The effectiveness of post-release movie advertising

Frequent new product introductions and short product life cycles lead to unusually high levels of advertising in the movie industry. We study the effectiveness of television advertisements aired after the theatrical opening of a motion picture (‘post-release advertising’). We estimate an instrumental variables, lagged effects model using a novel dataset constructed to obviate simultaneity concerns and temporal aggregation biases. We find that post-release movie advertising exhibits a high degree of heterogeneity across films, but generates substantial returns for some movies. Our findings suggest that studios may find it beneficial to experiment with higher post-release advertising budgets. Further, exhibitors may benefit from extended movie life cycles if they share post-release advertising responsibility with studios.     

The communicative effectiveness of ethnically oriented advertising

A study conducted on Asian ethnic consumers in the UK showed ethnic origin to be a major segmentation variable in differentiating ethnic and white intergroup responses to four different executions of advertising copy incorporating different levels of ethnic appeal. The ethnic group gave consistently more favourable responses than white consumers, implying that they would respond more favourably to the visual ‘picture’ component in advertising copy. On an intragroup basis it was found that ‘all-ethnic’ copy with higher levels of ethnic content would be more effective in targeting ethnic groups because it provides a cultural framework with greater staying power in terms of its visual, nonverbal presentation in comparison to ‘all-white’ appeals. ‘Integrated’ panel layouts incorporating both ethnic and white appeals in the same advertising copy format did not evoke significantly more positive feelings among either Asian ethnic or white viewers in comparison to ‘all-ethnic’ copy. Advertisers should note therefore that integrated advertisements cannot be expected to radically influence either ethnic or white consumer attitudes towards promoted products. It was also found that as a compromise strategy, ‘product-only’ advertisements might well be the best answer to targeting ethnic as well as white viewers.     

Source characteristics and advertising effectiveness

The study examines the impact of source likeability and source credibility on the effectiveness of print advertisements. A theoretical model that depicts the impacts of source characteristics on (1) ad attitude, (2) brand attitude, and (3) willingness to purchase is investigated using data collected through a quasi-experimental design. In addition to direct impacts, the moderating role of message processing motivation (involvement) and product category knowledge in the relationships of interest are investigated via multigroup analyses. Findings indicate that the sequence of relationships between source characteristics, attitudinal responses and willingness to purchase may vary substantially across the four conditions characterised by high/low levels of processing motivation and product category knowledge.     

Examining the influence of different levels of sexual-stimuli intensity by gender on advertising effectiveness

Abstract

Sexual appeals grab attention and elicit emotional responses, yet the existing literature surrounding this area of research has yielded inconsistent findings with regard to their ability to influence consumer liking and preference. Little attention has also been given to investigating sexual appeals beyond the scope of the effects of gratuitous sexual stimuli (nudity), and as such, most of what is known about sexual appeal advertising is centred on the effects of nudity alone. The current study examines sexual-stimuli intensity (explicit vs. mild) in print advertising and assesses its influence on advertising effectiveness and how this varies by gender for Australian consumers. An experiment is conducted as a test of the hypothesised relationships, with findings indicating that the level of sexual-stimuli intensity in print advertising is more effective in influencing consumers’ attitudinal and behavioural responses when depicted at a mild intensity level than at an explicit intensity level. These findings offer important insights for marketers in the design and configuration of sexual appeals used in advertising to maximise the effectiveness of ads to achieve favourable consumer behaviour outcomes.     

Language and advertising effectiveness: code-switching in the Korean marketplace

Using two languages within an advertisement is increasing across many markets, throughout the world. By investigating code-switching effects between the Korean and English languages, this study is the first to directly test the Markedness Model perspective in the Korean marketplace. Furthermore, this study introduces a new type of code-switching (transliterated code-switching) between two alphabetic languages and assesses the impact of code-switching on advertising effectiveness across the different types. The results of Study 1 indicate that Korean–English (KE) code-switching and transliterated Korean–English (TL-KE) code-switching were significantly higher in attitude toward the slogan and product evaluation than English–Korean (EK) code-switching. However, there was no significant difference in the dependent variables between TL-KE and KE slogans. Study 2 tested the role of the perceived difficulty of the English words as a moderating variable. It was found that the KE slogan was more effective than the TL-KE slogan when difficult English words were embedded in the slogans, whereas no difference was found between the two slogans when the English words were perceived as easy. Implications for advertisers are presented and future research areas are discussed.     

