| 1. |
|
|
| 2. |
|
|
| 3. |
- Modig, Erik, et al.
(author)
-
Consumer-perceived signals of 'creative' versus 'efficient' advertising: Investigating the roles of expense and effort
- 2014
-
In: International Journal of Advertising. - : World Advertising Research Center / Wiley. - 0265-0487 .- 0265-0487. ; 33:1, s. 137-154
-
Journal article (peer-reviewed)abstract
- The paper investigates the effects that consumer-perceived sender expense and effort might have on brand perceptions. More specifically, it extends the marketing signal literature to advertising by including both sender expense and effort, and by including both positive and negative effects. A quantitative analysis of 4,000 consumers’ perceptions of creativity award winning, effectiveness award winning and non-award winning advertisements finds that advertisements with higher-than-average perceived expense and effort have positive impacts on brand attitudes, brand interest and word-of-mouth (WOM), while advertisements with lower-than-average perceived expense have corresponding negative impacts.
|
|
| 4. |
|
|
| 5. |
|
|
| 6. |
|
|
| 7. |
- Dahlén, Micael, et al.
(author)
-
Following the fashionable friend : the power of social media - weighing publicity effectiveness of blogs versus online magazines
- 2011
-
In: Journal of Advertising Research. - : World Advertising Research Center. - 0021-8499. ; 51:1, s. 313-320
-
Journal article (peer-reviewed)abstract
- This article investigates-and compares-the effects of brand publicity in social and 'traditional' digital media. In an analysis of consumer responses to identical brand publicity in seven popular blogs and seven popular online magazines, the authors found that blogs generated higher brand attitudes and purchase intentions. This effect can be explained, in part, by blogs' higher para-social interaction (PSI) with its users. They also found that-owing to that para-social interaction-publicity is more sensitive to user perceptions of the writers' credibility and relationship with the brand. Based on their findings, the authors provide implications and a new architecture for the media and marketing industries.
|
|
| 8. |
- Dahlén, Micael, et al.
(author)
-
Why the marketer’s view matters as much as the message : Speaking down to the consumer speaks badly to a brand’s image
- 2014
-
In: Journal of Advertising Research. - : World Advertising Research Center. - 0021-8499. ; 54:3, s. 304-312
-
Journal article (peer-reviewed)abstract
- This research explored whether advertisements can insult consumers by underestimating their intelligence. It also posed the question whether advertising that underestimates consumers' intelligence signals that the advertiser has a prejudiced view of its consumers - a perception that, then, impacts negatively on consumer perceptions of the brand. Two experimental studies found that consumers, indeed, may find advertising insulting to their intelligence and, consequently, rate such advertising lower. Inferring that the advertiser does not think very highly of their intelligence, consumers expected the offered products to be of lower quality and rated the advertiser lower. The tests extended across three different product categories and ruled out competing explanations.
|
|
| 9. |
- Modig, Erik, et al.
(author)
-
Does it matter what you look for? : what practitioners see in "creative" versus "effective" advertisements
- 2012
-
Other publication (other academic/artistic)abstract
- This papers poses the question if it matters if agencies aim for creativity or effectiveness when producing advertisements? Building on the notion that creativity and effectiveness may consist of the same sub-dimensions, we hypothesize how practitioners weigh these subdimensions differently in their assessments as they take either a peer perspective on the creativity or a consumer perspective on the effectiveness of advertisements. Testing the hypotheses, more than 2,000 pracitioners rate real advertisements on the four sub-dimensions divergence, relevance, well-craftiness and humor, and assess the advertisements' creativity and effectiveness. We find that practitioners' assessments of both creativity and effectiveness can be derived from the same sub-dimensions, however they are weighed differently. The results could be used to form a common language to discuss both creativity and effectiveness and coordinate work between different perspectives.
|
|
| 10. |
- Modig, Erik, et al.
(author)
-
What if advertising creativity matters to everyone? : comparing the impact of consumers' versus practitioners' perceptions of divergence, relevance, craftsmanship, and humor
- 2012
-
Other publication (other academic/artistic)abstract
- Recent research indicates that both consumers and practitioners are able and prone to explicitly assess the creativity of advertising. Building on this research, we formally test the expected differences in how consumers and practitioners assess advertising creativity with respect to four factors: divergence, relevance, craftsmanship, and humor. Our findings show that consumers value relevance, craftsmanship, and humor more than industry professionals, who put more weight on divergence. We merge our findings with previous research, and discuss practitioners' and consumers' divergent perspectives on advertising creativity.
|
|
