Informativeness of mutual fund advertisements: Does advertising communicate fund quality to investors?

We uncover a positive relation between advertising expenditures and skill in the mutual fund industry. Motivated by economic signaling models, we find that funds advertising in magazines outperform their peers by 83 basis points in the subsequent year. We determine that the performance differential between advertising and nonadvertising funds is largest when investment opportunities are high and persists for 36 months. Generally, the positive relation between advertising expenditures and future fund flows is not sensitive to the content of the advertisements and is strongest when investor attention is high.     

What happens in acquisitions?: Evidence from brand ownership changes and advertising investment

We study advertising at the brand level in a sample of corporate acquisitions. New owners display an elevated propensity to sharply cut advertising in acquired brands. This behavior is most pronounced in private equity transactions. When a buyer's existing brands overlap with the acquired brands, aggregate advertising spending on the merged portfolio of brands tends to shift downward. Sharp advertising cuts are more likely to be observed when the old owner of the assets was investing at an elevated level and when the new owner has displayed past restraint in their investment spending activities. Combined buyer and seller abnormal returns are more positive in deals characterized by post-acquisition cuts in advertising, suggesting that these cuts often represent efficiency-enhancing cost savings.     

Advertising in the mutual fund business: The role of judgmental heuristics in private investors' evaluation of risk and return

Effective advertising strategies are of growing importance in the mutual fund industry due to keen competition and changes in market structure. But the dominant variables in financial decision making, investor's perceived investment risk and expected return, have not yet been analysed in an advertising context, although these productrelated evaluations can be influenced by advertising and therefore serve as additional indicators of advertising effectiveness. In this study, the authors use a large-scale experimental study (n=499) to detect how risk-return assessments of private investors are influenced by specific elements of print ads. In this context, judgmental heuristics used systematically by private investors play a crucial role.     

False advertising

There is widespread evidence that some firms use false advertising to overstate the value of their products. We consider a model in which a policy maker can punish such false claims. We characterize an equilibrium where false advertising actively influences rational buyers and analyze the effects of policy under different welfare objectives. We establish precise conditions where policy optimally permits a positive level of false advertising and show how these conditions vary intuitively with demand and market parameters. We also consider the implications for product investment and industry self‐regulation and connect our results to the literature on demand curvature.     

凯雷投资分时传媒 拟造户外媒体超市

11月21日，年初导演了分众合并聚众的凯雷投资集团宣布向分时广告传媒有限公司投资2000万美元，双方宣称将打造全球最大的户外媒体超级市场。     

Perceived risk and the interplay of expert endorsement,corporate image and investment knowledge in mutual fund advertising

This study aims at examining the effects of expert endorsement, corporate image and investment knowledge on individuals’ perceived risk in mutual fund advertising. Based on the results from a content analysis of 341 print advertisements of mutual funds in Hong Kong, a 3 (advertising texts about corporate image: corporate management, financial performance, corporate responsibility)?×?2 (visual of expert endorser: presence, absence) between-subjects online experiment was subsequently conducted. The content analysis showed that visuals of experts had a significant relationship with corporate attributes in the advertisements. Results from the experimental study revealed that the participants reading the expert-endorsed advertisement about corporate management were more favorable toward the advertiser’s corporate image. The participants’ investment confidence posed a significant effect to their favorability toward the advertiser’s corporate image and subsequently their willingness to invest. When formulating communication strategies for financial products and services, practitioners should pay attention to the effect of expert endorsement in enhancing individuals’ favorability of the corporate image, as well as the effect of individuals’ investment confidence on individuals’ willingness to invest.     

Does advertising strategy matter in influencing mutual fund purchase?

This study explores the role of advertising strategies (informational versus transformational) in consumers’ purchase intentions related to mutual funds. Moreover, this study investigates the possible moderating role of gender and financial literacy in advertising strategy. Findings of the experimental approach applied in this study suggest that advertisement strategy does influence investment intention related to the mutual funds. We also found that females are less likely to purchase mutual funds when exposed to transformational advertisements. Moreover, investors with higher financial literacy prefer informational advertisements. The results also indicate that the informational advertisements are more useful and increase awareness levels among investors.     

The output and profit contribution of information technology and advertising investments in banks

This paper examines the contribution of investments in Information Technology (IT) and in advertising to the output and profits of Spanish banks, in the period 1983–2003. We find that the growth in the stock of IT capital explains one third of output growth of banks, and that an additional investment in IT of one million euros may be substituted for twenty-five workers. The paper also finds that advertising investments increase the demand for bank services with an elasticity of 0.22 for deposits and 0.11 for loans. For all the assets considered, the null hypothesis that banks use the profit-maximizing amount of services per period cannot be rejected with the data.     

