the influence of product type, humour type, brand attitude, and
... opportunities granted through these scholarships. Another special thanks to ISCTE Business
School for acknowledging my hard work and awarding me with a 1000 euro price. Support
which has diminished my concerns and allowed me to focus solely on the study.
Further, I would like to acknowledge the nume ...
Can Advertising Creativity Overcome Clutter? Affect, Attention, and
... Marketers have to find better ways to overcome the negative effects of advertising clutter.
Creativity could be an answer to the problem of clutter. Creativity has long been
considered an important advertising quality by academic researchers and marketers. For
example, White and Smith (2001) found t ...
Inferences in advertising: A study of Swedish and Russian TV
... unsubstantiated product claims can be easily reworked into convincing sales statements that
can mislead consumers to infer more meaning than is actually said. Such claims are not
shared in the manner of (2) or (3), and at the same time they can be easily denied by a
copywriter. Another reason for us ...
Chapter Three - McGraw Hill Higher Education
... 2. If consumers could be “brainwashed,” then there would be congressional hearings (by
those officials who used advertising to get elected) and thousands of new products that
are heavily advertised would not fail each year. Competition is a bigger factor than
3. When were you ...
Advertising Research Handbook - Dr. Robert Davis (Ph.D) FCIM (UK)
... whether to buy one brand over another. The
second moment occurs at home, when he or
she uses the brand and is delighted or isn’t.”
I think there is a third moment of truth for
most brands. In many cases it occurs before
the store shelf or in-home use experience. It
happens when a message is sent by ...
Pull effect in online advertising: What drives consumers to view ads
... how to actually remove the avoidance, by creating online advertising that the
consumer himself chooses to view.
One of the major reasons for advertising avoidance is the perceived intrusiveness of
the ad. Since, display advertising like pop-ups use the most intrusive methods to be
viewed and therefo ...
FREE Sample Here
... Advocate” and that I’d like to hear their responses to several questions:
Sexist humor in advertising: just a joke
... gentle and unconfident while the ¨sexy¨ type is characterized as young, thin, smiling,
provocative and sexually available. Studying this problem, Tilleuil (2002) citing
scientific investigations, notes that even if recently, women are increasingly shown in
working roles (Hollman, Murray and Moser, ...
FREE Sample Here
... anti-littering code, attempted to stop him. The Supreme Court ultimately ruled that New York could
regulate advertising because commercial speech does not enjoy First Amendment protection. In
subsequent cases the court moved away from that conclusion, but the precedent remained important for
many ye ...
Introduction - McMurry University
... logical argument. “Logos refers to appeals to the intellect, or to the rational side of humans”
(Larson, 2001, p.55). In this type of persuasion, the audience must be able to process statistical
data or examples in logical ways in order to come up with some type of conclusion. The
persuader’s respon ...
case study - Stewart Schley Content Services
... “Sunflower On Demand” debuted with over 1,000 hours of movies and television programs.
While the service continued to attract more interest and streams from the operator’s digital
subscribers, Knorr and Sunflower’s management team weren’t satisfied. Convinced there was
more to Sunflower On Demand th ...
Arthur Asa Berger
... explained in this book, is partially the result of the conflicting way advertising gets
developed. One can only wonder what the ads, and their effect, would be if self-interest was
removed along the way.
These conflicts have a numbing consequence on the impact of clients’ advertising
dollars and the ...
... says, “ the reveal should not let people down, because after all , they
have invested time and energy looking , analysing these teaser ads and
trying to guess what it is. They should get return on investment on their
time, otherwise, they feel cheated. This ROI would be in terms of some
... With the increased availability of legal gambling in Ontario comes an increase in gambling advertising
by gaming providers. The prevalence of gambling ads – on radio, television, in print, and on the
Internet – ensures that youth will be exposed to them. Statistics indicate that the average youth
Ironic branding - Kommunikationsforum
... It is has now been almost fifty years of rumors of postmodernism1. It has been declared dead several
times (Featherstone, 1991) but it refuses to go quietly, and according to Stephen Brown the monster
of postmodernism hit the mainstream of marketing research in the summer of 1993 (Brown, 1994).
