Magazine Advertising: Factors Influencing the Effectiveness of Celebrity Advertising

This study analyzes the differences in celebrity effectiveness in advertisements of different styles as well as the impact of source credibility. This study uses an experimental magazine to test nine fictional advertisements for three products with unreal brands and three advertising styles. The findings show that the advertising styles that generate the greatest effectiveness differ according to the product; the celebrities do not increase effectiveness, but when the respondents recognize the celebrity, effectiveness increases; and credibility influences affective and conative measures. The work also considers how celebrity-product pairings, the existence of negative celebrity information, and the familiarity with the celebrity affect the effectiveness.     

Advertising Decisions and the Long Run Effects of Advertising

The long-run or carry-over effects of advertising have been well documented. These have important implications for decision making in advertising. This article discusses these implications and reports the extent to which directors of advertising of large manufacturing firms are aware of these long-run effects. The study indicates that these individuals do not recognize this phenomenon in making advertising decisions.     

广告对社会福利的影响及最优投放水平分析

本文首先对广告的作用,包括经济作用与社会作用做了定性的描述,然后运用经济学模型对广告与社会福利的关系进行了分析并探讨了最优的广告投放水平,最后分析了广告的负外部性因素对社会福利的影响。     

Advertising and the Professions

Regulatory restrictions on advertising by professional groups have changed dramatically in recent years. Despite the waning of restrictions, tradition has prevented practitioners from embracing the use of advertising. This article reports results of a survey of 200 medical professionals' attitudes towards advertising. After discussing the implications of the findings, the authors suggest some future research directions.     

The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising,Advergames, and Advertising in Social Network Games

The study presents a framework for the analysis of advertising in digital games. It reviews literature on in-game advertising, advergames and advertising in social network games. The framework distinguishes between stimulus characteristics of the game as well as of the advertising that lead to psychological responses toward the game and the brand and to actual behavior toward the game and the brand. It takes into consideration individual factors of the player and social factors surrounding the player. In addition, theoretical models of advertising perception in digital games and issues regarding regulation are addressed. Directions for future research in the area of advertising in digital games are provided.     

Advertising and the Consumer

Abstract

This article is a re-evaluation of advertising as a method of mass communication of ideas and information to attempt to influence opinions and attitudes. Advertising used for these purposes has certain advantages compared with other means of mass communications. There are. however, disadvantages and limitations which should be recognized if the effectiveness of this use of advertising is to be improved.     

Attitude Toward the Viral Ad: Expanding Traditional Advertising Models to Interactive Advertising

As a form of advertising, viral video (VV) advertising is distinct in that its communication medium is the social connections between individuals instead of formal media. After viewing VV advertising, people are engaged in two independent but interrelated processes, i.e., video sharing and embedded brand information processing. Previous research has not examined the interaction between the two processes. This study expands on the mediation of attitude toward the advertisement model proposed by MacKenzie, Lutz, and Belch (1986). Experimental results from three viral video advertisements show that attitude toward the VV advertisement is the major factor affecting video sharing, but attitude toward the brand also has a significant impact on sharing activity. Affect transfer hypothesis (ATH) and its extended models are optimal in explaining viral video advertising, which is different from prior research on non-viral advertising that suggests dual mediation hypothesis as the optimal explanatory theory.     

Advertising and the Professions

This article aims to assess the consequences for prices and consumer protection of permitting professional advertising. The need to protect consumers given their lack of knowledge in the buying of professional services is seen as explaining the role of professional self-regulation particularly with respect to entry standards. But the case is not so strong for advertising restrictions, and it is shown that there are logical reasons to expect such restrictions to raise fees without much protecting the consumer. Empirical studies are surveyed confirming the favourable effect of advertising on prices. The conclusion reached is that specific advertising of fees and specialism would not necessarily be costly to monitor and would bring benefits in terms of increased price competition.     

Alternative Negotiating Conditions and the Choice of Negotiation Tactics: A Cross-cultural Comparison

The growth in international trade in recent years necessitates a better understanding of customs and expectations in cross-cultural negotiations. While several researchers have sought to examine and detail the similarities and differences between select countries, their data have generally been obtained under neutral or unspecified negotiating conditions. However, issue importance, opponent (prowess, ethical reputation), and context (location, confederate awareness, urgency) can play a significant role in the use of negotiating tactics. This paper describes a study comparing the perceptions of one hundred and forty-two current and future business professionals from two emerging trade partners, Brazil and the United States, regarding the appropriateness and likely use of five categories of negotiation tactics under seven challenging or unfavorable negotiating conditions commonly faced by negotiators. The results indicate an overall conditional effect for both attitudes (perceived appropriateness) and intentions (likelihood of use). In addition, while no significant difference in perceived appropriateness was found due to country, there were differences in likely use due to country for six conditions-behaviors.     

