Why the Generalized Bass Model leads to odd optimal advertising policies

We show that the optimal advertising strategy under the Generalized Bass Model (GBM) involves beginning at an extremely low level (the lower the better) and then increasing spending throughout the planning period. This strategy remains optimal in the presence of decreasing prices that affect both margins and diffusion speed. We provide a simple explanation for why this happens. We further show that the intuitively appealing patterns of continuous decrease or increase-then-decrease (both with an uptick towards the end) identified in earlier research are also possible as optimal dynamic advertising paths under the GBM structure, but only if the advertising at launch is constrained to be higher than a particular threshold, which we identify. The constraint necessary to generate intuitively appealing strategies lowers overall profits. Therefore, the GBM generates advertising policy recommendations that most marketers would deem odd. This casts doubt on the value of the GBM for normative purposes. Other existing diffusion models are preferred when seeking normative guidance on optimal dynamic advertising policies for new products subject to word of mouth.     

我国广告创意产业发展的路径创新

本文针对我国广告创意产业发展路径存在的问题,结合全球广告产业发展趋势,提出我国广告创意产业发展的路径创新策略,即以专门化和专业化强力重建广告产业核心竞争力,并在广告产业集群基础上,通过并购与联合等资本运作方式实现集团化发展,提升广告产业规模和专业代理能力。     

A comparative study of perceptions of destination advertising according to message appeal and endorsement type

As today’s world is flattening, the landscape of tourist destinations is becoming similar. In turn, an increasing number of destinations are seeking to effectively promote themselves. For these reasons, this study investigated the differences in the advertising effectiveness of destination promotions by message appeal and endorsement type. The main objective of the study was to compare the effectiveness of destination advertising by message appeal types and endorsement types respectively in order to determine the most effective type of advertising for promoting a destination. A questionnaire with hypothetical website advertising designs was used in a survey of inbound tourists to Korea of three different nationalities. To examine differences between the two advertising appeal types according to the type of offer, a series of t-tests were performed, whereas general linear model tests with repeated measures were carried out to detect the differences among the three endorsement types. The results revealed destination advertising effectiveness vary by both advertising appeal type and endorsement type. Such effectiveness was also found to vary by the message recipient’s cultural background. For destination marketers, these findings shed light on the importance of a well-curated message design by message appeal type and endorsement type.     

“Step into the Real Texas”: Associating and claiming state narrative in advertising and tourism brochures

Texas is one of the most popular states for tourists. Using quantitative and primarily qualitative methods, we analyzed how marketers of small cities and towns associate their place to four central components of the Texas state narrative – the flag, official and unofficial symbols, territory, and social–historical mythology – in advertising and tourism brochures in the years 2008–2010. We discovered that in parallel to the overuse of the “associating to well-known brand/narrative” strategy, marketers also invest efforts toward claiming the narrative. Thus our second goal was to discover which techniques were used in order to claim the state narrative. Using the state of Texas as an example may provide a test case for typology, associating and claiming state narratives in promotional materials.     

广告设计中的色彩应用

色彩是构成广告的重要因素,一幅成功的广告必然是色彩运用搭配得最好、最合理的广告。因此,作为设计者要想灵活地应用色彩,发挥好色彩的作用,就需要对色彩与心理的一般关系、广告色彩的作用、色彩在广告应用中的特性等方面进行深入研究,提高运用色彩的能力。     

The Use of Different Endorser Types in Advertising: A Content Analysis of Magazine Advertisements

Most of the literature assumes that endorsements, particularly by celebrities, are a frequently used advertising strategy. However, no study has yet investigated the use of the different endorser types identified by academic literature. This study seeks to close this research gap by analyzing German print advertisements. It finds that endorsement strategy in general is used much less than academic literature assumes, and that the relative significance of the different endorser types is incongruent to expectations. Moreover, the data suggest that, contrary to the literature's assumptions, credibility is not the most important underlying construct for endorsement advertisements, the endorser type used is frequently determined by the product category that is being advertised, and campaigns based on authenticity and similarity are gaining considerable importance in advertising practice.     

The effectiveness of fear appeals in ‘green’ advertising: An analysis of creative,consumer, and source variables*

This study focused on the effectiveness of fear appeal messages used to arouse a threat in green advertising. An experiment recruited 175 participants to test the influence of the advertising appeal (fear vs. non-fear appeal), source (for-profit vs. non-profit organizations), and involvement with the environment on attitude toward the ad (A_ad), attitude toward the product (A_p) and purchase intention (PI). Results revealed that a fear appeal in a green ad negatively affected A_ad and A_p and that participants who were highly involved with the environment were more likely to have positive attitudes toward the green ad and advertised green product as well as a stronger intent to purchase it. The source type in the green ad did not affect ad effectiveness and involvement with the environment did not moderate the effects of either appeal or source.     

Exploring the Challenges of Incorporating Social Media Marketing Strategies in the Restaurant Business

The purpose of this study is to explore the adoption, challenges, and current uses of social media in small restaurants. Past research in this area is scarce, and most focuses on larger establishments. To address the research objectives, 20 small restaurants in Northeastern United States were interviewed. Literature identifies a variety of goals that social media can play in fostering interactions, engagement, relationships, and building communities online, but this study shows that few restaurants attempt to do this. Even though in most small restaurants social media significantly contributes to their marketing strategy, the majority of small restaurants use it as a low-cost advertising tool to gain exposure, generate interest, inform, and spread word of mouth. The study suggests ways in which social media could be embraced by small restaurants to help them address the challenges they face, so they can go beyond using social media as merely an advertising tool.     

When luxury advertising adds the identitary values of luxury: A semiotic analysis

The majority of researches on luxury focus on the behaviour and opinions of consumers and let drop the important role that advertising produces on them, as is done in this work and shown with a relational model. In addition to their commercial message, some remarkable and artistic advertisings convey the identitary values of luxury (IVL) characterizing luxury parent Houses. We list and analyze these IVL: craft production, raw materials, respect of craftsmen, their knowledge, know-how, gestures and traits of artistic genius. A semiotic and rhetoric analysis of two selected advertisings (Louis Vuitton, Hermès) allow to identify the semic richness of discursive content of symbolic images and identitary narratives of each luxury brand (“griffe”), revealing the implicit IVL. We conclude that strength and power of major luxury Houses lie in the global coherence they apply everywhere (creation, products, narratives and advertisings), reinforcing their brand image and attracting more loyal consumers.     

Effects of Negative Brand Information: Measuring Impact of Celebrity Identification and Brand Commitment

ABSTRACT

This study investigates the relationship between negative brand publicity and a celebrity endorser. First, it explores whether identification with a celebrity moderates the relationship between negative brand publicity and evaluation of a celebrity endorser and a brand. Second, it delves into whether consumers’ brand commitment moderates the relationship between negative brand publicity and evaluation of a celebrity endorser and a brand. And the study poses the research question, “Does negative brand information impact consumer evaluation of a celebrity endorser, a brand, and purchase intention?” A 2 × 2 between-subject factorial design was used to test the proposed hypotheses. The two factors are level of identification with a celebrity endorser (low or high identification) and level of brand commitment (low vs. high brand commitment). The study found that negative brand publicity had negative impacts on the celebrity endorser, brand evaluation, and purchase intention.