Advertising Research Articles

Contemporary Advertising In Islamic Perspective

This paper purposes to examine the principles and implementation of contemporary advertising in an Islamic perspective. The research employs the method of literature study, by examining the perspective of Islamic advertising from various research literatures, the opinions of scholars and the Qur'an and Hadith. Based on literature review, the development of advertising is still trapped in the practice of materialistic advertising that overrides the ethics of Islamic communication. For this reason, this study formulates six advertising principles referring to the Qur'an and Hadith as well as the opinions of scholars, namely the principle of monotheism, the principle of honesty, the principle of justice, the principle of trust, the principle of education and the principle of Istiqomah/consistent. This study can be developed by referring to technological developments and the need for communication and religious research in the future.

What drives liking different brand-related social media content?

PurposeThe purpose of this study is to analyze the interrelationships between incentives and social media users’ intentions to like different brand-related social media content. The study is based on the uses and gratification (U&G) theory and investigates three types of incentives i.e. communal, self-interest, and reward incentives which act as antecedents of customers’ intentions to like three types of brand-related content (commercial messages, personal opinion messages, and lifestyle messages).Design/methodology/approachA data set of 415 effective responses was collected and structural equation modeling (SEM) was used for analyzing the data.FindingsThe obtained results indicate that communal and reward incentives enhance the intentions to like brand-related commercial, personal opinion, and lifestyle content. Self-interest incentives reduce the intentions to like three types of analyzed brand-related content with the strongest negative influence on intentions to like lifestyle content. Regarding the content type, the main drivers for liking lifestyle content and commercial content are reward incentives, whereas liking personal opinion content is mostly motivated by communal incentives.Originality/valueThis study provides valuable insights about users’ motivation to like brand-related content on social media with a focus on different types of brand-related content. The study has strong theoretical contributions as well as practical implications.

The Creative Knife: Does Interference Dull the Edge of Creativity Effectiveness?

It is no secret that creativity is an important component of advertising. It can enhance attention, facilitate recall, and drive emotional responses. However, there is continued opportunity to explore the boundary conditions regarding creativity’s ability to break though clutter. This article looks at whether two types of interference—external interference and competitive interference—limit creativity’s ability to enhance recall. We test this across three studies investigating the effects of these types of interference on individuals’ ability to recall creative ads and brands. The first experiment tested external interference using digitally manipulated print ads and three external music conditions. The second experiment tested competitive interference through TV ads. A third study extended the second study by holding creativity constant within the interference conditions. Results indicate that creativity does indeed facilitate recall under limited interference. However, this effect is lost under conditions of high interference, implying that creativity can be dulled and lost in the noise. We find these effects under both immediate and one-week-delay recall conditions. These findings are important for researchers and managers as the positive impact of creativity may not be realized under conditions of high interference but may certainly be fully realized in conditions of low or moderate interference.

Identifying the Effective Psychologically Motivational Factors in Neuromarketing: A Systematic Review

Objective: The role of unconscious factors in the motivational process, both in decision making and education, has increasingly been noticed. The effectiveness of commercial, non-commercial, and educational messages, as well as the structures of educational advertisements in neuromarketing, are discussed because the advertising audience has complex emotions. It is essential to determine the impact of motivational factors. In this regard, the present systematic review study was conducted to identify motivational factors related to the effectiveness of neuromarketing advertising. Methods: In this systematic review study, English full-text articles published on Science Direct, Scopus, Google Scholar, and Emerald databases from 1990 to 2021 were searched with the keywords of “neuromarketing”, “commercial and non-commercial messages”, “ad effectiveness”, “behavior”, and “attitude”. Afterward, the qualified articles were reviewed. Results: Firstly, 900 articles were identified from different databases, of which 300 met the inclusion criteria. A total of 210 articles were deleted because they lacked experimental studies. Accordingly, 90 articles were selected for the final review. In total, 37 factors were identified related to the effectiveness of advertising in neuromarketing. Conclusion: The two most influential factors in the research were attention and positive emotions. The greatest emphasis on the effectiveness of advertising is on attention-drawing stimuli and provoking positive emotions. Memory and negative emotions were identified as two other critical factors among the influencing factors.

