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Advances in Advertising Research (Vol. IV)

The Changing Roles of Advertising

herausgegeben von: Sara Rosengren, Micael Dahlén, Shintaro Okazaki

Verlag: Springer Fachmedien Wiesbaden

Buchreihe : EAA Series

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 11th International Conference in Advertising (ICORIA) which was held in Stockholm (Sweden) in June 2012. The conference gathered 150 leading researchers from 22 countries under the conference theme “The changing roles of advertising”. The book provides international state-of-the-art research with 30 articles by renowned scholars from the worldwide ICORIA network.

Inhaltsverzeichnis

Frontmatter

The Roles of Advertising

Frontmatter

Customer Engagement Behavior: Interacting with Companies and Brands on Facebook

Abstract

Involvement and integration of online social networks (OSNs) in daily life have gained tremendous significance in recent years. Especially the commercial relevance of OSNs attracts companies in increasing numbers. Today’s consumers are exchanging substantial company- and/or brand-specific information online and it is incontestable that interactive social media influence consumer choices (Sands, Harper, and Ferraro, 2011). Nowadays, it is not only the task of companies to find (potential) customers online, but to profit from user-generated content. Companies “need to understand that they share control of the brand with consumers who want and expect to engage with them in a rich online dialogue” (Brown, Broderick, and Lee, 2007, p. 16).

Sofie Bitter, Sonja Grabner-Kräuter

Choose Your Ad Paper Type Carefully: How Haptic Ad Paper Characteristics Affect Product Judgments

Abstract

While consumers are browsing through the pages of a magazine, they are confronted with numerous print ads – and as research shows, most of them will be ignored or considered incidentally. Consumer’s ad exposure is extremely short.

Tobias Langner, Alexander Fischer, Philipp Brune

Social Media Engagement that Drives Purchase Behavior

Abstract

The Internet and social media are enabling many new forms of advertising. The first decade or so of Internet advertising—largely consisting of display banner ads and email blasts—followed the approach of traditional print, broadcast, sale promotion and direct advertising, where the advertiser exposes passive eyeballs to some message, perhaps with a call to action inviting a click.

Edward C Malthouse, Mark Vandenbosch, Su Jung Kim

Who “Likes” Brands? Exploring the Characteristics of Brand Fans on Facebook

Abstract

Using online social networks (OSNs) is becoming more and more common in all population groups. Not surprisingly, many marketers intend to be present in these networks in the future (e.g., Busby et al., 2010). But, as several studies among practitioners reveal, more general knowledge is needed to plan marketing engagements in OSNs. In the academic marketing literature a need for more detailed research on OSNs has been identified as well (e.g., Burmann, 2010). Practitioners and scholars alike particularly seek better insights into determinants of brand related behaviors on OSNs.

Philipp Rauschnabel, Gunnar Mau, Björn Sven Ivens

Webcare as Customer Relationship and Reputation Management? Motives for Negative Electronic Word of Mouth and Their Effect on Webcare Receptiveness

Abstract

Social media enable consumers to easily share satisfying or unsatisfying consumption experiences with a multitude of other consumers. The result is a wealth of electronic word of mouth (eWOM), varying in tone from very positive to very negative. For companies, the circulation of negative eWOM is a source of great concern. Unsatisfactory consumption experiences, which were previously communicated as complaints only to a company representative or a few peers, are now publicly available through negative eWOM, which can seriously damage a company’s reputation and sales (e.g., Van Laer and De Ruyter, 2010).

Lotte Willemsen, Peter C. Neijens, Fred A. Bronner

The Faces of Advertising

Frontmatter

Product Placement: A New Definition, Classificatory Framework and Agenda for Future Research

Abstract

Product placement has been an often used tactic in the marketing, advertising and communication industries. Product placement within these emerging platforms is developing new income streams and as a result, over the past decade there has been a resurgence of product placement, in particular within new media platforms such as video games, virtual worlds, social media and reality television programs (Taylor, 2009). For instance, in Australia, the estimated value of in-game advertisements is AU$1.25bn (Cornwell and Schneider, 2005; Manktelow, 2005). Major brand names such as American Apparel, Starwood Hotels, IBM, Dell, Sears, and even Reuters have substantial presence in the popular online virtual world Second Life (Rubel, 2006).

Shinyi Chin, Bradley Wilson, Angelina Russo

Building Brand Image Through Online Sales Promotion: A Comparative Study Between the Web User’s Experience and Their Promotion-proneness

Abstract

In the online medium, firms consider brand image to be a key asset that must be carefully managed, given that consumers cannot physically inspect products in this virtual ‘establishment’ and that therefore their perception of risk increases (Rowley, 2004). Those brands that enjoy a strong reputation and high brand value generate a reduced perception of risk for the client, along with greater credibility and brand preference – thereby encouraging their purchase (Grewal, Iyer and Levy, 2004; Korgoankar and Karson, 2007).

