Advances in Advertising Research (Vol. 1) - Cutting Edge International Research

The European Advertising Academy (EAA)

Preface

Contents

Part I Strategic Issues in Advertising, Branding and Communication

Integrated Marketing Communications: A Test for Different Levels of Strategic Consistency

1 Abstract

2 Introduction

3 Conceptual framework and hypotheses

3.1 Effects of strategic consistency-based integration on information processing

3.2 Effects of strategic consistency-based integration on consumer’s attitudes

4 Methodology

4.1 Experimental design

4.2 Pre-tests and factor manipulation

4.3 Data collection, sample and procedure

4.4 Measures

5 Results

6 Conclusions

References

Appendix I

Appendix II

Evaluation and Feedback Effects of Limited Editions in FMCG Categories

1 Abstract

2 Introduction

3 Research objective

4 Theoretical background

5 Hypotheses

6 Results

7 Conclusions

8 Limitations and future research

References

Appendix

How Multinational Enterprises Develop their Advertising Strategy in New EU Member States: A Qualitative View

1 The expansion of the European Union

2 Study approach

2.1 Grounded theory

2.2 Points of departure

3 Method

4 Results

4.1 Poland

4.2 Hungary

4.3 The Czech Republic

5 Limitations

6 Discussion and synthesis

7 Future extension

References

A Call for a Broader Range of Dependent Variables in Advertising Research

1 Introduction

2 Subjective norm

3 Perceived behavioral control

4 Attitude confidence

5 Discussion

References

The Passive Shopping Stage: Keeping in Mind Brand Encounters

1 Introduction

2 The Passive-Active Continuum

2.1 The passive (pre-consideration) stage

2.2 The active (consideration and choice) stage

2.3 The continuum

3 Satisfaction and loyalty

3.1 Satisfaction

3.2 Loyalty

4 Advertising versus promotions

5 Method

6 Results

6.1 Brand loyalty effect on passive-stage reliance per country

6.2 Brand loyalty effect on passive-stage reliance per product category

7 Discussion

References

Part II Advertising and Communication Content

Missing for One, Unique for the Other - How Missing Attributes Affect Brand Evaluation

1 Abstract

2 Purpose of the study

3 Theoretical background

3.1 Elaboration of missing attributes and brands

3.2 Uniqueness and triviality as influencing factors of the elaboration of missing attributes

3.3 The impact of missing attributes and brands on processing fluency

4 Experiments

4.1 Experiment 1

4.2 Experiment 2

4.3 Experiment 3

4.4 General Discussion

5 Managerial implications

References

Impact of Threat Appeals on Ad Evoked Fear and Message Credibility: The Role of Prime, Frame and Dead Relatedness

1 Abstract

2 Purpose of the study

3 Conceptual framework and hypothesis

4 Data collection

5 Results

5.1 Manipulation checks

5.2 Analysis 1

5.3 Analysis 2

6 Discussion, conclusions and suggestions for further research

References

Appendix: advertisements

Racial Perceptions in Social Marketing: The Function of Fear and Efficacy in HIV/Aids Communication

1 Abstract

2 Introduction

3 Theoretical background

4 Research objectives

5 Hypotheses development

6 Research methodology

6.1 Exploratory research

6.2 Experimental design

6.3 Data collection and sample

7 Major findings

7.1 Fear

7.2 Efficacy condom usage

7.3 Efficacy safe sexual behaviour

8 Implications and conclusions

References

Music in Advertising: Effects on Brand and Endorser Perception

1 Abstract

2 Theoretical background

2.1 The power of music to evoke memories and emotions

2.2 The musical effects in advertising

3 Objective and hypothesis

4 Research design

4.1 Subjects and design

4.2 Variables measurement

5 Research findings

6 Conclusions

References

An Investigation of Alternative Explanations for the Positive Effect of a Presenter’s Attractiveness on Persuasion

1 Purpose of the study

2 Theoretical background

3 Method

3.1 Stimuli

3.2 Main study: sample, procedure, and measures

3.3 Probe study: Sample and Procedure

4 Results

4.1 Conscious or subconscious Patzer Effect

4.2 The effects of facial attractiveness on perceived expertise, trustworthiness, likeability, and role-model identification

