Cultural Values in Indian Television Advertising

The study investigates cultural values portrayed in commercials aired on television in India. The study included a comparison of the cultural values depicted in Indian and Western product brands as well as a comparison across four groups of products for both within and across Indian and Western brands. The study concludes that Indian and Western marketers are stressing the following cultural values: modern, symbolic, tradition, and utilitarian, and are blending Eastern and Western values. Results of the study indicate the importance of considering cultural values associated with different product types in the development of successful advertising campaigns.     

Evaluating the Message Strategy of U.S. Army Advertising: With Focus on Information Needs and Motivational Cues

A content analysis of 125 U.S. Army television commercials revealed that information about recruiting process and military lifestyle, the top two information needs of potential recruits, were not addressed as prominently in the commercials. The study also showed that Army commercials presented occupational motivations, which are more appropriate for potential reservists than active soldiers, more frequently than institutional motivations. The usage of information needs and motivational cues rested on a range of situational factors such as the number of wars in which the United States was engaged and the campaign's target audience. Implications for improving Army advertising were discussed.     

社会化媒体中消费者生成广告的影响因素模型及作用路径

如今社会化媒体中随处可见消费者对品牌信息的评论、转发以及创作与品牌相关内容的行为,这样的行为对品牌传播产生了极大影响,它相对于传统品牌传播方式更有效。那么社会化媒体中消费者生成广告行为受到何种因素的影响,这些因素之间存在何种内在逻辑关系？本研究采用立意抽样的方式,选择活跃于社会化媒体（微博、微信、美拍）中的消费者作为研究对象,使用扎根理论的开放式编码、主轴编码与选择性编码对访谈材料进行分析,最后结合选择性编码与“故事线”的方式构建了CGA-EESM影响因素模型。该模型显示：环境、经验、刺激与动机是消费者生成广告行为的四个关键影响因素,它们之间存在错综复杂的作用路径。     

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.     

Differential Effects of Chinese Women's Sexual Self-Schema on Responses to Sex Appeal in Advertising

Despite the increased use of sex appeal in advertising, little is known about the influence of individual personality differences on responses to sexual information. This study examines the effects of the “sexual self-schema” personality trait on Chinese women's responses to advertisements using sex appeal. Regardless of the type of sexual information used, attitudes toward these advertisements mediate the effect of sexual self-schema on the purchase intentions of women with lower sexual self-schema while this mediating effect was not observed in women with higher sexual self-schema. The theoretical and practical implications of sex appeal in advertising for Chinese women are discussed.     

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.     

消费社会语境下的广告文化批判

消费社会是以商品的大规模消费为特征的社会,从消费社会的角度来看,广告文化具备符号化、视觉化、时尚化和鼓励炫耀性消费的特征。在消费社会,广告通过建构商品符号意义,强化、误导目标受众的身份认同,刺激消费者的欲望,来助推消费心理,夸大其对心理满足的功能。它深深地受到商品逻辑的制约,反过来以商品逻辑瓦解原有的社会价值结构和秩序,并在与媒介的同谋中,广泛而持续地干扰媒介传播,刺激着消费社会以及社会文化的负面发展。     

Sex Appeal in Advertising: What Consumers Think

This study examined consumers’ attitude toward the use of sexual content in advertisements among there different cultural groups; i.e., individualistic sample (White American), collectivistic sample (US temporal visitors from Asia), and acculturation sample (Asian immigrants). Sixty participants were asked about cultural acceptability of sexual content ads and the favorable attitude toward those ads by using Q-methodology. Asian participants reported less cultural acceptability for sexuality, than either Asian American or North American participants. The findings also revealed that North Americans are more likely to prefer the use of sexual content in advertisement than Asians. Asian-American participants agreed with North American participants in regard to sexually explicit advertising. Implications and limitations were discussed.     

