Awareness Advertising Research Articles

Awareness advertising influence on consumers buying intention: Exploring attitude as a mediating factor

This study investigates the intricate relationship between awareness advertising and buying intention among Iraqi grocery shoppers, exploring the mediating role of consumer attitude. Employing a quantitative approach, the authors surveyed 300 shoppers. Using a random sampling technique. To ensure rigor and validity, the authors rigorously analyzed the relationships using partial least squares structural equation modelling (PLS-SEM) based on 288 valid responses. The findings reveal that awareness advertising significantly impacts buying intention, mediated by consumer attitude. These insights offer valuable management implications for product marketers. Sufficient brand awareness attracts consumer attention, shapes positive attitudes, and ultimately drives purchase decisions. This study further validates the theoretical model of consumer response by empirically establishing consumer attitude as a central intermediary between awareness advertising and buying intention within the Iraqi market context.

The Influence of Brand Awareness Advertising on Instagram on Interest in Purchasing Azarine Products

The purpose of this study is to determine the impact of brand awareness of Instagram ads on the tendency to buy Azarine products. This research is based on the phenomenon of low interest in buying Azarine products which may be caused by a lack of interest. The participants in this study were Azarine customers in Bandung City. The research was conducted with a sample size of 100 respondents and purposive sampling technique. Testing uses simple linear regression to validate the hypothesis. For the purpose of processing research data, IBM SPSS version 26 software for Windows is required. Brand Awareness is the independent variable, and consumer purchase intention is the dependent variable. In Bandung City, the Brand Awareness variable significantly and positively affects consumers' desire to buy Azarine products, with a significance level (Sign.) of 0.000 < 0.05. As a result, customers will be more likely to buy Azarine goods and will be more aware of the brand.

The Effectiveness of the Implicit Subliminal Messages in Awareness Advertising

Advertising has become a well-established phenomenon in the social trajectory by its widespread throughout societies all over the world. It is "part of a new global culture that ignores borders. The advertising is "the art of the modern world in all media, both electronic and print." The symbolic semantics in the formulation of subliminal messages contributes to raising the awareness of the recipient towards issues of social dimension, as the encoding of the subconscious messages in awareness advertisements and their decoding by the recipient represents the semantic meaning of the subconscious message that the advertising creates using a visual structure of symbols that affects the subconscious perception of the recipient, as His subconscious is stimulated through the symbolic connotations of subconscious messages that contribute to the formation of a positive behavior in the recipient and can change his attitudes The research follows the descriptive approach, with the analysis of some models for advertising campaigns to raise awareness of a number of societal issues in a number of foreign countries, then conduct a number of Applied experiences commensurate with the culture of the recipient in Egypt. Statement of the problem: The research problem can be formulated in the following questions: How can the use of subliminal messages be used in designing awareness advertising? How can subliminal messages change the recipient's attitudes and behavior and influence him? How can symbolic connotations contribute to shaping the subconscious messages in awareness advertising"?

Disease awareness advertising (DAA) in emerging economy: A comparison between views of consumers and pharmaceutical professionals

Research on effectiveness of DAA is limited. Existing researches explore impact of DAA only on relationship between drug manufacturers and consumers. However, in reality, pharma marketing revolves around three major stakeholders: the pharmaceutical companies, physicians and consumers. Pharmaceutical professionals on behalf of drug manufacturers have last mile connectivity with end users and they are an important stakeholder in this entire marketing relationship network. So, it is important for marketers to capture views of pharma professionals in addition to physicians and consumers. The current research evaluates views of consumers and pharmaceutical professionals about effectiveness of unbranded DAA for product message communication.

Macroeconomic fluctuations and sexually transmitted infections in Mexico by level of state development

Sexually transmitted infections (STIs) are a major public health burden globally and especially in developing countries. The relationship between macroeconomic fluctuations and STIs rates has received scant attention in the literature. In this paper we examine the relationship between economic fluctuations and the incidence rates of STIs in Mexico. Mexico offers an exceptional setting because there is a wide range of development across states and the availability of good quality data that covers a lengthy period. We assemble a unique panel of state-level annual data for the 1993-2012 period, for each of the 32 Mexican states. The data include incidence rates by STI type and age group. Economic activity is measured using GDP per capita and explanatory variables are employed to control for the supply of health care and relevant demographic characteristics. We use the human development index for each state to generate three indicator variables that reflect the level of development: top ten, middle twelve, and bottom ten. Our empirical estimation employs the data at the state-year level and includes time and state fixed effects as well as state time trends. The dependent variables in our econometric specifications are the all-ages and age-specific incidence rates of each STI. The real GDP per capital is our control variables of interest. We include interaction terms to reflect the potential for differing effects depending on whether the state in question is in the top, middle, or bottom level of development. Our estimates indicate that there are important differences along a number of dimensions in how economic fluctuations affect STI incidence rates. In terms of economic development, there is generally no relationship in the top states, a procyclical relationship in the middle states, and a mixed relationship in the bottom states. The associations also vary by type of STI, where the trichomoniasis incidence rate is largely countercylical (especially in the bottom states) and the other types (gonorrhea, herpes and syphilis) are generally procyclical. Finally, the largest relationships are mostly found in the 45-64 age group, whereas there is less of a relationship for the oldest age group. Our findings suggest that during economic expansions, public health officials may want to devote additional resources to efforts to reduce risky sexual behaviors in the middle and bottom states. These efforts could include public awareness advertising, greater efforts at STI testing, and attempts at reducing prostitution.