Advertising dynamics and competitive advantage

Can advertising lead to a sustainable competitive advantage? To answer this question, we propose a dynamic model of advertising competition where firms repeatedly advertise, compete in the product market, and make entry as well as exit decisions. Within this dynamic framework, we study two different models of advertising: in the first model, advertising influences the goodwill consumers extend toward a firm (“goodwill advertising”), whereas in the second model it influences the share of consumers who are aware of the firm (“awareness advertising”). We show that asymmetries may arise and persist under goodwill as well as awareness advertising. The basis for a strategic advantage, however, differs greatly in the two models of advertising. We show that tighter regulation or an outright ban of advertising may have anticompetitive effects and discuss how firms use advertising to deter and accommodate entry and induce exit in a dynamic setting.     

Product market advertising and corporate bonds

Research shows that by enhancing visibility, advertising improves stock liquidity and returns. Unlike stock holders, bond holders may view advertising skeptically. Without proven effectiveness in improving revenues, large pre-interest advertising expenditures can be seen as eroding a firm's ability to meet its debt service obligations. We find that although greater advertising by a firm improves liquidity of its bonds in the market, it does not lower the firm's cost of debt. However, firms with ineffective advertising experience reduced bond market liquidity and a higher cost of debt. Without a real positive economic impact, advertising has little or no value for bond investors.     

Venture capital certification and customer response: Evidence from P2P lending platforms

This paper examines whether the certification effect of VCs extends to firm's potential customers, and whether, by certifying firms' values to potential customers, VCs provide value to firms. Using weekly trading data from P2P lending platforms in China, we find that the amount of loans facilitated and the number of lenders increase significantly by 25.7% and 49.3%, respectively, immediately after announcements that P2P lending platforms obtain VC investment. We find that this certification effect increases with measures of VC reputation and measures of information asymmetry between P2P lending platforms and potential customers. A difference-in-differences analysis provides consistent results, which are robust after controlling for the effects of news, advertising, and funding. We also document that VC-backed platforms are less likely to default than non-VC-backed platforms. This result provides indirect evidence that VC backing has long-term benefits beyond the news and advertising effects.     

Smart customers, dumb companies

Customers today are being bombarded with an overwhelming array of choices. To alleviate customer frustration, say Steven Cristol and Peter Sealey in Simplicity Marketing, companies should stop creating new brands and product extensions. Better to consolidate product and service functions by following a four R approach: replace, repackage, reposition, and replenish. That's an outmoded, dictatorial view of markets, says Christopher Locke. Far from being stymied by choices, customers are rapidly becoming smarter than the companies that pretend to serve them. In this networked economy, people are talking among themselves, and that changes everything. Locke predicts we'll see a growing number of well-defined micromarkets--groups of customers converging in real time around entertaining and knowledgeable voices--such as NPR's car guys and the Motley Fool investment site. "Micromedia" Web sites will replace traditional advertising because they'll provide credible user-supplied news about products and services. Locke contends that an open exchange of information solves the "problem" of choice much better than manipulative strategies like simplicity or even permission marketing. Companies can participate in micromarkets through what Locke dubs "gonzo marketing." If Ford, for example, discovers that a subset of its employees are organic gardeners, it may offer support to a big independent organic-gardening Web site with donations and employee volunteers. This marketing effort would be driven not by advertising managers but by people with genuine interest in each micromarket, so it would have credibility with customers. With gonzo marketing, both companies and their markets will benefit.     

Intangible Assets and Corporate Signaling

Research and development (R&D) and advertising expenditures often result in patents, technologies and brand names which are difficult to accurately value. Under current generally accepted accounting principles (GAAP) these intangible assets are generally not recognized in the financial statements, but instead are expensed in the period that they occur. Prior studies note that the market-to-book ratios of firms with significant levels of R&D and advertising expenditures suggest that investors, at least partially, value these assets. Researchers and practitioners argue that current GAAP, by not recognizing these intangible assets, reduces the usefulness and relevance of accounting reports.We investigate whether companies with significant levels of intangible assets are more likely to emphasize dividend increases and stock repurchases (which are generally perceived as signaling favorable investment opportunities), instead of traditional accounting disclosures, as a means of overcoming adverse selection. Because these assets are difficult to measure, cash distributions may be viewed as a more credible means of signaling firm value to investors. Using analysts' ratings of firms' accounting disclosures, we find that companies with higher levels of R&D and advertising expenditures are less likely to provide extensive accounting disclosures and instead tend to employ dividend and stock repurchase signals. We obtain these results even after controlling for other firm attributes, such as size, stock returns performance, leverage, liquidity and investors' expectations of growth opportunities. We also find that the market reaction to dividend increase and stock repurchase announcements is greater for firms with higher levels of R&D and advertising expenditures, indicating that these announcements are more informative for such firms.     