Advertising effects on consumer welfare: Prices paid and liking for brands selected

The effect of advertising on consumer welfare has been the subject of dispute among economists, arising largely from disagreement among scholars regarding the persuasive versus the informative role of advertising. This paper reports two experiments that explore the welfare implications of advertising effects. Experiment 1 shows that the same advertisements can either increase or decrease prices paid for selected brands, depending on the degree to which the choice situation requires brands to be recalled in order to be considered. However, an increase in prices paid caused by advertising does not necessarily imply detrimental effects on consumer welfare. Experiment 2 shows that, even under circumstances in which differentiating advertising leads consumers to select brands with higher average prices, it can provide useful information to consumers that allows them to make purchases that are more in line with their personal tastes than are the choices of consumers not exposed to the advertisements.     

网络广告受众行为研究

构建一个网络广告受众行为结构模式,把受众在网上流的经历转化成由受众技能的高低、集中注意的程度和网络环境提出挑战的大小三个变量来直接决定的函数,并且受交互速度的快慢和对媒体环境的感知两个条件的约束,通过一个网络广告受众行为过程模型研究受众接触广告的动机、网上持续时间、交互性、态度和购买动机之间的关系,然后对网络广告效果测评作出简要评价。     

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.     

Market Research and Advertising Strategy in Portuguese Agencies: Perspectives of Professionals

SUMMARY

The advertising campaign development process is frequently described in manuals and textbooks. Nevertheless, the empirical perspective gives us a better understanding of the real world. In this study, we tried to understand, to systematize, and to describe the process of research and strategy in advertising agencies. To accomplish this objective we conducted 25 in-depth interviews with advertising agency professionals in Portugal. Cross-analysis of the statements allowed us to identify 5 themes: research done by the client before providing the brief to the agency, client's brief, information gathering done by the agency, brief's discussion inside the agency, and creative brief.     

Super Bowl ad likeability: Enduring and emerging predictors

US advertisers love the Super Bowl because it reaches a huge and highly receptive audience. One metric that Super Bowl advertisers watch closely is ad likeability as this is correlated with sales success. Tomkovick, Yelkur, and Christians (2001, Journal of Marketing Communications 7: 89–108) studied ad likeability for Super Bowl ads in the 1990s. In this paper, we replicate and extend their research using USA Today's measurement of Super Bowl ad likeability in the decade of the 2000s as our dependent variable of interest. Our findings on 438 Super Bowl ads show that humor, animals, and product category were enduring predictors of ad likeability. Product information and the presence of children in Super Bowl ads were found to be emerging predictors of ad likeability. Most notably, the amount of product information provided in Super Bowl commercials was inversely related to ad likeability. Implications for advertisers are presented, as are conclusions, study limitations and directions for future research.     

The Consumer and Advertising Regulation in the Television without Frontiers and Audiovisual Media Services Directives

This paper aims to assess the balance between the commercial interests of broadcaster and advertiser and the interests of the viewer, as well as programme makers. The new Audiovisual Media Services Directive (AVMSD) seeks to clarify and to simplify whilst maintaining the traditional European broadcasting landscape. The recurrent theme of the debate about legislative revision has been based in the vocabulary of consumer choice empowered by technology. The use of this vocabulary then leads to assumptions about the ability of the consumer to make choices. Insofar as those choices existed, they have been limited by developments in the AVMSD and in the broadcasting environment. Despite the claims of the AVMSD about viewer choice, it seems likely that the viewer will have no choice whether to receive commercial communications or not.

SMS advertising: How message relevance is linked to the attitude toward the brand?

Due to recent technological developments and widespread adoption of mobile handsets, the mobile medium has been transformed into an effective channel for brand communication. Short message service (SMS) advertising is the most primitive and widely used version of mobile marketing, yet the relevant literature still lacks consensus on how SMS ads influence consumer attitudes, and how this influence is generated. The present research aims to investigate how message relevance, the most important success factor of SMS advertising, is transformed into attitudinal reactions toward the advertised brand by introducing perceived intrusiveness and attitude toward the message as mediating variables into the relationship. Implications and future research avenues are discussed.     

商品广告设计中的色彩视觉效果研究

在商品广告设计中,色彩起着十分重要的视感作用。通过对色彩视觉的特性、功能性、情感性三方面分析,了解色彩对人们视觉刺激的心理感应作用,及商品广告色彩运用的表现手法和视觉效果。加强商品广告色彩视觉上的认识,对促进广告色彩设计运用会有帮助作用。