Consumer perceptions of sponsors of disease awareness advertising

Purpose – In many countries there is emerging concern regarding alliances between the pharmaceutical industry and health non‐profit organizations (NPOs), and the increase of co‐sponsored marketing activities such as disease awareness advertising. The current study aims to explore Australian women's perceptions of disease awareness advertising with differing sponsors, to determine whether their attitudes towards the sponsor and their reported behavioural intentions differ as a function of the perceived sponsor or co‐sponsor.Design/methodology/approach – Older women (aged 50+) were approached by mall‐intercept method in a metropolitan area in New South Wales, Australia. Consenting participants were randomly assigned an advertisement with an NPO sponsor, pharmaceutical company sponsor, or a combination of the two (co‐sponsored). Each participant viewed advertisements for two health conditions (fibromyalgia and osteopenia) with the same sponsor manipulation, and completed a one‐page questionnaire after readin...

Direct to consumer advertising versus disease awareness advertising: consumer perspectives from down under

AbstractAt present, only the United States and New Zealand allow direct‐to‐consumer advertising (DTCA) of prescription medicine. In other countries where DTCA is not allowed, including Australia and the United Kingdom, pharmaceutical companies undertake disease awareness advertising (DAA). In DAA, advertisements do not name a drug directly, but provide general information about diseases and treatments, and encourage consumers to talk to their doctor. Similar debate surrounds these two forms of advertising, yet while past research has explored consumers' attitudes and behaviour in response to DTCA, little consideration has been given to DAA. This paper compares Australian consumers' perceptions of DAA with New Zealand consumers' perceptions of DTCA. Despite differences in the type and extent of advertising, respondents perceived similar benefits including heightened awareness of treatment options and improved discussions with doctors. New Zealand respondents associated many negative outcomes with DTCA including unbalanced information, inappropriate requests to doctors and consumer confusion. Copyright © 2010 John Wiley & Sons, Ltd.

Content analysis of disease awareness advertisements in popular Australian women's magazines

To examine the nature of disease awareness advertising (DAA). Therapeutic advertisements in six popular Australian women's magazines were monitored between April 2006 and March 2007. A subset of advertisements was included in the study based on criteria derived from a definition of DAA. Unique advertisements were analysed by four independent coders. Types of advertisements and their sponsors, the types of disease information present, and the persuasive techniques utilised. Of 711 advertisements identified, 60 met the inclusion criteria for DAA, and 30 of these were unique. Over one-third of the advertisements were classified as "unbranded product advertisements", which promote a product without referring directly to a brand. DAA sponsored by pharmaceutical companies most often provided treatment and prevalence information. Most (22/30) advertisements used emotional appeals; 15 of these used "happiness/healthiness/wellbeing". The educational value of industry-sponsored DAA could be improved if regulations and guidelines stipulated disease information requirements, such as inclusion of risk-factor and symptom information. Regulators should provide guidelines for "unbranded product advertisements" and the acceptability of other persuasive techniques. Further research into DAA is required and should consider advertisements in a range of media, and behavioural responses.

Australian consumer responses to DTCA and other pharmaceutical company sponsored advertisements

This study aimed to elicit and compare the responses of Australian consumers towards New Zealand (NZ) direct-to-consumer-advertisements (DTCA) for prescription medicines and matched pharmaceutical company-sponsored advertisements from Australia. A survey questionnaire was mailed to a random sample of residents in a metropolitan area in NSW. Potential participants were randomised to receive one of four different advertisements: two for weight loss and two for Alzheimer's disease. A total of 413 responses were received and analysed. Participants reported that they were not likely to ask for a prescription from their doctor as a result of seeing any of the advertisements in the study. The Australian disease awareness advertisement that did not refer to a medicinal treatment was perceived as more valuable than the NZ DTCA or other Australian advertisement. Overall, participants found it easier to make sense of the more informational advertisements, and felt that there was insufficient information regarding the disease/condition and treatments in the more emotive and transformational advertisements. While there is concern over potential negative effects of pharmaceutical-sponsored disease awareness advertisements, this study found that Australian consumers perceived an informational advertisement with a list of disease symptoms to be valuable. These findings contribute to debate in New Zealand and Australia regarding DTCA and disease awareness advertising, and have the potential to inform guidelines relevant to the advertising of prescription medicine in each country.

