Corporate Advertising Pass-through onto the Brand: Some Experimental Evidence

While researchers and managers have speculated that corporate advertising can have an impact on brand knowledge, to date there is no empirical support for such "pass-through." We report on a laboratory study manipulating the presence or absence in a brand ad of retrieval cues for subjects' corporate advertising and their pre-existing brand knowledge. We found evidence of pass-through, but it was moderated by the retrieval of subjects' pre-existing brand knowledge. Our results have theoretical and managerial implications, and suggest a number of interesting opportunities for future research.     

Media and Price Disclosure Effects in Legal Service Advertising

No abstract available for this article.     

Some Economic Issues and Policy Implications of Studies on the Competitive Effects of Advertising Expenditures

Abstract

The purpose of this article is to examine some of the litersture in Economics that concerns itself with the economics of advertising and to present some of the public policy implications of the results of these studies.

It is found that it is unlikely that advertising expenditures are subject to increasing returns to scale, thus probably do not lead to an increased concentration of industry for this reason.

A study is presented that deals with competition by advertising expenditures and product differentiation in the U.S. cigarette industry. It is found that advertising expenditures. during the 1956–68 period, were not effective in obtaining sales from competitors, although they may have had the affect of inducing new customers to buy the product. The effect of anti-smoking commercials is examined, and it is found that. although they may have had some effect on cigarette smoking. it is doubtful that they provide the impetus for the decreases in advertising expenditures in this particular industry.     

Advertising Budgeting Methods in Canada,the UK and the USA

A study of US and UK advertising agencies' attitudes to handling industrial accounts offers some answers.     

Some Institutional Aspects of Advertising

Abstract

According to the author, the public's attitude toward advertising is very low. Virginia H. Knauer. Special Assistant to the President for Consumer Affairs, discusses some of the reasons for this consumer outlook and how some advertisers have overcome consumer objections.     

Advertising Decisions and the Long Run Effects of Advertising

The long-run or carry-over effects of advertising have been well documented. These have important implications for decision making in advertising. This article discusses these implications and reports the extent to which directors of advertising of large manufacturing firms are aware of these long-run effects. The study indicates that these individuals do not recognize this phenomenon in making advertising decisions.     

The Early Years of Community Advertising

Community advertising was a term used early in the 20th century to describe efforts by local, state and federal govemments and private civic associations to attract tourists, conventions, farmers, residents, investors and manufacturers. The study describes community advertising thought and practice as it developed early in the 20th century. The orientation of early community advertisers is still applicable: that is, considering the community as a "product" having measurable attributes that are attractive to different segments for different reasons. Practitioners should of course remain up to date on the latest methods, as they have evolved and improved considerably during the century.     

解读价格听证

2002年1月12日,亿万中国老百姓见证了中国民主法制进程和经济生活中具有标志意义的一幕:我国历史上第一个公开召开的全国性的行政决策听证会--2002年全国"铁路部分旅客列车实行政府指导价"方案听证会在北京举行,这是《政府价格决策听证暂行办法》实施后国家计委主持的第一个程序最规范、透明度最高的听证会.180多位中外记者现场见证了这次具有历史意义的听证会.听证会的后半部分还通过电视向全国直播.价格听证会,将为中国经济社会的运行方式架起一个新的平衡支点.     

Communion-over-Agency Effects on Advertising Effectiveness

Gender-stereotypical portrayals of communal women and agentic men are highly common in advertising. But past research indicates that advertising effectiveness is higher when endorsers are portrayed as communal – irrespective of their gender. The aim of the current research is to explore this communion-over-agency effect on advertising effectiveness and its underlying mechanism. Two studies provide evidence for a communion-over-agency effect on advertising effectiveness (i.e., attitude toward the ad and brand). These studies show that the communion-over-agency effect on attitude toward the ad is mediated by endorser likeability (simple mediation). The effect on attitude toward the brand is mediated by endorser likeability and attitude toward the ad (serial multiple mediation). In concert, this research underscores the significance of communion (and agency) on endorser evaluation and advertising effectiveness.     

Embodied Product Perception: Effects of Verticality Cues in Advertising and Packaging Design on Consumer Impressions and Price Expectations

As consumers increasingly turn to luxury brands and associated benefits, brand managers face the question how to convey luxury perceptions via marketing communications such as packaging and advertising design. Inspired by theories addressing embodied cognition and symbolic meaning portrayal, this paper argues that visual cues inspiring verticality perceptions (i.e., camera angle and advertising background orientation) affect luxury perceptions and, consequently, consumer evaluations and price expectations. Across three experiments, verticality cues fostered perceptions of product luxury but differentially affected price expectations and purchase considerations depending on product type. Moreover, findings show that effects of vertical orientation are more pronounced for participants high on sociable dominance. Implications of these findings for visual brand management are discussed.     