Assessing the Impact of Advertising Agencies on Effective Advertising Campaigns

Advertising agencies are key players in any advertising campaign. They have several roles in the initiation, production and dissemination of commercial messages through a suitable medium. Advertising campaigns are undoubtedly very crucial and require being handled and executed by experts to avoid wasting human and material resources. As such, advertisers engage the services of advertising agencies to help them realize their commercial goals. This paper specifically examines the impact of advertising agencies on successful advertising campaigns. Empirically, this paper adopted a survey method to gather resourceful data from 250 respondents who were accidentally selected among media practitioners, including a certain class of residents of Osun State, for their in-depth knowledge of advertising. Asymmetric Theory and Persuasion Theory, that are relevant to this study, were adopted. In the end, analysis of data collected with the aid of descriptive statistics of frequency, percentage and pie chart, as well as inferential statistics of Chi-square, proved to the fact that the role of advertising agencies on successful advertising campaigns cannot be overemphasized. The study recommends that advertising agencies should put more effort in discharging their duty to clients and should step up and take their place in the present globalization revolution.

The match-up hypotheses revisited: matching social judgments and advertising messaging in celebrity endorsements

PurposeAlthough endorsers are thought to be highly effective when they match-up with a product, the current understanding of endorser match-up offers little insight for distinctions between equally attractive and trustworthy endorsers who have equivalent expertise in the product category, yet still diverge in their performance. Therefore, the main purpose of this research is to understand how a match between social judgments (i.e. warmth vs competence) of a celebrity endorser and specific advertising appeals (i.e. symbolic vs utilitarian) can improve consumer responses to an endorsement.Design/methodology/approachA preliminary study empirically distinguishes perceptions of warmth and competence from prevailing celebrity endorser evaluative criteria. Then, the authors conduct multiple 2 (warmth vs competence) × 2 (symbolic vs utilitarian) between-subjects experiments to demonstrate the effect of matching social judgments and advertising messaging, across celebrity genders (i.e. male and female), forms of marketing communications (i.e. print ads and interactive online ads) and types of brands (i.e. well-established and new/unknown).FindingsThe findings demonstrate that matching celebrity endorser social judgments with the appropriate type of advertising messaging positively influences consumer response to the brand for both male and female endorsers. Additionally, despite a commonly held belief that celebrity endorsements are more effective at changing attitudes than actual behaviors, for interactive online ads, the authors find that the match strategy can motivate consumer response through two different pathways. For well-established brands, the match improves overall brand response predominately through cognitive and behavioral mechanisms. Alternatively, for new or unknown brands, the match initially impacts affective responses, which are subsequently related to consumers shopping a brand’s product category, rating a brand higher in customer recommendations, choosing a brand’s products over top competitors and paying more for the brand’s offerings.Originality/valueThe main contribution of this research is the demonstrated support for an alternative and effective application of the match-up hypothesis, based on a fit between the endorser and the advertising messaging itself.

Development of a checklist to assess COVID-19 information on orthodontic webpages.

To create a COVID-19 information checklist and critique all available webpages of hospitals with an orthodontic department in England. Cross-sectional analysis. World Wide Web. A 16-item COVID-19 webpage checklist was developed using up-to-date COVID-19 government advice, and the General Dental Council Principles of Ethical Advertising. Presence of advice on managing orthodontic appliance breakages, information on outpatient appointment changes and video consultations was also assessed. The checklist was used to undertake a cross-sectional analysis of all available webpages of hospitals with an orthodontic department in England between September 2020 to October 2020. A total of 61 webpages were assessed. Of them, 95% had a COVID-19 section on the homepage, including advice on the use of face coverings during hospital visits. Only 18% of websites provided information on orthodontic appliance care and breakages. Four orthodontic department websites stated the department was closed during this study. The mean update interval of the webpages was six weeks (range = 1-28 weeks). Only one webpage fully conformed with the COVID-19 checklist. Availability and completeness of COVID-19 information on webpages of hospitals with an orthodontic department varied, which may be due to the absence of a formal COVID-19 information webpage checklist. The checklist produced in this research may prove valuable to encourage uniform patient support and positive patient experience across orthodontic services. Principles behind the development of the checklist could be adopted during prolonged service disruptions to ensure optimal patient communications. The checklist is equally applicable to primary and secondary care settings.

