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Assessing the cross-cultural applicability of tailored advertising - A comparative study between the Netherlands and Poland
Ewa Maslowska, Edith G. Smit and Bas van den Putte, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 487-511
This study compares the effectiveness of tailored advertising in two European Union member states: a longstanding member with a long history of advertising, the Netherlands; and a new member with a shorter advertising tradition, Poland.
This study compares the effectiveness of tailored advertising in two European Union member states: a longstanding member with a long history of advertising, the Netherlands; and a new member with a shorter advertising tradition, Poland. The positive effects of tailored advertising are hypothesised to be stronger among Polish consumers than among Dutch consumers because of the different advertising traditions in these two countries. A between-subjects experiment is conducted to test individuals’ responses to tailored versus generic advertisements for an unknown face-cream brand. The results show that tailoring is effective in influencing message attitudes, brand attitudes and purchase intentions, but only for Polish consumers. This tailoring effect is mediated by involvement with the message, message relevance and scepticism about the message. These findings suggest that tailored advertising can be used successfully in less marketing-savvy countries such as Poland, but that it may not be effective in more marketing-savvy countries such as the Netherlands.
The effect of engagement with social media on purchase behaviors
Edward Malthouse, Mark Vandenbosch, Su Jung Kim and Bobby Calder, ESOMAR, 3D Digital Dimensions, Boston, June 2013
This paper investigates whether the contribution of user generated content (UGC) in social media competitions affects consumer purchase behaviour, and then attempts to calculate the return on investment.
This paper investigates whether the contribution of user generated content (UGC) in social media competitions affects consumer purchase behaviour, and then attempts to calculate the return on investment. The paper also attempts to identify the key components of an effective social media competition, and investigates if there are any long-term effects on consumer buying behaviour. Data is analysed from two social media contests for Canada's Air Miles Reward Program (AMRP), one of the largest loyalty programs in the world.
How Strong is the Pull of the Past? Measuring Personal Nostalgia Evoked by Advertising
Altaf Merchant, Kathryn LaTour, John B. Ford, and Michael S. LaTour, Journal of Advertising Research, Vol. 53, No. 2, 2013, pp. 150-165
Marketers frequently evoke personal nostalgia in their advertising. To date, scales have been developed to measure the propensity to get nostalgic but not the actual dimensions of personal nostalgia.
Marketers frequently evoke personal nostalgia in their advertising. To date, scales have been developed to measure the propensity to get nostalgic but not the actual dimensions of personal nostalgia. Results from four studies show that advertising-evoked personal nostalgia comprises four correlated but distinct dimensions: past imagery, positive emotions, negative emotions, and physiological reactions. This multidimensional scale showed a high level of validity and reliability. Moreover, due to careful choice of sampling frames, the study demonstrates a high level of external generalizability. Evaluating nostalgia-based advertising using the study’s multidimensional scale may provide marketers with strategic insights for developing and fine-tuning advertising aimed at inducing nostalgia among consumers.
Growing brands by connecting with deeper human motivations: Demonstration of a new research approach that directly links to business outcomes
Niels Blichfeldt, Sue Philips and Shivani Dayal Kapoor, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
Through an example in the beer category in China and India, this research paper shows how a people-centred approach, using precise drivers of brand growth, combined with predictive abilities to anticipate market share can deliver strong business outcomes from research.
Through an example in the beer category in China and India, this research paper shows how a people-centred approach, using precise drivers of brand growth, combined with predictive abilities to anticipate market share can deliver strong business outcomes from research. Brand growth is achieved through different options including optimisation of brand positioning, portfolio management, repositioning, brand stretching and innovation. This report criticises standard brand equity research, claiming that it is unable to effectively answer how a company can make brands meaningful to people and how meaningful brands can grow a business. The people-centric methodology proposed in this paper deconstructs human needs into four layers that on average explains 85-95% of brand choice, then supports this with a psychological model, which ensures that all decisions are made with consumer motivation at the centre. Then to determine the direction of a brand's growth, it identifies the brand's current Attitudinal Equity (a measure of the strength of consumers' psychological relationship with the brand) and focuses on growing it.
Advertising clusters in Asia: Beyond borders
Shivkumar Moulee, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This paper, which updates earlier research, clusters different Asian markets according to consumers' response to advertising, and is designed to help global advertisers assess the transferability of advertising.
This paper, which updates earlier research, clusters different Asian markets according to consumers' response to advertising, and is designed to help global advertisers assess the transferability of advertising. With a number of markets in Asia having seen significant evolution and exposure to advertising and brands, it looks to assess if the clusters still hold true. The paper finds there are still distinct clusters of markets in Asia when it comes to advertising response, but not always by geography. Equally, it identifies India and China as regions in themselves. Overall, the research enables global advertisers to assess the transferability of advertising from one market to another, and has practical applications in creative development and assessment.
