel-change zapping, which reduces ad recall to 45%. More deleterious but less prevalent modes of digital video recorder-enabled ad avoidance are skip-button zapping, which reduces recall to 35%, and moderately fast zipping ( × 8 fast forward), which reduces ad effectiveness almost entirely, leaving only 6% recall. This study concludes with some practical suggestions for improving the effectiveness of TV commercials seen by a coviewing audience.     

How Chipotle used unbranded content to increase purchase intention by changing beliefs about ethical consumption

Abstract

To combat ad avoidance, advertisers are moving advertising into programs, a practice known broadly as branded entertainment. The difficulty of advertising to Millennials has also prompted the use of unbranded cause advertising, to increase awareness of issues championed by the brand, without triggering defensive persuasion-coping strategies. Chipotle combined both these trends when it produced a relatively unbranded piece of branded entertainment, Farmed and Dangerous, a four-episode sitcom that humorously dramatized the ethical issues raised by industrial farming. When the series ran on Hulu, an online television network, it increased sales for the Chipotle brand and won awards for its creators. This study reports a classic pre/post experimental design, to show how exposure to this unbranded entertainment increased purchase intention by changing beliefs about ethical issues related to the environment, nutrition, and gene technology.     

Contextual Priming Effects of Television Programs on Commercials: The Moderating Effects of Age

This study investigated whether age and its associated implicit memory deficits influences responses to contextual television advertising. Prior exposure to the advertised product or brand during a program should improve recall and brand attitude for contextual commercials. The results of a lab experiment, with participants ranging in age from 19 to 78, revealed that unbranded product appearances significantly improved recall, compared to normal unprimed commercials, but only for younger consumers. Branded product appearances did not significantly improve recall, compared to unbranded appearances. Contextual commercials had no positive effects on brand attitude. However, a competitor-brand appearance had a negative effect on brand attitude, for both older and younger consumers. Implications of these results, and their limitations, are discussed.     

Cultural differences affect interactive television advertising

Comparing results from the UK and the USA, this study shows that even subtle cultural differences between two very similar countries can affect new forms of advertising such as interactive television (iTV) commercials. The UK pioneered the mainstream use of iTV advertising, and now it is a mainstream advertising option in the USA on cable networks and online TV networks like Hulu. This study tests whether effective iTV-ad execution factors identified by a previous study of 500 UK iTV campaigns are similarly effective in the USA based on data from 257 iTV campaigns run on the experimental Wink platform between 1998 and 2004. It finds that specific cultural differences make iTV advertising in the USA unique, but also identifies potential globally effective universals for iTV ads. The results of this study allow advertisers to predict the most effective alternative ideas for iTV advertising campaigns run in the USA and potentially in other countries around the world.     

Effect of Banking Regulation on Performance: Evidence from Turkey

In this study, we investigate the effect of regulation on banking sector performance in an emerging country context. Consecutive crises in the early 2000s led to three waves of reformist banking regulations in Turkey: (1) the banking sector restructuring program in 2002, (2) limitation of the full deposit insurance system in 2004, and (3) a corporate governance-related banking law in 2005. Results show that these actions had a positive effect on bank lending, asset quality, and profitability. Findings also support the view that the sequence and timing of banking reforms in Turkey acted as a shield against the global financial crisis of 2008.     

The Effectiveness of Branded Mobile Phone Apps

Mobile phone applications (“apps”) have generated substantial interest among marketers, primarily because of their high level of user engagement and the positive impact this presumably has on a user's attitude toward the sponsoring brand. This study utilized a pre-test/post-test experimental design to determine whether using popular mobile phone apps affects brand attitude and brand purchase intention. The results show that using these apps has a positive persuasive impact, increasing interest in the brand and also the brand's product category. The relevance of the product category makes no difference, but apps with an informational/user-centered style were more effective at shifting purchase intention, most likely because this style focuses attention on the user, and therefore encourages making personal connections with the brand. Experiential game-like apps were less successful, because they focus attention on the phone. These results suggest that understanding how to maximize the impact of mobile phone apps will be a key topic for future research.     

Leadership and culture in the MENA region: An analysis of the GLOBE project

This paper focuses on leadership and culture in the Middle East and North Africa (MENA) region, using data from the GLOBE Project. The results show that cultural practices are manifested by higher in-group collectivism and power distance, whilst cultural values are represented by a common desire for higher performance and future orientation. Examination of the leadership prototypes shows a preference for honest, just and inspirational leadership that encourages loyalty. Further examination of the leadership prototype using cluster analysis produced four sub-clusters of leadership profiles. These revealed the similarities and differences among the MENA region's leadership preferences. Opportunities for further research and implications for managers were discussed.