Why do Caucasian advertising models appeal to consumers in Taiwan?

To test the influence of model ethnicity on advertising effectiveness in East Asia, this research proposed a cue-triggered value-expressive model, according to which positive attitudes towards western models help consumers with independent self-concepts express themselves. Western models generated more favourable ad responses (ad credibility, diagnosticity and attitudes), promoted stronger self–brand connections and led to more favourable brand attitudes than did Asian advertising models among independent respondents in Taiwan. In contrast, consumers with interdependent self-concepts did not exhibit such differences. Independent self-concepts also consisted of two sub-dimensions: horizontal individualism focused on the desire to be different, and vertical individualism centred on the desire to be superior. The former dimension accounted for the enhanced effects of western models. Three experiments confirmed that expressing positive attitudes towards these advertising models served value-expressive functions among consumers with uniqueness self-concepts when they read ads promoting products that were publicly (Study 1 and 3) or privately (Study 2) consumed.     

Why we watch others' responses to online advertising – investigating users' motivations for viewing user-generated content in the context of online advertising

The study investigates Internet users' motivations for viewing user-generated content (UGC) in the context of online advertising. In addition, it is examined whether individual motivation patterns can be traced back to users' personalities and their attitudes toward advertising in general. An online survey of 181 social media users was conducted, surveying users' motivation, personality (big five), and attitude toward advertising in general. Path analysis was employed to examine the research model. The use of UGC was motivated by needs for information, entertainment, personal identity, and social interaction. While personality did not predict users' motives, their attitudes towards advertising in general explained individual motivation patterns to a large extent. It was consequently proposed and confirmed that users' motives mediate the influence of recipients' general attitude toward advertising on UGC usage. Results indicated a strong effective potential for UGC in online advertising: users view such content expressly to be influenced by others fulfilling their needs for information, personal identity and social interaction. Firms may lose some of their ability to precisely control brand messages when advertising in social media.     

Like or dislike? Adolescents’ responses to personalized social network site advertising

Increasingly, personal data posted by users of social network sites (SNSs) can be used to personalize advertising. The present study investigates how adolescents respond to personalized ads in terms of attitude toward the ad, brand engagement and intention to forward, and whether privacy concerns moderate their responses. According to pretest results, a medium level of personalization was expected to be optimal in terms of advertising effectiveness. A within-subjects experiment involving 40 participants aged 14–18 years was performed. Three conditions of personalized advertising were designed with, respectively, low, medium, and high levels of personalization. The study found that the highest personalization condition generated the most positive response and that privacy concerns did not moderate the effects of personalization. The privacy paradox is discussed as an alternative explanation, along with other implications of the results.     

The effects of tolerance of negativity on consumers’ responses to comparative attack advertising

This paper focuses on ‘tolerance of negativity’ (TON) as a means of understanding and predicting consumers’ responses to negative marketing communications. The results of three empirical studies suggest that consumers who are low (as opposed to high) in TON (when measured and/or primed) find negatively framed comparative ads to be less fair, less useful, and have less favorable attitudes toward the ad and sponsor brand. Importantly, cognitive elaboration is shown to moderate these effects. Specifically, one’s TON is found to be more impactful when individuals are engaged with an ad (i.e. when cognitive elaboration is greater) as opposed to when cognitive elaboration is lower. Interestingly, TON’s moderating influence was not observed in any of the studies when attitudes toward the compared-to brand were the dependent variable.     

SMS advertising: How message relevance is linked to the attitude toward the brand?

Due to recent technological developments and widespread adoption of mobile handsets, the mobile medium has been transformed into an effective channel for brand communication. Short message service (SMS) advertising is the most primitive and widely used version of mobile marketing, yet the relevant literature still lacks consensus on how SMS ads influence consumer attitudes, and how this influence is generated. The present research aims to investigate how message relevance, the most important success factor of SMS advertising, is transformed into attitudinal reactions toward the advertised brand by introducing perceived intrusiveness and attitude toward the message as mediating variables into the relationship. Implications and future research avenues are discussed.     

Does poor fit always lead to negative evaluations? Extension advertising and perceived brand quality

This article investigates the moderating roles of advertising strategy (relational vs. elaborational) and perceived parent brand quality on the influence that parent brand–extension fit exerts on consumer evaluations of both extensions and the parent brand. Two studies manipulate fit in terms of either brand concept consistency or product feature similarity. Lower fit results in negative consumer responses, yet an elaborational advertising strategy mitigates the negative effects of lower fit on extension evaluations. This mitigating effect is stronger for high quality than for average quality brands. The results also indicate extension feedback effects for the parent brand, suggesting that elaborational advertising strategies may reduce the impact of fit on parent brand feedback effects. This latter link is not moderated by parent brand quality.     