To App or Not to App: Engaging Consumers via Branded Mobile Apps
Eunice Kim, Jhih-Syuan Lin and Yongjun Sung, The Journal of Interactive Advertising, Vol. 13, Issue 1 2013
With the rapid growth of smartphone and smartphone application users, mobile apps have attracted an increasing amount of attention as an engaging platform for marketing communication.
With the rapid growth of smartphone and smartphone application users, mobile apps have attracted an increasing amount of attention as an engaging platform for marketing communication. A content analysis of 106 branded apps of global brands found that most global brands incorporate into their apps important engagement attributes that this study examines (i.e., vividness, novelty, motivation, control, customization, feedback, and multiplatforming) and frequently employ entertainment features. In addition, this study shows the extent to which branded apps employ transformational and informational message strategies. Last, branded apps feature a variety of brand-related content, including brand identifiers and virtual products. Practical implications of this study are discussed for mobile advertisers and branded app designers.
Does a gamified approach provide greater insight?
Steve Becker, Dan Goldstein and Terry Sweeney, ARF Experiential Learning, Re:Think conference, 2013
This study investigates if a gamified survey provides greater insight into the relationship between consumers and brands compared to a more traditional survey approach.
This study investigates if a gamified survey provides greater insight into the relationship between consumers and brands compared to a more traditional survey approach. The research found that moving from a traditional survey to a Flash-enhanced survey reduces respondent fatigue and increases quality of response. Equally, when you move from the Flash survey to a gamified one, responses increase even further. The gamified element allowed the researchers to learn more about how respondents felt about particular brands. The research concludes that when the differences between brands are nuanced a gamified environment can highlight feelings and indicate brand differentiation.
Pop concert experiences: Connecting with consumers through pop-culture
Tomasz Jedrkiewicz and Robert Zydel, ESOMAR, CEE Research Forum, Prague, March 2013
This paper describes a project undertaken by telecoms firm T-Mobile, based around two events aimed at engaging consumers using pop culture using pop divas Katy Perry and Mariah Carey.
This paper describes a project undertaken by telecoms firm T-Mobile, based around two events aimed at engaging consumers using pop culture using pop divas Katy Perry and Mariah Carey. The reasoning behind launching the project is that marketing communication cannot be based solely on information about the product, brand or service; instead, to attract attention and establish a relationship with the consumer, it must give value, help build identity, or be recreational. The paper describes how the events created challenges for organizers as well as researchers, who were responsible for evaluating the participants as well as the suitability of the events to the T-Mobile brand. It also highlights the challenges of evaluating events, how methods and instruments of research were adjusted to measure emotions, and a comparison of real occurrences with the symbolic brand representation.
Understanding the drivers of standout video experiences
Jared Skolnick and Shawn Baron, ARF Experiential Learning, Re:Think conference, 2013
This research paper explores how four key elements of online video advertising - consumer engagement mode, player size, location on the page and website quality - may affect end users' feelings towards a brand, and whether they inspire or discourage action.
This research paper explores how four key elements of online video advertising - consumer engagement mode, player size, location on the page and website quality - may affect end users' feelings towards a brand, and whether they inspire or discourage action. Consumer engagement mode (click-to-play vs. auto-play) was found to be the most important element for advertisers to consider when their objective is driving brand awareness. The quality of the website a video ad appears on was found to be the primary driver of brand perception, consumer intent, engagement, and overall satisfaction. The research also found that click-to-play ads elicit nearly four times more positive emotions from consumers than auto-play ads and that larger video players evoke higher levels of brand awareness.
Empowering Online Advertisements by Empowering Viewers with the Right to Choose: The Relative Effectiveness of Skippable Video Advertisements on YouTube
Max Pashkevich, Sundar Dorai-Raj, Melanie Kellar and Dan Zigmond, Journal of Advertising Research, Vol. 52, No. 4, 2012, pp. 451-457
In 2010, YouTube introduced TrueView in-stream advertising—online video advertisements that allowed the user to skip directly to the desired video content after five seconds of viewing.
In 2010, YouTube introduced TrueView in-stream advertising—online video advertisements that allowed the user to skip directly to the desired video content after five seconds of viewing. Google sought to compare these "skippable" in-stream advertisements to the conventional (non-skippable) in-stream video advertising formats, using a new advertising effectiveness metric based on the propensity to search for terms related to advertising content. Google's findings indicated that skippable video advertisements may be as effective on a per-impression basis as traditional video advertisements. In addition, data from randomized experiments showed a strong implied viewer preference for the skippable advertisements. Taken together, these results suggest that formats like TrueView in-stream advertisements can improve the viewing experience for users without sacrificing advertising value for advertisers or content owners.
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