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Presence and effects of health and nutrition-related (HNR) claims with benefit-seeking and risk-avoidance appeals in female-orientated magazine food advertisements
Hojoon Choi, Kyunga Yoo, Tae Hyun Baek, Leonard N. Reid and Wendy Macias, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 587-616
A multi-method study was conducted to, first, establish the prevalence of types of health- and nutrition-related (HNR) claims (nutrient content, structure/function and health claims) with benefit-seeking and risk-avoidance appeals in food advertisements appearing in magazines with large female audiences and, second, determine the effects of the two HNR-paired appeal types on females’ evaluative judgements of food advertisements.
A multi-method study was conducted to, first, establish the prevalence of types of health- and nutrition-related (HNR) claims (nutrient content, structure/function and health claims) with benefit-seeking and risk-avoidance appeals in food advertisements appearing in magazines with large female audiences and, second, determine the effects of the two HNR-paired appeal types on females’ evaluative judgements of food advertisements. Analysis of 633 food advertisements from eight women-orientated magazines found a substantial use of risk-avoidance appeals in food advertising, primarily in association with nutrient content claims. Risk-avoidance appeals were especially present in product categories considered relatively unhealthy and less nutritious. Two experiments conducted to examine appeal-type effects in association with nutrient content claims found that both benefit-seeking and risk-avoidance appeals enhanced perceived healthiness of advertised food products among females; however, risk-avoidance appeals were preferred to benefit-seeking appeals, regardless of food healthiness.
A Multi-Country Examination of Hard-Sell and Soft-Sell Advertising: Comparing Global Consumer Positioning in Holistic- and Analytic-Thinking Cultures
Shintaro Okazaki, Barbara Mueller and Sandra Diehl, Journal of Advertising Research, Vol. 53, No. 3, 2013, pp. 258-272
Prior research has revealed that advertisements utilizing a global consumer culture positioning (GCCP) strategy more often adopt soft-sell (indirect and image-based) rather than hard-sell (direct and information-based) appeals.
Prior research has revealed that advertisements utilizing a global consumer culture positioning (GCCP) strategy more often adopt soft-sell (indirect and image-based) rather than hard-sell (direct and information-based) appeals. However, little empirical research has examined consumer preferences for soft-sell versus hard-sell advertising appeals in multi-country settings. This investigation attempted to fill this gap by proposing a multi-country research framework and conducting a pilot study. Soft-sell and hard-sell versions of a print advertisement were pretested with nearly 2,000 subjects in both holistic- and analytical-thinking countries. Findings indicated that employing a soft-sell appeal would be more effective than its hard-sell counterpart in global markets. Results from t-tests collectively indicated that soft-sell advertisements were more likely to generate favorable attitudes and less likely to evoke advertising irritation in most of the countries examined. In closing, the authors discuss theoretical as well as managerial implications, recognize important limitations, and summarize suggestions for future research.
Judging a Magazine by Its Advertising: Exploring the Effects of Advertising Content on Perceptions of a Media Vehicle
Sara Rosengren and Micael Dahlén, Journal of Advertising Research, Vol. 53, No. 1, 2013, pp. 61-70
This article explores how changes in advertising content can lead to different perceptions of a media vehicle.
This article explores how changes in advertising content can lead to different perceptions of a media vehicle. In two experimental studies, the advertising content of a magazine is manipulated in terms of being high-end-versus-low-end, for high-versus-low reputation brands, and high-versus-low execution quality. The results show how the advertising content can be either beneficial or detrimental for magazine perceptions. By looking at the influence of advertising content—rather than advertising quantity—the studies complement advertising-clutter research and point to different ways in which media owners can manage their advertising content.
The buyer action measure for magazine readers
Lung Huang, ARF Experiential Learning, Audience Measurement 7.0, 2012
Australian magazine publisher Pacific Magazines and McNair Ingenuity Research sought to demonstrate that magazine advertising resulted in response actions (e.g.
Australian magazine publisher Pacific Magazines and McNair Ingenuity Research sought to demonstrate that magazine advertising resulted in response actions (e.g. visiting a website, discussing the product, purchasing it etc). An extensive survey was conducted in four categories - cosmetics, paint, cereal and automotive - to measure brand recall (prompted and unprompted), recall of specific ads and any actions taken as a result. An average of 57% of consumers saw the ads used in the study, which were acted on by 23% of readers - either through investigation, word of mouth or retail activities. The paper claims that advertisers can increase the action-based responses to their ads by focusing on design, product claims, validation, community appeal, contact mechanisms and bonus offers.
Is An Advertisement Worth the Paper It's Printed on? The Impact of Premium Print Advertising on Consumer Perceptions
Stefan Hampel, Daniel Heinrich and Colin Campbell, Journal of Advertising Research, Vol. 52, No. 1, 2012, pp. 118-127
Although more companies are using premium-print technologies in their advertising, empirical research has yet to examine the effectiveness of such executions.
Although more companies are using premium-print technologies in their advertising, empirical research has yet to examine the effectiveness of such executions. This article investigates the effect of premium-print advertising techniques on the key constructs of advertising impact and consumer behavior through a field experiment using participants drawn from the general population. Results show that tested advertisements employing premium-print technologies convey a greater sense of uniqueness and prestige than conventional advertising, boost consumer attitudes toward an advertisement as well as toward the brand, and enjoy higher ratings on measures of willingness to buy, positive word of mouth, and consumer willingness to pay a price premium.