寻找广告费的那一半——降低广告风险，保证广告效果——重庆电视台广告风险管理机制

编前：目前,广告主考核电视媒介投放效果主要指标包括总收视点、传播广度、有效到达频次、广告千人成本等．其中收视率是左右企业广告投放的关键。但业界也逐步意识到。对于电视节目的广告创收而言收视率不是万能的。     

Retracted: Beauty as a tool: The effect of model attractiveness,product relevance,and elaboration likelihood on advertising effectiveness

The following article from Psychology & Marketing, “Beauty as a tool: The effect of model attractiveness, product relevance, and elaboration likelihood on advertising effectiveness” by Trampe, D., Stapel, D. A., Siero, F. W., & Mulder, H. published online on 4 Nov. 2010 in Wiley Online Library (wileyonlinelibrary.com), has been retracted by agreement between the authors, the journal Editor‐in‐Chief, Ronald Jay Cohen, and Wiley Periodicals, Inc. following the results of an investigation into the work of Diederik A. Stapel ( https://www.commissielevelt.nl/ ). The Levelt Committee has determined that this article contained data that was fabricated as supplied by Diederik A. Stapel. His co‐authors were unaware of his actions, and not in any way involved.     

Retracted: Beauty as a tool: The effect of model attractiveness,product relevance,and elaboration likelihood on advertising effectiveness

The following article from Psychology & Marketing, “Beauty as a tool: The effect of model attractiveness, product relevance, and elaboration likelihood on advertising effectiveness” by Trampe, D., Stapel, D. A., Siero, F. W., & Mulder, H. published online on 4 Nov. 2010 in Wiley Online Library ( wileyonlinelibrary.com ), has been retracted by agreement between the authors, the journal Editor‐in‐Chief, Ronald Jay Cohen, and Wiley Periodicals, Inc. following the results of an investigation into the work of Diederik A. Stapel ( https://www.commissielevelt.nl/ ). The Levelt Committee has determined that this article contained data that was fabricated as supplied by Diederik A. Stapel. His co‐authors were unaware of his actions, and not in any way involved.     

Effects of age, need for cognition, and affective intensity on advertising effectiveness

This paper explores how individual characteristics of age, need for cognition (NFC), and affective intensity (AI) interact with each other and with advertising appeal frames (i.e., rational, positive-emotional, negative-emotional) to influence ad attitudes, involvement, and recall. The mixed design study reveals that younger adults recall emotional messages, especially negative ones, better than rational ones, but recall does not differ for older adults across appeal frames. Older adults prefer rational and positive messages to negative-emotional messages but ad attitudes do not differ among younger adults across appeal frames. Finally, age interacts with AI, but not NFC, to influence ad responsiveness. Both age and AI influence ad attitudes such that older adults exhibit the most positive ad attitudes across all appeal frames.     

Effects of culturally verbal and visual congruency/incongruency across cultures in a competitive advertising context

Existing consumer behavior theories suggest that consumers tend to recognize, better comprehend, and respond favorably to information that is both relevant and consistent with their beliefs and values. This study extends these theories by employing cultural arguments and pictures to examine the effects of culturally verbal and visual congruency/incongruency on consumer ad and brand attitudes in multiple-ad and multiple-brand environments. The studies were conducted with subjects in Canada and China. The results suggest that, when the contrast ad is culturally incongruent, an ad containing a culturally congruent argument and congruent picture elicits the most positive responses, compared to other ads with different combinations of arguments and pictures. However, an ad containing a culturally incongruent argument and incongruent picture also elicits more positive responses than an ad with a culturally congruent argument and incongruent picture or a culturally incongruent argument and congruent picture.     

The influence of advertising on the demand for chocolate confectionery

This paper addresses the impact of advertising on the size of five European chocolate confectionery markets: Belgium, France, Germany, the Netherlands and the UK. It is prompted by suggestions that advertising may be responsible for excessive consumption of confectionery by children. The literature on whether advertising affects the total market size is not one-sided but the balance of previous research indicates market effects to be less likely. Chocolate confectionery in Western Europe is a mature market in slow decline. We found no significant association between the weight of advertising and market growth with either contemporaneous or lagged effects. There was, however, negative correlation between market size and price, as was to be expected. The results were consistent across the five countries.     

Likeability as a measure of advertising effectiveness: the case of financial services

Television advertising for financial services accounts for over one-third of total financial services advertising expenditure, yet there is evidence to suggest it is not very well done. Given the difficulties advertisers have to overcome in terms of promoting an intangible product in accordance with tight restrictions on advertising content and format to a largely uninvolved audience, it becomes all the more imperative to study how viewers judge financial services commercials. This paper presents the findings of a study which seeks to establish which elements, if any, of a financial services commercial first make it likeable to its target audience, second motivate the viewer to seek more information about the service being advertised and, third, have an effect on the image the viewer has of the advertiser. Some interesting findings from the research point to the similarities between the emerging factors for viewers' affective reactions to fast-moving consumer goods (FMCG) and financial services commercials and the extent to which likeability mediates the influence which advertisement execution features have on subsequent behavioural intentions.     