Esmeralda Crespo-Almendros, Salvador Del Barrio-García

Celebrities as Indirect Spokespeople in Advertising

Abstract

Celebrity endorsement is not new. We only need to turn to our TV screens to see one in five ads featuring the hottest celebrity of the month (Solomon, 2009). In fact, the use of celebrities as endorsers appears to be on the rise with 14 percent of advertisements in America featuring a celebrity, 24 percent in India and 45 percent in Taiwan (New York Times, 2008).

Jasmina Ilicic, Cynthia M. Webster

The Importance of the Social Context on the Impact of Product Placements

Abstract

Product placement involves “the purposeful incorporation of a brand into an entertainment vehicle” (Russell and Belch, 2005), which includes television programs, movies, radio shows, songs and music videos, video games, plays, and even novels. Research on the impact of product placement on consumers has grown exponentially since the early 2000’s (Bressoud, Lehu, and Russell, 2010). The existing body of research offers empirical evidence of the effects of product placements on brand recall and recognition, and attitudes toward the brands placed in the content of entertainment (Auty and Lewis, 2004; Babin and Carder, 1996; Russell, 2002).

Valeria Noguti, Cristel Antonia Russell

Is Website Interactivity Always Beneficial? An Elaboration Likelihood Model Approach

Abstract

In the evolving arena of mediated communication technology such as the Internet, interactivity becomes one of the most valuable features because it enables two-way or multiple communications. Interactivity distinguishes traditional media (TV, radio) from new or digital ones (Internet). Most importantly, it appears that interactive communication generates not only unprecedented behaviors but also new models of consumer behavior.

Polyxeni (Jenny) Palla, Rodoula H. Tsiotsou, Yorgos C. Zotos

Message Framing: How Source Credibility Moderates the Effects of Outcome Type and Outcome Valence

Abstract

Persuaders can frame a message positively or negatively. Positively framed messages accentuate the advantages of following the recommended course of action (that is, of message compliance). Negatively framed messages emphasize the disadvantages of noncompliance (O’Keefe and Jensen, 2006). Since the topic gained much interest, several studies have compared the persuasiveness of positively and negatively framed messages. Overall, the studies did neither demonstrate a general advantage of positively framed messages nor of negatively framed messages (see the meta-analysis by O’Keefe and Jensen, 2008).

Sandra Praxmarer-Carus, Marina Isabel Czerwinka

Modeling Synergies in Cross-Media Strategies: On-line and Off-line Media

Abstract

Changing market circumstances push marketing managers to optimize advertising spending and search for the most effective and affordable advertising media. In integrated marketing communication (IMC), synergy can contribute significantly to reinforcing the preferred outcome, that is, total sales. Cross-media synergy, defined as the combined effect of more than one media that exceeds each medium’s individual effects on the measured outcome, is of particular interest (Naik and Raman, 2003; Chang and Thorson, 2004; Havlena, Cardarelli, and de Montigny, 2007).

Jana Suklan, Vesna Žabkar

Investigating the Entertainment–Persuasion Link: Can Educational Games Influence Attitudes Toward Products?

Abstract

Over the last decade, games have emerged to be seen as having a valuable contribution to educate and communicate (Bogost, 2011). In terms of the use for marketing, there are so-called advergames which aim to promote a certain brand (Santos et al., 2007). However, this form of game is not necessarily the only one a company might consider for communication with their customers. Games with educational objectives are also becoming more common.

Martin K. J. Waiguny

Cross-Media Synergy: Exploring the Role of the Integration of Ads in Cross-Media Campaigns

Abstract

In the current media landscape, advertisers can choose numerous media for their advertising campaigns. Not surprisingly, almost every campaign in the Netherlands makes use of more than one medium (Bronner, Neijens and Van Raaij, 2003). While we are not familiar with international statistics, it can be expected that the Netherlands is not an exception regarding the widespread usage of multiple media in one campaign.

Hilde A.M. Voorveld, Sanne Valkenburg

Perceptions of Advertising

Frontmatter

Health versus Appearance Focus in One- versus Two-sided Messages Discouraging Sun Tanning

Abstract

Despite the widespread awareness of the negative consequences of unprotected UV exposure, sun tanning is still a common practice among many people in western countries (Heckman, Wilson, and Ingersoll, 2009). Sun tanning increases the risks of skin cancer and photo-aging (Hoegh et al., 1999; Turrisi et al., 1998). Consistent findings across studies show that most people have sufficient knowledge of these risks, but this knowledge does not always transfer into behavioral intentions to limit UV exposure (Arthey and Clarke, 1995).

