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Advertising creativity and repetition: recall, wearout and wearin effects
Kevin Lehnert, Brian D. Till and Brad D. Carlson, International Journal of Advertising, Vol. 32, No. 2, 2013, pp. 211-231
Creativity is seen as an important component of advertising, with highly creative ads being easier to recall than control ads.
Creativity is seen as an important component of advertising, with highly creative ads being easier to recall than control ads. However, the boundary conditions around this effect are less understood. This research examines how creativity influences recall across repeated ad exposures. Additionally, this paper investigates the influence of creativity on advertising wearin/wearout. We utilise creative and control commercials embedded in a television programme for a naturalistic viewing experience, along with a one-week follow-up measure. We find that creative advertisements exhibit higher recall, though repeated exposures reduce this advantage. Further, creative ads are more liked, demonstrate wearin effects more quickly and are less susceptible to wearout.
Do new forms of television advertising occasion better recall than traditional advertising spots?
María Arrazola, José de Hevia, Pedro Reinares and Ricardo Reinares Lara, International Journal of Advertising, Vol. 32, No. 2, 2013, pp. 281-300
The loss of effectiveness of television advertising centred on advertising spots has caused the development, and subsequent consolidation, of new forms of advertising within this medium.
The loss of effectiveness of television advertising centred on advertising spots has caused the development, and subsequent consolidation, of new forms of advertising within this medium. While management assumes that these new forms of advertising generate greater recall, in order to justify their usage, there is a noticeable lack of research evidence to prove this supposition. Therefore, in this article we use a representative sample of Spanish television audiences to compare the advertising recall that advertising spots generate, as opposed to that occasioned by a combination of new television advertising formats. The empirical analysis was carried out by means of an Ordered Probit model, which showed that the new forms of advertising gave rise to better recall than advertising spots, as much with regard to aided as with unaided recall.
TV scheduling in context
John Clifton and Charles Young, Admap, May 2013, pp. 40-41
This article demonstrates how television commercials can be put into different customised programming contexts to improve ad performance.
This article demonstrates how television commercials can be put into different customised programming contexts to improve ad performance. To determine this, Turner Networks, the cable television owner, commissioned a large-scale study of 10,000 consumers' in-depth responses to over two dozen commercials. The research found that one of the ways contextual programming can work is by priming the audience to be more receptive to an advertising message, which can turbocharge commercial breakthrough power. Another dimension that determines in-market ad effectiveness is motivation, which is improved by the congruence between the programme content and the commercial execution. Congruence can occur in four areas: a sense of place and the semantic, episodic and procedural memory systems. Examples of how these principles can be applied to TV scheduling are included.
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.
Tuning into TV ads: How emotion research transforms our understanding of advertising in Asia
Alastair Gordon, Joe Wheller, Vuong Manh Giang and Winnie Yeung, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This paper reports on a study of TV advertisements across five Asian markets (with a particular focus on Vietnam) utilising facial imaging technology to measure consumers' emotional responses.
This paper reports on a study of TV advertisements across five Asian markets (with a particular focus on Vietnam) utilising facial imaging technology to measure consumers' emotional responses. The research relates emotional response to intended purchase and recommendation, demonstrating that facial imaging methods provide insights into how Asians are reacting to current TV advertising.
How to target TV ads: A buyer's guide to set top box targeting algorithms
Brendan Kitts, ARF Experiential Learning, Re:Think conference, 2013
With television advertising targeting undergoing a revolution in capabilities and accuracy, this paper reviews a variety of different targeting algorithms.
With television advertising targeting undergoing a revolution in capabilities and accuracy, this paper reviews a variety of different targeting algorithms. These range from the traditional age-gender targeting methods employed based on Nielsen ratings, to new approaches that attempt to target high probability buyers using Set Top Box data.
Understanding the Invisibility of the Asian-American Television Audience: Why Marketers Often Overlook an Audience of "Model" Consumers
Amy Jo Coffey, Journal of Advertising Research, Vol. 53, No. 1, 2013, pp. 101-118
Asian-Americans lack the advertiser recognition and investment levels enjoyed by other ethnic groups in the United States.
Asian-Americans lack the advertiser recognition and investment levels enjoyed by other ethnic groups in the United States. Given this demographic group’s greater purchasing power and comparable growth rate, online survey and in-depth executive interviews reveal how US Asians’ income, language, and other audience traits are valued by US television advertisers and compares these perceptions to those for Hispanics. Recommendations are offered to overcome reported advertiser misperceptions and agency obstacles and to help encourage investment in this growing and affluent demographic segment.
Google, MediaCom and Millward Brown: New marketing trends and techniques at MAP 2013
Brian Carruthers, Event Reports, Measuring Advertising Performance, March 2013
A round-up of presentations from Measuring Advertising Performance (MAP) 2013 – a conference organised by Warc and featuring latest insights on planning, measuring and executing great ad campaigns.
A round-up of presentations from Measuring Advertising Performance (MAP) 2013 – a conference organised by Warc and featuring latest insights on planning, measuring and executing great ad campaigns. Many presentations showed shared themes, including the various ways marketers can analyse consumer emotions and distinguish between rational and subliminal thinking. There was also a trend towards defending more traditional ways of advertising, with TV revealed to remain an effective media channel, despite the hype around new media.
Marketing cars: A prestige marque for the young
David Edwards and Ollie Gilmore, Admap, February 2013, pp. 26-29
Prestige car brands are eager to attract younger drivers as cheaper 'entry-level' models have proved to be a success in recent years.
Prestige car brands are eager to attract younger drivers as cheaper 'entry-level' models have proved to be a success in recent years. The BMW 1 Series now contributes to around one quarter of BMW's annual passenger car sales and Audi's A1 demonstrated the public's appetite for Audi engineering in 'concentrated' form. Mercedes-Benz will launch its A-Class in 2013 but the brand has an age perception problem, with research showing that the perceived age of a Mercedes driver was at least a decade older than that of an Audi or BMW. It is a brand at odds with the dynamism and energy of youth. This article shows how recent campaigns for Mercedes-Benz have started to tackle the issue, using active interaction and cross-platform populist storytelling.
Insights from the IPA Effectiveness Awards 2012: TV and digital - Are we there yet? Or do we even have a map?
Phil Danter, Institute of Practitioners in Advertising, from Advertising Works 21, 2013, pp. 17-22
Based on the case studies featured in the IPA Effectiveness Awards 2012, this article presents four models for how brands have employed television and digital media together to achieve transformational campaigns and results.
Based on the case studies featured in the IPA Effectiveness Awards 2012, this article presents four models for how brands have employed television and digital media together to achieve transformational campaigns and results. These are the 'Top-down' model, whereby TV is used as the primary launch platform for the campaign message; 'bottom-up' model, where significant levels of social/online activity is generated, which is then selectively broadcast on TV to a wider audience; 'prequel/teaser' model, which uses digital channels ahead of TV launches to establish buzz around campaigns before they launch more traditionally; and 'recruitment' model, which recruits viewers to online/social programmes and activities. However, none of the campaigns that used these models has demonstrated their respective effectiveness, instead treating them as medial decisions rather than an overt strategy. This will need to be established as in the future, campaigns will have to integrate television and digital as a matter of course.
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