The Use of Different Endorser Types in Advertising: A Content Analysis of Magazine Advertisements

Most of the literature assumes that endorsements, particularly by celebrities, are a frequently used advertising strategy. However, no study has yet investigated the use of the different endorser types identified by academic literature. This study seeks to close this research gap by analyzing German print advertisements. It finds that endorsement strategy in general is used much less than academic literature assumes, and that the relative significance of the different endorser types is incongruent to expectations. Moreover, the data suggest that, contrary to the literature's assumptions, credibility is not the most important underlying construct for endorsement advertisements, the endorser type used is frequently determined by the product category that is being advertised, and campaigns based on authenticity and similarity are gaining considerable importance in advertising practice.     

Communion-over-Agency Effects on Advertising Effectiveness

Gender-stereotypical portrayals of communal women and agentic men are highly common in advertising. But past research indicates that advertising effectiveness is higher when endorsers are portrayed as communal – irrespective of their gender. The aim of the current research is to explore this communion-over-agency effect on advertising effectiveness and its underlying mechanism. Two studies provide evidence for a communion-over-agency effect on advertising effectiveness (i.e., attitude toward the ad and brand). These studies show that the communion-over-agency effect on attitude toward the ad is mediated by endorser likeability (simple mediation). The effect on attitude toward the brand is mediated by endorser likeability and attitude toward the ad (serial multiple mediation). In concert, this research underscores the significance of communion (and agency) on endorser evaluation and advertising effectiveness.     

The Effect Of Advertising Content Control On Advertising Effectiveness In The Different Forced Exposure Circumstance

With advances in new technology, various formats of online advertising (e.g., in-stream video advertising) often force e-consumers to watch the advertisement during their goal-oriented activities, and this advertising interruption often makes them feel intruded upon and irritated. To reduce such negative reactions toward involuntary advertising exposures, this study examines whether offering e-consumers the option to choose advertising content can influence ad effectiveness in different degrees of forced exposure circumstance. Using a 2 (advertising content control: customization option vs. no option) × 2 (level of forced exposure: pre-rolls vs. rich media banners) factorial experiment, the researcher noted that advertising customization features generate a greater sense of relevance and increased advertising memory, which in turn may lead to more positive attitudes toward the ad regardless of the levels of forced exposure. The findings have theoretical and practical implications on the use of involuntary advertising interruptions in the web interface.     

明星广告热现象的冷思考

借助于具有较高知名度的明星提高企业自身的品牌关注度和知名度,越来越成为我国众多企业不约而同的选择。但在我国,明星广告也出现了一些值得关注的倾向,主要表现为明星多样化、行为盲目化、内容表面化和动机功利化等。根据消费者心理与行为学的有关理论,这些明星广告现象的背后有其特殊动因。     

The Impact of Commercial Break Position on Advertising Effectiveness in Different Mood Conditions

This study investigated the composite impact of commercial break position and program-generated mood on television advertising effectiveness. A two-way mixed-repeated experiment was conducted with three commercials breaks and two mood conditions (positive and negative). The results indicated that commercial break position effects are more salient in affecting ad performance than mood effects generated by program context. The overall findings suggested that ads placed in the first breaks are more effective than those placed in the later breaks. Interaction effects between break position and context-induced moods were also examined.     

Effectiveness of Absurdity in Advertising Across Cultures

This paper examines the effect of absurd advertising on memory and persuasion across cultures. Drawing on Hofstede's cultural dimensions, it is hypothesized that the effect of absurdity on recall is culturally invariant, whereas the effect on attitude toward the ad is contingent on the recipients’ cultural orientation. The assumptions are tested using a between-subjects experimental design, in which we manipulated type of absurdity and used the cultural dimensions as blocking variables. Data was collected from 274 students in the United States, Germany, Russia, and China. We discuss theoretical and managerial implications of these findings as well as guidelines for further research.     