Erlinde Cornelis, Verolien Cauberghe, Patrick De Pelsmacker

The Effectiveness of Green Advertisements: Combining Ad-based and Consumer-based Research

Abstract

In the late 60s and early 70s, people started to worry about the deteriorating effects their consumption behavior may have on the environment. Accordingly, consumers were searching for alternative ways to decrease their ecological footprint (Montoro-Rios, Luque-Martinez, Fuentes-Moreno & Cañadas-Soriano, 2006), and they incited companies to take care of the environment in their organizational processes (Ottman, 1993).

Lynn De Vlieger, Liselot Hudders, Gino Verleye

”I” Lose, “Others” Gain – Message Framing and Beneficial Appeals in Ads Promoting Green Consumption

Abstract

Current consumption lifestyles put the environment in danger (United Nations 1992). Enhancing green consumption, i.e. a consumption lifestyle that reduces damage to our natural surroundings, is therefore of great importance. The ecological impact of consumption has also become an important factor in consumer choice. More and more consumers are willing to change their consumption style, claim to pay attention to ecological claims and labels and are willing to pay a higher price for ecological friendly products (GfK North America 2008).

Alexandra Langer

Developing Different Types of Anticipated Experience Positioning for Electric Cars

Abstract

One of the options to counter the trend of deploying the natural sources and polluting the air is the partial or complete shift to electric vehicles. Car manufacturers that have started to develop and launch electric cars face the challenge of positioning a new product type that is responsive to consumer needs. In this context, product design and advertising are boundary spanning functions between companies and consumers. Product categories and brands are often categorized as either functional (e.g., lawnmowers) or symbolic (e.g., cars) (Midgley, 1983; de Ruyter and Wetzels, 2000; Park and Young, 1986).

Ingrid Moons, Patrick De Pelsmacker

Value Appeals in Chinese Television Advertising for Automobiles: A Content Analysis

Abstract

In the context of the ongoing debate regarding the pros and cons of standardization versus local adaptation of international advertising, a large body of research has examined the content of advertising messages in a variety of countries. One of the topics in this stream of research has focused on the nature of value appeals in advertising across or within national markets. In recent years, international advertising researchers have increasingly shifted their attention to China because of the country’s rapid economic growth and the size of its market.

Liyong Wang, Carolus L. C. Praet

Reception of Advertising

Frontmatter

Face Value: Images of Headless Decorative Models Increase Consumer Identification and Product Attitudes

Abstract

Although most online retailers display clothes and apparel in photographs worn by human fashion models, there are some notable variations (Khakimdjanova and Park 2005). A number of important online retailers, ranging from retail giant Wal-Mart to high-end online fashion retailer Net-a-Porter, all crop images on their websites rather drastically by removing heads and faces of decorative models so that the depicted clothes seem worn by “headless” models (Considine 2011).

Hanna Berg, Magnus Söderlund

Appreciation and Effects of Sponsorship Disclosure

Abstract

With the continuing growth of the paid inclusion of brands in television programs, the lines between editorial and commercial content are more and more blurred. This has attracted criticism from consumer advocacy groups, public policy officials, the media and consumers, claiming that sponsored content in TV programs is unethical and deceptive (Cain, 2011; Kuhn, Hume, & Love, 2010). They argue that because this form of advertising is embedded into program content, the commercial intent is kept hidden (Bhatnagar, Aksoy, & Malkoc, 2004). Consequently, viewers are not always aware of the commercial and persuasive purpose of sponsored program content, and – as a result – they do not activate their cognitive defences and can be influenced without being aware (Kuhn et al., 2010; Lee, 2008).

Sophie C. Boerman, Eva A. van Reijmersdal, Peter C. Neijens

When Self-Referencing Cues are Harmful: The Effects of “For You” Statements in Advertisements on Product Attitudes

Abstract

Although “for you” statements are frequently included in advertisements, little is known about whether and how they affect attitudes toward the advertised product. We report findings of prior research and present our results of three experiments that tested their effect. We found that “for you” statements are ineffective in the case of popular brands and strong arguments, respectively. However, the presence of these statements impairs attitudes when used in ads for less popular brands or if they are combined with weak arguments.

Sandra Bombe, Heribert Gierl

An Examination of the Current Usage of Probability Markers in Print Advertising: A Content Analysis

Abstract

Probability markers are specific words or phrases used to signal to which degree is it likely that a given claim or argument is true. They indicate various levels of probable (hedges) or certain (pledges) truth, and can be used in advertising to reduce the consumers’ tendencies to counter-argue the claim of the ad (Vestergaard and Schroder, 1985) or to enhance the credibility of the claim (Areni, 2002).

