Integrating Advertising and News about the Brand in the Online Environment: Are All Products the Same?

This research compares the effects of paid advertising (banner ad plus banner ad) and publicity (news article plus banner ad) on attitude toward the brand in the context of different product categorization approaches. The authors utilize both the elaboration likelihood model (ELM) and the economics of information theory to test the mechanism through which different electronic communication modes impact consumers\u27 attitude toward the brand for various product categories. Findings indicate that the product categorization based on the level of involvement (ELM) to be superior to the one distinguishing search from experience goods (economics of information). Including news about the brand in the online brand communication mix generates higher brand attitudes for low- and moderate-involvement products while for high-involvement products, brand attitudes become more favorable with increasing credibility of the added news message

Black ads matter: an analysis of black representation in advertising.

During the summer of 2020 Black Lives Matter (BLM) became a rallying cry throughout the United States and the world. At that time, many individuals and organizations reflected on how they could better support the movement for equality, equity, and inclusion, but some of the results were ingenuine, perceived as virtue signaling or woke washing. In this thesis I explore the Black representation in advertising from three prominent car brands from both pre- and post-summer 2020. I analyze ads from Acura, Buick, and Lincoln to determine if they are synergistic and include multi-dimensional Black representation, criteria Burgess et al.’s (2020) set for audience connectedness. To measure synergy, I assess the ad elements and offer a new perspective that considers how ad elements that include Black representation work together to create a message about diversity. I discuss the implications of Black representation, or the lack thereof, using congruity theory and social cognitive theory to determine the impacts on both sales and society

TV advertisement and social networks: an empirical study with young adults

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsThe aim of this research is to investigate the possible synergies between TV commercials and a brand Facebook profile. Different executional cues were tested to determine which one could create the greatest awareness of a brand profile and if, by choosing one cue over another, the intention to visit a brand profile could be influenced too. The experiment involved 400 young adults who were invited to watch a video online and, subsequently, to complete a survey. Results suggest that while the different cues were able to create different level of awareness, no effect could be observed on the intention to visit the brand profile

Testing for a Synergistic Effect Between Online Publicity and Advertising in an Integrated Marketing Communications Context

This dissertation examined the relationship among four exposure conditions in marketing communications (pure advertising, advertising priming, publicity priming, and pure publicity) that include either advertising or publicity or both. Also, the indirect relationship between brand communication exposure condition and purchase intent was modeled via path analysis. 634 students participated in an online experiment. Repeated measures MANCOVA analysis results indicate that the two synergistic conditions, which included an ad-article or article-ad combination, were more effective in terms of brand communications impact than the pure advertising condition. The pure publicity condition was found to be more effective than any of the other three. Hence, brand communications managers are encouraged to include publicity in their strategic communication campaigns

Mind & Matter: the Discursive Construction of the iPhone in Apple\u27s Advertising

The widespread adoption of smartphone technology in the contemporary United States requires critical reflection on its role within society. This thesis compares the way Apple\u27s television advertising discourse, from 2007 to 2011, frames the iPhone to consumers with the way Apple\u27s iAd promotional material frames the iPhone to advertisers, and considers what the disparity between these two frameworks says about the still-evolving role of smartphone technology in society. It argues that the disparity between these two frameworks is indicative of a fundamental tension within smartphone technology. This tension is reflected in Apple\u27s ability to discursively construct the iPhone as a tool of user empowerment, while at the same time discursively constructing the iPhone as a sophisticated market research and advertising platform. This study shows that user agency is complicated by the iPhone\u27s technical design which produces information about the user in an effort to modify their behavior for commercial purposes

Passion Transfer in Sports Advertising: Sports Passion and Attitude toward Advertising

In order to retain advertising clients, media companies are in search of viable strategies that can justify the high costs of advertising fees within the sports setting. In acknowledging the significance of advertising during sport programs, the current study seeks to investigate the value of sports advertising by introducing the concept of ‘passion transfer’ (i.e., the transference of high likability levels of sport programs to the sport programs’ advertisements). We examine this concept by analyzing the relationship between viewer passion towards programming and advertising effectiveness. In doing so, the study also lends support to the notion of incorporating emotional measures as sustainable advertising effectiveness measures. An online survey of US adults (n=993) was administered. Findings of the study demonstrate a positive relationship between sports passion and attitude toward advertising (Aad). Furthermore, the findings suggest a significant relationship between demographics and Aad, and cross-media behaviors and Aad

Developing advertising pricing strategies for online publication start-ups

http://deepblue.lib.umich.edu/bitstream/2027.42/96921/1/MBA_McKenzieSu_1999Final.pd

“I Wanna Be Like Mike:” A Synthesis of Sports Marketing from Babe Ruth to Michael Jordan

This project examines the rise and development of modern sports marketing, as well as its impact on the economy, society, culture, and professional sports. The project explores sports marketing through the lens of two legendary athletes – Babe Ruth and Michael Jordan. Ruth and Jordan are two pivotal figures that were major catalysts for elevating the role of sports and sports marketing to new levels in each of their time periods. Ruth was the first major athlete to sign lucrative endorsement deals as he opened the floodgates, fostering the rise of sports marketing and changing the sports economy. Moving to Jordan, the historical context is particularly important in this phase as Michael Jordan became one of the first major African-American sports figures to receive major endorsement deals. Exploring this further, the project looks into the history of basketball, the Civil Rights movement, the Harlem Globetrotters, and how Jordan\u27s persona made him so popular and marketable. With the help of his agent, David Falk, and the marketing budgets of giant product companies like Nike, Jordan redefined the image and role(s) of the athlete and branding and rewrote the rules and scope of sports marketing. Based on these precedents, perhaps the best question is “Who and What Is Next?

The extent, nature and effects of food promotion to children: a review of the evidence to December 2008

This document reviews evidence to December 2008 on the global extent and nature of food promotion to children, and its effects on their food knowledge, preferences, behaviour and diet related health outcomes. The review was commissioned by the World Health Organization (WHO) and updates a systematic review of the evidence conducted on behalf of WHO in 2006. Studies examining the extent and nature of food promotion to children consistently conclude that food promotion is the most prevalent marketing category targeting children and young people. Content analysis research finds that the majority of foods and food products promoted are energy dense, high fat, sugar and/or high salt, and in sharp contrast to national and international dietary guidelines. Sugar-sweetened breakfast cereals, soft-drinks, confectionary and savoury snacks are the most frequently advertised categories, with fast-food promotion continuing to gain marketing share. Promotion of unprocessed foods, such as fruit and vegetables, wholegrain and milk is found to be almost zero