Determinants of UK Box Office Success: The Impact of Quality Signals

This paper analyses the roles of various quality signals in the demand for cinema attendance in the United Kingdom. Estimation of a three-stage least squares model with data for 527 films released in the United Kingdom shows that the impacts of advertising and critical reviews on box office revenues vary both in channels and magnitudes of impact. Our model treats total advertising as endogenous, alongside the number of opening screens and total box office revenues, while critical reviews are considered exogenous. Our results show that total advertising affects total box office revenue while responding endogenously to critical reviews.     

Nostalgia in post-socialist Russia: Exploring applications to advertising strategy

This article investigates nostalgia in post-socialist Russia from a consumer behavior perspective. The research includes the following components: 1) an overview of nostalgia and nostalgia proneness as a personality trait among Russians in the context of recent societal changes, 2) an analysis of four categories of nostalgia (personal, interpersonal, cultural, and virtual) and themes in nostalgia experiences provided by Russian respondents, and 3) a discussion of specific stimuli and advertising content in the Russian marketplace designed to evoke individual and collective nostalgia. The major nostalgia themes—specifically, the break-up of the Soviet Union, nature, and food—identified in the Russian responses are related to advertising and marketing elements for Russian products. The article also discusses the implications of consumer nostalgia for marketing and advertising strategy in the post-socialist Russian economy.     

An International Perspective of Online Disclosure Presentation: A Comparison of Banner Ad Disclosures from United States, United Kingdom, and Singapore Web Sites

Effective online disclosure presentation is an important feature in banner advertising worldwide. The U.S. Federal Trade Commission (FTC) is viewed as the leader in providing guidance for making disclosures clear and conspicuous. This study examines the extent to which banner ads in the top 100 web sites in three countries with a shared language and intertwining legal and self-regulatory systems—the United States, United Kingdom, and Singapore—adhere to FTC guidance. The lack of systematic differences across countries suggests the need for disclosure research from a global perspective that takes cultural and linguistic differences into account.     

The Impact of Price Level and Appeal Type in Hotel Advertising: A Pilot Study

Limited extant experimental research on advertising appeal effectiveness in the presence of price cues in a service offer provides the motivation for this study. While past research has found support for the effectiveness of both rational and emotional appeals in services marketing, this research, in the context of hotel advertising, shows that appeal type effectiveness may vary with the price level of the service. More specifically, this study finds that rational appeals are more effective than emotional appeals for low-priced hotels, but for high-priced hotels, rational and emotional appeals show no significant difference in influencing consumer evaluations of the offer.     

浅析洋品牌跨文化广告传播中的中国化策略

跨文化广告传播的本土化策略已成为品牌全球化经营过程中行之有效的营销传播策略。洋品牌在向我国进行跨文化广告传播实践中常会遭遇各种文化困境,从精神文化、制度文化、物质文化三大层面制订和实施跨文化广告传播的中国化策略,是洋品牌获得中国消费者信赖和忠诚的法宝。     

Do Interruptions Pay off? Effects of Interruptive Ads on Consumers' Willingness to Pay

We present the results of a study designed to measure the impact of interruptive advertising on consumers' willingness to pay for products bearing the advertiser's brand. Subjects participating in a controlled experiment were exposed to ads that diverted their attention from a computer game they were testing. We measured subjects' willingness to pay for a good associated with the advertised brand. We found that the ads significantly lowered the willingness to pay for goods associated with the advertising brand. We do not find conclusive evidence that providing some level of user control over the appearance of ads mitigates the negative impact of ad interruption. Our results contribute to the research on the economic impact of advertising, and introduce a method of measuring actual (as opposed to self-reported) willingness to pay in experimental marketing research.     

Customer Relationship Stage and the Use of Picture-Dominant versus Text-Dominant Advertising: A Field Study

This research reports the results of two field experiments designed to help determine what format of email advertising is most effective with customers at different lifecycle stages. The experiments examine customer response to picture-dominant versus text-dominant advertising. Although the relative effectiveness of picture- versus text-dominant advertising has received some attention in previous research, the issue of which type would be most effective at different points in the customer's relationship with the brand and for different metrics has not been explored. The two field experiments were executed by a major fashion retailer that sells clothing and accessories for special events. The first experiment was conducted with prospective customers and focused on advertising for the retailer's primary product, which typically occurs first in the purchase cycle. The second experiment was conducted with customers who had already purchased the primary product and focused on advertising for an accessory typically purchased later in the cycle. The investigation was conducted from a customer relationship management perspective, examining the financial impact of each type of advertisement at different stages in the customer's relationship with the brand. At the aggregate level we find only minor differences in the performance of the picture-dominant versus text-dominant advertisements. However, we find that the retailer can greatly improve revenue by customizing ad format based on observed customer traits.     

Get MediaSmart®: A Critical Discourse Analysis of Controversy Around Advertising to Children in the UK

In response to calls for increased regulation of advertising to children (occasioned by concerns over childhood obesity levels) a group of UK advertisers targeting young people have sought to demonstrate social responsibility by providing media literacy education resources for children aged six to eleven through the MediaSmart® initiative. This article draws on Critical Discourse Analysis (Fairclough 2001 Fairclough, Norman. 2001. “The discourse of New Labour: Critical discourse analysis”. In Discourse as data: A guide for analysts, Edited by: Wetherell, Marjorie, Taylor, Stephanie and Yates, Simeon. 229–66. London: Sage/Open University Press.  [Google Scholar]) to analyse a selection of publicly available accounts of the 2002 launch and operation of MediaSmart® in order to explore how alternative discursive representations of MediaSmart® construct children and advertising in relation to one another, and how these constructions work to further the social practices of which the discourses in question are part. The analysis concludes that the competing discourses have a stake in the problem of advertising to children remaining open‐ended, but suggests that the possibilities of its resolution lie in (a) the incorporation of children's own perspectives in controversy conducted on their behalf by adults, and (b) conceptions of media literacy which are more active and age‐inclusive than those evident in the discourses currently available.     

Children's advertising: the ethics of economic socialisation

There is focus upon advertising and children for two broad reasons. First, it is because children are children, and are considered separately. Second, it is because children will become adults. Advertising therefore effects behaviour during childhood and continues to do so into adulthood. Advertising to children rarely receives a good press, and it remains a controversial topic in the wider domain. Is it responsible for poor diet? Does it make children pester their parents? Is there too much of it? And does Christmas have to start in September? Subsequently the issue has evolved to question whether there should be advertising to children, and if so whether it should be regulated. This discussion paper examines arguments for and against children's advertising, and concludes that whilst there are compelling arguments on both sides, advertising to children remains an economic necessity in need of adjustment and regulation.     

广告中的语用与背景研究

运用语言学研究中的语用研究成果,阐明广告业与语用研究的必然的内在联系,强调语言语用研究是广告业存在与 发展的基础。语言语用的进步和发挥是与当时的社会经济背景相连系的,语用的发挥是社会经济背景的反映,是推动广告业发 展的原动力,同时也是衡量广告业获得最佳效果的检验标志之一。