An experimental investigation of the Egyptian consumers’ attitudes towards surrealism in advertising

This study investigates Egyptian consumers’ attitudes towards surrealism in advertising held by a sample of 976 participants. An experimental approach was taken to establish the interaction between Surreal advertisements and product category attitudes. This interaction was found to be statistically significant. A 2 × 2 anova was conducted to evaluate the effect of sex on attitudes towards surrealism in advertising. The results indicated a significant interaction between advertisement type and sex. However, the impact of surrealism in advertisements on persuasion, as measured by consumers’ attitudes towards the advertisement and brand, was not found to be moderated by consumers’ social class/income. These results lend strong support to the advertisement adaptation hypothesis and suggest that advertisements produced in one country cannot be standardized or directly translated for use in another, particularly if they are culturally different.     

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.     

Investigating the Drivers of Consumer Acceptance and Response of SMS Advertising

This study tests five potential drivers underlying the acceptance of SMS advertising. After developing a scale to measure behavioral responses to SMS advertising, the relationships between the acceptance of SMS advertising, intention to receive SMS advertising and behavioral responses to SMS advertising are tested. A convenience sampling method was employed. Survey questionnaires were distributed across Western Australia. The return yielded 203 usable questionnaires from the respondents. Several factors emerge as significant drivers of acceptance of SMS advertising including utility of SMS advertisements, context of SMS advertisements and attitudes to advertising in general. Contrary to expectation, control over SMS advertisements did not emerge as a significant driver for acceptance of SMS advertising. Trust in advertisers and laws did not emerge as a significant driver of the acceptance of SMS advertising among Australian respondents. Advertisers who pursue consumer acceptance should strive to build utility and context considerations into their SMS campaigns. Future research opportunities include testing the drivers of SMS advertising to further investigate the impact of control and trust on acceptance of SMS advertising in other countries where the SMS advertising has not been explored yet.     

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.     

Naming Products in China: Local or Foreign Branding

ABSTRACT

This study examines the effect of program trades on the price changes in the Korean stock index futures and spot markets employing intraday return and trading data. Program trades in the Korean stock market create an instant imbalance in market liquidity. However, their impact is very short-lived and limited in an economic sense. Moreover, there is little tendency for market returns to over-react to program trades. An increase in program trades results in higher spot market volatility but does not cause monotonically increasing futures market volatility. Overall, program trades do not destabilize the stock market in Korea despite some positive association between program trades and volatility.     

Celebrity Endorsements in U.S. and Thai Magazines: A Content Analysis Comparative Assessment

SUMMARY

Celebrity endorsements have become a prevalent form of advertising. Hence, the purpose of the study was to determine the relationship between the use of celebrities and the types of products endorsed. Advertisements from one popular magazine in the U.S. and 2 popular magazines in Thailand were used. Results indicated that U.S. advertisements of beauty, dietary and health services, hospitals, and weight loss clinics categories utilized celebrity endorsements more often than other categories. In Thai advertisements, supplementary foods and medicines used celebrity endorsers more often than other categories. Results further support that a significant relationship exits between celebrity endorsers and product types.     

社会化媒体中消费者生成广告的影响因素模型及作用路径

如今社会化媒体中随处可见消费者对品牌信息的评论、转发以及创作与品牌相关内容的行为,这样的行为对品牌传播产生了极大影响,它相对于传统品牌传播方式更有效。那么社会化媒体中消费者生成广告行为受到何种因素的影响,这些因素之间存在何种内在逻辑关系？本研究采用立意抽样的方式,选择活跃于社会化媒体（微博、微信、美拍）中的消费者作为研究对象,使用扎根理论的开放式编码、主轴编码与选择性编码对访谈材料进行分析,最后结合选择性编码与“故事线”的方式构建了CGA-EESM影响因素模型。该模型显示：环境、经验、刺激与动机是消费者生成广告行为的四个关键影响因素,它们之间存在错综复杂的作用路径。     

The Hierarchy of Internet Communication Effects: A New Paradigm for Understanding Internet Promotion

ABSTRACT

The applicability of the traditional marketing models to online marketplaces has been of great interest since the advent of the Internet. This study examines the applicability of the Hierarchy of Communication Effects model to the online auction environment through the use of proprietary archival data. The results provide support for a new model, which we call the Hierarchy of Internet Communications Effects, which is applicable to online environments. The Hierarchy of Internet Communications Effects is analogous to other hierarchical effects models from consumer behavior literature known as the learning hierarchies. We provide suggestions to promote products or services at different stages in the Hierarchy of Internet Communications Effects; several implications and limitations are discussed, and future research is suggested.     

微电影广告营销策略研究

本文在新媒体时代背景下,对微电影广告的概念及产生发展进行了解读。阐述了微电影广告自身的优势和竞争力,辩证地探讨了其在市场化过程中所带来的机遇和挑战,力求找到微电影广告的市场化策略,得到有利的发展启示,并使得微电影广告在未来的市场化中取得更好的效果。     

Effective Nonverbal Communication Techniques

Developing effective marketing strategies for profes- sional service firms presents many unique challen es and is an im- portant area of practice development that many &ns often wer- look. Professional service firms ossess very distinctive P characteristics which differentiate them rom other service firms and require specialized marketing strategies. The purpose of this article is to assist practitioners in their efforts to develop promotional strat- egies which will enhance their firm's professional image and in- crease the firm's ability to engage new clients. These strategies arc aimed specifically at certified public accountants, lawyers, archi- tects, and other professionals.