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1.
ABSTRACT

Television is undergoing tremendous technological developments, which will enable marketers to direct commercial messages to more specific audiences at the individual and/or household level. Traditional ways of buying TV advertising are being challenged by the programmatic approach, which originated with search and display ads, and uses data and technology and real-time auctions to automate transactions between buyers and sellers. We discuss the changes to TV that enable the rise of programmatic models and propose that its future success depends on the coordination and availability of three factors, abbreviated DAD: distribution, ad inventory and data. We also elaborate on the effects of media context and how the TV program environment matters for advertising effectiveness. Finally, we discuss the future of TV advertising and related research needs.  相似文献   

2.
Context may be of increasing importance as consumer paths become more predictable by advertisers. Using a framework of excitation transfer, three experiments were conducted (study 1a, 1b, and study 2) where arousal was created by animation speed of product messages and showed effects for a print advertisement (studies 1a and 1b) and an online advertising circular (study 2). People who were in an aroused state were more likely to try the product in the subsequently seen print ad, choose products in the circular that cost more money and perceived the circular ad to be for ‘someone like me’. Implications for advertisers and media planners are discussed.  相似文献   

3.
Contextual advertising is growing in digital marketing communication. Previous research on traditional media has shown that the surrounding context affects advertising effectiveness. Similarly, the context in a game may influence a player’s processing of brands advertised in that game. To examine the effects of contextual advertising in games, the present article affords two independent experiments investigating how positive and negative game contexts influence players’ memories and attitudes with respect to brands advertised via billboards in games. Drawing from literature on the limited capacity model, the authors demonstrate that positive and negative game contexts decrease brand memory since they require a high level of cognitive effort. The authors also find that varying a game context influence the perception of brands advertised in the game via the contextual priming mechanism and that positive contexts generate more positive brand attitudes than negative or neutral contexts. The findings have important implications for consumer researchers and marketers, as they indicate how contexts in games can be utilized to establish brand awareness and increase positive brand perceptions in contextual advertising using games.  相似文献   

4.
赵寰  查灿长 《中国广告》2011,(1):128-132
本文从一个动态的言语交际的角度出发,考察消费时代环境背景下的广告言语的语境制约,并提出消费时代语境下的广告言说策略。  相似文献   

5.
Applying advertising contextual theory, we examined the conditions under which native advertising embedded in a news website was more effective. With the use of college students (n = 189), a 2 (type of ad: native vs. banner) × 2 (type of ad placement: solo vs. duo) × 2 (persuasion knowledge: high vs. low) online experimental design was employed. In the solo condition, native advertising was evaluated more favorably than banner advertising in perceived fit, ad credibility, brand attitudes and click intention. Significant interaction effects between ad type and placement type were found on all dependent variables, with native advertising showing a significant decrease in duo (vs. solo) placement. These interaction effects appeared to be more pronounced for consumers with high persuasion knowledge, confirming its moderating role. Theoretical and managerial implications were discussed regarding the strategic placement of native advertising in news websites.  相似文献   

6.
    
An experiment was conducted to examine the effects of mood, gender, and ad context in relation to item-specific and relational elaboration, product evaluation, and purchase intention. Specifically, mood, gender, and ad context were posited to interact. The findings supported hypotheses predicting that mood interacted with gender to influence the type of elaboration. The findings also demonstrated that mood, gender, and ad context interacted to influence product evaluation and purchase intention. Furthermore, the findings showed that mood did not override gender predisposition of elaboration. Instead, mood acted to enhance elaboration that is predisposed by gender. Theoretical and practical implications were discussed regarding how women and men in different mood states process information in different ad contexts.  相似文献   

7.
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.  相似文献   

8.
    
Alcohol-impaired driving (AID) has devastating effects on society. To decrease the incidence of AID, high-risk populations like college students are often targeted by anti-AID advertising campaigns. The present study examines the effectiveness of anti-AID advertisements as a function of pre-existing audience mood. Two experiments showed that congruity between the mood of the audience (positive, negative) and the regulatory focus of the ad (promotion, prevention) can increase advertising effectiveness. Positive mood enhanced the effectiveness of promotion-framed ads, whereas negative mood enhanced the effectiveness of prevention-framed ads. The effects were attributable to differential engagement in global or local processing. Positive mood induced a tendency to engage in global processing, and negative mood fostered engagement in local processing. Theoretical contributions are considered along with actionable recommendations for the creators of anti-AID advertising campaigns.  相似文献   

9.
DHAR  RAVI 《Marketing Letters》1997,8(1):119-130
This article reviews recent research that has examined consumer decision making when the option of not choosing any of the alternatives is provided. The attractiveness of the decision outcomes and the difficulty of choosing are posited to be two key factors that determine the preference for a no-choice option. Building on the notion that preferences are often constructed, it is proposed that task and contextual variables can alter how the choice situation is evaluated on the two factors and consequently choice incidence. Several experiments that explore and manipulate decision attractiveness and decision difficulty are reviewed, and areas for future research are suggested. We conclude with a discussion of the implications of these results for research on consumer choice.  相似文献   

10.
    
