| 1. |
- Bergkvist, Lars, 1966-, et al.
(författare)
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The Brand Communication Effects of Using a Headline to Prompt the Key Benefit in Ads With Pictorial Metaphors
- 2012
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Ingår i: Journal of Advertising. - 0091-3367 .- 1557-7805. ; 41:2, s. 67-75
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Tidskriftsartikel (refereegranskat)abstract
- This study investigated the differential effects of adding an explanatory headline to ads with a pictorial metaphor on brand communication effects. An experimental study compared the effects of adding a moderate headline, which gives a clue to the ad's message, or a complete headline, which clearly spells out the ad's message, to an ad without a headline. Results show that a complete headline leads to more positive brand communication effects than a moderate headline or no headline at all. A complete headline results in stronger brand beliefs about the key benefit conveyed by the pictorial metaphor, which in turn leads to a more positive brand attitude
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| 2. |
- Bergkvist, Lars, 1966-, et al.
(författare)
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THE ROLE OF AD LIKABILITY IN PREDICTING AN AD’S CAMPAIGN PERFORMANCE
- 2008
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Ingår i: Journal of Advertising. - : American Academy of Advertising. - 0091-3367 .- 1557-7805. ; 37:2, s. 85-97
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Tidskriftsartikel (refereegranskat)abstract
- The Advertising Research Foundation’s (ARF’s) influential Copy Research Validity Project (CRVP) endorsedad likability, Lad, as the single best copy-test predictor of campaign sales results, and Lad scores are now widely used by practitioners to approve or reject ads for campaigns. The CRVP’s findings are based on a between-groups experimental design and are incapable of proving whether Lad causes purchase, because individuals who like the ad could be different individuals from those who purchase the product. The present study is an individual-level, quasi-experimental test in which four ads for new brands of different products were copy tested and then “tracked” in simulated campaigns and posttested on brand-based communication effects. The CRVP’s favorable findings for ad likability were not confirmed in these individual-level tests. For each of the four ads, Lad in the copy test significantly predicted brand attitude (Ab) in the copy test, but failed to predict campaign-induced Ab in the posttest.
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| 3. |
- Dagalp, Ileyha, 1989-, et al.
(författare)
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On Ads as Aesthetic Objects : A Thematic Review of Aesthetics in Advertising Research
- 2024
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Ingår i: Journal of Advertising. - : Informa UK Limited. - 0091-3367 .- 1557-7805. ; 53:1, s. 126-147
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Forskningsöversikt (refereegranskat)abstract
- For an academic field to remain vital, it is necessary to reflect upon its conceptual foundations and learn from adjacent disciplines. On that note, aesthetics can provide significant insights into advertising. While aesthetic elements have received attention in advertising research, no systematic attempts have been made to provide a comprehensive overview of this literature. The purpose of this conceptual article is to bring different branches of aesthetic theory into advertising studies. Marketers have historically focused on product functionality and often appeal to consumers through explicit messages. This article fills an important gap by delineating and advocating the conceptual foundation of advertising aesthetics as a research area worthy of further attention. In short, we understand advertising aesthetics as the artlike properties of and sensory responses to ads. A review of 309 papers provides the thematic outline of the study. Seven key themes are identified: (1) the nature of advertising aesthetics, (2) advertising creativity, (3) textuality, (4) social aesthetics, (5) cross-cultural differences, (6) the role of media in creating aesthetic opportunities, and (7) aesthetic categories beyond the beautiful and sublime. These themes offer a novel way of exploring contemporary issues in advertising. The article concludes with suggestions for future research.
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| 4. |
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| 5. |
- Ek Styvén, Maria, 1969-, et al.
(författare)
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This Is My Hometown! The Role of Place Attachment, Congruity, and Self-Expressiveness on Residents’ Intention to Share a Place Brand Message Online
- 2020
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Ingår i: Journal of Advertising. - : Taylor & Francis. - 0091-3367 .- 1557-7805. ; 49:5, s. 540-556
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Tidskriftsartikel (refereegranskat)abstract
- In a gradually more hypercompetitive global tourism arena, destination marketers are increasingly seeking effective ways to promote places through appealing place brand messages. Local residents can be valuable ambassadors for the place, as well as co-creators of place-related brand communication. However, research focusing on place advertising from the residents’ perspective is scant. To address this gap, this work identifies three main antecedents of residents’ intention to share a place brand message online: place attachment, place ad–brand congruity, and self-expressiveness. A model is developed and tested on a sample of current and former residents of a Swedish city. Structural equation model results support that these antecedents have a positive influence on current as well as former residents’ intention to share a place brand ad online. Place attachment also has a significant indirect influence on intention to share, with place ad–brand congruity and self-expressiveness as partial mediators. Furthermore, place ad–brand congruity partially mediates the relationship between place attachment and self-expressiveness.
