Seeing the Big Picture: Multitasking and Perceptual Processing Influences on Ad Recognition

Media multitasking has been shown to have negative consequences for ad memory. However, there may be situations and individuals for which multitasking is not always detrimental to memory for ads. Two studies explored how analytic and holistic processing styles (trait or mood induced) affect perceptual processing. Similar to previous findings, people processing in an analytic style showed decreased ad recognition when performing multiple tasks; however, ad recognition did not decrease for people processing holistically. People who were processing holistically also demonstrated better recollection memory for the ads seen while multitasking than did analytic processors. Differences in advertising recognition measures (familiarity and recollection), load types, and implications for advertising are also discussed.     

Interaction Effect of Ad Puffery and Ad Skepticism on Consumer Persuasion

ABSTRACT

A 2 × 2 experiment was conducted to test the interaction effects of ad puffery and consumer ad skepticism on consumer persuasion using print ads for jeans. High ad skeptics (i.e., those more skeptical of ads) held a more positive attitude toward the ad than low ad skeptics (i.e., those less skeptical of ads) when a puffed (i.e., exaggerated) ad was viewed. Conversely, low ad skeptics had greater purchase intentions than high ad skeptics when a nonpuffed (i.e., nonexaggerated) ad was viewed.     

The effects of mood,gender, and ad context on type of elaboration and product evaluation

An experiment was conducted to examine the effects of mood, gender, and ad context in relation to item-specific and relational elaboration, product evaluation, and purchase intention. Specifically, mood, gender, and ad context were posited to interact. The findings supported hypotheses predicting that mood interacted with gender to influence the type of elaboration. The findings also demonstrated that mood, gender, and ad context interacted to influence product evaluation and purchase intention. Furthermore, the findings showed that mood did not override gender predisposition of elaboration. Instead, mood acted to enhance elaboration that is predisposed by gender. Theoretical and practical implications were discussed regarding how women and men in different mood states process information in different ad contexts.     

Positive Mood and Susceptibility to False Advertising

This paper examines the impact of mood on consumers' implicit and explicit responses to false advertising. In our first experiment, we find that those consumers in a positive (versus a negative or neutral) mood state are more likely to notice the false information in the advertising, but paradoxically, are also likely to develop positive feelings toward the brand. In that experiment, we used both a hedonic brand (Disney) and a hedonic/emotional ad (autobiographical). In our second experiment, we extend the ad stimulus context beyond Disney to Wendy's to more readily facilitate autobiographical versus informational manipulations. We find that, indeed, the hedonic advertising execution (autobiographical vis-à-vis informational) is associated with more elaborate processing (but only for those in a positive mood). The observed positive affect transfer continued, however, despite the greater detection of the false information in the positive mood condition. We propose that the negative feelings toward the ad associated with detecting the false information are momentary and are replaced by positive feelings toward the brand that are engendered by positive mood and the advertising, as suggested by the synapse model of memory. Our third experiment varies the timing of our measures to investigate this proposition and finds that timing does matter. We conclude with a discussion of the implications of the findings for research on mood, deceptive advertising, and implicit versus explicit effects of advertising response.     

The Interplay of Mood and Regulatory Focus in Influencing Altruistic Behavior

Using the context of print advertising, this research examines how the effects of mood on altruistic behavior vary as a function of whether a promotion or prevention focus is involved in messaging for child sponsorship. The findings reveal that when an ad message is framed in promotion focus, a happy mood fosters more favorable attitude toward child sponsorship and willingness to sponsor than a sad mood. In contrast, the effects of mood on attitude toward child sponsorship and willingness to sponsor are attenuated when an ad message is framed in prevention focus. Further, the results shed light on the process underlying the interactive impact of mood and regulatory focus by demonstrating the mediating role of perceived elaboration and goal commitment in advertising persuasion.     

Visual Metaphors in Ads: The Inverted-U Effects of Incongruity on Processing Pleasure and Ad Effectiveness

ABSTRACT

Ads with visual metaphors are commonplace in advertising, but are characterized by varying degrees of incongruity. Across two experiments, this article presents the first empirical evidence that incongruity in a visual metaphor (VM) ad has an inverted-U (nonlinear) effect on attitude toward the ad. We find that a moderate level of incongruity in a VM ad produces maximal processing pleasure, which in turn yields the most positive attitude toward the ad. The findings confirm that processing pleasure mediates the effects of incongruity on ad attitude. Consequently, when creating ads, advertisers should choose advertising elements to obtain moderate levels of incongruity in the visual figures.     