CONSUMER SOCIETY AND PERSUASIVE DISCOURSE

The purpose of this paper is to analyze language choice in advertising discourse and how individuals are affected by persuasion. In order to examine a society supported by consumption, Aristotle’s (1979) concepts of rhetoric will be central to this work. Observing how lexical resources are used in order to compose the persuasive discourse, we will use the writings of Roman Jakobson (1991). As an analytical procedure, we will turn our attention to five contemporary advertisements in the media, such as newspapers, television and Internet, highlighting how the advertising language becomes essential to induce the receiver to consumption. At the same time that consumerist practices are inserted in a cycle, individuals are led to make certain decisions and thus constitute themselves as agents in the process of social construction, going beyond the acquisition of only one good or service.

Adtech and Real-Time Bidding under European Data Protection Law

AbstractThis article discusses the troubled relationship between contemporary advertising technology (adtech) systems, in particular systems of real-time bidding (RTB, also known as programmatic advertising) underpinning much behavioral targeting on the web and through mobile applications. This article analyzes the extent to which practices of RTB are compatible with the requirements regarding a legal basis for processing, transparency, and security in European data protection law.We first introduce the technologies at play through explaining and analyzing the systems deployed online today. Following that, we turn to the law. Rather than analyze RTB against every provision of the General Data Protection Regulation (GDPR), we consider RTB in the context of the GDPR’s requirement of a legal basis for processing and the GDPR’s transparency and security requirements. We show, first, that the GDPR requires prior consent of the internet user for RTB, as other legal bases are not appropriate. Second, we show that it is difficult—and perhaps impossible—for website publishers and RTB companies to meet the GDPR’s transparency requirements. Third, RTB incentivizes insecure data processing. We conclude that, in concept and in practice, RTB is structurally difficult to reconcile with European data protection law. Therefore, intervention by regulators is necessary.

Developing a theoretical marketing framework to analyse JUUL and compatible e-cigarette product promotion on Instagram

BackgroundE-cigarette promotion on social media coincided with the rapid growth of e-cigarette use among American youth, particularly with the increased JUUL pod vaporiser use. We examined commercial JUUL-related messages on...

Airline brand equity: do advertising and sales promotion matter? An empirical evidence from UAE traveler’s perspective

PurposeThis study aims to examine the roles of advertising (ADV) and sales promotion (SP) in creating airline brand equity (BE) in the UAE, and to test the mediational effect of customer perceived value on the proposed relationships. Additionally, the study examines the outcomes of airline BE (i.e. trust, satisfaction and loyalty).Design/methodology/approachA structured and self-administered survey was used targeting 234 passengers, from which 197 were valid for the analysis. Exploratory and confirmatory factor analyses were used to assess the research constructs unidimensionality, validity and composite reliability.FindingsThe empirical findings support the direct relationship between ADV and BE. Perceived value fully mediates the effect of SP on BE. In addition, BE positively affects trust, satisfaction and loyalty.Research limitations/implicationsFuture research could investigate BE and perceived value as multidimensional constructs. Additionally, future research should expand the effect of other variables such as airline type, airline class and other marketing mix elements.Practical implicationsThe findings from this research highlight the importance of both ADV and sale promotion in enhancing airline BE, and the pivotal role of perceived value.Originality/valueThe originality of this research is highlighted in conceptualizing a parsimonious model of the preceding constructs (i.e. ADV, SP, customer perceived quality) and subsequent constructs of BE (i.e. customer trust, customer satisfaction, customer loyalty), which has never been investigated collectively in one model in the literature particularly in the airline’ context of emerging economies such as UAE.

