ADVERTISING AND PRODUCT TRIAL - THE EFFECT OF MESSAGE’S REGULATORY FOCUS AND PRODUCT TYPE ON CONSUMER EVALUATIONS

The objective of this research is to examine the effect of message’s regulatory focus (promotion versus prevention) and product types (hedonic versus utilitarian) on advertising effectiveness, as well as how direct product experience alters these effects. The findings show that, for hedonic products, promotion messages are more persuasive, generate more positive product attitudes, and willingness to pay a higher price than prevention messages. For utilitarian products, prevention messages are more persuasive and generate more positive product attitudes than promotion messages. However, product trial moderates most of these effects. Managerial implications of these results are discussed.Hedonic and utilitarian products, Product Trial, Regulatory focus.

In the mood for a commercial break? A model of consumer response to television commercials during sensitive news

Marketers decided to pull over $100 million worth of commercials from network, cable, local and syndicated TV outlets on the United States market in the first 48 hours of the 2003 Iraq war. Given this loss to advertisers and media, we looked at how consumers respond to commercials during wartime. Would they change their attitude towards products that are advertised during war coverage? Would they consider advertising during such coverage inappropriate? Consistent with previous mood theory study findings, the results suggest a positive relationship between the mood generated by the interest in the program content and support for advertisements during the program. We also found that factors influencing the mood induced by war coverage were support for the President’s decisions and for the war. These findings open the door to a completely new line of research on attitudes towards media contents. Future research could explore the relationship between political ideology of viewers and their mood when watching sensitive news content.advertising context, attitude toward commercials, interest in program content, mood theory, news.

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

Exploring the bulk of tidal charged micro-black holes

We study the bulk corresponding to tidal charged brane-world black holes. We employ a propagating algorithm which makes use of the three-dimensional multipole expansion and analytically yields the metric elements as functions of the five-dimensional coordinates and of the ADM mass, tidal charge and brane tension. Since the projected brane equations cannot determine how the charge depends on the mass, our main purpose is to select the combinations of these parameters for which black holes of microscopic size possess a regular bulk. Our results could in particular be relevant for a better understanding of TeV-scale black holes.Comment: Latex, 15 pages, 1 table, 5 figures; Section 3.2 extended, typos corrected, no change in conclusion

Telling the Brand Story: Including News Articles in Online Promotional Strategies

Given the growing popularity of the Internet as a promotional medium, it is crucial for brand managers to examine the effects of combining the different brand communication sources online. According to social comprehension theory and knowledge from neuroscience, people exposed to a message spontaneously construct a mental simulation. People who are exposed to images or visuals are unlikely to assign verbal labels to their observations, whereas people who read a story may spontaneously form mental pictures of the narrative content. Mental processing of stories requires more extensive elaboration than processing of visuals. In a first study, survey results indicate online news articles about a brand are more likely to be acted upon by users than are advertisements. A second study considers integrating news articles and advertising when promoting new brands on the Internet in order to benefit from a synergistic effect. Previous studies examining a synergistic effect in marketing communications have looked at the increased effectiveness of combining multiple media or different tactics when promoting a brand. Experiment results from the second study indicate that when exposure to advertising combines with exposure to objective news about a new brand, effectiveness increases in terms of both ad and brand attitudes

After Ten Years: Tracing the 1997 Vatican Statements Regarding Ethics in Advertising in Today\u27s Advertising Textbooks

One responsibility of all educators, especially those in marketing and advertising, is to provide students with a proper perspective regarding professional ethics. In other words, it is to guide future managers in developing an ethical conscience as they perfect their decision-making competence. Today, the 1997 Pontifical Council’s statements on ethics in advertising are the top result of a Google search for “ethics and advertising.” The amount of scriptural reference contained in the statements is considerably less than that found in most Papal social encyclicals (i.e., social writings of the Catholic Church). This approach made the document more accessible to thoughtful laypersons. Hence, the statements were scrutinized by academics and practitioners alike. In helping carry out an education that develops students’ ethical conscience, marketing academics in particular, and the advertising establishment in general, welcomed the commentary offered in the Vatican\u27s essay on advertising. The morally sensitive perspective was injected into the ongoing debate regarding what the appropriate and understood social obligations of advertising practitioners should be. Echoes of the debate are present in today’s advertising textbooks and lectures. This manuscript assesses how the statements affected advertising textbooks’ chapters on ethics after ten years have passed since they were made public