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Research Paper

This study experimentally tested the effects of animation versus rotoscoping versus live action in direct-to-consumer television advertising on outcomes, including risk and benefit perceptions and attitudes toward the drug.

Research Paper

Existing literature compares neuromarketing and traditional methods, making the questionable assumption that these are monolithic measurement alternatives all serving the same, predictive purpose.

Research Paper

Drawing from the social-functional perspective, this research explored the differences in consumers’ responses to two types of spokesperson’s smile: broad and slight.

Research Paper

This research examines the effect of advertising imagery, sexual orientation, and gender on customer attitude toward the advertisement and attitude toward the brand.

Research Paper

Despite substantial interest in advertisement-context congruence as a determinant of advertisement effectiveness and advertisement memory in digital platforms, especially in the electronic magazine (e-magazine) context, less attention has been devoted to identifying how it influences advertisement persuasion.

Research Paper

Six-second advertisements are a recent advertising format growing in popularity. Despite their growth, little insight exists on how to craft successful six-second advertisements.

Research Paper

Advertisers and marketing professionals target nonprofit web and social media visitors with digital cause-related marketing display advertisements.

Research Paper

Consumers mentally construe the world around themselves by adopting either low or high construal levels.

Research Paper

This study analyzes a hand-collected sample of 803 guerrilla marketing campaigns from 2007 to 2017 to examine the impact on abnormal share price performance.

Research Paper

Research on advertising endorsements offers only limited knowledge about noncelebrity endorsements. Different types of noncelebrity endorsers (i.e., customer versus employee), however, could have distinct influences on advertising effectiveness, which is of great managerial interest in optimizing endorser usage.

Research Paper

Because of various financial reasons, or a change in strategic focus, sometimes brands stop broad-reach media advertising for a year or longer.

Research Paper

This study focuses on anthropomorphized spokescharacters, classifying them into cute or mature looks.

Research Paper

Live advertising is on the rise, with many influencers, brands, and retailers investing in the format online.

Research Paper

The key characteristic of native advertising is that it simulates the format of the editorial content.

Research Paper

In recent years, artificial intelligence (AI) technology has been used to create advertising messages.

Research Paper

Companies employ giveaways primarily to create awareness and strengthen their brands. Little academic research has examined the effectiveness of giveaways, however.

Research Paper

Direct-to-consumer prescription-drug television advertisements often contain superimposed text (supers) to convey information about the advertised product.

Research Paper

Perceived lack of authenticity and inferences of manipulative intent by an advertiser can impede an advertisement’s intended effect.

Research Paper

Marketers pour millions of dollars into sport sponsorship and need a better understanding of its effects.

Research Paper

This study examined the combinative effects of dynamic cultural mindsets—ethnocentrism and xenocentrism—on the brand and endorser origin contingencies on eliciting favorable attitudes toward the advertisement.

Research Paper

In food advertisements, consumers often get inputs from only a few senses and rely on crossmodal interactions to represent those advertisement features from which they are not getting sensory stimulation.

Research Paper

When choosing music for advertisements, professionals are influenced by a large number of factors that could impair their judgment.

Research Paper

Establishing causality has long been an issue in the advertising-to-sales relationship. The ideal approach in establishing causality is randomized assignment of matched respondents to an exposure and non-exposure group.

Research Paper

This article proposes an update of the Foote, Cone & Belding (FCB) grid, which has been one of the most popular product-classification schemes in advertising and consumer research since its conception in 1980.

Research Paper

The authors propose that decisions regarding the duration of cause-related marketing campaigns should depend on the combination of cause type and product type.