Advertising account executive

About: Advertising account executive is a research topic. Over the lifetime, 2297 publications have been published within this topic receiving 56108 citations.

Advertising as Information

Abstract: This paper tries to show how the major features of the behavior of advertising can be explained by advertising's information function. For search qualities advertising provides direct information about the characteristics of a brand. For experience qualities the most important information conveyed by advertising is simply that the brand advertises. This contrast in advertising by these qualities leads to significant differences in its behavior. How does advertising provide information to the consumer? The producer in his advertising is not interested directly in providing information for consumers. He is interested in selling more of his product. Subject to a few constraints, the advertising message says anything the seller of a brand wishes. A mechanism is required to make the selling job of advertising generate information to the consumer. [Авторский текст]

Buyer Characteristics of the Green Consumer and Their Implications for Advertising Strategy

Abstract: The authors construct a psychographic profile of the green consumer in terms of variables directly related to purchase behavior, such as price consciousness and general care in shopping, interest in new products, and brand loyalty. Additionally, they address attitudes toward advertising and media preferences. Data from 3264 respondents to the DDB Needham Life Style Study were analyzed. The results show the green consumer to be an opinion leader and a careful shopper who seeks information on products, including information from advertising, but also suggest that the green consumer is rather skeptical of advertising. The implications are that green consumers may be receptive to green marketing and advertising, but marketers should take care not to alienate them by using ambiguous or misleading messages.

Why do people avoid advertising on the internet

Abstract: This study was designed to provide insights into why people avoid advertising on the Internet. Recent negative trends in Internet advertising, such as "banner blindness" and extremely low click-through rates, make it imperative to study various factors affecting Internet ad avoidance. Accordingly, this study builds a comprehensive theoretical model explaining advertising avoidance on the Internet. We examined three latent variables of Internet ad avoidance: perceived goal impediment, perceived ad clutter, and prior negative experience. We found that these constructs successfully explain why people cognitively, affectively, and behaviorally avoid advertising messages on the Internet. Perceived goal impediment is found to be the most significant antecedent explaining advertising avoidance on the Internet.

A Simple Theory of Advertising as a Good or Bad

Abstract: Our analysis treats advertisements and the goods advertised as complements in stable metautility functions, and generates new results for advertising by building on and extending the general analysis of complements. By assimilating the theory of advertising into the theory of complements, we avoid the special approaches to advertising found in many studies that place obstacles in the way of understanding the effects of advertising. We also use this approach to evaluate advertising from a welfare perspective. Whether there is excessive or too little advertising depends on several variables: the effects on consumer utility, the degree of competition in the market for advertised goods, the induced changes in prices and outputs of advertised goods, and whether advertising is sold to consumers.

What's Advertising Content Worth? Evidence from a Consumer Credit Marketing Field Experiment

Abstract: This brief summarizes what's advertising content worth? Evidence from a consumer credit marketing field experiment in South Africa. The bank offered loans with repayment periods ranging from 4 to 18 months. Deadlines for response were randomly allocated from 2 weeks to 6 weeks. Firms spend billions of dollars developing advertising content, yet there is little field evidence on how much or how it affects demand. The author analyze a direct mail field experiment in South Africa implemented by a consumer lender that randomized advertising content, loan price, and loan offer deadlines simultaneously. The author fined that advertising content significantly affects demand. Although it was difficult to predict ex ante which specific advertising features will matter most in this context, the features that do matter have large effects. Showing fewer example loans, not suggesting a particular use for the loan, or including a photo of an attractive woman increases loan demand by about as much as a 25 percent reduction in the interest rate. The evidence also suggests that advertising content persuades by appealing 'peripherally' to intuition rather than reason. Although the advertising content effects point to an important role for persuasion and related psychology, our deadline results do not support the psychological prediction that shorter deadlines may help overcome time-management problems; instead, demand strongly increases with longer deadlines.