Exploring the Selective Use of Ad Blockers and Testing Banner Appeals to Reduce Ad Blocking

Ad blocker proliferation threatens the revenue streams of many websites and raises fears about the viability of digital advertising as a whole. Although industry initiatives have increasingly aimed to mitigate ad blocking, surprisingly little research addresses the problem. It remains largely unknown which factors drive ad blocking or help unblocking or “whitelisting” of select websites. This article presents an exploratory survey study of 1,634 ad blocker users and uncovers the main factors driving ad blocking and conditions for unblocking select websites. The conditions suggest changes to online advertising in line with current industry initiatives, as well as opportunities for direct appeals to ad blocker users. A field experiment with 294,331 users tests whether banner appeals can reduce ad blocking. The results show that these appeals reduce ad blocking among 1% of the ad blocker users, and among frequent visitors who encounter repeated banner appeals, this percentage increases to 2%. However, repeated banners also lead to fewer website visits of users not conforming to the appeal, which suggests a trade-off between reducing ad blocking among some users and further increasing avoidance behaviors among others.     

Cross-Cultural Differences in Ad Likeability and Ad Element Likeability: The Case of Benetton

This empirical study examined cross-cultural differences in affective responses to standardized Benetton advertisements, and the role of the likeability of four ad elements (colors, logo, people/models, and situation) in predicting overall advertising liking. Respondents from Oslo, Kiel, and Bologna evaluated three standardized Benetton ads on a series of liking scales. In addition to identifying cross-cultural differences in ad likeability and ad element likeability, the results from stepwise multiple regression analyses suggest that the same dominant affective response to one ad element influences overall ad liking.     

The Impact of Commercial Break Position on Advertising Effectiveness in Different Mood Conditions

This study investigated the composite impact of commercial break position and program-generated mood on television advertising effectiveness. A two-way mixed-repeated experiment was conducted with three commercials breaks and two mood conditions (positive and negative). The results indicated that commercial break position effects are more salient in affecting ad performance than mood effects generated by program context. The overall findings suggested that ads placed in the first breaks are more effective than those placed in the later breaks. Interaction effects between break position and context-induced moods were also examined.     

Ad agencies

This article highlights advertising agencies as marketplace icons. The role of ad agencies in creating iconic brands can sometimes be obscured, yet ad agencies are central to how the contemporary marketplace works. While ad agencies are no longer the hegemonic instance of consumer culture that they were from the 1950s to the 1990s, they have adapted to today's democratic advertisingscape by shepherding cultural content produced elsewhere to market. Ad agencies have remained the engine behind significant shifts in consumer culture, such as the warming of relations between music and advertising, by acting as the ‘midwife’ between art and commerce, facilitating new cultural practices in the process.     

Product Involvement and Print Ad Features

Using the empirical method of content analysis, this study investigates the extent to which the concept of enduring prod- uct involvement can be identified in the creative executional tech- niques currently utilized by advertisers. Print ad features are identi- fied that discriminate between high and low involvement products, and implications based on these findings are suggested.     

The impact of moods generated by television programs on responses to advertising

The impact of television-program-generated moods on the processing of embedded advertisements was examined within an experimental setting. Results show that program-induced moods affected the amount of message recall and cognitive responses toward the advertisement. In addition, the results show that the affective bias in the cognitive responses toward the advertisement is affected by program-induced moods. The implications of the results and directions for a program of research are discussed.     

Ad avoidance in the digital context: A systematic literature review and research agenda

The recent growth in digital marketing investments and revenues has attracted the attention of both marketing practitioners and scholars. However, this growth has dramatically increased users' exposure to ad messages, encouraging consumers to avoid them. Therefore, ad avoidance has become a major problem for marketing practitioners. Although researchers have become much more interested in this subject over the past two decades, the body of knowledge on ad avoidance in the digital environment remains fragmented due to the lack of a comprehensive review. Therefore, a holistic overview study is needed that focuses on the big picture and can help researchers to understand the literature comprehensively. This study aims to provide a comprehensive understanding of the topic using a systematic literature review approach on digital ad avoidance. To this end, we provide an in-depth content analysis of 56 relevant articles published in 31 peer-reviewed scientific journals up to December 31, 2021. Based on a theories, contexts, characteristics, and methods (TCCM) framework, the study results shed light on ‘what do we know, how do we know, and where should research about digital ad avoidance research be heading?’ Additionally, drawing on the content analysis, we have presented an integrative framework that considers antecedents, outcomes, mediators, and moderators, which can help develop the field systematically and guide future research. By doing so, we think this review meets the need to give an overview of the state-of-the-art scientific body of knowledge on digital ad avoidance and makes important and solid contributions to the literature, practical implications, and future research directions based on the findings.     