What's So Funny? The Use of Humor in Magazine Advertising in the United States, China and France
Michel Laroche, Marcelo Vinhal Nepomuceno, Liang Huang and Marie-Odile Richard, Journal of Advertising Research, Vol. 51, No. 2, 2011, pp. 404-416
The literature includes extensive research on the role of humor in advertising. Few studies, however, have compared how humor in advertising is used in different countries.
The literature includes extensive research on the role of humor in advertising. Few studies, however, have compared how humor in advertising is used in different countries. Using content analysis, this article compares the use of humor in the United States, China, and France to provide answers and justifications to three questions: Is the frequency of humor in magazine advertising different for each country? Is the use of humor according to the type of product different for each country? Is the use of humor for luxury and personal products different for each country? The authors’ findings indicate significant differences in the use of humor among the three countries in terms of: frequency of use, types of products, and luxury versus personal products. The findings have important implications for international advertisers.
Checking the Pulse of Print Media: Fifty Years of Newspaper and Magazine Advertising Research
Gergely Nyilasy, Karen Whitehill King and Leonard N. Reid; Insights from Scott C. McDonald, Journal of Advertising Research, Vol. 51, No. 1, 2011, 50th Anniversary Supplement, pp. 167-181
This article examines the state of newspapers and consumer magazine print advertising as reflected in the public research literature over the past 50 years.
This article examines the state of newspapers and consumer magazine print advertising as reflected in the public research literature over the past 50 years. Its purpose is not to present a scientific and in-depth analysis of every research article on newspaper and magazine advertising published since 1960 but (1) to identify key findings that advance the interface between the academic study and practice of advertising and then (2) to develop research-based recommendations to guide future researchers. Articles were categorized into major content areas (readership, recall and recognition, executional/stylistic components, social issues, cross-media comparisons, engagement, and media models), and key findings are reported. Future research issues are suggested to advance advertising research on the two media analyzed.
Media placement versus advertising execution
Edward C. Malthouse and Bobby J. Calder, International Journal of Market Research, Vol. 52, No. 2, 2010, pp. 217-230
We make three contributions towards understanding how engagement with the surrounding editorial context affects reactions to ads.
We make three contributions towards understanding how engagement with the surrounding editorial context affects reactions to ads. First, while previous studies have shown that respondent-level engagement affects ads, we argue that vehicle-level engagement is more relevant to placement decisions, and show that magazine-level engagement affects actions taken from seeing an ad. Second, we compare the relative importance of engagement to the execution factors size, position and colour, and show that engagement is of comparable importance. Third, evaluations are done with more realistic procedures than previous studies and with real ads.
Exploring attractive messages in group package tour newspaper advertisements
Kuo-Ching Wang, Po-Chen Jao, Yu-Shan Lin and Ying-zhi Guo, International Journal of Advertising, Vol. 28, No. 5, 2009, pp. 843-862
The group package tour (GPT) is one of the main modes of outbound travel in many Asian countries and areas.
The group package tour (GPT) is one of the main modes of outbound travel in many Asian countries and areas. In practice, most of the travel agencies utilise the newspaper to promote their GPTs. Although prior newspaper travel advertisements provided useful information, only single or a number of advertising messages were considered. In order to fill this gap, the primary objective of this study was to find out what types of message are attractive to the customers in the GPT advertisement from a holistic perspective. Both qualitative and quantitative methods, with 400 usable samples, were conducted for data analysis. Attractive messages for three different destinations (China, Japan and Thailand) with six clusters were profiled at component level. The findings reveal that messages of appeal, text, size and format design represent over 78% of the total percentage. Further implications for designing attractive messages in terms of a destination or cluster perspective are discussed.
Using Quasi-Experimental Data to Develop Empirical Generalizations for Persuasive Advertising
J. Scott Armstrong and Sandeep Patnaik, Journal of Advertising Research, Vol. 49, No. 2, June 2009, pp. 170-175
This paper argues that “quasi-experimental data” provide a valid and relatively low-cost approach toward developing empirical generalizations (EGs).
This paper argues that “quasi-experimental data” provide a valid and relatively low-cost approach toward developing empirical generalizations (EGs). These data are obtained from studies in which some key variables have been controlled in the design. These EGs are described as normative statements, i.e., “evidence-based principles.” Using data from 240 pairs of print advertisements from five editions of the Which Ad Pulled Best series, the authors analyzed 56 of the advertising principles (listed) from Persuasive Advertising by J. Scott Armstrong (New York: Palgrave Macmillan, forthcoming). These data controlled for target market, product, size of the advertisement, media, and in half the cases, for the brand. The advertisements differed, however, e.g. in illustrations, headlines, and text. The findings from the quasi-experimental analyses were consistent with field experiments for all seven principles where such comparisons were possible. Furthermore, for 26 principles they unanimously corroborated the available laboratory experiments as well as the meta-analyses for seven principles. In short, the quasi-experimental findings always agreed with experimental findings, even though the quasi-experimental analyses, and some of the experimental analyses, involved small samples, and often used different criteria. From an issue of JAR devoted to `empirical generalisations’: the papers were first presented at a conference at the Wharton School, University of Pennsylvania in December 2008.
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