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| 2. |
- Dahlén, Micael
(författare)
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It’s Time for TGA: Truly Good Advertising
- 2021
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Ingår i: Journal of Current Issues and Research in Advertising. - : Taylor & Francis (Routledge): SSH Titles. - 2164-7313 .- 1064-1734. ; 42:2, s. 123-131
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Tidskriftsartikel (refereegranskat)abstract
- Good advertising is not enough anymore. With technological and societal progress, savvy consumers, and new media revenue models, advertising needs to be truly good to serve a purpose and to be allowed to live on. In this paper, I outline how truly good advertising (TGA) does not only produce equity for the advertiser, but also generates advertising equity to the benefit of the consumer, adds value to the media context and has a positive impact on society.
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| 3. |
- Häglund, Emil, et al.
(författare)
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AI-driven contextual advertising : toward relevant messaging without personal data
- 2024
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Ingår i: Journal of Current Issues and Research in Advertising. - : Routledge. - 1064-1734 .- 2164-7313.
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Tidskriftsartikel (refereegranskat)abstract
- In programmatic advertising, bids are increasingly based on knowledge of the surrounding media context. This shift toward contextual advertising is in part a counter-reaction to the current dependency on personal data, which is problematic from legal and ethical standpoints. The transition is accelerated by developments in artificial intelligence (AI), which allow for a deeper semantic analysis of the context and, by extension, more effective ad placement. We survey existing literature on the influence of context on the reception of an advertisement, focusing on three context factors: the applicability of the content and the ad, the affective tone of the content, and the involvement of the consumer. We then discuss how AI can leverage these priming effects to optimize ad placement through techniques such as reinforcement learning, data clustering, and sentiment analysis. This helps close the gap between the state of the art in advertising technology and the AI-driven targeting methodologies described in prior academic research.
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| 4. |
- Lange, Fredrik, et al.
(författare)
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Effects of ad-brand incongruency
- 2005
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Ingår i: Journal of Current Issues and Research in Advertising. - : Informa UK Limited. - 2164-7313 .- 1064-1734. ; 27:2, s. 1-12
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Tidskriftsartikel (refereegranskat)abstract
- In this article, we add to the research on information incongruency in advertising with two studies of ad-brand incongruency. In the first study, subjects were exposed to either an ad that was congruent with the brand schema or an ad that was incongruent with the brand schema. Comparisons showed that the incongruent ad produced a lower ad attitude and ad credibility, but a higher brand attitude and more sophisticated processing of brand-related information. In the second study, the results of ad-brand incongruency on ad attitude, ad credibility and brand attitude were tested at one and two ad exposures. Furthermore, the impact of two moderating variables were tested: need for cognition (NFC), and attitude toward advertising. Theoretical and managerial implications from the two studies are discussed.
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- Nordfält, Jens, et al.
(författare)
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Interference effects of a purchase on subsequent advertising within the category
- 2004
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Ingår i: Journal of Current Issues and Research in Advertising. - : Taylor & Francis Ltd. - 2164-7313 .- 1064-1734. ; 26:1, s. 1-8
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Tidskriftsartikel (övrigt vetenskapligt/konstnärligt)abstract
- This article investigates how the purchase of a brand affects consumers' responses to subsequent advertising in the product category. In heavily advertised product categories, ads suffer from competitive interference, meaning that the effectiveness is lowered for the individual ads. Therefore, marketers use recency planning, where the aim is to expose the ad as closely as possible to the purchase. This study finds that the purchase in itself exerts interference on subsequent advertising, affecting variables such as perception of new brand associations, ad credibility, and ad-related brand recall.