Advertising Benefits from Ethical Artificial Intelligence Algorithmic Purchase Decision Pathways

Artificial intelligence (AI) has dramatically changed the way organizations communicate, understand, and interact with their potential consumers. In the context of this trend, the ethical considerations of advertising when applying AI should be the core question for marketers. This paper discusses six dominant algorithmic purchase decision pathways that align with ethical philosophies for online customers when buying a product/goods. The six ethical positions include: ethical egoism, deontology (i.e., rule-based), relativist, utilitarianism, virtue ethics, and ethics of care (i.e., stakeholders’ perspective). Furthermore, this paper launches an “intelligent advertising” AI theme by examining its present and future as well as identifying the key phases of intelligent advertising. Several research questions are offered to guide future research on intelligent advertising to benefit ethical AI decision-making. Finally, several areas that can be widely applied to ethical intelligent advertising are suggested for future research.

When Ads Become Invisible: Minors’ Advertising Literacy While Using Mobile Phones

It has been traditionally estimated that children begin to understand the persuasive intent of advertising at about the age of 8 which is when they acquire the skills of adult consumers. The ability to identify and interpret the persuasive content that minors are exposed to via mobile phones was analyzed through semi-structured interviews of children aged 10 to 14 years along with their parents in 20 households. Although minors seem to be able to recognize the persuasive intent of advertising, this does not necessarily mean that they have a deep understanding of the new digital formats that combine persuasion and entertainment. Data analysis of the interviews shows low recognition of the persuasive intent of commercial messages that are not explicitly identified as such, particularly on social networks. Data collected after minors viewing of different examples allowed researchers to conclude that standardized advertising is mainly identified by its format. Three levels of advertising processing were detected in minors: the liking of the advertisement, the affinity for the advertised product, and the ability to contrast the claims with searches for comments, forums or opinions of influencers. Recent research verified that conceptual knowledge of the persuasive intention of the advertising does not suffice for minors to interpret the message, a fact that must be taken into account when developing advertising literacy. For parents, the amount of time spent on these devices and the type of use minors make of their cellphones or the relationships they establish on them are more relevant than exposure to advertising itself.

Disguising Commercial Intentions: Sponsorship Disclosure Practices of Mexican Instamoms

Influencers have established themselves as key allies for brands by cultivating a powerful public image to promote them. In the case of Instamoms, these collaborations can offer moms a means of achieving economic stability. In a country like Mexico, where the gender gap in the labor market remains a contentious issue, digital work represents an opportunity for women. The similarity between the organic content and commercial content created by these profiles has strengthened the presence of hybrid advertising. This means of advertising has not spelled the end for the original content, and audiences may struggle to spot ads if sponsorship is not disclosed properly. It is important for consumers to be able to identify ads so their persuasion knowledge can be activated. This article examines the commercial messages and types of disclosure used by Mexican Instamoms to inform their followers of the commercial nature of their collaborations. The types of disclosure are analyzed based on language, location, and type of text. After a content analysis of 10,135 stories and more than 330 posts, 40% and 47% of the sample, respectively, was identified as advertising content. The analysis revealed that less than 5% of the Instamoms sponsored content was tagged as such and that sponsorship disclosure does not form part of the usual protocol for influencer-brand collaborations in a country where no legislation is yet in place and the sector is making little effort to control these practices.

Arbitrage power and the disappearing financialized firm

AbstractModern corporations have increasingly been adopting a decentred, layered, and multi-jurisdictional form as a strategy of boundary manipulation known amongst tax lawyers and accountants as ‘regulatory arbitrage’. The argument we put forward in this article is that the scholarly work that treats these strategies as mere tax avoidance practices has contributed to an underestimation and misrecognition of the way contemporary multinationals operate in markets. These strategies, which we explain in terms of arbitrage power, exploit the difference between exchanges in an imaginary ‘smooth’ market of the economic textbook and a global market that is divided among legal authorities, each imposing their own rules, regulations, and taxations. Arbitrage power exploits differences between the location of market exchange and the location of the registration of property title transfers, combining this with a manipulation of formal systems for recognizing business enterprises in order to escape some or all of the rules and regulations of society. The result is a marked difference between the ‘brochure multinational’, the way multinationals are seen and presented in their glossy brochures, and the way multinationals are legally and practically organized nowadays.