融媒体时代农村广告关联型商品选择分析

本研究运用规范分析法,通过基本假设和模型分析研究福建农村消费者所表现出的消费偏好,明确内在的消费支出动态变化状况,分析对广告商品选择意愿产生直观影响的几个因素,有针对性地制定对农广告传播政策.结论显示,需要降低广告关联型消费品相对价格;通过制定相应的广告传播策略,使农村居民消费行为达到更为理想的状况.     

How limiting deceptive practices harms consumers

There are two competing sellers of an experience good, one offers high quality, one low. The low‐quality seller can engage in deceptive advertising, potentially fooling a buyer into thinking the product is better than it is. Although deceptive advertising might seem to harm the buyer, we show that he could be better off when the low‐quality seller can engage in deceptive advertising than not. We characterize the optimal deterrence rule that a regulatory agency seeking to punish deceptive practices should adopt. We show that greater protection against deceptive practices does not necessarily improve the buyer welfare.     

Advertising appeals across varying economic and regulatory conditions: A longitudinal content analysis in the mutual fund industry

This research investigates the relationship between the utilization of various appeals in mutual fund advertisements and prevailing market, and regulatory conditions during the period 2000—2009. Mutual fund firms promote their investment products utilizing an array of advertising appeals, including those that highlight performance, product and consistency. We hypothesize that the application of these appeals varies over time and according to market conditions. In addition, the research considers the 2007 regulatory efforts mandating the inclusion of mutual fund expense information in advertisements that promote fund performance. A longitudinal content analysis is utilized to survey the presence and prevalence of various advertising appeals by mutual fund providers in Money magazine from 2000 to 2009. Results reveal that appeal usage varies over time and by market performance. Appeals focusing on performance and product are strongly correlated with market performance, whereas appeals relating to trust are correlated with subpar market performance. In addition, the use of cost information, broadly defined, has become more important over the 2000–2009 period independent of market performance. The implications of these findings and their relationship to government regulation are also discussed.     

Comparative advertising: disclosing horizontal match information

Improved consumer information about horizontal aspects of products of similar quality leads to better consumer matching but also to higher prices, so consumer surplus can go up or down, while profits rise. With enough quality asymmetry, though, the higher‐quality (and hence larger) firm's price falls with more information, so both effects benefit consumers. This occurs when comparative advertising is used against a large firm by a small one. Comparative advertising, as it imparts more information, therefore helps consumers. Although it also improves the profitability of the small firm, overall welfare goes down because of the large loss to the attacked firm.     

The use of advertising activities to meet earnings benchmarks: evidence from monthly data

Using a unique database of monthly media advertising spending, we examine whether managers engage in real earnings management to meet quarterly financial reporting benchmarks. We extend prior literature by (1) separately analyzing advertising activities, allowing us to explore the possibility that managers could reduce or boost advertising to meet benchmarks; (2) analyzing actual activities as opposed to inferring them from reported expenses, which are also subject to accrual choices; (3) investigating the timing, within a quarter, of altered advertising spending; and (4) examining quarterly earnings benchmarks. We find that managers, on average, reduce advertising spending to avoid losses and earnings decreases. However, we also report that firms in the late stages of their life cycle increase advertising to meet earnings benchmarks. Finally, we find some evidence that firms increase advertising in the third month of a fiscal quarter and in the fourth quarter to beat prior year’s earnings.     

Peer effects in corporate advertisement expenditure: Evidence from China

This study investigates whether industry peers affect focal firms’ advertising expenditure decisions and further explores the mechanisms and economic consequences of such effects. We find that peer firms have a significantly positive influence on the focal firm’s advertising expenditure. The results hold after a series of robustness tests. Additionally, the peer effects in advertising expenditure are more salient in industries with intense competition; and when economic policy uncertainty and demand uncertainty is higher. Interestingly, our results show that followers mimic the advertising expenditure of industry leaders, while leaders also react to followers’ advertising expenditure. We also find that the peer effects in advertising expenditure improve firms’ sales and market value. Our study contributes to a better understanding of peer effects on corporate decisions.     

Consumer-generated content and source effects in financial services advertising: An experimental study

Although advertising has previously been under the control of organizations and their advertising agencies, recent advances in technology have seen the emergence of what has come to be known as ‘consumer-generated advertising’. Consumers are now creating their own ads for the brands they love and hate, using inexpensive software and powerful personal computers, and then distributing these via social networks such as YouTube. The consequences for traditional advertisers are profound. Although services marketing scholars have begun to pay attention to this phenomenon, little is known about the source effects of these types of ads, for example whether viewers think they were created by firms, or consumers like themselves. This article describes a series of experiments designed to test source effects in the context of consumer-generated ads in a financial services context, in which it is found that some source effects are present. Implications for marketers as well as future research directions are identified.