Does advertising indicate product quality? Evidence from prelaunch and postlaunch advertising in the movie industry

Literature on the informative role of advertising indicates that advertising quantity can serve as an indicator of product quality. As product life cycles grow shorter, firms in many industries spend significant amounts on advertising during the prelaunch period to create large initial demand. Thus, the role of prelaunch advertising may differ from that of postlaunch advertising, and a proper understanding of these differences is important. This study provides an empirical investigation of whether advertising is a reliable indicator of quality before and after product launches, using the data from the movie industry. Analyses of 1078 movies released during 2003–2011 show that postlaunch advertising is a reliable quality indicator and increases revenues, whereas prelaunch advertising is not a reliable quality indicator, even if it leads to higher revenues.     

Do feminists still respond negatively to female nudity in advertising? Investigating the influence of feminist attitudes on reactions to sexual appeals

To test the belief that feminism and sexualization of women in advertising stand in opposition, this study employed a large US national sample (N = 1298) to examine how consumers’ feminist attitudes differentiate and predict their ethical judgment and ad-related evaluations of sexual images of women in advertisements. The results indicate that (1) consumers with higher feminist attitudes evaluated sexual ads more favorably than those having lower feminist attitudes, and (2) consumers’ feminist attitudes positively predict ad-related evaluations with full mediation of ethical judgment. These findings, which diverge from previous research, may indicate that contemporary feminists view sexual images of women differently than in previous decades. Theoretical and practical implications are described.     

Muslim millennials’ attitudes towards fashion advertising

Abstract

Recognizing the rapid growth of fashion marketing efforts in Muslim consumer markets, this article aims to investigate attitudes towards fashion advertising between Muslim millennials from two countries of diverse advertising environments. The conceptual framework used for investigation was adapted from an existing framework for attitudes towards advertising. A sample of young millennials (n?=?1,691) responded to a questionnaire-based survey measuring items related to beliefs, attitudes, and behaviors towards fashion advertising, in addition to religiosity and fashion consciousness. Analysis of hypothesis testing was performed using Structural Equation Modeling (SEM). Findings revealed that beliefs towards fashion advertising may be grouped into positive and negative factors which influence attitudes towards fashion advertising. Additionally, fashion consciousness also influences Muslim millennials’ attitudes towards fashion advertising. This article also examined the diversity of Muslim millennials in terms of religiosity, gender, and advertising environment on beliefs, attitudes, and behaviors towards fashion advertising. Analysis of group comparisons was done after establishing measurement invariance in Multi-group Confirmatory Analysis (CFA). Differences in attitudes towards fashion advertising across religiosity, gender, and cross-national groups illustrate the diversity within Muslim millennials. These differences are explained in terms of differences in antecedent positive and negative beliefs. This article contributes to the literature of attitudes towards advertising by illustrating the influence of gender, religiosity, and advertising environment on attitudes towards fashion advertising in diverse Muslim markets.     

The academician–practitioner gap in advertising

The existence of the academician–practitioner gap is readily acknowledged and widely discussed in the marketing/advertising literature. This paper analyses key writings on the nature of the academician–practitioner rift and proposes a new approach complementing the literature. The review identifies five prevailing explanations why miscommunication between academicians and practitioners exists: (1) the failure of academic knowledge dissemination systems; (2) problems with the knowledge content and knowledge form academicians produce; (3) counterproductive academic organisational systems; (4) questions of philosophy of science; and (5) practitioners’ inability and unwillingness to process academic information. The study concludes that one potential explanation is entirely missed in these accounts: the possibility that practitioners’ knowledge about how advertising works is an autonomous construct, which has its own rules and deep structure, and resists simple assimilation attempted by academicians. The study also complements the existing literature by basing the review on firm theoretical grounds: the authors apply the influential sociological theory of professionalisation. Finally, future directions for research investigation are suggested, which moves the predominantly normative discourse into the empirical world.     

Does gay-themed advertising haunt your brand?

This study is designed to investigate the effect of gay-themed advertising as well as consumers’ gender, tolerance towards homosexuality (low vs high tolerance) and consumers’ brand commitment (low vs high commitment) on attitude towards ad and attitude towards brand. The study result suggests that people exposed to non-gay-themed ads had more positive attitudes towards the brand than did people exposed to gay-themed ads. The study findings suggest that ads featuring homosexual imagery could lead to negative brand evaluation. The study finds that heterosexual males exposed to such ads had less favourable attitudes towards the advertising and brand as well. The study finds that subjects with high tolerance towards homosexuality have more positive attitudes towards the ad and brand, and have higher purchase intention than do subjects with low tolerance. Furthermore, the results suggest that people with high brand commitment had more favourable attitudes towards ad and brand. Practical and theoretical implications are discussed.     

Can your advertising really buy earned impressions? The effect of brand advertising on word of mouth

Quantitative Marketing and Economics - Paid media expenditures could potentially increase earned media exposures such as social media posts and other word-of-mouth (WOM). However, academic research...     

Do stock prices undervalue investments in advertising?