Editorial: will the future be sustainable or just 'greenwash' printed in organic ink on sustainably-sourced glossy brochures?

Editorial:will the future be sustainable or just 'greenwash' printed in organic ink on sustainably-sourced glossy brochures? Daniel Blackburn, Editor and Declan Owens, Guest Editor The COP26 talks were a failure: a 'parade of inaction, false solutions and greenwash from rich governments and corporations'. But the event was not meaningless and heralded also a 'historic moment of growth in power and solidarity for the climate justice movement' This will ultimately play a critical role to overcome what remains of the suspicion of 'middle class' environmentalists by a working class cynical that their jobs and lives are being 'recklessly' pushed aside. De-industrialisation is not a new idea for many in Europe and North America, and their experience of it the first time around was not encouraging. And yet history is repeating, as Adrian Kane and Yvonne O'Callaghan observe small towns across the Irish midlands that are beginning 'to resemble the North of England's bleak post-industrial wastelands', as a local fossil fuel industry there is run down. There have been 'expensive government-led initiatives' to mitigate job losses but our contributors report the case of a nation-wide company displacing a local established business after receiving a grant from the local funding pool, seemingly the opposite of what would be intended. Huw Beynon and Ray Hudson remind us of just how bleak the impact was when the State failed to make any or sufficient provision to deal with the aftermath of the coal industry closures in the UK. Meanwhile, there are still many complaining about China and India's reliance on coal, though increasing recognition that over time it is the West that has contributed massively more to climate emissions. How can unions representing workers in these industries find agreement with climate activists? Sindhu Menon finds India's mining union leaders concerned for the future of workers with non-transferable skills who live on land that is degraded for farming and where water is scarce. Mine closure here means job losses, 'starvation', and 'disaster' for the coal belt economy. Georgia Montague-Nelson explains that livestock production also contributes 'over one-third of all human caused greenhouse gas emissions'. A set of trade union proposals for the sector developed by the IUF and GLI demonstrates a real potential for engagement with climate activists around shared ideas about decentralisation and redistribution and reducing the size of supply chains and the role of giant global corporations in livestock and agriculture. David Bacon shares with us a small selection of his photography collection documenting the lives and working conditions of fruit-pickers left their former homes in Mexico to avoid already 'devastating' climate impacts there, but are now facing increasingly aggressive heat under a changing climate in their adopted US. Sean McManus from the IAFF represents another group of workers who face the burning heat head-on. McManus describes how Canada's notoriously cold climate is now increasingly juxtaposed with extraordinary peaks of heat during summer that can surpass even the highest ever temperatures recorded in the Nevada desert. Firefighters are dealing with novel climate effects at first hand, including more ferocious wildfires but also torrential rains and flooding. Every time they respond to such a disaster, firefighters 'see very plainly whether there are adequate front line resources or not'. Returning to industrial and energy questions, Diana Junquera Curiel investigates crucial industrial and technological aspects of a sustainable future, looking at battery and solar production, but tracing concerns through these new industries' supply chains leads us straight to the Xinjiang region of China, where forced labour allegations are raised with regard to its solar panel production facilities. As if to underscore trade union concerns that industrial workers might ultimately be short¬changed by the transition to a sustainable future, trade unionists in the UK were stunned weeks ago when a major ferry company informed its staff by recorded video message (with no prior notice) that their jobs had ended and they would be escorted from their vessels. Professor Keith Ewing finds 'no shortage of international standards', but a lack of actually legally enforceable rights. It is the massive double standard between the glossy proclamation and the lack of any protection in...

