Manova on print advertising

Print advertising is a common form of marketing communication used for the purpose of solicitation, marketing or promoting. With the presence of print ad elements, the advertisement is enhanced. The objective of the research is to determine the effect of different print ad copy elements on attitude towards product and intention to buy. Data were obtained from 100 subjects which are divided into 25 subjects per cell. Data were analyzed using simple 2x2 balanced design full factorial between subjects’ multivariate analysis of variance and some necessary univariate analysis. Both competitive claim and uniqueness claim shown significant main effect on the dependent variables. The univariate tests shown significance of uniqueness claim on the likelihood on buying the product, whereas competitive claim on the liking of the product. It is concluded that the inclusion of print ad elements can affect the attitude towards product and intention to buy

The effect of web advertising visual design on online purchase intention: An examination across gender

With web advertising growing to be a huge industry, it is important to understand the effectiveness of web advertisement. In this study we investigate the effects of web advertising visual design (WAVD) purchasing intention within the framework of an integrated model. Nine hypotheses were developed and tested on a dataset of 316 observations collected via a questionnaire survey. The results of structural equation modeling (SEM) indicate that while web advertising visual cues influence consumers' purchasing intention through advertising attitudes and brand attitudes, they do not have direct effects on purchasing intention. Further results on the moderating role of gender suggest that web advertising visual cues have direct effect on consumers' purchasing intention for male groups but not for female groups. This study contributes to the understanding the role of visual dimensions in forming online purchase intentions

Shy or sociable : introversion/extraversion and message recall

textPersonality research has long been an area of interest in the study of consumer behavior. Currently, common practice is to segment prospective audiences by demographic variables (age, gender, and race) instead of psychographics (values, attitudes, personality). In this research, the author investigates the relationship between personality type (introversion/extraversion) and message recall. Using 122 undergraduate and graduate students, recall was examined across two forms of stimulus (incongruent and congruent messages). Results indicated that while there is no relationship between personality type and message recall, there is a relationship between the frequency of advertising messaging and recall. Results are discussed individually by messaging frequency and personality type with further suggestions for future research.Advertisin

The impact of online news’ context on the effects of display advertising : comparing the effects of positive and negative online news

The investment on digital media is a growing trend in today’s marketing environment, being display advertising a format usually adopted by marketers. Online news consumption is accompanying this growth and it is extremely hard to find online news articles without multiple elements that can influence readers' attention to other third-party content, such as display ads. While it is evident that advertisements exposed next to related articles is relevant and effective for advertisers. The real effect of the valence of the online news context - positive or negative - on consumers' attitudes and purchase intention towards the brand advertised is poorly known. An online survey was conducted in which two different versions of online news - positive and negative - about the CO2 emission in the automobile industry were created. One group of participants was exposed to the positive news and the other group to negative news. The groups were further analysed and compared for their differences on the dependent variables. The result indicates that the valence of the news context – positive or negative - has no significant impact on the attitude towards the ad, the attitude towards the brand and purchase intention. However, the attitude towards the ad positively affects the purchase intention. This research is relevant for advertisers, so they can redefine ad placement strategies, allocating display ads on relevant webpages and thus ensuring positive attitudes towards the website content. Finally, limitations and future research are presented.O investimento em media digital é uma tendência crescente no contexto de marketing atual, sendo o display advertising um formato geralmente adotado pelos marketers. O consumo de notícias online acompanha este crescimento e é cada vez mais difícil encontrar artigos de notícias online sem vários elementos periféricos que podem distrair a atenção dos leitores para outros conteúdos de terceiros, como os display ads. Embora seja evidente que a exposição de anúncios ao lado de artigos relacionados seja relevante e eficaz para os anunciantes, pouco se sabe sobre os efeitos da valência do contexto das notícias online nas atitudes dos consumidores e na intenção de compra em relação à marca anunciada. Foi realizado um questionário online, na qual foram criadas duas notícias online - positiva e negativa - sobre a emissão de CO2 na indústria automóvel. Um grupo foi exposto à notícia positiva e outro à notícia negativa, sendo posteriormente analisados e comparados para testar diferenças nas variáveis dependentes estudadas. O resultado indica que a valência do contexto das notícias - positiva ou negativa - não tem impacto significativo na atitude em relação ao anúncio, na atitude em relação à marca e na intenção de compra. Contudo, a atitude em relação ao anúncio afeta positivamente a intenção de compra. Esta pesquisa é relevante para anunciantes, para que possam redefinir as suas estratégias de posicionamento de anúncios em websites relevantes, a fim de garantir atitudes positivas em relação ao conteúdo do website. Finalmente, as limitações e pesquisas futuras são apresentadas

The utilization of artificial intelligence in online advertising and its perceived effectiveness

