The Effectiveness of Advertising Matching Purchase Motivation

Several authors have proposed frameworks to help advertisers predict and plan advertising effectiveness. Rossiter and Percy's advertising grid (1997) recommends that the ad appeal should match the purchase motivation or attitude base. They suggest that for utilitarian brands informational advertising is more effective than transformational advertising. Likewise, for hedonic brands transformational advertising is more effective than informational advertising. These recommendations were tested in an experiment with different products and different ads. Advertising effectiveness was measured by brand and ad evaluations.In contrast with Rossiter and Percy, we find that advertising that mismatches rather than matches the motivation for the brand is more effective. Our finding can be explained in two ways. Firstly, schema theory suggests that a moderate degree of incongruity between advertising and brand perceptions and unexpected but relevant information in the mismatching ad results in favorable evaluations, as compared with a matching ad. Secondly, research on attitudes and persuasion suggests that, if typical product category ads are associated with negative affect, the particular ad functions as a counterattitudinal message, which is more persuasive in the case of a mismatch rather than a match with the category ads. We find evidence for both explanations.advertising;advertising grid;brand perception;matching hypothesis;purchase motivation

The Role of Schema Salience in Ad Processing and Evaluation

Advertising grids such as the Rossiter-Percy grid (Rossiter & Percy 1991, 1997) propose that brand-matching advertising is more effective than brand-mismatching advertising. However, for the match hypothesis to hold the brand schema needs to be salient in ad processing and evaluation. In this study we test how schema salience affects ad processing and evaluation. Two separate experiments were conducted, employing the same brand descriptions and ad scenarios. In the first experiment, the brand schema was made salient in ad processing, whereas in the second experiment the ad schema was made salient. In the first experiment brand(ad combinations were evaluated in line with the Rossiter-Percy advertising grid. If the brand schema was salient, consumers evaluated matching combinations of ad type and brand purchase motivation more favorably than mismatching combinations. In the second experiment, brand(ad combinations were evaluated in accordance with the existing ad schema. This implies that when the ad schema was salient, evaluations of brand(ad combinations were not affected by matches or mismatches between ads and purchase motivations for the brands.The two studies show that evaluation of brand(ad combinations depends on the schema that is salient at the time of information processing. Consequently, brand-matching advertising is effective only if consumers consciously relate ad information to brand knowledge, i.e., if the brand schema is salient in ad processing.advertising;advertising grid;brand perception;matching hypothesis;purchase motivation

Sound ranging computations for sounding rocket recovery

Recovery of reentry rocket by sound ranging detection of shock wav

Numerical method for rocket trajectory determination from multistation Doppler tracking data

Numerical method for rocket trajectory determination from multistation Doppler tracking dat

Cognitive and Affective Consequences of Two Types of Incongruent Advertising

In this study, Heckler & Childers' (1992) two-dimensional conceptualization of incongruity is employed and related to the different schemas that consumers use in ad processing. Consumers can relate advertising to expectations about ads for the product concerned from the ad schema or to brand-related expectations from the brand schema. If an ad is incongruent with the brand schema, consumer responses to incongruity do not only reflect expectancy of the ad, but also involve determining relevancy to the brand, consistent with the two-dimensional conceptualization of incongruity. However, if an ad is incongruent with the ad schema consumers will only react to the expectancy dimension of incongruity. Therefore, these two types of incongruity have different consequences in terms of consumer evaluation, processing and categorization. We find that incongruity with the ad schema mainly has affective consequences. Ads that are incongruent with the ad schema lead to more arousal and consequently more favorable ad evaluations than ads that are congruent with the ad schema. Incongruity with the brand schema has predominantly cognitive consequences. Ads that are incongruent with the brand schema lead to more extensive processing than ads that are congruent with the brand schema. Brand beliefs and categorization change as a result of incongruent advertising information

Incongruity between Ads and Consumer Expectations of Advertising

Joost Loef (1973) studied Business Economics at Erasmus University Rotterdam and graduated in 1997. In September 1997 he continued his stay at the Erasmus University to carry out his doctoral research. His research interests are in the fields of consumer behavior and marketing.The effectiveness of advertising is a topic of interest to both marketing research and advertising practice. Many advertising theories specify that effective ads, i.e., ads that result in favorable brand attitudes, should match consumer brand expectations. Implicit in these theories is the assumption that consumers use their brand schemas in ad processing. Alternatively, however, consumers may use their ad schemas in ad processing. Especially in a cluttered media environment consumers have formed expectations of advertising in particular product categories. In this thesis, we consider both the origins of consumer expectations of advertising and study the effects of ads that are incongruent with such advertising expectations. We find that ads that match consumer brand expectations are only more effective than brand-mismatching ads if the brand schema is salient in ad processing. The requirement of schema salience is more strict than the brand awareness requirement that is part of the aforementioned advertising theories. If consumers use their ad schemas in processing advertising, brand-matching does not affect consumer evaluations of brands and ads. Contrary to incongruity with the brand schema, incongruity with the ad schema is evaluated favorably. This is explained by the way in which consumers determine incongruity with the brand schema and incongruity with the ad schema. Consumers only consider ad relevancy to the brand in case of incongruity with the brand schema. In line with this reasoning, we find that incongruity with the brand schema mainly has cognitive consequences, whereas incongruity with the ad schema predominantly has affective consequences