The Attitudes of Middle Class Male and Female Consumers Regarding the Effectiveness of Celebrity Endorsers

Abstract

This study analyzes consumer perceptions regarding the effectiveness of celebrity endorsers in relation to the AIDA framework and the match-up hypothesis. Findings indicate that celebrity endorsers influence both men and women, but men were influenced to a greater degree than women. The main AIDA influence is the celebrity endorser's ability to get and hold attention. Celebrity endorsers also appear to help products stand out from the competition, and make ads more memorable, as well as enhancing brand awareness, particularly for desired products. Indications are that the most important celebrity source characteristic is expertise, which apparently can overcome certain celebrity character flaws, such as the lack of trustworthiness and likeability.     

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.     

A Field Test of the Effectiveness of Different Print Layouts: A Mixed Model Field Experiment in Alternative Advertising

This article investigates the effectiveness of bathroom print ads. Using liquor as the product domain, field study data (n = 146) indicate a high level of ad (60%) and product category (80%) recall. Contrary to the literature and the researchers’ hypothesis, respondents had a significantly higher level of recall for copy dominant than for visual dominant ads. Hypotheses suggesting that color advertisements would outperform non-color advertisements and interactions between ages and visual-based versus copy-based stimuli and gender and visual-based versus copy-based stimuli were not supported by the data. The implications for practitioners of the effectiveness of copy rich ads and suggested directions for future research are discussed.     

Effectiveness of Outdoor Advertising of Services

Outdoor advertisements are now routinely used by marketers of products and services as they have been found to be effective in general. However, there have been no studies testing the effectiveness of outdoor advertising of services in particular nor have there been studies comparing the effectiveness of outdoor advertisements of services with that of consumer goods. In this paper we study the effectiveness of outdoor advertisements of services and investigate the influence of few billboard and consumer related fac- tors on its effectiveness. The results show that the outdoor advertise- ments of services are very effective. Further, the recall of outdoor advertisements of services may be enhanced by providing direc- tional information when applicable and by unusual executions such as having them in black and white when most other ads are in color. Recall of outdoor advertisements of services was also found to be positively associated with respondent involvement with outdoor advertising and their attitude toward advertising.     

Product Placement Versus Conventional Advertising: The Impact on Brand Choice of Integrating Promotional Stimuli into Movies

ABSTRACT

Despite the increasingly favorable environment enjoyed by product placement, the question of whether this technique produces stronger behavioral effects than conventional advertising remains largely unexplored. Based on the transportation-imagery model, we hypothesized that, among users of well-established products, promotional stimuli produce stronger effects on brand choice when integrated into movies than when presented as independent ads, while among nonusers, no differences are expected. Our hypotheses were confirmed in a field experiment that compared the effects of a Coca-Cola placement within the movie Ways to Live Forever with the same Coca-Cola stimulus shown as a usual commercial.     

The Effectiveness of a Buzz Marketing Approach Compared to Traditional Advertising: An Exploration

Marketers are now willing to go anyplace they can find a captive audience to espouse the virtues of their products. The success of the “buzz” marketing approach is linked to the consumer being lured into doing the advertising by spreading the message to others. This study compares students’ responses to a traditional advertising and a buzz approach. Using a factor analysis to identify variables, the results show that subjects perceive a buzz approach to be more influential than a traditional advertising. However, they do not perceive a buzz approach to be authentic. This finding is consistent with practitioners’ argument that, although a buzz approach may be effective in the short-term, once consumers recognize its selling intent, the program may have a “boomerang effect.”     

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.     

U.S. Advertising Agency Productivity

Advertising agency growth through mergers and ac- quisitions became a common strategy in the 1980s, pdculady among the largest finns in the indusby, yet little research has examined ils effects. In this study, U.S. advertising agency size and mergers and acquisitions are related to agency productivity. Size was found to be a clear advantage for advertising agencies, as larger firms were consis- tently more productive in both b i g s and gross income per em- ployee. The postmerger performance of merging and acquiring ad- vertising agencies was worse for most of those firms than their prior Formance when compared to firms of similar size, indicating that tlus strategy for growth tends to be less successful in the short-run.     