4.3 The effects of perceived expertise, trustworthiness, likeability, and role-model identification on persuasion

5 Discussion

6 Future research

References

Part III Advertising and Computer Games

Game Outcome and In-Game Advertising Effects

1 Introduction

2 Hypotheses development

2.1 The influence of game outcome on the player’s mood

2.2 The influence of game outcome on the attitude toward the advertised brand

2.3 The influence of game outcome on the attitude toward the computer game

3 Method

4 Results

4.1 Players’ mood

4.2 Attitude toward the advertised brand

4.3 Attitude toward the computer game

5 Discussion and implications

References

Entertainment in Advergames and its Influence on Brand-Related Outcomes for Children

1 Abstract

2 Introduction

3 Advergaming: a new form of advertising?

4 The nature of advergames and their impact on entertainment

5 Study

5.1 Sample, methodology and measures

5.2 Results and discussion

6 Implications and limitations

References

Play Our Game and Tell Your Friends: Pringle’s Brand Campaign on a Mobile Social Networking Site

1 Introduction

2 Significance of the study

3 Background

3.1 Games and mobile device

3.2 Social networking sites

4 Theoretical framework and hypotheses

5 Method

6 Results

7 Discussion

7.1 Theoretical implications

7.2 Managerial implications

8 Limitations

References

Implicit Measurement Games: Using Casual Games to Measure Psychological Responses to Ads

1 Introduction

2 Study

2.1 Participants and design

2.2 Procedure

3 Results

3.1 Control variables and demographics

3.2 Main analysis

4 Conclusion and discussion

References

Part IV Advertising, Branding and Communication on the Internet

The Perceived Interactivity of Top Global Brand Websites and its Determinants

1 Introduction

2 Theoretical background

2.1 Definition of interactivity

2.2 Determinants of perceived interactivity

2.2.1 Demographic variables influencing interactivity perceptions

2.2.2 Experience variables influencing interactivity perceptions

2.2.3 Familiarity variables influencing interactivity perceptions

2.2.4 Evaluation variables influencing interactivity perceptions

3 Method

3.1 Stimulus material

3.2 Participants and procedure

3.3 Measures

3.3.1 Perceived interactivity

3.3.2 Two-way communication dimension of perceived interactivity

3.3.3 Synchronicity dimension of perceived interactivity

3.3.4 Active control dimension of perceived interactivity

3.3.5 Intuitive interactivity perception

3.3.6 Demographic variables

3.3.7 Experience with the internet

3.3.8 Familiarity with the website and the brand

3.3.9 Evaluation of the website and the brand

4 Results

4.1 The underlying structure of the perceived interactivity construct

4.2 Correlation between theoretically based and intuitive based perceived interactivity scores

4.3 Level of perceived interactivity

4.4 Personal determinants of perceived interactivity

4.4.1 Demographic variables influencing interactivity perceptions

4.4.2 Experience variables influencing interactivity perceptions

4.4.3 Familiarity variables influencing interactivity perceptions

4.4.4 Evaluation variables influencing interactivity perceptions

5 Conclusion and discussion

References

Developing a Classification of Motivations for Consumers’ Online Brand-Related Activities1

