How effective is advertising in contemporary markets? What does advertising effectiveness mean? By the term “advertising effectiveness,” we mean what change advertising achieves in markets. Advertising also creates changes in awareness, attitudes, beliefs, and intentions. These are all valid effects of advertising. However, in the interest of focus and parsimony, this article focuses on the
In the 1990s, accountability of advertising came high on the agenda in the commercial communication world. As a result a growing need for knowledge about the way the media environment influenced advertising effectiveness emerged. Standardized tools and new media studies were developed. And after 2000, greater actionability for media planners even on a day-to-day basis
Simply stated, “ethics” refers to standards of conduct derived from moral values. Those standards vary greatly from discipline to discipline and person to person, and even philosophers approach ethics from multiple directions (Spence & Van Heekeren 2005, 8). But in its most basic form these are concepts of right and wrong behavior, not limited to
Advertising has been defined as “Any paid form of non personal communication about an organization, product, service, or idea by an identified sponsor” (Alexander 1965, 9). Advertising intrudes into our lives and is not always welcome. Some scholars suspect that we are being manipulated by dark arts (e.g., Packard 1957). This article examines current practice
The frequency and timing of advertising message exposures plays an important role in advertising campaign management, specifically media planning. However, when planning an advertising campaign, this is not as important as addressing questions about the advertising goal (what is to be achieved), the target groups (who is to be reached), and the budget (amount). The
Advertising strategy is the set of decisions an organization takes with respect to the employment of advertising to reach one or more objectives among a specific target group. Each advertising strategy is based on the marketing strategy that encompasses the strategic decisions regarding all marketing activities, such as packaging, price, distribution, and promotion. Within this
With the globalization of markets, advertisers are faced with the question whether to internationally standardize their campaigns or to tailor them to each country’s target audience. This controversial issue is discussed in the so-called standardization/differentiation debate in international marketing literature. Although standardization has the advantage of saving cost, companies that stress global standardization do not
Marketing communication is often equated with mass advertising using media such as television, radio, and print. This is often referred to as above-the-line advertising. Besides these media, organizations can also use more directly targeted media, which include direct mail, telephone, email, etc. This is referred to as below-the-line advertising or direct-to-consumer advertising. Remarkably, spending on
Emotions are fundamental to the human experience, so it is not surprising that advertisers employ emotional appeals to evoke specific feelings in consumers. Today’s commercials, print ads, and Internet interstitials generate a range of emotional reactions from humor and elation to shame and disgust, from arousal and fear to sorrow and pity. Emotions serve several
In the fields of consumer research, communications, and persuasion, few concepts have been studied more over the decades than that of endorsers in advertisements. An endorser can broadly be defined as any individual who appears in an advertisement as a spokesperson for that product. The endorser can be a well-known actor, athlete, or any other