Under the efficient market hypothesis, the stock price incorporates the full value of a firm’s advertising. If so, advertising spending should not be associated with future abnormal stock returns. Nevertheless, from 1995 to 2015, advertising spending often leads to abnormal stock returns the following year. The strongest results surface for consumer goods and services where advertising used to build brand equity can carryover from one year to the next. No significant differences arise for healthcare, industrial goods, or retailer advertising. Healthcare and industrial goods advertising is often modest. Retailer advertising that builds traffic should have little if any carryover into the following year. These results may help marketing managers defend an advertising budget whose benefits carryover into the following year, but hurt current profits. Having more investment analysts on Wall Street with a marketing background should help reduce this overly conservative “wait and see” discount for carryover advertising.     

Images paired with concrete claims improve skeptical consumers’ responses to advertising promoting a firm’s good deeds

Previous research has focused attention on state skepticism over corporate social responsibility (CSR) communications, but little work has focused on how to override preexisting differences in consumer skepticism. To gain insight into this issue, the present studies explore whether company ads promoting a firm’s good deeds generate more positive responses when the ads contain concrete claims and/or images related to the firm’s corporate social responsibility claims, and how these elements of the CSR communication interact with individual differences in advertising skepticism. Results show that highly skeptical consumers (a) respond less favorably to ads than less skeptical consumers, overall; (b) respond more favorably to ads that contain a combination of concrete claims and images supporting those claims; and (c) respond as favorably as less skeptical consumers when ads feature concrete claims with supporting images. Additional results suggest that images are effective among highly skeptical consumers because skeptical consumers have a reduced ability to visualize advertising claims. Implications and future research directions are discussed.     

Survey of Internet users’ attitudes toward Internet advertising

Many have speculated about the current state of Internet advertising (IA), how it compares to advertising in general (GA), and its implications for traditional marketing models and practices. Although many estimates exist regarding who uses the Internet as well as guidelines about how best to design IA, little is known about Internet users’ attitudes toward IA, much less what characterizes these attitudes. To test this, a national sample of over 400 participants with at least some exposure to the Internet was surveyed. The results revealed no majority opinion of IA: approximately a third of respondents liked, disliked, and felt neutrally toward IA, respectively. A regression analysis indicated that enjoyment of looking at Internet advertisements, its informativeness, and its utility for making behavioral (purchasing) decisions contributed to participants’ attitudes toward IA. Enjoyment of looking at IA contributed the most to attitudes toward IA, yet at the same time appears to be one of IA's weakest features. In order to assess whether attitudes toward and perceptions of IA might reflect attitudes toward advertising in general by this demographic group, rather than attitudes toward IA per se, responses were compared to those of a demographically weighted-to-match national sample of over 1,000 who answered similar questions in regard to advertising in general. The results indicate that more respondents found IA to be informative and trustworthy than a demographically similar sample found GA. Even though the attitudes and perceptions of IA and GA were significantly different, the structure of GA and IA attitudes was the same. Implications for the design of IA are discussed.     

A retrospective on the state of international advertising research in advertising,communication, and marketing journals: 1963–2014

Scanning from the earliest to the recent literature on international advertising research, this study aimed to provide a more comprehensive and detailed picture of the research trends and patterns across the advertising, marketing, and communication disciplines over the past half century. Findings exhibit continuous growth in terms of the quantity of international advertising studies. While theoretical foundations need to be further solidified and elaborated, methodological and statistical rigors have been increasingly underpinned in international advertising research. Further, this study recognized authorial and institutional productivity, and influential articles in the field of international advertising research. The finding indicates that scholarly endeavors are necessary for diversity of countries studied in future research.     

Investigating agency–client relationships in the Polish advertising industry

This paper explores selection and retention factors as perceived among agencies and clients operating in the Polish advertising industry. Initially, a broad review of advertising and marketing literature is presented in the context of those variables perceived to be important for (a) selecting/evaluating ad agencies, and (b) maintaining client loyalty and client retention. Two ad agencies and two advertisers in Poland were approached in order to explore and evaluate the variables in more depth, and as a result 15 key variables emerged that became the focus for the study. A questionnaire was designed and a postal survey was later administered to advertisers and agencies with the intentions of obtaining the views of both parties. Emerging findings of the study indicate that clients tend to focus on sales pitch and factors relating to past performance in recruiting an agency. Results also reveal that there was a close consensus among agencies and their clients concerning the relative importance of retention factors such as quality of service and customer care attributes.     

Creativity identity in Colombia: the advertising creatives’ perspective

ABSTRACT

This exploratory paper analyses the way in which context influences advertising creativity practices. To establish the role of context, this paper utilized both Social Identity theory and Systems Model of Creativity. Twenty four in-depth interviews with top creative directors of the main advertising agencies in Colombia (Latin America) were collected. Findings suggest the Colombian creative identity is under construction. This identity is influenced by the broader Colombian social context including the unique business characteristics of the country's communications industry, the level of economic hardship experienced by the population, and the actual social conflict lived situation. These findings extend the Systems Model of Creativity to include social hardships and industry level characteristics. Several practical implications not only in relation to Colombia, but also the broader global advertising industry are presented.