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.     

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

电视台广告投资风险与其频道品牌价值有着密切关系,频道品牌越健康,实力越强,抗风险性越强。选择一个品牌健康的频道能为广告主营造一个高价值、可持续、稳定的广告投资回报平台,从而化解风险。CTR权威收视调查机构显示,重庆卫视广告投资价值指数排名省级卫视前五位,是一个适合企业长期合作的频道。重庆电视台广告风险意识较早,在广告风险管理上,重庆电视台坚持收视预估、风险预警、控制营销,正逐步建立完善的广告风险管理机制。     

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.     

The effectiveness of corporate communicative responses to accusations of unethical behavior

When corporations are accused of unethical behaviour by external actors, executives from those organizations are usually compelled to offer communicative responses to defend their corporate image. To demonstrate the effect that corporate executives' communicative responses have on third parties' perception of corporate image, we present the Corporate Communicative Response Model in this paper. Of the five potential communicative responses contained in this model (no response, denial, excuse, justification, and concession), results from our empirical test demonstrate that a concession is the most effective and robust communicative option.Jeffrey L. Bradford is an Assistant Professor in the Marketing Department at Bowling Green State University. His primary research interests are in the areas of marketing ethics and public policy. His previous research has been published inJournal of Business Ethics, andJournal of Business Strategies.Dennis E. Garrett is an Associate Professor in the Marketing Department at Marquette University. His primary research interests are in the areas of marketing ethics and consumer complaints. His previous research has been published inJournal of Marketing, Journal of Marketing Research, Journal of Business Ethics, Communication Monographs, andBusiness and Society Review. He is also a co-author ofMarketing Theory: Evolution and Evaluation (1988, John Wiley & Sons).     

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。     

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.     

Self-concept and advertising effectiveness: The influence of congruency,conspicuousness, and response mode

It was hypothesized in this study that advertising appeals congruent with viewers' self-concept would be superior to incongruent appeals in terms of enhancing advertising effectiveness. Advertising effectiveness was operationalized as: brand memory, brand attitude, and purchase intentions. The sample consisted of 165 subjects who were exposed to four test stimuli (ads), two for automobiles and two for shampoos. One ad within a product class used an introvert appeal, and the other used an extrovert appeal. Congruence between self-concept and the brand image was determined by subjects' evaluations of themselves and the advertised brand. Ad-related tasks included remembering brand names and indicating preference and buying intention for each brand. The study results indicate that brand memory is not mediated by the extent to which advertising expressions are congruent with viewers' self-concept. However, brand preference and purchase intention were shown to be influenced by the self-congruency of an ad. © 1995 John Wiley & Sons, Inc.     

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.     

An investigation of subliminal embed effect on multiple measures of advertising effectiveness

The effect of subliminal sex and death embeds on attention to advertising, change in attitude, behavioral intention, and day-after recall of advertising were investigated for two products. Contrary to findings in some previous research, no significant effects were indicated in the current study at any level. A review and comparison to previous research is provided, along with a possible explanation for conflicting research findings in the area.     

Using self-referencing to explain the effectiveness of ethnic minority models in advertising

Advertising research has generally not gone beyond offering support for a positive effect where ethnic models in advertising are viewed by consumers of the same ethnicity. This study offers an explanation behind this phenomenon that can be useful to marketers using self-reference theory. Our experiment reveals a strong self-referencing effect for ethnic minority individuals. Specifically, Asian subjects (the ethnic minority group) self-referenced ads with Asian models more than white subjects (the ethnic majority group). However, this result was not evident for white subjects. Implications for academics and advertisers are discussed.     

Incorporating long-term effects in determining the effectiveness of different types of online advertising

Although online advertising has become a full member of the marketing mix and is still growing in importance, studies of long-term, or lagged, advertising effects have generally either neglected online advertising channels or have treated online advertising as one homogeneous block. We analyze the short- and long-term effectiveness of different types of online advertising channels by incorporating separate time lags for each advertising channel. We look at the sales effect of email, banner, and price comparison advertising (PCA) using a sample of 2.8 million purchases and more than 1.1 million individual costumers aggregated to 365 days. Our analysis shows that email advertising has the longest effect, followed by banner advertising and PCA. We find that the length of the effect does not always go hand in hand with its intensity since, for example, banner advertising lasts longer than PCA but performs worse in terms of actual sales. This research yields important insights for theory and practice since it shows how to model long-term advertising effects and provides meaningful insights for improving the allocation of advertising budgets.     

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.     

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.     

实效创意才是真

都说这是一个创意贬值的时代,广告主越来越看重广告的实效性。那些广告人曾经绞尽脑汁,经过无数次头脑风暴后的产物,现在除了能获获奖,作为观赏品,只有墙角欢迎它们。难道,创意真的不再被需要？难道,广告人要从艺术家变成一个个商人？抑或是让创意自生自灭？广告创意真的还重要吗？     

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.     

消费习惯广告的两难困境

对于那些试图培养消费者的消费习惯、锁定目标用户的广告主来说,这一研究成果很好地揭示其市场营销策略上的两难困境。在没有养成消费习惯之前,习惯行为提示型的广告语或许是有效的,它能促使消费者尽快增加消费频次,养成良好的消费习惯;对于那些已养成消费习惯的消费者来说,习惯行为提示型广告的效果可能适得其反,消费者或许会想,自己是不是消费次数太过频繁了？     

The return to advertising expenditure

Every year companies spend billions of dollars on advertising in an effort to induce consumers to purchase their goods. Yet, unlike almost any other investment that a company makes, management's advertising allocation decision is made with little, if any, substantive information on the return received from that investment. This research presents a methodology for determining the monetary gains from advertising and provides an estimate of the return to advertising investment for a sample of firms. Substantial gains exist for firms from advertising. This effect is seen to vary by type of industry and is strongly related to other positive strategic decisions of the firm.The authors would like to thank Deborah Heisley, two anonymous referees, and the participants at the 1991 Marketing Science Conference for their comments and suggestions. We thank Sylvia Graham, Camilo Riano, Patrick Grant, Patricia James, and Cordy Cates for assistance in gathering the information for this paper.     

CMMB发展中的广告环节

奥运期间CMMB的推广试用取得了很大效果,至少让社会各界认识了这种新的传播手段。虽然国家下一步会大力推广CMMB,但由试用推广到大规模使用,再到成功的商业运作,这其中还有很长一段路要走。此时来讨论CMMB未来的发展,尤其是商业化中所应重视的问题是很有必要的。     

未来的广告代理商模式

广告代理业在全球舞台上已经存在很久,不是一个新的行业。今天引发很多广告业经营模式讨论最重要的原因,其实是媒体环境在快速改变。