广告对社会福利的影响及最优投放水平分析

本文首先对广告的作用,包括经济作用与社会作用做了定性的描述,然后运用经济学模型对广告与社会福利的关系进行了分析并探讨了最优的广告投放水平,最后分析了广告的负外部性因素对社会福利的影响。     

Cultural Paradox in Advertising: Evidence from Finland

This study examines whether the use of appeals in advertisements can be attributed to cultural practices or values. A convenience sample and a survey method were used to collect data from professionals and students living in Finland. Results show that in Finland cultural practices are more hierarchical and masculine than Hofstede's cultural values. Furthermore, advertisers use significantly more high power distance and masculinity appeals than low power distance and feminine appeals. These frequently used appeals are associated with cultural practices rather than cultural values. These findings suggest that due to the value paradox, cultural practices explain the reflection of culture in advertising.     

Effects of $9 Price Endings on Retail Sales: Evidence from Field Experiments

Although the use of $9 price endings is widespread amongst US retailers there is little evidence of their effectiveness. In this paper, we present a series of three field-studies in which price endings were experimentally manipulated. The data yield two conclusions. First, use of a $9 price ending increased demand in all three experiments. Second, the increase in demand was stronger for new items than for items that the retailer had sold in previous years. There is also some evidence that $9 price endings are less effective when retailers use Sale cues. Together, these results suggest that $9-endings may be more effective when customers have limited information, which may in turn help to explain why retailers do not use $9 price endings on every item.     

Advertising strategy and effective advertising: comparing the USA and Australia

A considerable body of research makes cross-cultural comparisons of advertising content and executional factors. Much of this work compares very different cultures. This study compared the strategic elements found in television commercials that have received industry recognition for effectiveness in two similar cultures, the USA and Australia. The study found that effective messages were similar in terms of selling propositions, tone and positive versus negative appeals. Specifically, the messages were similar in terms of their emphasis on product attributes and performance and a heavy reliance on humour. Effective campaigns differed in their creative strategy, rational versus emotional appeals and the presence of a brand-differentiating message. It is suggested that the differences in advertising arose from differences in the marketplace and cultural environment.     

New Evidence on Price and Product Quality

A variety of investigations have indicated that consumers subjectively perceive a positive relation between price and product quality. However it is also necessary to consider the objective analysis of actual price-quality relations which exist among competing products available for consumer choice. This investigation reviews findings from some subjective and objective evaluations of the price-quality relationship, followed by an objective analysis of price versus quality among 135 recently marketed groups of products in five product categories. Findings indicate that for 51 percent of the products a positive price-produce quality relation may be inferred, and dramatic differences in this relation are evident from one product category to another. Implications of these findings for the efficiency of consumer decision-making, the performance of consumer markets and future research on objective price-quality relations are discussed.     

Controls on Advertising: an Examination of Some Economic Arguments

There is increasing pressure to regulate advertising in Britain, and economic concepts are often advanced to support such a policy. One argument is that advertising is wasteful, but this depends upon a quite arbitrary view of what kinds of product differences are considered important. A second argument is that advertising distorts consumer tastes. This claim reflects a particular psychological view (behaviourism) which is not widely accepted nowadays. Other psychological theories, reflected in the writings of modern economists, see advertising as playing a constructive role in helping to reveal tastes, with consumers playing an active rather than passive role in choice. The proposals to limit advertising thus depend upon particular value judgements or psychological theories for which economics provides no justification.     

关于价格监测预警的思考

在市场经济条件下,商品和服务价格经常发生异常波动。价格主管部门要以法律、规章、文件、制度为依据开展重要商品和服务价格监测,并遵循明确监测对象、进行价格监测、分析价格走势、发布预警信息、启动应急预案等程序;从生产成本、供求关系、市场流通、货币币值、国家政策、国际市场以及其他因素等方面分析重要商品和服务价格异常波动警源;构建包括价格警情指标、价格警兆指标和价格警源指标在内的价格预警指标体系,并对其进行分析、研判,以合理界定价格异常波动警情,为制定和启动价格应急预案提供依据。     

The Effects of Humor on Attention in Magazine Advertising

Abstract

It was the objective of this investigation to determine whether humor in advertising heightens attention levels and whether the potential heightening of attention is moderated by audience confounds. The study utilized Starch readership scores obtained for humorous liquor ads which appeared in magazine issues surveyed by Starch from 1976–1979.

The results indicate that humorous ads tended to out perform magazine ad norms and that these effects are moderated by gender and racial audience composition differences.     

The Advertising Effects of Corporate Social Responsibility on Corporate Reputation and Brand Equity: Evidence from the Life Insurance Industry in Taiwan

This study investigates the persuasive advertising and informative advertising effects of CSR initiatives on corporate reputation and brand equity based on the evidence from the life insurance industry in Taiwan. The study finds, first, policyholders?? perceptions concerning the CSR initiatives of life insurance companies have positive effects on customer satisfaction, corporate reputation, and brand equity. Second, the advertising effects of the CSR initiatives on corporate reputation are only informative. Third, the impacts of CSR initiatives on brand equity include informative advertising and persuasive advertising effects. This study contributes the literature by explicit defining the advertising effects of CSR initiatives. Following the first step made by McWilliams et al. (Journal of Management Studies 43(1):1?C18, 2006), the hypotheses of this study crystallize their conceptual framework. The obtained results in this research first identify the informative advertising effects and persuasive advertising effects of CSR initiatives.