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.     

“限广令”后的中国广告业猜想

2011年11月28日,广电总局下发《〈广播电视广告播出管理办法〉的补充规定》,决定自2012年1月1日起,全国各电视台播出电视剧时,每集电视剧中间不得再以任何形式插播广告。本文基于这项规定,探讨今后中国广告的发展趋势,提出了六大变化猜想,并阐述这些变化对不同主体带来的多赢可能性的假设。     

Advertising Myopia

This article points out a firm's advantages in promoting the generic product rather than the brand. Promoting the generic product—generic advertising—can lengthen the product's life cycle, increase per capita consumption of the product and expand the size of the market for the product. The authors discuss the types of situations in which generic advertising is used, and the reason that it is not used more extensively. They present a viable solution to this dilemma.     

Offensive Advertising

Abstract

Prior literature regarding offensive advertising relates mainly to western cultures. No work has been done on this area in an Asian context. The research in this article reports on a survey of Singaporean consumers. The survey aimed to identify what types of products and appeals consumers find offensive in advertising, the reasons why they find the advertisements offensive, and how this offensive advertising may affect their purchase intentions. The results found that advertisements relating to chat-line services and sexual diseases were the most offensive, followed by advertisements for dating services. Levels of offensiveness were clearly related to demographic variables such as gender and age. In terms of reasons for offensiveness, consumers were most concerned by advertisements that had a sexual connotation or evoked unnecessary fear.Levels of offensiveness also affected purchase intentions. Based on the results, the article recommends that advertisers and their agencies should think more carefully about the demographic profile of their audiences, how this profile might impact their audiences ?sensitivity“ to potentially offensive advertising, and how this sensitivity should be used as a guide when making media and message decisions     

Advertising Education

Abstract

The author asserts that the quality of advertising education in four year colleges and universities has improved with age. Graduate courses in the field of advertising have aided teachers into becoming more research oriented. Schools of business have moved their advertising programs into a management technique direction while journalism/communications programs have stayed more on the functional and creative sides.

Advertising education is stronger today than at any time in its brief history. yet there are weaknesses. Some claim that schools are still not giving a strong moral and social responsible base to our students. Educators feel that there is a lack of current material to use in the classroom. They also feel that there needs to be more campus cross-fertilization bringing students together with other disciplines.