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| 6. |
- Fletcher-Brown, Judith, et al.
(författare)
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The role of consumer speech acts in brand activism : a transformative advertising perspective
- 2023
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Ingår i: Journal of Advertising. - : Routledge. - 0091-3367 .- 1557-7805.
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Tidskriftsartikel (refereegranskat)abstract
- Transformative advertising research (TAR) suggests examining advertising’s transformational possibilities via the interactions between institutional actors at each marketing level to gauge its effect on society. We employ rhetorical institutionalism as a lens to examine the online speech acts of consumers as they respond to a brand activism campaign focusing on an environmental problem. Our data take the form of written comments by YouTube users and employ a research design using automated text analysis and qualitative thematic data analysis. Our contributions to TAR are threefold. First, we offer a preliminary conceptualization of the role of consumer language as rhetorical institutional work to advance TAR scholars and practitioners’ insight. Second, we highlight the role of linguistic tone and clout in giving speakers agency through which consumers as institutional actors create, maintain, and disrupt institutional logics and practices. Finally, we develop a tripartite classification of consumer speech acts used to support brand activism. We label these activist warriors, brand champions, and conscious consumers as typologies that deepen understanding of how consumers’ online speech may amplify brand activism, thereby contributing to advertising’s transformative outcomes. We conclude by outlining important managerial implications including how practitioners can adopt the tripartite classification to enhance brand activism campaigns.
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| 7. |
- Mafael, Alexander, et al.
(författare)
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Measuring the Role of Uniqueness and Consistency to Develop Effective Advertising
- 2021
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Ingår i: Journal of Advertising. - : Taylor & Francis (Routledge): SSH Titles. - 1557-7805 .- 0091-3367. ; 50:4, s. 494-504
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Tidskriftsartikel (refereegranskat)abstract
- Prior research on creativity and the effectiveness of executional factors in advertising has focused on the impact of uniqueness and consistency in comparison to prior and competitive advertising. Relatively little is known about the specific impact of these variables and their relationship to each other, and few existing measures of consistency and uniqueness extend beyond subjective rating scales. In this research, we develop new measures of advertising uniqueness and consistency. We use data from 10 years of Super Bowl advertisements along with panel data on word-of-mouth communication for the advertised brands (buzz) to demonstrate the validity of this methodology. Our findings suggest it is not the presence of any particular element but whether the element and what it is combined with are unique and consistent. Advertisements are likely to be more effective if they are unique from earlier ads for all brands but also consistent with ads for the same brand from prior periods.
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| 8. |
- Rosengren, Sara, et al.
(författare)
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Exploring advertising equity: How a brand's past advertising may affect consumer willingness to approach its future ads
- 2015
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Ingår i: Journal of Advertising. - : Taylor & Francis (Routledge): SSH Titles. - 0091-3367 .- 1557-7805. ; 44:1, s. 1-13
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Tidskriftsartikel (refereegranskat)abstract
- This article introduces "advertising equity" to denote consumers' cumulative perceptions of the global value of a brand's past advertising. In five empirical studies we show that advertising equity is a distinct facet of brand equity, not fully captured by established measures of brand equity in terms of brand communication effects and brand loyalty. What is more, advertising equity is found to affect consumer willingness to voluntarily approach advertising for a brand. The findings indicate that advertising equity captures an aspect of brand equity which has not yet been studied and that further research to better capture the concept and its effects is warranted. We conclude by discussing potential implications of advertising equity in terms of advertising budgeting and forecasting, pretesting and evaluations of advertising, as well as negotiating media and co-branding partnerships.
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| 9. |
- Rosengren, Sara, et al.
(författare)
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If Advertising Won't Die, What Will It Be? Toward a Working Definition of Advertising
- 2016
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Ingår i: Journal of Advertising. - : Taylor & Francis (Routledge): SSH Titles. - 0091-3367 .- 1557-7805. ; , s. 334-345
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Tidskriftsartikel (refereegranskat)abstract
- Answering recent calls for a new definition of advertising, we identify three dynamics—(new) media and formats, (new) “consumer” behaviors, and extended effects of advertising—that drive the evolution of advertising. Based on these, and a survey of advertising academics and professionals, we formulate an updated working definition of advertising as “brand-initiated communication intent on impacting people.
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| 10. |
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