Topic
Native advertising
About: Native advertising is a research topic. Over the lifetime, 1975 publications have been published within this topic receiving 54397 citations. The topic is also known as: native advertising.
Papers published on a yearly basis
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TL;DR: In this paper, the major features of the behavior of advertising can be explained by advertising's information function, and it is shown that the most important information conveyed by advertising is simply that the brand advertises.
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]
3,065 citations
Book•
30 Oct 2021
TL;DR: Hofstede as discussed by the authors discusses the paradoxes in global marketing communications and the importance of culture and consumer behavior in the development of a successful marketing strategy, from value paradox to strategy.
Abstract: Foreword by Geert Hofstede Preface to the Fourth Edition Summary of the Book 1. The Paradoxes in Global Marketing Communications 2. Global Branding 3. Values and Culture 4. Dimensions of Culture 5. Culture and Consumer Behavior 6. Researching and Applying Cultural Values 7. Culture and Communication 8. Culture and the Media 9. Culture and Advertising Appeals 10. Culture and Executional Style 11. From Value Paradox to Strategy Appendix A: Hofstede Country Scores and Gross National Income (GNI)/Capita at Purchase Power Parity 2011, for 66 Countries Appendix B: Data Sources Index About the Author
992 citations
TL;DR: The authors argued that current conceptualizations of advertising images are incommensurate with what ads are really like, and that many images currently dismissed as affect-laden or information devoid are, in fact, complex figurative arguments.
Abstract: In this article, past consumer research dealing with advertising images is analyzed and critiqued for its underlying assumption: that pictures are reflections of reality. The case against this assumption is presented, and an alternative view, in which visuals are a convention-based symbolic system, is formulated. In this alternative view, pictures must be cognitively processed, rather than absorbed peripherally or automatically. The author argues that current conceptualizations of advertising images are incommensurate with what ads are really like, and that many images currently dismissed as affect laden or information devoid are, in fact, complex figurative arguments. A new theoretical framework for the study of images is advanced in which advertising images are a sophisticated form of visual rhetoric. The process of consumer response implied by the new framework differs radically from past concepts in many ways, but also suggests new ways to approach questions currently open in the literature on the nature and processing of imagery. A pluralistic program for studying advertising pictures as persuasion is outlined.
752 citations
TL;DR: It is found that matching an ad to website content and increasing an ad's obtrusiveness independently increase purchase intent, however, in combination, these two strategies are ineffective.
Abstract: We use data from a large-scale field experiment to explore what influences the effectiveness of online advertising. We find that matching an ad to website content and increasing an ad's obtrusiveness independently increase purchase intent. However, in combination, these two strategies are ineffective. Ads that match both website content and are obtrusive do worse at increasing purchase intent than ads that do only one or the other. This failure appears to be related to privacy concerns: the negative effect of combining targeting with obtrusiveness is strongest for people who refuse to give their income and for categories where privacy matters most. Our results suggest a possible explanation for the growing bifurcation in Internet advertising between highly targeted plain text ads and more visually striking but less targeted ads.
700 citations
TL;DR: In this article, 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.
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.
688 citations