Alcohol Advertising: Orientations and Influence

The paper presents an analysis of the effects of televised alcohol beverage advertising on the consumption of alcohol among a sample of US teenagers. While no effects of exposure on total consumption are demonstrated for the total sample, consistent with other research on alcohol advertising effects, the present analysis reveals the importance of ‘orientations towards advertising’ as linkages between exposure and consumption behaviour. Specifically, a social utility orientation, involving learning of normative expectations about drinking, and a vicarious utility orientation, involving identification with models in alcohol beverage commercials, are shown to be mediating factors which condition the effects of advertising exposure.

‘Alcohol Advertising: Content and Controversy’, by the same author, appeared in the last issue of this journal.     

Advertising Ethics: The Use of Sexual Appeal in Chinese Advertising

With increasing social awareness of unethical advertisements in today's advertising, this study explores consumers' ethical judgements about the use of sexual appeals in advertising in a Chinese context by replicating LaTour and Henthorne's study. It specifically focuses upon responses on the Reidenbach-Robin multidimensional ethical scale, attitude toward the ad, attitude toward the brand and purchase intentions. The results show that sexual appeal was evaluated as the most frequent use in Hong Kong print advertising and they were also perceived as the most attractive instrument. Similar to LeTour and Henthorne's findings, regardless of respondent's gender, the use of a strong overt sexual appeal was not well received by Chinese consumers and resulted in less favorable attitude toward the ad itself and the purchase intention than using mild sexual themes. However, the degree of sexual content used in advertising has no direct influence on brand attitudes. Due to the conservative nature of Chinese culture, the advertisers should be careful in the use of sexual appeal for Chinese consumers.     

Alcohol Advertising: Content and Controversy

The paper presents an analysis of controversial elements of alcoholic beverage advertising content from magazines and television in the United States. The areas of content analysed are derived from several common models of mass persuasion often assumed relevant to the debates over alcoholic beverage advertising. The author concludes with a brief discussion of some of the assumptions embedded in criticisms of the content of alcohol advertising.     

广告需求的变化与广告服务的转型

中国广告业应该如何发展？怎样面对中国自己的问题？中国是后发展的国家，在融入全球化过程当中，有很多问题、很多竞争是在同一个时间出现的。虽然中国广告业不是很成熟，但是最复杂的环境、最复杂的竞争在中国广告业还没有长大的时候已经出现了。在这种背景下会出现共识性迷失。我经常举芙蓉姐姐的例子，     

Advertising and the Federal Trade Commission: A Reposte

Abstract

Making advertisements which perform their basic function of selling goods and services in a competitive economy has become more difficult lately, largely due to increased intervention in advertising matters by the Federal Trade Commission and a broadening of their interest in all affairs relating to the market place. Somewhat paradoxically, this has had some favorable effects on the advertising business. It has encouraged greater attention to product performance. It has caused advertising to be more specific and accurate in what It says or implies. And it has accelerated the movement toward serious advertising self-regulation. But it's a short step from the sublime to the ridiculous. And in its vigorous efforts to regulate, the FTC has often overstepped its authority and has taken stupid—If not down-right dangerous—positions.     

Brands on the Brain: Neuro-Images of Advertising

Neuroscience is opening a new chapter of understanding in many fields. One such is how advertising works. For the first time we can directly 'see' some effects of advertisements on the brain's activity. This article reports two small-scale experiments into the differential effects of advertising's rational and emotional components. Advertising has long been seen as providing reasons to buy, however subtle. In academic research at least, the importance of emotion has often been downplayed. The preliminary experiment reported here shows how emotional ads are more likely to be remembered. The second experiment uses brain imaging to investigate the part of the brain which responds to emotionally-engaging ('affective') and reason-engaging ('cognitive') advertising stimuli. These are very early days in using brain-imaging techniques and these experiments are very exploratory. However, as the three Commentaries by Simon Broadbent, Thomas O'Guinn and Larry Percy suggest, along with other work, they may point towards a revolution in advertising research.     

Theory and the Evaluation of Advertising

In this paper, the author distinguishes between idealistic and econometric models of the advertising process. He argues that it is in the interplay between theoretical understanding and empirical precision that progress in the evaluation of advertising is most likely to be made. He suggests two avenues of future research where such progress is possible: the analysis of buying behaviour patterns and the careful measurement of the salience of a brand.     

Cable Television and Advertising: An Assessment

Since its inception, the cable television industry has experienced a large growth rate. Today 16 percent of the U.S. television homes are linked to some form of cable. While there have been numerous federal, state, and local inquiries and a great deal of literature devoted to cable development and potential, there has only been a limited amount of study devoted to cable's relationship to the advertising industry. This paper discusses some of the more pertinent issues of the cable-advertising industry relationship. It traces the past developments of cable's structure and relationship to advertising and offers some current viewpoints concerning this interesting relationship.