Political Advertising and the Broadcast Media

Politicians, broadcasters and advertising practitioners have shown concern over problems associated with political advertising. These problems include allocated time to political advertising in the broadcast media, content of political advertising and cost of political advertising through the broadcast media. Previous discussion of these problems has focused on one or two problem areas with limited discussion of proposed solutions. This article integrates positions on these problem areas and provides an overivew of proposed solutions.     

Political Advertising and the Older Electorate

An experimental study involving samples of young and old voters examines whether older people are more susceptible to various types of political advertisements (positive versus negative and ambiguous versus clear) than are their younger counterparts. Our results extend research from cognitive psychology into political advertising and confirm age-related differences that favor younger people. The results are mixed regarding the persuasive impact of political advertisements. Specifically, younger people actually show greater attitudinal vulnerability and the oldest voters show the greatest behavioral vulnerability.     

Advertising Agency-client Attitudes Towards Ethical Issues in Political Advertising

Political advertising has long been a target for criticism regarding unethical behaviour. This study looks at the attitudes of Australian advertising agency executives and politicians towards ethical issues relating to political advertising. A sample of 101 advertising agency executives and 46 federal politicians were compared and some attitudinal differences were found, which could be areas of tension in the agency-client relationship.     

Recall of Information from Political Advertising

Abstract

Televised political commercials have frequently been criticized for stressing idealized image characteristics of the candidates rather than issues. Content analyses of political advertising, however, have shown that these commercials generally contain both image and issue material. Given both types of content are present in political ads, this study was designed to determine what people recall from these ads in a natural environment. A telephone study during the last week of a gubernatorial election revealed that the amount of free recall exhibited was greater for information from a preferred candidate's commercials than from his opponent's. However, one-third of the respondents were unable to recall anything from either candidates' political commercials. Recall was more highly related to attitude variables than most demographic variables or total television exposure.     

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.     

The Effect of Pricing and Advertising on Customer Retention in a Liberalizing Market

This study investigates the drivers of customer retention in a liberalizing market. The authors address key retention issues that allow them to contribute to existing retention research in several critical ways. They (1) examine the effects of pricing and mass advertising, (2) account for (new entrants) competitors' actions, (3) investigate the dynamic impact of marketing tactics, and (4) study the proposed relationships in a market recently opened to competition. Using longitudinal data for a sample of 650 mobile phone consumers and a split-population hazard model that accounts for the notion that some customers are never at risk of defection, the authors show that both the focal firm's (incumbent) and the competitors' price and mass advertising exert a significant influence on the probability of terminating an existing incumbent relationship. They find that the relationships between marketing variables and retention are not static but vary over time. Price is generally less effective in the early stages of market liberalization, which suggests that customers become more price sensitive in later stages. Finally, the study findings can have important strategic implications on designing customer management and marketing resource allocation strategies, as well as on providing a competitive regulatory framework in liberalizing markets.     

Political Campaign Advertising: Believe It or Not

SUMMARY

The extent that political advertising in elections is believed by voters' is an important issue for public policy, political marketing, and marketing in general. Much effort and funding is devoted to communicating with voters' during elections via advertising. This study examined political advertising believability and three potential antecedents of believability during an election. The data were gathered via a random sample of voters immediately following an election and the results indicate that believability is influenced by a voters' involvement, perceived control and satisfaction and that party preference plays a key role in believability of competing campaigns.     

Modeling the Audience's Banner ad Exposure for Internet Advertising Planning

Exposure models focusing on reach and frequency where an audience is exposed to an ad message are the foundation of audience measurement. Given that a certain fundamental assumption of conventional exposure models is not relevant in the Internet advertising context, this paper suggests that the audience's on-line banner exposure can be best analyzed by its Web site visits. The negative binomial distribution (NBD) model, having long been applied in analyzing repeat behaviors, is proposed to serve as a banner ad exposure model. An empirical validation indicates that the model performs well in both data fitting and prediction.     

政治周期、选择性环境管制与环境绩效

本文基于政治经济周期模型和整体博奔方法,对我国地方官员在环境管制领域的机会主义行为进行分析和实证研究.分析认为,在晋升锦标赛和现行激励体制下,地方官员在环境管制方面偏好于选择性执行,并且中央政府无法对地方官员机会主义的整体博弈行为进行处罚,因而表现出环境管制的政治周期特征.结果表明,我国两会召开周期与能耗强度的周期波动之间存在显著相关性,政治周期对能耗强度的降低产生了一定的影响.     

Advertising Facts and Advertising Illusions

The concept of low involvement has attracted considerable interest, particularly over the last ten years, but its implications f or advertising (strategy, execution and research) are still not clear. This paper reviews the low-involvement literature and attempts to define what is meant by the concept, predict when low involvement is likely to occur and identify its key determinants. The paper then reviews and assesses what the literature has to say about the specific implications for advertising strategy in high- and low-involvement situations and concludes that the potential and power of advertising in low-involvement situations have been misunderstood and underestimated.     

Informational/Transformational Appeals in Political Advertising: An Analysis of the Advertising Strategies of 2010 U.S. Gubernatorial Campaigns

This study addressed four gaps in political advertising research: (a) a better framework to replace the issue–image dichotomy, (b) differences in advertising strategies between incumbents and challengers, (c) influence of party positioning on candidate positioning in advertising, and (d) political advertising in state elections. Through a content analysis of 210 advertisements from the 2010 U.S. gubernatorial elections, it was revealed that (a) the concept of information/transformation was similar to the notion of issue/image, and the typology of informational/transformational advertising, after modification, adequately captured the complexity of political advertising; (b) the use of advertising appeals did differ between incumbents and challengers—incumbents used more transformational appeals and positive advertisements, whereas challengers used more informational appeals and negative advertisements; and (c) while the informational advertisements of the Republican candidates appeared to be substantially impacted by issues owned by their party, the influence of party positioning on candidate positioning was quite limited.     

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 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。     

A Qualitative Exploration into Voters' Ethical Perceptions of Political Advertising: Discourse, Disinformation, and Moral Boundaries

Political campaign advertising continues to be a controversial policy topic in advertising and marketing research. It is also a prime subject for investigating the ethical evaluations of consumers (or voters). The following study draws from postmodern communication theory and employs a qualitative research methodology in order to explore voters' intimate and subjective views about politics, candidates, and political advertising. The findings include emergent themes relating to significant media rituals in voters' lives, the cynical perspective of politics as a game, and the widespread disapproval and suspicion with which voters regard negative political advertising. Additionally, the a priori theme of political information as disinformation was proposed and expanded upon. Findings are discussed in light of a greater understanding of the appropriateness of the traditional versus the postmodern perspective of political communication, informants' construction of moral boundaries which help them determine right from wrong, acceptable vs. unacceptable political behaviours in this particular context.     

Advertising Strategies and Information Content in American and Swedish Advertising

Technological developments make it easier and easier for marketers to standardize their marketing programmes worldwide. There are, however, also strong forces against such a development in advertising, and a standardized advertising approach across countries could hardly be recommended at this point. This article explores the differences between American and Swedish advertising in terms of advertising strategies used, as well as of how informative they are. The result shows that there are fairly large differences between American and Swedish advertising.