The influence of model age on children's reactions to advertising stimuli

Two studies are reported that explore the role of age of model as a nonverbal cue in advertising directed to children. Conventional advertising wisdom holds “older is better” when casting for commercials directed to children. The purpose of the current work is to focus on the merits of this wisdom. Three different age ranges of models were paired with either toys (Study 1) or foods (Study 2). Preschoolers' attitudinal (affective, evaluative, and behavioral intent) responses to the products were measured. Study 1 (n = 36) with toys suggested support for the conventional wisdom. Study 2 (n = 36) was a replication of procedures from the first study with substitution of food items for toys. Study 2 resulted in no statistical differences at the traditional .05 level, but a trend appeared on behalf of the older- and younger-age models outperforming the same-age ones. The second study's results suggested that the nature of the product may moderate the effects of the adage, “older is better.”     

女性意识觉醒下的商业广告策略转变

在网络信息时代,广告散布的速度较之从前更快,影响范围更广,广告从各个方面渗透进每个人的生活,并潜移默化地改变着人们的消费观、价值观和生活方式,而社会观念的转变也会影响商业广告的设计内容。奥迪二手车广告事件,很好地体现了价值观念的转变对商业广告的反向作用力——由于中国女性们女性意识的觉醒,倒逼了商业机构和相关企业,使其做出改变。本文从女性意识觉醒的角度,论证商业领域里广告策略的转变,并试图使企业认识到,广告只有做到尊重女性,关心女性成长和促进其自我价值的实现,品牌才能最终赢得客户,赢得市场。     

The effect of traditionally marginalized groups in advertising on consumer response

Increasingly, national brands have cast people from marginalized groups in advertising. It is important to understand the elements that influence consumers’ responses to advertisements featuring groups who have been traditionally excluded from advertising campaigns. Although consumers may wish to buy brands that support their own views on human rights and equality, we propose that consumers in the target market may be uncomfortable if the group portrayal contradicts their beliefs about the topic, concept, or social groups in the ad. Across two studies, we show that when an ad creates this type of internal contradiction within consumers, it may elicit a more negative response than an ad portraying a more traditional model. However, we also find preliminary evidence that using models from marginalized groups can be more effective than using more traditional models—as long as such portrayals do not violate certain target consumers’ schemas. The implications of these results will be discussed.     

Effects of violent television programmes on advertising effectiveness among young children

The aim of this study was to investigate the effects of violent TV programmes on the effectiveness of advertising aimed at children. Using an experimental method, this study found that violent programmes elicit a high level of excitation among kindergarten attendees, which substantially enhances their advertising effectiveness. When advertising was viewed within a violent programme, children showed better ad recall and more favourable attitudes towards the ad than when advertising was viewed in a non-violent programme. Higher purchase intention and brand preference were also found among subjects who viewed the ad embedded in a violent programme.     

The matchup effect of spokesperson and product congruency: A schema theory interpretation

This aricle examines the matchup hypothesis or the notion that the congruence in advertisements between spokesperson characteristics and product attributes is related to observed variations in source credibility, product evaluations, perceived product gender, and other measures of advertising and communication effectiveness. Schema theory is used to interpret the results of previous inquiries into the matchup hypothesis, and the results of two experiments that provide additional insight into how schema might be changed by a spokesperson/product match are reported. Areas of future research into the matchup hypothesis on schema theory implications are discussed. © 1994 John Wiley & Sons, Inc.     

The moderating influence of brand status and source confirmation on third-party endorsement effects in advertising

Two studies were conducted to examine the effect that perceived brand status has on consumers’responses to source confirmation of third-party advertising endorsements. In Study 1, a 2 (ad exposure with opportunity to confirm the source of the endorsement vs ad exposure with no opportunity to confirm) by 2 (topdog brand vs underdog brand) factorial design was used to examine hypothesised effects on message believability and brand attitude. Results indicated that, for underdog brands, augmenting advertising strategies with publicity pieces (source confirmation) is an effective approach in enhancing advertising message believability and producing more favourable brand attitudes. On the other hand, this ad strategy was not shown to have similar added benefits for the topdog brand. Study 2 further examined these interactive effects, finding that, in an underdog brand condition, individuals reported higher levels of involvement with a publicity piece than with an advertisement. An opposite effect (i.e. greater ad involvement than publicity piece involvement) was observed for individuals in the topdog brand condition. Theoretical and managerial implications of the findings are discussed, and future research directions are offered.