Culture,Perceived Value,and Advertising Acceptance: A Cross-Cultural Study on Mobile Advertising

Abstract

Adverting standardization has been widely discussed since 1990s. Recently, this discussion has been extended to mobile advertising. When it comes to adopt a standardization or localization strategy, it is important that marketers understand how mobile advertising is perceived in different markets. This study examines the impacts of four perceived values of mobile advertising on young Australian and Chinese consumers’ acceptance of mobile advertising. The findings suggest that perceived functional value have the most positive effect on mobile advertising acceptance, followed by credibility and interactivity value. Further analyses reveal that culture moderates the relationships between perceived values and advertising acceptance.     

Attitude of Muslim Consumers Toward Sex Appeal in Advertising: A Comparative Study Between Subcultures in Malaysia

This research was designed in order to explore the subculture differences in Malaysian consumers’ responses to sex appeal advertising. This study employs a 2 × 2 × 2 full factorial between subjects design. There are two levels of model gender (male/female), two levels of sex appeal (high/low), and two levels of religion of the subjects (Muslim/non-Muslim). When comparing Muslims and non-Muslims in the responses to the ads, it was generally found that Muslim subjects’ attitudes were significantly lower than non-Muslims attitudes toward the same ads. Future research should adopt a more representative sample and test different product categories.     

Celebrity Endorsement and Involvement With the Social Cause in Nonprofit Organizations

Celebrity endorsement has become a very popular communication strategy in the nonprofit sector, although there are still doubts about its effectiveness. Specifically, one interesting question is whether the involvement of individuals with a social cause can explain differences in the valuation and effects of the celebrity endorsement strategy in consumer behavior. Taking into account this fact, the current research presents a causal model that analyzes the determinants of the attitude toward ads involving celebrities and the explanatory variables of the behavioral intentions in this sector. We worked with two subsamples of individuals with high and low involvement, who rated a fictitious ad with a well-known social entity and a celebrity. As a result, we observed that the strategy can influence the group of low involved people and have no significant effects on the segment with high involvement.     

Consumer Attitudes toward Online Advertising: The Moderating Role of Personality

This study investigates how consumer attitudes toward advertising in general affect their attitudes toward online advertising. It also investigates the moderating role of the personality traits of introversion and extroversion in explaining this relationship. An online survey is used to collect data from a convenience sample of 244 respondents living in Canada. Results show that attitude toward advertising in general has a positive and significant impact on attitude toward online advertising. Introversion is found to have no moderating impact on the relationship between both attitudes. However, extroversion moderates this relationship.     

Using Radio Advertising to Promote Blood Donation

The World Health Organization states that the donation of blood by voluntary, non-remunerated blood donors is crucial for the safety and sustainability of national blood supplies and that it is necessary to use effective communication strategies to recruit them. This implies the need to understand how advertising works. In the promotion of blood donation, radio is an ideal channel of communication, in which the credibility of the spokesperson from the perspective of the listener is fundamental. Therefore, this paper aims to design and validate a model of advertising effectiveness that explains blood donation through a holistic approach that considers, in addition to the different responses of individuals to advertising (cognitive, affective, and conative) the impact of spokesperson credibility on each of these responses. Moreover, we investigate the moderating role of donation inhibitors since the response to an ad is moderated by individual differences. The sample comprised 987 regular radio listeners. We draw theoretical and operational conclusions for those in charge of communication programs targeted at voluntary donation. So, transfusion centers should consider both spokesperson credibility and ad creativity when planning their promotional campaign and their brand image due to the maximum effectiveness that can be achieved simply by balancing these three elements. However, the importance of these elements for explaining the intention to donate blood differs in the three groups analyzed according to their particular donation inhibitors. This shows that one single message should not be used, but rather various messages tailored to each of the groups.     

Visual Metaphors in Ads: The Inverted-U Effects of Incongruity on Processing Pleasure and Ad Effectiveness

ABSTRACT

Ads with visual metaphors are commonplace in advertising, but are characterized by varying degrees of incongruity. Across two experiments, this article presents the first empirical evidence that incongruity in a visual metaphor (VM) ad has an inverted-U (nonlinear) effect on attitude toward the ad. We find that a moderate level of incongruity in a VM ad produces maximal processing pleasure, which in turn yields the most positive attitude toward the ad. The findings confirm that processing pleasure mediates the effects of incongruity on ad attitude. Consequently, when creating ads, advertisers should choose advertising elements to obtain moderate levels of incongruity in the visual figures.