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The Effects of Length, Content, and Repetition on Television Commercial Effectiveness
TL;DR: In this paper, the effectiveness of 15-second television commercials and 30-second TV commercials by using novel commercials with different message appeals (informational vs. emotional), exposing subjects multiple times, and employing multiple dependent variables.
Abstract: Many advertisers have argued that 15-second television commercials should be used only to reinforce effects created by longer commercials. However, this recommendation is based on studies that have several weaknesses, including use of single exposure levels, established commercials, and learning as the primary dependent variable. Reported are the findings of a laboratory experiment which compares the effectiveness of 15-second television commercials and 30-second television commercials by using novel commercials with different message appeals (informational vs. emotional), exposing subjects multiple times, and employing multiple dependent variables. Results indicate that informational 15-second commercials are as effective as informational 30-second commercials in several situations and can be used as standalone units. It is also shown that emotional 30-second commercials are superior to emotional 15-second commercials in influencing a viewer's learning of brand name and attitude. The reasons for and the implications of these findings are considered.
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TL;DR: In this article, the authors review more than 250 journal articles and books to establish what is and should be known about how advertising affects the consumer, and deduce a taxonomy of models.
Abstract: The authors review more than 250 journal articles and books to establish what is and should be known about how advertising affects the consumer—how it works. They first deduce a taxonomy of models,...
1,335 citations
TL;DR: This paper found that the fit between the cause and the brand does not affect perceptions of attitudes or purchase intentions regardless of the company's level of credibility, and suggested that perceptions of corporate credibility may be too complex for one variable such as the fit of a cause-brand alliance to have a strong effect.
314 citations
TL;DR: In this paper, the authors examine factors that might impact on web advertising recall and recognition, including the viewing mode, duration of page viewing, and web page context factors, including text and page background complexity and the style of the banner advertisement.
Abstract: In this article we examine factors that might impact on web advertising recall and recognition. These factors include the viewing mode, duration of page viewing, and web page context factors, including text and page background complexity and the style of the banner advertisement. Via an experimental design conducted on a student sample, we manipulate these factors over several levels. The key finding is that the longer a person is exposed to a web page containing a banner advertisement, the more likely they are to remember that banner advertisement. We also find that recognition scores are much higher than both unaided and aided recall scores. Finally, web users in a goal-directed mode are much less likely to recall and recognize banner advertisements than users who are surfing a site.
229 citations
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TL;DR: In this paper, the authors use theoretical insights from consumer information processing to argue that the same ad cues can have different effects on consumer behavior depending on whether the market is new or old.
Abstract: The authors study how ad cues attect consuMer behavior in new versus well-established markets. The authors use theoretical insights from consumer information processing to argue that the same ad cues can have different ettects on consumer behavior, depending on whether the market is new or old. The authors then test these hypotheses in the context of a toll-free referral service, using a highly disaggregate econometric model of advertising response. The results indicate that argument based appeals, expert sources, and negatively framed messages are particularly effective in new markets. Emotion-based appeals and positively framed messages are more efFective in older markets than in new markets.
228 citations
TL;DR: In this article, the authors assesses the relative importance that Belgian consumers attach to different characteristics and marketing practices of ethically labelled coffee, i.e. type of ethical issue, label issuer, amount of information provided, distribution and promotion strategy and branding.
Abstract: Purpose – This study aims to assesses the relative importance that Belgian consumers attach to different characteristics and marketing practices of ethically labelled coffee, i.e. type of ethical issue, label issuer, amount of information provided, distribution and promotion strategy and branding.Design/methodology/approach – Buying behaviour is studied by means of a web‐based survey in a sample of 750 Belgian consumers, using conjoint analysis.Findings – Consumers attach greatest importance to the distribution strategy of ethically labelled coffee, followed by the type of ethical label, and the issuer of the label. Ethically labelled coffee should be available in ordinary supermarkets and be presented along with non‐ethical coffee brands. Fair trade labelled coffee is by far the most preferred over eco‐ and bio‐labels. European government labels, or labels issued by non‐governmental organizations, are preferred over national (Belgian) government endorsed labels. Consumers prefer extra information on the ...
209 citations
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TL;DR: In this article, the authors review more than 250 journal articles and books to establish what is and should be known about how advertising affects the consumer, and deduce a taxonomy of models.
Abstract: The authors review more than 250 journal articles and books to establish what is and should be known about how advertising affects the consumer—how it works. They first deduce a taxonomy of models,...
1,335 citations
TL;DR: This paper found that both pleasingness and interestingness increase with novelty, and that simple stimuli became less pleasant as they became less novel, while complex stimuli declined less or became more pleasant.
Abstract: Two experiments, in which Ss were exposed to sequences of colored shapes, investigated effects on ratings of “pleasingness” and “interestingness” of variables that had previously been shown to affect ratings of “novelty.” The results indicate, on the whole, that both pleasingness and interestingness increase with novelty. These findings run counter to those of experiments indicating an inverse relation between novelty and verbally expressed preference. Two further experiments examined effects of some variables that might account for this apparent discrepancy. Homogeneous sequences declined in judged “pleasantness” more than sequences in which several stimuli were interspersed, and simple stimuli became less pleasant as they became less novel, while complex stimuli declined less or became more pleasant. The findings are related to hypotheses regarding mechanisms of hedonic value. Two crucial predictions were confirmed in a fifth experiment.
1,192 citations
TL;DR: A framework that captures and extends current theory on information processing from advertisements and includes inclusion of a new typology of emotional and cognitive responses explicitly linked to the levels of brand processing is provided.
Abstract: The authors provide a framework and a set of research propositions that capture and extend current theory on information processing from advertisements. The integrative attitude formation model inc...
1,187 citations
TL;DR: In this paper, the authors describe imagery as a processing mode in which multisensory information is represented in a gestalt form in working memory, and discuss research on the unique effects of imagery at low levels of cognitive elaboration.
Abstract: Mental imagery is receiving increased attention in consumer behavior theory and research. This article describes imagery, characterizing it as a processing mode in which multisensory information is represented in a gestalt form in working memory, and discusses research on the unique effects of imagery at low levels of cognitive elaboration. It specifies researchable propositions for the relationship between high elaboration imagery processing and consumer choice and consumption behaviors. Finally, it reviews specific methods for studying imagery.
1,113 citations