Defensive Marketing Strategies

This paper analyzes how a firm should adjust its marketing expenditures and its price to defend its position in an existing market from attack by a competitive new product. Our focus is to provide usable managerial recommendations on the strategy of response. In particular we show that if products can be represented by their position in a multiattribute space, consumers are heterogeneous and maximize utility, and awareness advertising and distribution can be summarized by response functions, then for the profit maximizing firm: it is optimal to decrease awareness advertising, it is optimal to decrease the distribution budget unless the new product can be kept out of the market, a price increase may be optimal, and even under the optimal strategy, profits decrease as a result of the competitive new product. Furthermore, if the consumer tastes are uniformly distributed across the spectrum a price decrease increases defensive profits, it is optimal (at the margin) to improve product quality in the direction of the defending product's strength and it is optimal (at the margin) to reposition by advertising in the same direction. In addition we provide practical procedures to estimate (1) the distribution of consumer tastes and (2) the position of the new product in perceptual space from sales data and knowledge of the percent of consumers who are aware of the new product and find it available. Competitive diagnostics, such as the angle of attack, are introduced to help the defending manager. This article was originally published in Marketing Science, Volume 2, Issue 4, pages 319–360, in 1983.

Advertising dynamics and competitive advantage

Can advertising lead to a sustainable competitive advantage? To answer this question, we propose a dynamic model of advertising competition where firms repeatedly advertise, compete in the product market, and make entry as well as exit decisions. Within this dynamic framework, we study two different models of advertising: in the first model, advertising influences the goodwill consumers extend toward a firm (“goodwill advertising”), whereas in the second model it influences the share of consumers who are aware of the firm (“awareness advertising”). We show that asymmetries may arise and persist under goodwill as well as awareness advertising. The basis for a strategic advantage, however, differs greatly in the two models of advertising. We show that tighter regulation or an outright ban of advertising may have anticompetitive effects and discuss how firms use advertising to deter and accommodate entry and induce exit in a dynamic setting.

Optimal normative policies for marketing of products with limited availability

We develop optimal normative policies for pricing and advertising of products with limited availability by including the traditional product diffusion parameters (Bass, 1969)–innovation and imitation, and the scarcity effects generated due to limited product availability (Swami and Khairnar, 2003). Using optimal control methodology, our pricing policy results suggest that a profit-maximizing firm gradually increases the price as the sales approach the product availability. The optimal normative advertising policy recommends gradually decreasing the expenditure on the awareness advertising and increasing the expenditure on the availability advertising as the product diffusion progresses. These results are illustrated with suitable numerical examples.

Awareness Advertising—Japanese and US Agency Perspectives

This article presents the results of a study of the attitudes of US and Japanese advertising agency executives towards ‘awareness advertising’—the practice of multinational firms advertising their products in markets where these products are neither allowed to be commercially imported nor manufactured. The results indicate that while a number of advertising agencies have developed awareness-advertising programmes for their clients in several markets, not everyone is convinced about its usefulness. The respondents are generally in agreement that awareness advertising makes sense for certain kinds of products more than for others, but there is some doubt expressed about whether the benefits from such advertising would outweigh the costs. Several questions for further research on awareness advertising are suggested.

Awareness Advertising and International Market Segmentation

In recent years, multinational corporations have increasingly employed advertising in markets where their products are not available. Such ‘awareness advertising’ is only in small part for products that are likely to be introduced in those markets in the near future. A significant and larger part of awareness advertising is for products that are unlikely to be sold in the particular market because of government restrictions on commercial importation and sale. In this paper, we will analyse the motivation behind the use of awareness advertising, the benefits that multinational firms may receive from such advertising and its implications for international market segmentation. The paper concludes with a discussion of areas for fruitful future research on awareness advertising.

Defensive Marketing Strategies

This paper analyzes how a firm should adjust its marketing expenditures and its price to defend its position in an existing market from attack by a competitive new product. Our focus is to provide usable managerial recommendations on the strategy of response. In particular we show that if products can be represented by their position in a multiattribute space, consumers are heterogeneous and maximize utility, and awareness advertising and distribution can be summarized by response functions, then for the profit maximizing firm: it is optimal to decrease awareness advertising, it is optimal to decrease the distribution budget unless the new product can be kept out of the market, a price increase may be optimal, and even under the optimal strategy, profits decrease as a result of the competitive new product. Furthermore, if the consumer tastes are uniformly distributed across the spectrum a price decrease increases defensive profits, it is optimal (at the margin) to improve product quality in the direction of the defending product's strength and it is optimal (at the margin) to reposition by advertising in the same direction. In addition we provide practical procedures to estimate (1) the distribution of consumer tastes and (2) the position of the new product in perceptual space from sales data and knowledge of the percent of consumers who are aware of the new product and find it available. Competitive diagnostics, such as the angle of attack, are introduced to help the defending manager.