The Effectiveness of Advertising Matching Purchase Motivation

Several authors have proposed frameworks to help advertisers predict and plan advertising effectiveness. Rossiter and Percy's advertising grid (1997) recommends that the ad appeal should match the purchase motivation or attitude base. They suggest that for utilitarian brands informational advertising is more effective than transformational advertising. Likewise, for hedonic brands transformational advertising is more effective than informational advertising. These recommendations were tested in an experiment with different products and different ads. Advertising effectiveness was measured by brand and ad evaluations. In contrast with Rossiter and Percy, we find that advertising that mismatches rather than matches the motivation for the brand is more effective. Our finding can be explained in two ways. Firstly, schema theory suggests that a moderate degree of incongruity between advertising and brand perceptions and unexpected but relevant information in the mismatching ad results in favorable evaluations, as compared with a matching ad. Secondly, research on attitudes and persuasion suggests that, if typical product category ads are associated with negative affect, the particular ad functions as a counterattitudinal message, which is more persuasive in the case of a mismatch rather than a match with the category ads. We find evidence for both explanations

The Role of Schema Salience in Ad Processing and Evaluation

Advertising grids such as the Rossiter-Percy grid (Rossiter & Percy 1991, 1997) propose that brand-matching advertising is more effective than brand-mismatching advertising. However, for the match hypothesis to hold the brand schema needs to be salient in ad processing and evaluation. In this study we test how schema salience affects ad processing and evaluation. Two separate experiments were conducted, employing the same brand descriptions and ad scenarios. In the first experiment, the brand schema was made salient in ad processing, whereas in the second experiment the ad schema was made salient. In the first experiment brand(ad combinations were evaluated in line with the Rossiter-Percy advertising grid. If the brand schema was salient, consumers evaluated matching combinations of ad type and brand purchase motivation more favorably than mismatching combinations. In the second experiment, brand(ad combinations were evaluated in accordance with the existing ad schema. This implies that when the ad schema was salient, evaluations of brand(ad combinations were not affected by matches or mismatches between ads and purchase motivations for the brands. The two studies show that evaluation of brand(ad combinations depends on the schema that is salient at the time of information processing. Consequently, brand-matching advertising is effective only if consumers consciously relate ad information to brand knowledge, i.e., if the brand schema is salient in ad processing

The right time to measure anti-Xa activity in critical illness:pharmacokinetics of therapeutic dose nadroparin

BACKGROUND: Peak anti-Xa activity of low-molecular-weight heparin nadroparin is measured 3 to 5 hours after subcutaneous injection. In critically ill patients, physiological changes and medical therapies may result in peak activities before or after this interval, possibly impacting dosing.OBJECTIVES: The primary objective was to determine the percentage of critically ill patients with adequately estimated peak activities drawn 3 to 5 hours after subcutaneous administration of a therapeutic dose of nadroparin. Adequate was defined as a peak activity of ≥80% of the actual peak anti-Xa activity. If ≥80% of patients had adequately estimated peak activities in the 3- to 5-hour interval, measurement in this interval was regarded as acceptable. The secondary objective was to determine the pharmacokinetic profile of nadroparin.METHODS: In this single-center, prospective study, we evaluated anti-Xa activities in patients admitted to a general intensive care unit. After ≥4 equal doses of nadroparin, anti-Xa activity was measured according to a 12- to 24-hour sampling scheme.RESULTS: In 25 patients, anti-Xa activities drawn between 3 and 5 hours after administration ranged 80% to 100% of the actual peak activity. Compared to the threshold level of an adequate estimation in at least 20 patients (≥80%), measuring anti-Xa activities in the 3- to 5-hour interval is an acceptable method (1-tailed binomial test; P &lt; .02). We found a large interindividual variability for nadroparin exposure (mean ± SD area-under-the-curve 0-12h, 10.3 ± 4.8 IU·h/mL) and delayed elimination (t 1/2 range, 4.0-120.9 hours) despite adequate renal function. CONCLUSION: In critically ill patients, measuring anti-Xa activity in a 3- to 5-hour interval after subcutaneous injection of therapeutic nadroparin is an acceptable method to estimate the actual peak anti-Xa activity.</p

Incidence, treatment and mortality of new-onset atrial fibrillation patients at the intensive care unit

Objective Critically ill patients admitted to the intensive care unit (ICU) often develop atrial fibrillation (AF), with an incidence of around 5%. Stroke prevention in AF is well described in clinical guidelines. The extent to which stroke prevention is prescribed to ICU patients with AF is unknown. We aimed to determine the incidence of new-onset AF and describe stroke prevention strategies initiated on the ICU of our teaching hospital. Also, we compared mortality in patients with new-onset AF to critically ill patients with previously diagnosed AF and patients without any AF. Methods This study was a retrospective cohort study including all admissions to the ICU of the Martini Hospital (Groningen, The Netherlands) in the period 2011 to 2016. Survival analyses were performed using these real-world data. Results In total, 3334 patients were admitted to the ICU, of whom 213 patients (6.4%) developed new-onset AF. 583 patients (17.5%) had a previous AF diagnosis, the other patients were in sinus rhythm. In-hospital mortality and 1-year mortality after hospital discharge were significantly higher for new-onset AF patients compared with patients with no history of AF or previously diagnosed AF. At hospital discharge, only 56.3% of the new-onset AF-patients eligible for stroke prevention received an anticoagulant. Anticoagulation was not dependent on CHA 2DS 2-VASc score or other patient characteristics. An effect of anticoagulative status on mortality was not significant. Conclusion AF is associated with increased mortality in critically ill patients admitted to the ICU. More guidance is needed to optimise anticoagulant treatment in critically ill new-onset AF patients