Catálogo de publicaciones - libros

This investigation examines the variable and its relationship to the degree to which consumers and advertiser’s claims. The study tests the hypothesis that consumers are more likely to believe the claims made on behalf of high involvement products — particularly for health-related goods and services. A survey revealed that while advertiser’s claims were clearly perceived by the vast majority of respondents, a large percentage also amplified the advertiser’s claims — always to the advertiser’s benefit. Respondent’s were significantly less likely to believe advertiser’s claims for low involvement products (such as shampoo), but were significantly more likely to believe claims made on behalf of a high involvement products, and in particular, claims for health-related products.

Short Term Advertising Strength is normally based on electronic single source data. In the present article, however it is estimated based upon personal interview data. The share of purchases among people exposed to advertising is divided with the share of purchases among people reported not to be exposed. These estimates are upward biased relative to electronic single source based estimates. The results suggest strong print media effects as compared with STAS measures for TV. The data also suggest that whereas for TV high campaign recall tends to come together with low STAS scores and vice versa, the same is not the case with print campaigns. Here campaigns high in both recall and STAS are found.

The aim of our study is to show how readers pay attention to ads embedded in national newspapers. A total of 26,556 respondents were surveyed about their reading behavior, their recognition of ads published in the previous day’s newspaper, and their appreciation of these ads. Several measures were used to evaluate attention at the different levels of ad processing. The 290 advertisements included in the study were then content analyzed and related to the readers’ responses. Results showed that media position (i.e., prominent position in the newspaper), ad layout (bigger size) and ad content (more colors) had a stronger influence in the first attention phases (where pre-attention and focal attention are drawn) than in subsequent phases. On the other hand, reader characteristics (reading intensity, ad liking, and involvement) had a stronger influence in subsequent attention phases, where comprehension of the message and elaboration take place.

Up to date studies on integrated marketing communication have mainly focused on visual and verbal stimuli. However, the interaction of different acoustic and visual stimuli to construct brand knowledge remains unexplored, even though these modalities may mutually support or constraint each other when memory structures are built. The present study demonstrates that the semantic integration of acoustic and visual stimuli is more advantageous for marketing communication than the formal integration of these stimuli, or the use of semantically different visual and acoustic stimuli. In addition, semantic integration has a positive bearing on memory.

The integrative framework for effective communication (IFEC) describes nine communication strategies. The awareness strategy can be used to increase campaign awareness and brand awareness. The likeability strategy can be used to increase campaign likeability and brand likeability. The IFEC describes seven consumer need strategies, each addressing a different need that can be used to increase purchase intention and purchase behaviour. To test the IFEC, 11.830 consumers were interviewed about forty advertising campaigns. Four campaign effects were measured: campaign awareness, campaign likeability, brand awareness, and purchase intention. It is shown that different communication strategies should be used for different campaign goals.

This paper looks at the idea of implicit memory and whether or not it is likely to be involved in the processing of advertising. Given what is known about implicit learning and memory, it is doubtful that even if there was unconscious or implicit processing of advertising, that there would be any effect upon attitude or behaviour. The only unconscious response to advertising likely to have an impact upon attitudes and behaviour is emotion.

How do consumers process outdoor posters within a split of a second? The very short time it takes to recognise the brand and the product advertised on 187 outdoor posters was measured using a tachistoscope and explained by 80 content and format variables (R = 64% and 57%).

Product recognition is enhanced by clear branding (brand name, pack shot), including new product information and slowed down by large amounts of text, different colours and pictures of people (especially with eye contact).

Quick brand recognition is also enhanced by branding and slowed down by large and long headlines, information cues, humour and pictures of women.

Rhetorical figures can be effective means in the persuasion process. Traditionally, rhetorical figures are subdivided into schemes (i.e., superficial deviations such as rhyme) and tropes (i.e., meaningful deviations such as metaphors and puns). This paper reports of an experiment and interviews on the effects of verbal and visual schemes and tropes (versus non-rhetorical figures) in magazine advertisements on the attitude towards the ad. A taxonomy consisting of 9 categories (verbal versus visual non-rhetorical figures, schemes, and tropes) was used, and 4 ads per category (36 in total) were each presented to 79 participants (non-students). The results showed, amongst others, that the attitude towards ads with visual tropes was higher than towards ads without rhetorical figures. If and how the attitude towards ads with tropes differs from the attitude towards ads with schemes remains to be investigated.

The measurement of emotional responses to advertising stimuli is a central field of advertising research. Although the role of feelings at a verbal and therefore conscious level has been investigated extensively in the marketing literature, little is known about how the human brain is involved in advertising perception processes. The methodological problems associated with previous pioneering approaches in this context seem to be mostly compensated for new methods of modern neuroscience. These methods and possible applications for advertising research are discussed in the present paper with a particular focus on the method of functional magnetic resonance imaging.

Brands with a consumer-relevant and unique brand positioning are often preferred in purchase decisions. Hence, conveying a distinctive brand positioning is a key concern of modern brand management. This study considers the contribution brand names can provide to communicate a brand positioning. Recent cognitive theories of conceptual combination form the theoretical basis for analyzing consumer reactions toward brand names. Following these theories, three techniques to integrate brand name and product are developed. Reaction time measurements and association tests show that the techniques presented are an effective and efficient means to convey a brand’s positioning.