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.     

我们为什么“不看”广告——广告回避研究综述

广告信息的处理是一个攀登＂AIDAS＂①阶梯的过程,如果没有第一步＂注意＂的基石,后续的效果就无从谈起。因此了解受众,或者说媒介用户的广告回避行为,以及不同媒介用户的广告回避规律是非常重要的。本文采用滚雪球文献搜集法,对近50年来的广告回避研究做了梳理,重点呈现三方面的信息：其一,广告回避的主体描述,侧重对有强烈广告回避倾向受众的特写;其二,不同广告回避方式所造成的注意力流失情况;其三,受众为什么回避广告的解释模型。     

Global Advertising Practices

Abstract

This empirical study of European, Japanese and U.S. multinational companies provides a cross-sectional investigation on the degree of standardization practiced in advertising strategy and message elements, objectives and types of content of standardized advertising and ways of using adapted strategy. Based on the sampled data, no statistical difference was found for any of the analyses at the 0.05 significance level. However, it can be concluded from the data that global marketers are moving toward standardization in their advertising. The contributions of this research can be significant for both academicians and practitioners. Managerial implications and future research directions were also provided.     

Same But Different—Perceptions of Integrated Marketing Communication Among Marketing Communication Partners in Australia

This article examines whether two key partners in the marketing communication process, advertising and public relations’ practitioners, perceive Integrated Marketing Communication (IMC) in the same way. It compares perceptions across a wide range of implementation, organizational, and strategic issues in IMC to test if perceptions have moved past Stage 1 of IMC development (Kitchen & Schultz, 1999 Low, G. 2000. Correlates of integrated marketing communications. Journal of Advertising Research, 40(3): 27–39. [Crossref], [Web of Science ®] , [Google Scholar]). Although both advertising and PR practitioners concur with each other and the literature on a wide range of perceptions of IMC, they still believe that advertising and public relations practitioners have dissimilar views about IMC. The PR practitioners position themselves as a separate breed of marketing communicator, requiring divergent skills from advertising practitioners and thinking differently about IMC.     

The myth of big data: Chinese advertising practitioners’ perspective

A qualitative study was conducted to explore Chinese advertising practitioners’ perceptions and interpretations of big data in the Chinese market. Twenty-two in-depth interviews were conducted to collect the data. Four overarching themes emerged regarding the interviewees’ perception of the Chinese advertising market, the definition of big data, the application of big data and the future development of big data. Based on the themes, a theoretical framework was developed to demonstrate big data's application and development in the Chinese market. Theoretical and practical implications were offered.     

Consumer Attitudes Important in Choosing Lawyers and Accountants According to Decision-Making Style

ABSTRACT

An empirical study, which examines the relationship between consumers' decision-making style and their attitudes toward areas considered important when selecting lawyers and accountants, is described. A scheme, which separates consumer decision-making into categories on the basis of systematic-spontaneous information-gathering and internal-external information-analysis dimensions, is proposed. The information-analysis dimension (internal-external) appears to be the decision-making dimension by which consumers choose legal and accounting services.     

In Advertising,a Double Negative Does Not Equal a Positive

This research investigates the effectiveness of double negative ads relative to positive, self-promoting ads as it relates to impression formation. The study was conducted using a 3 (ad valence/intensity: extreme double negative, moderate double negative, positive) x 2 (impression type: incidental, intentional) repeated measures design study using print ads designed for fictitious brands. Overall, brands in double negative ads received less positive impression ratings and the double negative ad format was less memorable. These effects were even more pronounced as the valence of the double negative ads became more extreme.     

The Effects of Digital Media Advertising Content on Message Acceptance or Rejection: Brand Trust as a Moderating Factor

The goal of this study is: (1) to expand upon prior research into general online content, (2) to analyze the acceptance and rejection factors of Internet advertising messages, and (3) to examine the moderating role of brand trust in this process. The results show that, when displaying intentions relating to the acceptance of online advertising, brand trust is not a significant influencing variable. However, when studying the intent to reject a message, brand trust does act as a barrier against the negative effect of irritation, while when this trust does not exist, irritation exercises a significant negative effect on advertising value.     