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| 6. |
- Nordfält, Jens
(författare)
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Track to the future? : a study of individual selection mechanisms preceding ad recognition
- 2005
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Ingår i: Journal of Current Issues and Research in Advertising. - : Taylor & Francis Ltd. - 2164-7313 .- 1064-1734. ; 27:1, s. 19-29
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Tidskriftsartikel (refereegranskat)abstract
- Ad tracking studies reveal a problem for advertisers; more than half their audience do not recognize their ads. The present study approaches this problem using ideas about individual selection processes preceding the processing level required for an ad to be recognized later. Unaware of the study respondents were exposed to an ad. Comparisons between those who at a later stage recognized the ad and those who did not, reveal differences in two dimensions: the more the ad was instantly liked and the less it was instantly perceived as a persuasive attempt, the greater the chances of ad recognition. Many of the commonly discussed attention-attracting factors are shown to have no effect on the selection process, while passing the instant selection mechanisms was a necessary step preceding more complex learning.
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| 7. |
- Rosengren, Sara
(författare)
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Publicity vs. Advertising in a Cluttered Environment : Effects on Attention and Brand Identification
- 2008
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Ingår i: Journal of Current Issues and Research in Advertising. - : Taylor & Francis (Routledge): SSH Titles. - 2164-7313 .- 1064-1734. ; 30:2, s. 27-35
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Tidskriftsartikel (refereegranskat)abstract
- The cluttered environment of most marketing communications poses a major challenge. PR is often suggested to break through clutter in a way that advertising does not; by being part of the editorial content, publicity should get more attention than comparable ads. Based on advertising clutter research, we argue that advertising will have an advantage over publicity in gaining attention and ensuring brand identification. An empirical study of publicity and advertising embedded in actual newspapers is presented in support of this argument. Additional studies and better PR evaluation practices are called for, and implications for familiar and unfamiliar brands are discussed.
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| 8. |
- Törn, Fredrik
(författare)
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Revisiting the match-up hypothesis : effects of brand-incongruent celebrity endorsements
- 2012
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Ingår i: Journal of Current Issues and Research in Advertising. - : Taylor & Francis (Routledge): SSH Titles. - 2164-7313 .- 1064-1734. ; 33:1, s. 20-36
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Tidskriftsartikel (övrigt vetenskapligt/konstnärligt)abstract
- Literature on celebrity endorsements indicates that communications effects are improved when there is a fit, or match-up, between the endorser and the brand. This notion should be particularly relevant to new brands. For established brands, on the other hand, it might actually be more beneficial to select a celebrity endorser with a less than perfect match with the brand. Building on schema congruity theory, this article suggests that selecting a brand-incongruent endorser improves communication effects. Results show that brand-incongruent celebrity endorsers generate longer ad viewing times, higher brand attitudes and brand interest, higher purchase intentions, and more positive word-of-mouth communication.
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| 9. |
- Wiid, Ria, et al.
(författare)
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The Face of Nonbinary Beauty Communication on Instagram : A Content Analysis
- 2023
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Ingår i: Journal of Current Issues and Research in Advertising. - : Taylor & Francis. - 1064-1734 .- 2164-7313. ; 44:1, s. 1-23
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Tidskriftsartikel (refereegranskat)abstract
- Gender is a feature of beauty marketing, used in marketing segmentation and communication images, where binary images are predominant. Recently, the social identity of gender has become increasingly nuanced as a more complex set of identities, including genderqueer and nonbinary, influences marketing communications. As part of cultural expression, advertising reflects and impacts how consumers perceive themselves and others, with Generation Z consumers increasingly rejecting gender labels and stereotypes. Consequently, our study involves the visual meaning making of 222 Instagram images of beauty brands’ marketing communications with models other than “female” in traditional Western society’s conceptualization of gender. The findings reveal a group of models who are not female; while most of these images are genderqueer, a group that may be considered agender is evident. Both groups have distinctive although differing characteristics, suggesting the development of new stereotypes. This study contributes to understanding the changing representations of models: While beauty brands primarily use female models, the increased use of genderqueer and agender models can attract alternative target markets. It also highlights advertising’s place in cultural expressions that both reflect and impact how consumers perceive themselves and others.
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