Advergaming revolution and its role in enriching the content and impact of modern contemporary Advertisements

Many corporates, companies and advertising agencies miss the opportunity of making potential customers. Advergaming is a different and entertaining technique that allows investing games in advertising products and services in a creative and easy way assuring campaigns to return with long-term results, creating brand awareness, reaching customer’s acquisition goals and needs. Advergaming has been around for years, but it’s never been more popular than nowadays. Customers get together online for many purposes like shopping, research, and also for entertainment issues, as old and traditional ways of advertising fails to fulfill customer’s desires and grab them the way that advertising gaming methods do. This paper aims to clarify that the utilization of gaming concepts and techniques in advertising continues to shift toward user-friendly interfaces that draws consumers’ attention with an explicit advertising strategy. Gamification in rich media could be a really smart investment that can come up with big returns if it’s employed correctly in advertising. This study helps to realize how advertising gamification may be a powerful advertising marketing strategy due to the mobile life that customers are immersed in nowadays with all their senses and have become a part of a changing reality and a virtual world. Some examples are discussed and illustrated using gamification technique in advertising and marketing, besides its steps, benefits, advantages, disadvantages, and usages. The statistical method was used in analysing the questionnaire of the proposed gamification ads in Egypt.

СТОРІТЕЛІНГ В СИСТЕМІ МАРКЕТИНГОВИХ КОМУНІКАЦІЙ КОМПАНІЇ

Authors researched the essence of the concept of storytelling in the marketing communications of the company. Storytelling is a progressive marketing tool that raises awareness about the company, which eventually is better converted into long-term customer loyalty. Storytelling allows you to expand the range of forms of displaying the necessary marketing information, more effectively involving employees, partners, new customer segments in the communication. Storytelling in marketing communications is the transmission of the necessary information in the form of a story to capture the attention of the target audience and create the necessary motivation. Storytelling, as a tool of marketing communications, can "humanize" the brand, demonstrate the company’s value system, add shapes to its image, accelerate the process of marketing decisions. It has been proven that storytelling as an art of telling stories is an important mean of marketing communication, because stories attract people’s attention more, are better remembered, and arouse emotions that are almost impossible to evoke with ordinary commercial messages. Authors reveal that this format of marketing communications is more customer-oriented, as it emphasizes the personality of the consumer and his needs and highlight the main types of storytelling and features of different types of stories that should be used to promote goods/services in the market. The stories in the company’s marketing communications can be real and presented in different ways. Storytelling has been found to increase sales, provided that stories reach and attract the target audience, are relevant to their interests, and are "presented" in the right place at the right time. Authors analyse the experience of the world’s leading companies that use storytelling in their marketing communications and outline the main marketing tasks, which professional storytelling allow to resolve. They also provide recommendations for improving storytelling in the company’s marketing communications. The results of analytical research can serve as a basis for decision-making to improve the effectiveness of the company’s marketing communications policy, primarily through storytelling, customer loyalty and brand competitiveness.

Vicks picks on the social nerve!

Electronics and Emotions are all crucial factors for driving business in today's world. Envisaging a brand from a pharmaceutical industry to emotionally touch the issues of marginalized section of the society is remarkable. Working on the concept of social inclusion, transgender who are still ostracized in our otherwise robust democratic political structure are denied the human rights in general. Not only do they suffer a lot of rejection, ridicule and mockery from society which enhances their social and emotional trauma are forced to live in inhuman conditions. The very touching and sentimental adv ertisement had been released not very late of Vicks which deserves an appreciative discussion here.

Understanding Generation Z Perceptions of Artificial Intelligence in Marketing and Advertising

Abstract: The driving force in the current era of disruptive marketing is the personalization of commercial messages with the goal of developing an extreme intimacy with the consumer via data analytics and artificial intelligence (AI). While the benefits of AI to marketing and advertising are well documented, less understood is the possible negative impact on the individual and society. This study investigates Generation Z (Gen Z) perceptions of AI in marketing, as a step toward a better understanding of its aggregate value, by exploring participants' levels of 1) awareness and understanding of AI in marketing, 2) concern about data privacy, and 3) concern about psychological profiling, stereotyping, and manipulation. The results of this study find a contradiction in how AI in marketing is generally perceived versus how specific issues are perceived. For this group of young people, there is a low level of concern about the use of AI in marketing, but higher levels of concern were reported for specific issues regarding personal data, psychological profiling, stereotyping, and manipulation.