1 Introduction

2 Social media and uses & gratifications

2.1 Social media motivation types

3 A COBRA typology

3.1 Consuming

3.2 Contributing

3.3 Creating

4 Method

4.1 Interviewing via Instant Messaging (IM)

4.2 Data collection

4.3 Coding procedure

5 Results and conclusion

5.1 Consuming brand-related content

5.2 Contributing to brand-related content

5.3 Creating brand-related content

5.4 Entertainment as a driver of consuming, contributing, and creating

6 Implications

7 Limitations and future research directions

References

Making Money on eBay by Relieving Risk

1 Introduction

2 Literature review

2.1 Internet looms as a shopping medium

2.2 Incentives to shop online

2.3 Risk perceptions regarding online shopping

2.4 Risk-relieving strategies

2.5 Effects of risk-relieving cues

2.6 Effects of multiple risk-relieving cues

2.7 In conclusion

3 Method

3.1 Data collection procedure

3.2 Collected information

4 Results

4.1 Effects of separate risk-relieving cues

4.2 Effect of multiple risk-relieving cues

5 Conclusion

6 Discussion

6.1 Theoretical implications

6.2 Limitations

6.3 Practical implications

References

Assessing the Probability of Internet Banking Adoption

1 Differences in internet banking adoption rates

2 Determinants of internet banking adoption

2.1 Individual differences

2.2 Perceptions of innovation characteristics

3 Methodology and data

4 Empirical analysis

5 Discussion and conclusion

References

Part V Gender and Advertising, Branding and Communication

Gender Stereotyping in Advertising on Public and Private TV Channels in Germany

1 Abstract

2 Introduction

3 Stereotyping of gender roles in advertising

4 Method

4.1 Sample of advertisements and central figures

4.2 Coding procedure and measures

5 Results

6 Discussion

References

A Cross-Cultural and Gender-Specific Examination of Consumer Skepticism toward Advertising in General vs. Pharmaceutical Advertising – Empirical Evidence from the U.S., Germany and China (Hong Kong)

1 Abstract

2 Statement of purpose and background

3 Importance of pharmaceutical advertising

4 Skepticism toward pharmaceutical advertising

5 Research design and methodology

6 Results

7 Discussion

References

Do Consumers’ Assumptions on the Companies’ Motives and Differences in Moral Orientation of Men and Women Influence the Persuasiveness of CSR Activities?

1 Abstract

2 Introduction

3 Previous research and research gap

3.1 Basic research

3.2 Gender of the audience

4 Theoretical background and hypotheses

4.1 Perceived motives

4.2 Gender of the audience

5 Experiment

5.1 Pretest

5.2 Main study

6 Managerial implications

References

Part VI Media Placement, Brand Placement, Public Relations and Viral Marketing

Media Placement versus Advertising Execution

1 Abstract

2 Literature review and hypotheses

2.1 Experiences and engagement

2.2 Engagement and advertising effectiveness

3 Methodology and results

4 Discussion and conclusions

References

Brand Placements in Movies: The Impact of Modality, Prominence and Plot Connection on Attitude and Behavioral Intention

1 Purpose of the study

2 Theoretical background and hypotheses development

2.1 Appearance

2.1.1 Modality

2.1.2 Prominence

2.1.3 The interaction between modality and prominence

2.1.4 Integration in the story line: plot connection

2.1.5 The interaction between plot connection and appearance

3 Procedure

4 Results

5 Conclusion and discussion

References

What are the Effects of a Combination of Advertising and Brand Placement?

1 Introduction

2 Literature Overview

2.1 Brand placement combined with advertising

2.2 Underlying mechanisms

3 Method

3.1. Respondents and Materials

3.2 Measures

3.2.1 Brand awareness

3.2.2 Brand attitude

3.2.3 Multiple source perceptions

3.2.4 Forward encoding

3.2.5 Respondent characteristics

4 Results

4.1 Background differences between the conditions

4.2 Effects on top of mind awareness

4.3 Effects on brand attitude

4.4 Multiple source perceptions and forward encoding

5 Conclusion and Discussion

5.1 Practical implications

5.2 Limitations and future research

References

Personal Branding and the Role of Public Relations

1 Introduction

2 Social and historical background

3 The marketing model as presented in the literature

4 The personality market

4.1 The 'key players' on the personality market

4.2 The visibility industry

5 A PR concept for positioning people effectively

5.1 Briefing

5.2 Analysis

5.3 Strategy

5.4 Tactics

5.5 Implementation and evaluation

6 Conclusions and prospects

References

Agent-Based Modelling: A New Approach in Viral Marketing Research

1 Abstract

2 Introduction and background

3 Simulation and Agent-Based Modelling (ABM)

4 An agent-based contagion model

4.1 Modelling the individual

4.2 Modelling the aggregation

5 Simulation results

5.1 Critical mass – insufficient as explanation model

5.2 Interplay of several factors

5.3 Small cause, large effects

5.4 Density and closeness

5.5 Randomness

6 Implications for viral marketing campaigns

6.1 Focus or scatter?

6.2 Adapt to general conditions and circumstances

6.3 Consider randomness

7 Discussion and open questions

References