Ad Element Liking and Its Relationship to Overall Ad Liking

Abstract

This study explored differences in affective response content across three cultures and the role of these responses in predicting overall advertising liking. Based on a field survey, subjects from England, Norway and Spain evaluated cosmetic ads on a series of liking scales. Ad content was coded into elements reflecting product- or ad-related affect based on existing theory on ad evaluation criteria and on the theory of central and peripheral routes to persuasion. This study revealed that it might be difficult to achieve sameness in likeability even for international brands and beauty types. However, quite consistently across cultures, the findings suggest that the same affective processes along a peripheral route influence overall liking across cultures. Implications are drawn for future practice and research.     

The influence of consumer mood state as a contextual factor on imagery-inducing advertisements and brand attitude

An experiment was conducted to examine the effects of consumer preexisting mood as a contextual factor on consumers' response to imagery-inducing advertisements. The results showed that positive mood seemed to be the most productive context for an imagery ad. Positive mood increased consumers' positive affective state and increased their subsequent brand attitudes. In addition, the results showed that consumers' mood state can also affect the processing mode consumers actually adopt while viewing an ad, and thus indirectly affect brand attitude. Positive mood state was shown to facilitate the induction of mental imagery processing, and at the same time distract detail-oriented analytical processing. As a result, evaluation of the ad was enhanced. On the other hand, negative mood was shown to reduce the intended mental imagery processing, but it appeared to encourage a detail-oriented analytical processing. As a result, consumers remembered more accurately the specific ad claims, but were not affected as much by the imagery-inducing appeals.     

Same Service,Different Ad Claims: The Moderating Role of Need for Cognition

Advertisers can choose among different ad claims when framing commercial messages about a new service offer. Two alternative ad claims are functional ad claims, focusing on product or service attributes and benefits, and experiential ad claims, focusing on future experiences with the product or service. This article proposes that different ad claims evoke different memory structures (semantic vs. episodic), and that different memory structures require different types of cognitive processing (system 1 vs. system 2). In two experiments using need for cognition as a dispositional trait of level of cognitive processing, this article shows that a new service entrant with experiential ad claims will be less favorably evaluated when consumers engage in more effortful, or system 2, processing, than when consumers engage in less effortful processing (system 1). For functional claims, however, the evaluation of the new service does not differ between the two types of cognitive processing (system 1 vs. system 2).     

Ad ratings when a marketer runs two commercial messages in one television program episode

Advertisers sometimes run two messages in one television program episode. We examine the ad-ratings consequences in passively recorded data. Previous findings suggest that repetition can reduce ad affect and attention duration. Viewers might therefore tend to zap the second message for one brand. If second messages are targeted for zapping, marketers might run only one message per episode. We observe channel changing near the start and end of ad breaks, but no targeted second-message zapping emerged. Marketers might therefore continue to buy two ad units in particularly interesting shows. Interestingly, networks separated the two messages for one brand into early and late program segments. In some shows, this separation may influence the relative ratings of the two messages. For example, the first ad had higher ratings in some shows that followed a much more popular program on the same network. However, the second ad had higher ratings in some game and reality shows with strong audience build-up in late running time. But in each of these situations, the pooled rating for the two ads did not differ from the program’s average ad rating. In sum, our data suggest that marketers don’t provoke targeted ad zapping by running two messages in a program episode.     

Nutrition Ad Claims and Disclosures: Interaction and Mediation Effects for Consumer Evaluations of the Brand and the Ad

The effects of ad disclosure information on evaluations of the brand, the advertisement, and purchase intentions are postulated to vary across different ad claim types. In addition, consumers' product health perceptions are hypothesized to mediate the effects of the disclosure information and ad claim type on brand and ad-related evaluations. Results from a between subjects' experiment show that the health perception measure mediates the effect of the disclosure on brand and ad evaluations, but the interaction between the ad claim type and the disclosure is not mediated by the inclusion in the model of consumers' product health perceptions.     

浅析3G时代手机广告的发展

3G时代是分众传播的时代,是创意传播的时代。与传统广告相比,3G时代手机广告具有许多无与伦比的优势。3G时代手机广告具有更强的伴随性、精准性、互动性以及更高的关注度。     

Simon Broadbent: a tribute

Alcohol-impaired driving (AID) has devastating effects on society. To decrease the incidence of AID, high-risk populations like college students are often targeted by anti-AID advertising campaigns. The present study examines the effectiveness of anti-AID advertisements as a function of pre-existing audience mood. Two experiments showed that congruity between the mood of the audience (positive, negative) and the regulatory focus of the ad (promotion, prevention) can increase advertising effectiveness. Positive mood enhanced the effectiveness of promotion-framed ads, whereas negative mood enhanced the effectiveness of prevention-framed ads. The effects were attributable to differential engagement in global or local processing. Positive mood induced a tendency to engage in global processing, and negative mood fostered engagement in local processing. Theoretical contributions are considered along with actionable recommendations for the creators of anti-AID advertising campaigns.