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Advertising Effectiveness (advertising + effectiveness)
Selected AbstractsEndorsement advertising in aboriginal tourism: an experiment in TaiwanINTERNATIONAL JOURNAL OF TOURISM RESEARCH, Issue 6 2005Janet Chang Abstract Aboriginal cultures have become important tourism attractions worldwide. Cultural villages provide ready access to selected aspects of these cultures in a staged format. They package and promote culture to tourists. Advertising is one component of the promotional mix. Using brochures as the advertising media, the objective of this research is to ascertain the types of advertising endorsers and advertising appeals that are most likely to be successful in attracting visitors to such cultural villages. Adopting an experimental approach, a two-factor experimental design is manipulated. The causal effect is obtained by using MANOVA and Scheffe tests. The findings are twofold: (1) the advertising effectiveness of using an aboriginal employee is better than using other types of endorsers; (2) an emotional advertising appeal elicits a better response than a rational advertising appeal. Copyright © 2005 John Wiley & Sons, Ltd. [source] The effects of source likeability and need for cognition on advertising effectiveness under explicit persuasionJOURNAL OF CONSUMER BEHAVIOUR, Issue 4 2009Marc-André Reinhard While there is evidence that an endorser's likeability plays a determining role in the advertising effectiveness of explicit persuasive appeals, this paper examines the impact of the need for cognition (NFC) as a moderator of this relationship. We find that this effect holds, as predicted, for individuals with lower NFC, but not for those with higher NFC. Furthermore, the effects of explicit persuasion and the endorser's likeability on evaluations of products or services by lower-NFC consumers were found to be mediated by the attribution of self-interest. In contrast, advertising effectiveness for higher-NFC consumers was predictable only by the valence of their cognitive responses to the product. Copyright © 2009 John Wiley & Sons, Ltd. [source] Making unique choices or being like others: How priming self-concepts influences advertising effectivenessPSYCHOLOGY & MARKETING, Issue 4 2010Chingching Chang Two experiments tested the hypothesis that priming independent and interdependent self-concepts affects responses to advertisements. In Experiment 1, for a privately consumed product, the influence of product assortment size on ad effectiveness was moderated by the accessibility of these self-concepts. Experiment 2 replicated this finding for a publicly consumed product and also examined an additional ad feature, consensus information. Ad effectiveness was enhanced by larger product assortment only when the independent self-concept was primed and by the presence of consensus information only when the interdependent self-concept was primed. © 2010 Wiley Periodicals, Inc. [source] | ||||||||||