Ivana Bušljeta Banks, Patrick De Pelsmacker

The Influence of Demographic Factors on the Perception of Humane-Oriented (CSR) Appeals in Advertisements: A Multi-Country Analysis

Abstract

The study examines the role of demographic factors (sex, age, education and children) on attitudes toward a print ad employing a humane-oriented appeal (CSR) in the United States, France, Germany and Switzerland. Results from a survey of 663 subjects in the four countries revealed that female consumers evaluated the ad significantly more favourably than did male consumers in three of the four countries. Some support was found for the hypothesis that younger people (up to age 30) hold more favourable attitudes toward such ads than do older individuals (though differences were not significant for all countries).

Sandra Diehl, Barbara Mueller, Ralf Terlutter

Are You Involved? Are You Focused?: The Regulatory Fit and Involvement Effects on Advertisement Effectiveness

Abstract

Advertising researchers have been interested in who their audience is, how they process the advertisement, where they process it better, what they are expected to learn and what they actually remember and ultimately whether these advertisements work towards a multiplicity of goals like creating awareness or motivating purchase. Fundamental psychological theories like Elaboration Likelihood Model (ELM) (Petty, Cacioppo & Schumann, 1983) have been employed in this research quest and this study is an effort to bring together one of the most recent motivational theories of the regulatory focus together with the involvement literature which is rather long standing and possesses high predictability power.

Ezgi Merdin, Mina Seraj

An Examination of The Effects of Message Content that Categorizes the Customer

Abstract

Categorization of customers, in terms of market segmentation, is a fundamental point of departure for marketing. Many marketers have also been inspired by the idea that marketing messages should be tailored for selected target groups. Typically, with this approach, not only the product per se, but also the ways in which customers are addressed by marketing communications, should be adapted to various characteristics of the target group.

Magnus Söderlund, Claes-Robert Julander

Cultural Differences? Visual Metaphor in Advertising: Comprehension and Tolerance of Ambiguity in Four European Countries.

Abstract

Not all types of visual metaphors are equally easy to understand. As can be seen in Figures 1 to 3, all ads make use of the same visual metaphor, which suggests that the exclusivity of a pearl is similar to the exclusive taste of the depicted chocolate. However, whereas Figure 1 visually juxtaposes the source (pearl) to the target (chocolate), and Figure 2 combines the target and the source in one pictorial element, Figure 3 only visualizes the source (and leaves the representation of the target to the imagination of the receiver).

Andreu van Hooft, Margot van Mulken, Ulrike Nedertigt

The Online Behavioural Advertising Icon: Two User Studies

Abstract

New Internet technologies provide the possibility of automated tracking of consumers’ Internet behaviour. Such tracking is used to create user profiles for the purpose of displaying advertisements that fit the interest of these individuals (e.g., Goldfarb and Tucker 2011; McDonald and Cranor 2010). Confident in the success of such targeted ads, businesses invested heavily in online targeted advertising and this spending is expected to increase.

Guda van Noort, Edith G. Smit, Hilde A. M. Voorveld

Children’s Responses to Traditional Versus Hybrid Advertising: The Moderating Role of Persuasion Knowledge

Abstract

Today, children have become a fast-growing and increasingly powerful target group that is being approached with specialized advertising techniques (McDermott et al., 2006; Moore, 2004). The impact of advertising on children and young teenagers has raised considerable concern among governmental institutions (Livingstone et al., 2011) and professional organizations such as the American Psychological Association (Kunkel et al., 2004).

Yann Verhellen, Caroline Oates, Patrick De Pelsmacker, Nathalie Dens

The Effects of Consumers’ Subjective Knowledge on Evaluative Extremity and Product Differentiation

Abstract

Evaluating and differentiating among product alternatives are fundamental to making an optimal choice (Hoegg and Alba, 2007). To identify the best option out of a choice set, consumers need to tell the differences among available alternatives, setting them apart to an extent that a favorite emerges (Brownstein, 2003; Svenson, 1992). In particular, brand choice often requires identification of the best quality option, or at least ruling out options that are poorer in quality than others.

Andy Wong

Titel: Advances in Advertising Research (Vol. IV)
herausgegeben von: Sara Rosengren
Micael Dahlén
Shintaro Okazaki
Verlag: Springer Fachmedien Wiesbaden
Electronic ISBN: 978-3-658-02365-2
Print ISBN: 978-3-658-02364-5
DOI: https://doi.org/10.1007/978-3-658-02365-2