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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.
Can sex sell bread? The impacts of sexual appeal type, product type and sensation seeking
Chun-Tuan Chang and Chien-Hun Tseng, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 559-585
Despite the prominent use of sexual appeals in advertising, little is known about how consumers process messages that contain explicit versus implicit sexual appeals.
Despite the prominent use of sexual appeals in advertising, little is known about how consumers process messages that contain explicit versus implicit sexual appeals. This research presents the results of two studies that tested whether product type and individual consumer differences in sensation seeking moderated the effects of sexual appeal type. In Study 1, we conducted an experiment and found that an explicit sexual appeal was more effective in promoting a sexually related product, while an implicit sexual appeal was more effective in promoting a non-sexually related product. The above-mentioned results only held for high sensation-seeking participants, not for those who are low sensation seekers. In Study 2, we used a different manipulation of product type and replicated the results. The findings underscore how important it is for marketers to learn more about how different sexual appeals work. The findings also illuminate how practitioners can avoid negative consumer reactions to a sexual appeal.
Fair and lovely: building an integrated model to examine how peer influence mediates the effects of skin-lightening advertisements on college women in Singapore
Stella C. Chia, Yuen Ting Chay, Poh Kwan Cheong, et al., International Journal of Advertising, Vol. 31, No. 1, 2012, pp. 189-211
In this study, we proposed an integrated model with which we suggested that perceptions of peers and interpersonal communication with peers each mediate the influence of skin-lightening advertisements on college women in a South Asian country - Singapore.
In this study, we proposed an integrated model with which we suggested that perceptions of peers and interpersonal communication with peers each mediate the influence of skin-lightening advertisements on college women in a South Asian country - Singapore. The model is built based on the influence-of-presumed-influence model. We found that college women in Singapore tended to infer their peers' advertising exposure and the corresponding advertising influence on peers based on their own advertising exposure. Their exposure to skin-lightening advertisements also induced their discussions about fair-skinned appearance with peers. Based on their perceptions of advertising influence on peers and interpersonal communication with peers, college women inferred their peers' favourable attitudes towards fair-skinned appearance. Finally, they aligned their personal attitudes with their female peers' attitudes and their attitudes predicted their intention to adopt skin-lightening regimes.
Axe Skincare Crowd Innovation: Crowdsourcing and Co-Creating with Axe Consumers
Philippa Rose, Andrew Needham, Saul Parker, ESOMAR, Innovate, Barcelona, November 2010
With increasing pressure on budgets as a result of the deteriorating economic climate, brands are forced to look for new more cost effective solutions to age-old problems.
With increasing pressure on budgets as a result of the deteriorating economic climate, brands are forced to look for new more cost effective solutions to age-old problems. This presentation demonstrates how a combination of crowd-sourcing and online co-creation techniques helped Unilever find a breakthrough solution in a more cost effective manner to a challenging global innovation project conducted across multiple countries. Crowd-sourcing and co-creation when used together as part of a well-defined open innovation model can deliver outstanding results for less money.
Netnography research - community insights in the cosmetic industry
Michael Bartl , Steffen Hück and Stephan Ruppert, ESOMAR, Consumer Insights, Dubai, February 2009
The article describes `Netnography’, an innovative research approach to extract and use online community dialogue for research and innovation purposes.
The article describes `Netnography’, an innovative research approach to extract and use online community dialogue for research and innovation purposes. It has four main aspects or research: qualitative, customer integration (extracting insights from social networking conversations), relevant online communities, web information retrieval. A case study is described form cosmetics (sunless tanning). There were five methodological steps: 1) definition of research field; 2) identification and selection of online communities; 3) community observation and data collection; 4) data analysis and aggregation of insights; 5) translation into product and service solutions. The role of researchers in the process is discussed.
Hide n' seek. Driving disruption in skincare
Lyn McGregor and James Potocki, ESOMAR, Qualitative Research, Cannes, November 2004
This paper explores a major issue facing brands and organisations - the need to stimulate fresh thinking and prepare for tomorrow's market.
This paper explores a major issue facing brands and organisations - the need to stimulate fresh thinking and prepare for tomorrow's market. The paper demonstrates how a creative research design involving semiotics makes it possible to understand developments in different cultures and yet succeed in delivering insight that is of great relevance to the client at a global strategy level. This approach moves beyond static consumer segmentation models to reflect the increasing use of brands by consumers to create multiple identities. The research played a critical role in the development of a new global brand strategy and innovation plan.
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