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Ogilvy on advertising in the digital age
\"As comprehensive as its predecessor was for print and TV, this ... handbook dives deep into the digital ecosystem, discusses how to best collect and utilize data--the currency of the digital age--to convert sales specifically on screen (phone, tablet, smart watch, computer, etc.), breaks down when and how to market to millennials, highlights the top five current industry giants, suggests best practices from brand response to social media, and offers 13 trend predictions for the future\"--Amazon.com.
Book
Comparing the Relative Effectiveness of Advertising Channels: A Case Study of a Multimedia Blitz Campaign
In this study, the authors develop an inexpensive method to help firms assess the relative effectiveness of multiple advertising media. Specifically, they use a firm's loyalty program database to capture media exposure, through an online media survey, for all the media in which the firm advertises. In turn, the exposure data are matched with the purchase history for these same respondents, thereby creating single-source data. The authors illustrate their method for a large retailer that undertook a short-term promotional sale by advertising in television, radio, newspaper, magazine, online display ad, sponsored search, social media, catalog, direct mail, and e-mail channels. In this case, seven of the ten media significantly influence purchase outcomes. Finally, the authors demonstrate how to use their advertising response model to determine the optimal budget allocation across each advertising media channel.
Journal Article
Practitioners’ view of the role of OOH advertising media in IMC campaigns
Despite the traction that contemporary out-of-home advertising has gained in the global media landscape, there are still some ambiguities regarding the contribution of this medium in the context of integrated marketing communication. Previous studies have examined consumers’ responses to different out-of-home advertising media types; however, little attention has been paid to how they could contribute to an overall integrated marketing communication (IMC) program. The purpose of the study was, therefore, to explore a practitioner’s view of the role of out-of-home advertising media in an integrated marketing communication campaign. Investigating knowledgeable practitioners’ perspectives and practices helped to reveal novel media planning techniques applied by specialists in the field and contributed to the limited theory on out-of-home advertising media planning. The three roles performed by out-of-home advertising media within this context: support; lead; or even as the only media, were clarified. Some unique media tactics to reach marketing communication objectives on cognitive, affective or behavioural levels and direction for future research were also proposed.
Journal Article
Integrating Marketing Communications: New Findings, New Lessons, and New Ideas
With the challenges presented by new media, shifting media patterns, and divided consumer attention, the optimal integration of marketing communications takes on increasing importance. Drawing on a review of relevant academic research and guided by managerial priorities, the authors offer insights and advice as to how traditional and new media such as search, display, mobile, TV, and social media interact to affect consumer decision making. With an enhanced understanding of the consumer decision journey and how consumers process communications, the authors outline a comprehensive framework featuring two models designed to improve the effectiveness and efficiency of integrated marketing communication programs: a \"bottom-up\" communications matching model and a \"top-down\" communications optimization model. The authors conclude by suggesting important future research priorities.
Journal Article
Advertising in MENA goes digital
\"An inside story of local, regional and global advertising in the Middle East. Grounded in empirical research and theories, this book explores the evolution of advertising practices, audiences, digital media and communication technologies in increasingly complex MENA environments\"-- Provided by publisher.
Book
Relating Online, Regional, and National Advertising to Firm Value
Firms spend billions of dollars on advertising every year but remain uncertain about allocation across various advertising vehicles. Allocation decisions are even more complex as online advertising has proliferated and consumers' media usage patterns have become more fragmented. To determine advertising effectiveness, the authors group firms' advertising vehicle choices into three theoretically grounded and empirically verified smaller subsets: national, regional, and online advertising. Subsequently, they assess how the three advertising vehicles independently and jointly affect firm performance. Using 12 years of data covering 662 manufacturing firms, the authors find that while national, regional, and online advertising each have a positive and significant main effect on firm performance, each advertising vehicle weakens the effectiveness of the respective other two advertising vehicles (e.g., a 1% increase in online advertising increases firm performance by .32% but also decreases national [.15%] and regional [.03%] advertising effectiveness). A battery of robustness checks triangulates this result. Although all three media vehicles contribute to net increases in performance, the authors discuss the need to strategically integrate them to maximize combined effectiveness.
Journal Article
Fact, fiction, and opinions : the differences between ads, blogs, news reports, and other media
\"What does it mean to be biased? Emerging readers need to know the differences between facts, fiction, and opinions. Readers will also learn how facts, fiction, and opinions affect advertisements, news reports, blogs, and more. Straightforward, neutral text and vivid photographs provide readers with the tools they need to evaluate and understand the media literacy concept of facts, fiction, and opinions\"-- Provided by publisher.
Book
Identification of marketing strategies influencing consumers' perception of healthy food products and triggering purchasing decisions
(1) Background: Marketing and advertising strategies for food products are very diverse and have a differential effect on consumers' behaviours and attitudes towards products. (2) Objectives: To examine the influence of point-of-purchase (PoP) marketing and advertising strategies and the promotion of products employing opinion leaders (celebrities) on the healthy perception of pre-packaged food and buying behaviour of young consumers. (3) Methods: Online survey (N = 130) of 18-31 years old participants. (4) Results: \"Price\" was the most influential factor when purchasing a snack (66.2%), although \"salt and macronutrient content\" had a major influence on females (x2(1,N=129) = 14.02, p < 0.001). Participants with low or no weight satisfaction were more prone to consider \"low fat\" (x2(1,N=130) = 5.02, p = 0.025) and chose \"green\" as the most suitable colour for healthy snack packaging. Male celebrities were more picked by males than female participants (x2(1,N=129) = 6.41, p = 0.011). (4) Conclusion: Using green packaging, nutritional claims related to low-calorie intakes or accentuating salt and macronutrient content, and using opinion leaders with whom consumers can relate to, were the most influential factors in fostering a healthy perception of pre-packaged food products. These results highlight the need for policies to limit marketing strategies to avoid misleading consumers' opinion of a product as healthy when it is not.
Journal Article