Erklärung der persuasiven Wirkung von Werbung

This article summarises the results of previously discussed and analysed advertising effects using a model of these effects. The model presented includes three mediating variables (attitude toward the advertisement, advertisement cognitions, and brand cognitions) and two moderating variables (involvement and frequency of exposure). We also discuss the relevance of these five concepts. In addition, we present empirical studies to support particular elements of our model. We see the contribution of this model in the fact that it represents a basis for investigating the direct and indirect effects of advertising concepts (e.g. advertisement variation in the case of increasing exposure) and for analysing the impact of recipients’ characteristics (e.g. their familiarity with advertising object or their mood) on attitudes toward the brand. Furthermore, such a model provides an informative basis with regard to the question of which dimensions of advertising effects should be considered when optimizing advertisements.     

Equilibrium price and advertisement distributions

We consider an economy where many sellers sell identical goods to many buyers. Each seller has a unit supply and each buyer has a unit demand. The only possible information flow about prices is through costly advertising. We show that in equilibrium the sellers use mixed strategies in pricing which leads to price and advertisement distributions. With convex advertising costs each seller sends only one advertisement in the market. We also delineate a class of advertising costs which ensures that sellers may send multiple advertisements in equilibrium. Higher prices are advertised more than lower prices.     

Job Marketing: an Evaluation of Managerial Recruitment Advertising Practice

Tom Redman, Principal Lecturer in Human Resource Management, and Brian Mathews, Senior Lecturer in Marketing, Teesside Business School, draw on an analysis of job advertisements from Personnel Management to examine the extent to which the widely available normative guidelines concerning advertising content are followed. Advertising practices are further examined with respect to level of seniority of post and their origins in the public or private sector. the analysis indicates that conventional wisdom and stated job-seeker requirements are followed for several of the accepted norms. There are, however, many areas in which the discrepancies observed could materially affect the effectiveness of particular advertisements.     

Region brand legitimacy: towards a participatory approach involving residents of a place

Places have started to adapt commercial branding tactics. But how do stakeholders perceive such practices? Drawing on survey data from French residents, we analyse the advertising legitimacy of a place brand and its influence on the effectiveness of marketing communications in the context of region branding. The results confirm that advertising legitimacy mediates the relationship between exposure to an advertisement and its efficiency. The place brand is more legitimate when advertisements target firms, residents or tourists than when they promote local products through co-branding. We highlight a new expression of democratic legitimacy: a process adapted to hybrid (public–private) organizations.     

Maximally representative allocations for guaranteed delivery advertising campaigns

There are around 400 advertising networks that match opportunities for “display” advertising, which include banner ads, video ads and indeed all ads other than text-based ads, on web pages and candidate advertisements. This is about a $${\$}25$$  billion business annually. The present study derives a method of pricing such advertisements based on their relative scarcity while ensuring that all campaigns obtain a reasonably representative sample of the relevant opportunities. The mechanism is well-behaved under supply uncertainty. A method based on the mechanism described in this paper was implemented by Yahoo! Inc.     

The Effectiveness and Targeting of Television Advertising

Television networks spend about 16% of their revenues on tune-ins, which are previews or advertisements for their own shows. In this paper, we examine two questions. First, what is the informational content in advertising? Second, is this level of expenditures consistent with profit maximization? To answer these questions, we use a new and unique micro-level panel dataset on the television viewing decisions of a large sample of individuals, matched with data on show tune-in advertisements. The difference in effectiveness of advertisements between “regular” shows (about which viewers are assumed to have substantial information a priori) and “specials” (about which they have very little) reveals the value of information in advertisements and the different roles that information can play. The number of exposures for each individual is likely to be correlated with their preferences, since networks target their audiences. We address this endogeneity problem by controlling for observed, and integrating the unobserved, characteristics of individuals, and find that the estimated effects of tune-ins are still large. Finally, we find that actual expenditures on tune-ins closely match the predicted optimal levels of spending.     

What messages does social marketing advertising send? A content analysis of advertisements aiming to minimise harm from alcohol consumption

• While excess alcohol consumption remains one of the most pressing problems for government and society in many countries, the role of social marketing as a tool for shaping a responsible alcohol consumption culture has grown in significance. This research focuses specifically on the communication aspect of social marketing in the form of social marketing advertising. This study seeks to explore what types of approaches and messages are most prevalent in social marketing advertising campaigns that aim to minimise harm from excess alcohol consumption. This study applies the content analysis method to identify the main themes and messages in a sample of social marketing advertisements. A total of 14 social marketing advertising campaigns, including 29 advertisements, was identified. The analytical framework for this research included both positive and negative consequences of alcohol consumption, and two main social marketing advertising approaches identified in the literature: empowering and patronising. This study found that the patronising approach and a strong focus on the negative consequences of alcohol consumption are prevalent in contemporary social marketing campaigns aimed at minimising harmful drinking behaviours. Social marketing too often takes a patronising approach to encouraging behavioural change. More social marketing efforts should be directed towards identifying how to facilitate and support behaviour change through empowerment by providing consumers with alternative behavioural options.