This study explores the utilization of Artificial Intelligence in online advertising process and the impact of using AI each stage in that process with the overall perceived effectiveness. It also provides a better understanding of the magnitude of using AI in the four stages of advertising online: namely consumer insights, ad creation, media planning and buying, and finally ad evaluation. Process model of AI utilization in online advertising is the conceptual model of the study, which is developed from the previous literature. A triangulation methodology is implemented to enhance the credibility of the research study and leads to a more comprehensive understanding of the topic. Online survey is conducted with digital advertisers worldwide from both agency and client side. Nonrandom sampling (N=60) was implemented to test 5 constructs from the perspective of the respondents. Three in-depth interviews were also conducted before and after the online questionnaire to analyze the findings and results and demonstrate insights on the five proposed research questions. Findings of the study showed beyond doubt that AI is stepping strongly and progressively in the four stages of the data-based online advertising process. Moreover, it significantly showed that there is a relationship between AI utilization in each stage and the following one. Finally, results indicated that using AI in each advertising stage promotes the perceived effectiveness of the overall online ad process

Cereal FACTS: Evaluating the Nutrition Quality and Marketing of Children's Cereals

Evaluates cereal companies' marketing practices in 2008-09, immediately before and after full implementation of their pledges to reduce unhealthy marketing to children. Ranks brands with combined scores for nutrition quality and marketing exposure

The Effects of the Content Elements of Online Banner Ads on Visual Attention: Evidence from An-Eye-Tracking Study

The aim of this paper is to examine the influence of the content elements of online banner ads on customers’ visual attention, and to evaluate the impacts of gender, discount rate and brand familiarity on this issue. An eye-tracking study with 34 participants (18 male and 16 female) was conducted, in which the participants were presented with eight types of online banner ads comprising three content elements—namely brand, discount rate and image—while their eye movements were recorded. The results showed that the image was the most attractive area among the three main content elements. Furthermore, the middle areas of the banners were noticed first, and areas located on the left side were mostly noticed earlier than those on the right side. The results also indicated that the discount areas of banners with higher discount rates were more attractive and eye-catching compared to those of banners with lower discount rates. In addition to these, the participants who were familiar with the brand mostly concentrated on the discount area, while those who were unfamiliar with the brand mostly paid attention to the image area. The findings from this study will assist marketers in creating more effective and efficient online banner ads that appeal to customers, ultimately fostering positive attitudes towards the advertisement.publishedVersio

Uses and gratifications of online advertising

This study attempted to clarify the motives, attitudes, and obtained gratifications from commercial websites as the most important format of online advertising, and to examine the relationships among these elements. The present research has demonstrated that the intersection of uses and gratifications theory and online marketing can lead to a deeper understanding of the marketing constraints and utilities offered by interactive computer-mediated communication technology. An online survey was conducted with Egyptian and German users who visited commercial websites. A total of 648 people responded to the survey, 352 of them to the German version and 296 to the Arabic version of survey that questioned the reasons they use commercial websites as well as what gratifications they obtain from this experience. With more and more businesses worldwide establishing web presences, it is also important to understand how an organization’s commercial website may affect a customer’s perception of the organization. However, customers from different cultures would most likely perceive different website characteristics as providing a value-added experience. Therefore, it is important to understand how commercial websites vary in their approach not only across businesses but across cultures, so content analysis of the sites, which were visited by sample, was employed to better understand the nature of the content being consumed. A total of 252 visited commercial websites by the sample of German and Egyptian users were content analyzed. Four websites had to be removed from the study due to technical errors involved in coding the sites. Coders looked at quantity and type of ads displayed; format and features of the ads, as well as the characteristics of the commercial websites as a whole. The results of survey study indicated that respondents generally were positive about their experience of using commercial websites, German respondents were slightly more positive about using shopping utility of commercial websites than Egyptian counterparts. This study also presented a theoretical model describing the relationships between the uses and gratifications elements (motives, attitudes, usages, and gratifications) in the context of online advertising particularly commercial websites. All the hypotheses of this study have been fully supported except hypothesis 1; since it was partially supported. Both of age and educational level of respondents have a significant effect on their overall motives for using commercial websites, overall motives of using commercial websites have a significant effect on the average time spent on these websites, motives of using commercial websites and gratifications obtained from using these websites were both positively and significantly related to positive attitudes toward using these sites, there is a strong relationship between overall motives for using commercial websites and overall obtained gratifications from using these sites, positive attitudes have a significant effect on the average time spent on these websites, the consumers’ time spent on commercial websites had a strong effect on consumers' gratifications obtained from these websites, and vice versa, consumers' gratifications obtained from these websites had a strong effect on consumers’ time spent on these sites, and finally there is a significant difference between Egyptian and German consumer’s attitudes toward using commercial websites. Findings of content analysis study found that the websites that were visited by German users used the basic and contact information more than did the sites that were visited by Egyptian users. The study found that the websites that were v

In-Feed Native Advertisement on News Websites: Effects of Advertising Format, Website Reputation, and Product Involvement

Focusing on two popular types of native advertising, endemic in-feed advertisements and linked in-feed advertisements, the current study examined the effects of advertising format, website reputation, and product involvement on perceived advertising credibility (trustworthiness and expertise), attitude toward the advertisement, brand interest, and purchase intention. In general, endemic in-feed advertisements were rated more favorably on source expertise and brand interest, while linked in-feed advertisements scored higher on attitude toward the advertisement. Three-way interaction effects were found for source trustworthiness, attitude toward the advertisement, brand interest, and purchase intention. Endemic in-feed advertisements showed stronger impact for the high-involvement product on a high-reputable website, while linked in-feed advertisements appeared to work better for the low-involvement product on a low-reputable website