Differences Between American and British Television
... to differences in the amount of information carried by commercials in the
two countries, in the creative approaches employed, particularly in terms of
hard or soft sell, and the use of hvimor (Weinberger and Spotts 1989a,
1989b). These findings are consistent with those of svirveys of consumer
Marketing and Advertising Using Google
... matching ads to the user’s query. Advertisers ﬁrst choose keywords that relate to
their website or product offerings. Then, when a user enters the same or similar
keywords into Google, the advertiser’s ads are shown. Price and other factors also
play a part in ad display (we’ll discuss the details l ...
A Brief History of Advertising in America
... It is a simple innocent thing, composed into a Drink, by being dryed in an Oven,
and ground to Powder, and boiled up with Spring water, and about half a pint of
it to be drunk, fasting an hour before, and not Eating an hour after, and to be
taken as hot as possibly can be endured; the which will nev ...
From Subservient Chickens to Brawny Men: A Comparison of Viral
... scalability to this same list of requirements for success in viral
marketing, stating that businesses should be prepared for
rapid growth if they are to implement viral methods.
Welker's (2002) "common human motivations" referred to the
required incentive for consumers to share or pass ...
Ad Critique. - The City College of New York
... Let me explain its relevance. There are many opportunities to see great works of advertising—award shows, annuals, textbooks. There are many, many more opportunities to
see truly horrific works of advertising—magazines, television, the Internet. In other words:
everywhere you look. 24/7. The thing i ...
The multidimensional nature and brand impact of user
... such as satire, pastiche, mash-ups and remix. Even within the narrow context of advertising, Barbara Stern noted that ‘parodic advertising narratives
are ambiguous hybrid forms’ (Stern 1991, pp. 17, 19).
While Stern mentioned parody within a paper that broadly discusses
narrative point of view in ad ...
THE PERSUASIVENESS OF VISUAL HYPERBOLE
... blush products as having a wide-bristle brush, the statement would be deceptive, even though no
claims about long-lasting wear were made.
Gardner (1975) classifies advertisements as a claim-fact discrepancy when ―some
qualification must be placed upon the claim for it to be properly understood and e ...
WHEN ATTITUDES TOWARDS ADVERTISING IN GENERAL
... advertised brands are better than those brands that are not advertised.
To study the influence of these beliefs on intrusiveness and persuasion, Chi-Square tests
were conducted. The results are presented below.
Intrusiveness/Recall. About one in four respondents recalled 3 or more ads. Another 25%
SCANNING THE MARKETING ENVIRONMENT
... Are only successful at gaining the attention of the
audience; they have little impact on how consumers
think, feel, or act, and may even distract the audience
from the purpose of the ad.
File - Ottis Scott Claxton
... employ effective subliminal ads they must first understand when and where to place these ads
and what message they want to deliver to the consumer.
Sexual stimuli is the most common form of subliminal advertising and tends to have the
greatest effect on consumers. It is most commonly used in print a ...
GEICO advertising campaigns
GEICO advertising campaigns are known for using surreal humor and satire, often featuring distinctive characters such as the company's mascot, the GEICO gecko. The advertising strategy incorporates a saturation-level amount of print (primarily mail circulars) and television parody advertisements, as well as radio advertisements. A common line used by GEICO is ""15 minutes could save you 15% or more on car insurance.""Warren Buffett, chairman and CEO of GEICO parent Berkshire Hathaway, has stated that he would spend $25 billion on GEICO ads if he could, approximately double the spending in 2012, which was $1.1 billion, over twice that of second place Progressive Corporation, with 6.8% of premiums going into commercials. However, this is offset by not paying agents commissions, since GEICO uses a direct to consumer model. This has resulted in GEICO being the second largest auto insurer in the United States (behind State Farm).Many of the most prominent TV ad campaigns, such as the GEICO Gecko, the GEICO Cavemen, the Rhetorical Questions campaign featuring Mike McGlone, Maxwell the Pig, and the GEICO Hump Day Camel were developed by The Martin Agency.