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

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

High count rate {\gamma}-ray spectroscopy with LaBr3:Ce scintillation detectors

The applicability of LaBr3:Ce detectors for high count rate {\gamma}-ray spectroscopy is investigated. A 3"x3" LaBr3:Ce detector is used in a test setup with radioactive sources to study the dependence of energy resolution and photo peak efficiency on the overall count rate in the detector. Digitized traces were recorded using a 500 MHz FADC and analysed with digital signal processing methods. In addition to standard techniques a pile-up correction method is applied to the data in order to further improve the high-rate capabilities and to reduce the losses in efficiency due to signal pile-up. It is shown, that {\gamma}-ray spectroscopy can be performed with high resolution at count rates even above 1 MHz and that the performance can be enhanced in the region between 500 kHz and 10 MHz by using pile-up correction techniques

A Large Area LaBr3/NaI Phoswich for Hard X-ray Astronomy

In terms of energy resolution, temporal response to burst events, and thermal stability, lanthanum bromide doped with Ce is a much better choice than the traditional NaI(Tl) scintillator for hard X-ray astronomy. We present the test results of a phoswich detector with a diameter of 101.6 mm consisting of 6 mm thick LaBr3:Ce and 40 mm thick NaI(Tl), which is the largest one of this type reported so far. The measured energy resolution is 10.6% at 60 keV, varying inversely proportional to the square root of the energy, and the energy nonlinearity is found to be less than 1%, as good as those of smaller phoswiches. The coupled scintillators and phototube also show excellent uniformity across the detecting surface, with a deviation of 0.7% on the pulse amplitude produced by 60 keV gamma-rays. Thanks to the large ratio of light decay times of NaI(Tl) and LaBr3:Ce, 250 ns vs. 16 ns, pulse shape discrimination is much easier for this combination than for NaI(Tl)/CsI(Na). As the light decay time of LaBr3:Ce is about 15 times faster than that of NaI(Tl), this phoswich is more suitable for detection of bright, transient sources such as gamma-ray bursts and soft gamma-ray repeaters. The internal activity of lanthanum produces a count rate of about 6 counts/s at 37.5 keV in the detector. This peak could be used for in-flight spectral calibration and gain correction.Comment: 5 pages, 6 figures, accepted for publication in NIM

Development of a large area gas photomultiplier with GEM/μ\muPIC

We are developing a new photon detector with micro pattern gaseous detectors. A semitransparent CsI photocathode is combined with 10cm$\times$10cm GEM/$\mu$PIC for the first prototype which is aimed for the large liquid Xe detectors. Using Ar+C$_2$H$_6$ (10%) gas, we achieved the gas gain of $10^5$ which is enough to detect single photoelectron. We, then, irradiated UV photons from a newly developed solid scintillator, LaF$_3$(Nd), to the detector and successfully detected single photoelectron.Comment: Poster presentation at ICHEP08 Philadelphia, USA, July 2008. 3 pages, LaTeX, 4 eps figure