Although the effect of involvement with the program context is often cited as a key element in advertising processing, there is no consistent view concerning its role. This study attempts to clarify this point by proposing a conceptual model for the determinants of advertising effectiveness in televised sporting events that incorporates both enduring and situational involvement factors. The results of this study reveal that enduring involvement is directly and indirectly, through situational involvement, associated with advertising effectiveness. Moreover, the findings show that individual factors of enduring and situational involvement operate differently and play a distinct role in affecting the nature of advertising processing. Overall, this study suggests that involvement with the program context should be conceptualized as a function of both enduring factors and situational states, and contrary to previous assertions advertisers should not be deterred from placing commercials in involving programs.  相似文献   

11.
A review of 138 published academic articles was conducted to provide an up-to-date and comprehensive overview of academic research of the past decade (2006–2016) on advertising directed to young children up to 12 years old. The research overview resulted in a conceptual framework comprising five research domains that were found to be most prominent. For each of these five domains, an overview, discussion and future research agenda is presented. We conclude that much of the research of the past decade included food advertising and its effects. Progress has been made in the domain of children's advertising processing, specifically with regard to advertising literacy. Despite the growing importance of embedded advertising, many of the new ad formats remain neglected (e.g. native and mobile advertising). Additionally, only a few studies investigated which executional factors (e.g. humour) are effective in advertisements to target children and social influences are also less often considered.  相似文献   

12.
This study examines how the Internet context (website) within which advertisements (banners) are embedded influences ad effectiveness. Respondents evaluated banners after they reviewed a website in which a contextually relevant banner and a contextually irrelevant banner were placed. Results suggest that (1) a contextually relevant banner induced more favorable evaluation and a greater purchase intention toward advertised products than a contextually irrelevant counterpart, and (2) neither a contextually relevant banner nor a contextually irrelevant banner was recalled with better accuracy than the other banner. These findings provide implications for future consumer research and website promotion.  相似文献   

13.
    
This study examines the role that country reputation plays in moderating the effects of tourism advertising for that country as well as attitude toward its government and citizens. A pre/post online study conducted in Australia used the current Brand USA's ‘Land of Dreams’ television commercial as the experimental stimulus. The country reputation scale was factor analyzed to reveal three underlying dimensions – Leadership, Investment, and Culture. Results indicated that Leadership moderated the effectiveness of the tourism ad for interest in travel to the USA as well as for attitude toward the US government.  相似文献   

14.
Advertisers frequently use animals in ads, but little academic research focuses on consumer reactions to their use. This study uses the heuristic-systematic model (HSM) to examine consumer response to animal companions in advertisements. Specifically, HSM serves as the theoretical foundation for testing the effects of animal heuristic cues on the formation of attitude toward the ad, attitude toward the brand, and purchase intention. In the current study, the presence of the dog increases heuristic processing, concurrent processing, and ultimately attitude toward the ad. The article proposes managerial implications and avenues for future research.  相似文献   

15.
    
Marketers continually employ celebrity endorsers as a promotional tactic to enhance brand awareness and increase sales. Frequently, companies will use multiple celebrities to endorse the same product, but feature them individually across a series of concurrent advertisements. While this tactic is often used in practice, its effectiveness has not been thoroughly examined within the academic literature. Our research investigates the value of using multiple concurrent endorsers and the moderating role that celebrity familiarity has on attitudes toward the brand and purchase intentions. Results suggest that using multiple endorsers concurrently is not always the best approach.  相似文献   

16.
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.  相似文献   

17.
Everybody loves humor. In the workplace, it can provide such benefits as stress relief, team unification, employee motivation, idea generation, and frustration diffusion through venting. Despite these positives, it should be stressed that humor in this context has downsides, as well. For example, humor can distract us from the job at hand, hurt our credibility, or cause offense in increasingly diverse work settings. In the midst of this complicated situation stand managers, who occupy a position of responsibility for both the good and bad effects of humor in the workplace. It is the intention of this article to use existing humor theory and a simple model to generate a more analytical understanding of humorous interaction. Suggestions are then offered as to how to use humor and manage the use of humor in such a way as to maximize its benefits, while minimizing its dangers.  相似文献   

18.
珠江三角洲作为最重要的优化开发区之一,虽然经济发展取得了巨大成就,但却存在各地区发展不均衡、区域内产业同构和重复建设等很多问题。针对珠江三角洲的空间协调问题,探讨空间协调对策,力求为政府部门提供决策参考,以利于珠江三角洲经济社会的可持续发展。  相似文献   

19.
We study how the range of variation and the number of attribute levels affect five measures of attribute importance: full profile conjoint estimates, ranges in attribute level attractiveness ratings, regression coefficients, graded paired comparisons, and self-reported ratings. We find that all importance measures are affected by the range manipulation. The number of attribute levels affects only two measures. The results allow us to benchmark the magnitude of the number-of-levels effect against the range effect: conjoint importance estimates were approximately equally affected by a threefold increase in the range of attribute variation and by the insertion of two intermediate attribute levels. Our findings show that the number-of-levels effect is most likely due to respondents' tendencies to distribute their mental stimulus representations and their responses uniformly over the corresponding continua.  相似文献   

20.
品牌传播是企业打造品牌的关键环节,而媒体平台的选择又是企业品牌传播的核心。中央电视台作为全国惟一一家国家级电视台,集聚了技术、设备、人才和网络覆盖等各方面优势。根据RH.科利的DAGMAR理论,实证分析央视广告宣传对美的品牌传播起到的重要作用,并针对品牌传播中的不足提出进一步改进的策略,以为中央电视台打造专业、时尚和国际化的品牌传播平台提供策略指导。  相似文献   

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