Copyright © 2015 John Wiley & Sons, Ltd.     

ERP沙盘模拟经营大赛中的广告投放分析

针对ERP沙盘模拟经营大赛初期的广告投入困惑,根据实际比赛数据分析出比赛初期存在诸多决策的不确定性,指出为了争取"市场老大"地位而盲目投放广告费是一种非理性行为。根据"美女困惑"博弈论,对陷入高广告投入困境的原因进行分析,得出较小的、合理的广告投放才是较优的选择。     

青少年流行文化心理研究与广告学教学

广告能否达到对目标消费者的说服目的,关键在于广告创作是否与消费者的文化心理相契舍。当代中国青少年是消费市场上庞大的生力军,他们是伴随着流行文化成长起来的,流行文化左右着他们心理和行为,进而影响着他们的消费观,因此广告学教学应对青少年流行文化心理进行研究。     

广告信息对仿冒奢侈品购买意愿的影响研究

本研究采用实验的方法挖掘广告调节聚焦信息对消费者非欺诈性仿冒奢侈品购买意愿的影响机理。研究结果表明，奢侈品广告信息对消费者仿冒奢侈品购买意愿的影响受消费者自尊水平的调节：对于高自尊的消费者，当广告信息为预防聚焦时，其仿冒奢侈品的购买意愿更低；对于低自尊的消费者，广告调节聚焦信息对其仿冒奢侈品购买意愿的影响不显著。广告信息对消费者仿冒奢侈品购买意愿的影响还受消费者从众倾向的调节：对于低从众倾向的消费者，当广告信息为预防聚焦时，其仿冒奢侈品的购买意愿更低；对于高从众倾向的消费者，广告调节聚焦信息对其仿冒奢侈品购买意愿的影响不显著。     

Illegal Recruitment Advertising: A Ten-Year Restrospect

Since 1964, Congress has enacted a broad range of civil rights legislation prohibiting discrimination in employment decisions. The most visible sign of an employer's personnel policies can be found in newspaper help wanted ads. The current researchers analyzed more than 40,000 help wanted ads from 12 newspapers from four geographic regions of the United States. This article reports the findings of this study of questionable/illegal advertisements by geographic region, industry group, and types of civil rights violation. Suggestions are offered to employers for developing legal advertising and recruitment practices.     

我国虚假广告治理模式的博弈分析

目前虚假广告充斥市场,从医疗、药品、保健食品到房地产、出国留学服务等,虚假广告遍及生活的各个角落。本文主要利用博弈论的观点对我国虚假广告的治理模式进行分析,以期能对完善虚假广告的治理模式有所启示。     

ADVERTISING REGULATION AND CO-REGULATION: THE CHALLENGE OF CHANGE

This article tells the story of how advertising, by leveraging the success of its self-regulatory system, challenged the assumption that statutory control should remain for broadcast advertisements. Five years later a new, singular system exists with the flexibility to confront a changing media landscape. It has business support, regulator approval and consumer confidence.     

Effect of emotional victim images in prosocial advertising: The moderating role of helping mode

Charities and marketers routinely incorporate images of recipients, for example victims of a flood or famine, in their prosocial advertising; however, previous literature suggests mixed results regarding the effectiveness of relying on sad versus happy images of victims. Recently, due to reactance to excessively traumatic marketing campaigns, happy victim images have been found to be more effective in eliciting prosocial behaviors. To extend this line of research, an experiment found that consumers are more willing to help when viewing advertisements featuring happy children over sad children. Moreover, helping mode moderates the relationship between victim image and helping intentions. The effect of a happy victim image is attenuated when consumers are asked to buy cause-related products rather than donate to charities. According to emotion regulation consumption theory, consumers mitigate the feeling of negative emotions by increasing their intention to buy cause-related products. Practically, the findings provide guidance on integrating victim images in prosocial advertising.     