The Piecemeal Approach to Comparative Advertising

When attempting to portray the attractiveness of a brand vis-à-vis its competitors, an ad may make global claims about superiority or specific claims about one or more attributes. A special case of latter is the piecemeal ad in which the advertised brand is compared to a competitor on one attribute, a different competitor on a second attribute, another competitor on a third attribute, and so on. The present research demonstrates the effectiveness of this technique and explores the parameters of its influence. We find that piecemeal messages are persuasive because they make seemingly strong claims in a believable manner. Consumer skepticism appears to arise only when conditions for scrutiny are very favorable.     

Positive versus negative comparative advertising

Two studies examined cognitive responses to comparative advertising that was valenced, i.e., was either negative or positive. Negative comparative advertising featured the advertised brand derogating the comparison brand (I'm OK, you're not OK). Positive comparative advertising claimed superiority over the comparison brand in a nonderogatory manner (You're OK, I'm more OK). Subjects were exposed to either a negative comparative ad or a positive comparative ad. In study 1, the ad featured either a high or low share advertised brand and either a high or low share comparison brand while in study 2, the ad featured advertised and comparison brands with either a strong or a weak reputation. Across both studies, it was found that negative comparative advertising evoked significantly higher counterargumentation and lower claim acceptance than its positive counterpart. Also, when the advertised brand had a high share relative to the comparison brand, counterargumentation was lower and claim acceptance was higher vis-a-vis when the advertised brand had a low share relative to the comparison brand. Findings pertaining to brand reputation were mixed. Managerial and future research implications of the findings are discussed.     

Counsel for Market Planners at Independent Colleges

No abstract available for this article.     

广告创意产业的差异化竞争策略

中国广告市场的逆向选择现象是广告公司同质化竞争的必然结果,也是影响广告创意产业竞争力提升的关键因素。本文运用信息经济学的逆向选择理论和企业竞争优势理论,对我国广告市场存在的逆向选择现象、危害及其成因进行深入分析,指出差异化代理是解决广告市场逆向选择问题的根本途径,并具体阐述了广告创意产业差异化竞争的四种策略。     

微电影广告营销策略研究

本文在新媒体时代背景下,对微电影广告的概念及产生发展进行了解读。阐述了微电影广告自身的优势和竞争力,辩证地探讨了其在市场化过程中所带来的机遇和挑战,力求找到微电影广告的市场化策略,得到有利的发展启示,并使得微电影广告在未来的市场化中取得更好的效果。     

Choosing the right message for the right cause in social cause advertising: type of social cause message,perceived company–cause fit and the persuasiveness of communication

This study introduces two different types of communication strategies in social cause advertising: a partake-in-our-cause message attempts to engage audiences to take part in a social cause, whereas a promotional social cause message simply conveys information on what a company does for the social cause. The results of two experiments showed that the type of social cause message and the company–cause fit interacted to influence the perceptual and behavioral intention variables related to the company sponsoring the social cause. The partake-in-our-cause message led to more favourable perceptions and stronger behavioral intentions about the company when the company–cause fit was low, rather than high, and such a relationship was partly mediated by the perceived corporate self-serving motive and shared support for the social cause. In contrast, the promotional social cause message appeared to be more persuasive when the company–cause fit was high, rather than low, due in part to the enhanced processing fluency. These findings suggest different psychological mechanisms for each type of social cause message. Implications of the findings and future research directions are discussed.     

基于品牌战略的广告策略研究——广告策略在医药保健品、化妆品行业的应用

随着我国经济建设的逐步发展,改革开放的不断深入,我国企业面临的竞争日渐加剧,企业之间的竞争已经不再只局限于产品之间的竞争,越来越多的企业意识到品牌的重要性,品牌已成为一种新的国际语言,越发受到重视。广告策略作为品牌战略的重要环节之一,在设计以及实施的过程中,与品牌战略之间具有密切的联系。因此,建立广告策略与品牌战略结合模型,深入讨论基于品牌战略的广告策略在医药保健品、化妆品行业的应用很有必要。