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"Comparative advertising"
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Comparative advertising effectiveness in Latin America: evidence from Chile
Purpose - The purpose of this study is to test the viability of comparative advertising in Chile.Design methodology approach - Data were collected via controlled experimentation. The study employed a 3 (comparative advertising intensity: noncomparative, indirect comparative, and direct comparative)×2 (product category involvement: low, high)×2 (sponsor brand's relative market share: market leader, other brand) between-subjects factorial design.Findings - The results suggest that direct and indirect comparative advertisements are not more effective than noncomparative advertisements in Chile. Additionally, data do not support the idea that the effect of comparative advertising intensity is moderated by the product category involvement and or by the sponsor brand's relative market share. Since comparative advertising was not shown to be more effective than noncomparative advertising, the authors hypothesize that it is due to cultural biases and the novelty of comparative advertising in Latin America, as expressed through negative message believability.Practical implications - While experimental research is not sufficient to establish the generalized non-superiority of comparative advertising in the region, the results support the idea that comparative advertising might not be more effective than noncomparative advertising for many marketing campaigns in Latin America.Originality value - Several recent studies have investigated international differences in advertising practices. Most of these address advertising in general, leaving the transferability of comparative advertising practices largely unexplored (White Nye et al.). Analyzing the case of Latin America is highly relevant due to the limited development that exists with respect to comparative advertising in the region.
Journal Article
How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising Elasticities
The authors conduct a meta-analysis of 751 short-term and 402 long-term direct-to-consumer brand advertising elasticities estimated in 56 studies published between 1960 and 2008. The study finds several new empirical generalizations about advertising elasticity. The most important are as follows: The average short-term advertising elasticity is.12, which is substantially lower than the prior meta-analytic mean of.22; there has been a decline in the advertising elasticity over time; and advertising elasticity is higher (1) for durable goods than nondurable goods, (2) in the early stage than the mature stage of the life cycle, (3) for yearly data than quarterly data, and (4) when advertising is measured in gross rating points than monetary terms. The mean long-term advertising elasticity is.24, which is much lower than the implied mean in the prior meta-analysis (.41). Many of the results for short-term elasticity hold for long-term elasticity, with some notable exceptions. The authors discuss the implications of these findings.
Journal Article
Targeting in advertising markets: implications for offline versus online media
We develop a model with many advertisers (products) and many advertising markets (media). Each advertiser sells to a different segment of consumers, and each medium is targeting a different audience. We characterize the competitive equilibrium in the advertising markets and evaluate the implications of targeting. An increase in targeting leads to an increase in the total number of consumer-product matches, and hence in the social value of advertising. Yet, targeting also increases the concentration of firms advertising in each market. Surprisingly, we then find that the equilibrium price of advertisements is first increasing, then decreasing, in the targeting capacity. We trace out the implications of targeting for competing media. We distinguish offline and online media by their targeting ability: low versus high. As consumers' relative exposure to online media increases, the revenues of offline media decrease, even though the price of advertising might increase.
Journal Article
Advertising in a Competitive Market: The Role of Product Standards, Customer Learning, and Switching Costs
Standard models of competition predict that firms will sell less when competitors target their customers with advertising. This is particularly true in mature markets with many competitors that sell relatively undifferentiated products. However, the authors present findings from a large-scale randomized field experiment that contrast sharply with this prediction. The field experiment measures the impact of competitors' advertising on sales at a private label apparel retailer. Surprisingly, for a substantial segment of customers, the competitors' advertisements increased sales at this retailer. This robust effect was obtained through experimental manipulation and by measuring actual purchases from large samples of randomly assigned customers. The effect size is also large, with customers ordering more than 4% more items in some categories in the treatment condition (vs. the control). The authors examine how these positive spillovers vary across product categories to illustrate the importance of product standards, customer learning, and switching costs. The findings have the potential to change our understanding of competition in mature markets.
Journal Article
Advertising Bans and the Substitutability of Online and Offline Advertising
The authors examine whether the growth of the Internet has reduced the effectiveness of government regulation of advertising. They combine nonexperimental variation in local regulation of offline alcohol advertising with data from field tests that randomized exposure to online advertising for 275 different online advertising campaigns to 61,580 people. The results show that people are 8% less likely to say that they will purchase an alcoholic beverage in states that have alcohol advertising bans compared with states that do not. For consumers exposed to online advertising, this gap narrows to 3%. There are similar effects for four changes in local offline alcohol advertising restrictions when advertising effectiveness is observed both before and after the change. The effect of online advertising is disproportionately high for new products and for products with low awareness in places that have bans. This suggests that online advertising could reduce the effectiveness of attempts to regulate offline advertising channels because online advertising substitutes for (rather than complements) offline advertising.
Journal Article
Brand Familiarity and Advertising Repetition Effects
A crucial communication task for unknown brands is to build the knowledge in consumers’ minds necessary to become established. However, communication effectiveness may depend on prior familiarity of the advertised brand. The findings of two experiments using television ads and computer Internet ads revealed that brand familiarity influenced repetition effectiveness. In particular, repetition of advertising attributed to an unfamiliar brand showed decreased effectiveness; when the same advertising was attributed to a known, familiar brand, repetition wearout was postponed. Negative thoughts about tactic inappropriateness were seen to arise with repetition, particularly for an ad for an unfamiliar brand, driving, in part, the decreases in repetition effectiveness.
Journal Article
Correction: Assessing the facilitators and barriers of interdisciplinary team working in primary care using normalisation process theory: An integrative review
[This corrects the article DOI: 10.1371/journal.pone.0177026.].
Journal Article
Measuring Soft-Sell Versus Hard-Sell Advertising Appeals
The terms \"soft sell\" and \"hard sell\" are well known to advertising scholars and practitioners. Despite wide-spread use of these terms, generally accepted definitions do not exist. Attempts to measure soft-sell and hard-sell appeals have typically been unsophisticated, relying on a single item that classifies an ad into one category or the other. This study is designed to provide a deeper understanding of the concepts \"soft sell\" and \"hard sell,\" and to examine whether they are better measured on a single dimension than on two distinct dimensions. The main objective of the study is to develop and validate a method for measuring soft-sell and hard-sell appeals. To this end, candidate items were generated via a review of prior literature, supplemented by content analysis, a free-association task, expert judgment, and focus groups. The measurement instruments were then purified and validated using a pretest with a sample of student participants, and further validated using a general consumer sample. Results indicate that soft-sell appeals can be measured using a 12-item, 3-factor index, whereas hard-sell appeals can be measured using a 15-item, 3-factor index.
Journal Article