A generalization that makes useful the dorfman–steiner theorem with respect to advertising

Dorfman and Steiner's theorem is trivial with respect to advertising because it deals with only one period. It simply says that a firm should stop with that volume of advertising at which an additional dollar of advertising just produces an additional dollar of net revenue. This note generalizes the theorem to the meaningful multi-period situation in which the effect of advertising is lagged. The optimizing decision rule is to advertise up to the point at which f′(A_t) = 1 - bd, where A stands for advertising, b for the customer-rentention factor, and d for the cost-of capital discount factor.     

When (not) to indulge in ‘puffery’: the role of consumer expectations and brand goodwill in determining advertised and actual product quality

We analyze why some firms advertise product quality at a level different from the actual quality of a product. By considering the interacting effects of product quality and advertising, we develop a dynamic model of consumer expectations about product quality and the development of brand goodwill to determine the optimal values for the decision variables. The model parameters are determined based on prior literature and we use numerical techniques to arrive at the solution. We then derive conditions under which a firm will find it optimal to overstate or understate product quality. The results suggest that quality may be overstated in markets characterized by high price sensitivity, low quality sensitivity, low brand loyalty, and high source credibility, suggesting the need for vigilance on the part of consumers, upper level managers and regulatory authorities in such market conditions. This is important because current regulatory resources are insufficient to reduce deceptive advertising practices (Davis JJ. 1994. Ethics in advertising decision‐making: implications for reducing the incidence of deceptive advertising. Journal of Consumer Affairs 28 : 380–402). Further, the law of deceptive advertising prohibits some advertising claims on the ground that they are likely to harm consumers or competitors (Preston IL, Richards JI. 1993. A role for consumer belief in FTC and Lanham Act deceptive advertising cases. American Business Law Journal 31 : 1–29). Also, Nagler (1993. Rather bait than switch: deceptive advertising with bounded consumer rationality. Journal of Public Economics 51 : 359–378) shows that deceptive advertising causes a net social welfare loss and a public policy effectively preventing deception will improve social welfare. Copyright © 2000 John Wiley & Sons, Ltd.     

精准[传漾]

广告主收集目标客户的数据,据此决定投放媒体、价格以及预算,而媒体则更智能地管理广告位的投放,优化收益,传漾走在了互联网巨头的前面No.06中国互联网广告的故事就和电视连续剧一样。江南春制造了分众,分众收购了好耶,几个年轻人离开好耶,然后就出现了传漾。在中国互联网广告发展的初期,以好耶为代表的代理模式,统治着整个行业。事实上,互联网广告代理公司,跟传统媒体广告代理公司并无二致,这些公司依赖大量销售人员,拿到好媒体的好位置和好时段,服务总数不超过1000家的大品牌广告主。传漾改变了中国互联网主流的广告服务方     

A study of measuring influence of advertising and forecasting cigarette sales

This study investigated the effect of advertising on cigarette sales, particularly after 1967. Data were collected using sources of the Statistical abstract of the U.S., the Historical Statistics of the U.S. and Vital Statistics between 1955 and 1979. A multiple regression model was used to analyze the data. Cigarette consumption was used as a dependent variable. Disposable Income, Death Rate due to cancer of the respiratory system/total cancer death, advertising outlays for cigarettes: Newspapers and television advertisement/total advertising cost, cigarette-production (including long and regular sizes), sales outlets, loyalty/total loyalty, average price for cigarettes and a dummy variable were used as independent variables. Analysis revealed that there is a significant negative relationship between cigarette-consumption and total cancer death and average prices on the one hand, and a significant positive association between loyalty and cigarette consumption on the other. Although advertising expenditures are not statistically significant, increased spending on advertising has an increasing effect on cigarette-consumption.     

Improving effectiveness of public service advertisements to prevent texting and driving of American youth

This study examines and explores the interplay of theory (regulatory focus fit and implementation intentions) and emerging technology (interactive advertising and social media ad referrals) to segment viewers more effectively and thus increases the response efficacy of public service advertisements (PSAs). Advertising, in general, and PSAs, in particular, are both entering a new era as traditional delivery platforms (print, TV, and radio) are increasingly giving way to new media (the internet and mobile smartphones), which are more dynamic as they can allow adaptability and interactivity. Using a between-subjects design, this study examined the effects of regulatory focus fit on PSA response from both traditional and interactive delivery methods. Results indicated that regulatory focus ads (promotion focus in a texting and donation context) have a positive effect on attitude toward the ads. Results also indicated that a regulatory focus ad (prevention focus) using an interactive delivery method has a positive effect on behavioral intentions. Implementation intentions analysis also indicated positive results for behavior from PSA outcomes. The findings of this study are expected to be useful for practitioners who are designing PSAs and advertisements to prevent texting and driving.