Informational Advertising Research Articles

Research on the Influence of Advertising Content on Consumer Purchasing Behavior Based on Elaboration Likelihood Model (ELM)

Advertising content is the foundation of advertising. Advertising content contains a lot of information and experience to convey to the consumer. How consumers deal with advertising content cognitively will affect the effectiveness of marketing personnel in delivering advertisements to consumers and lead to changes in purchasing behavior. This literature review studies the cognitive processing of consumers' four types of advertising content (informational advertising, comparative advertising, emotional advertising, social responsibility advertising) based on Elaboration Likelihood Model (ELM), and studies their impact on consumers' purchasing behavior. ELM points out two cognitive processing routes, namely the central route and the peripheral route. According to research, informational advertising and comparative advertising use the cognitive processing approach of the center route. Emotional advertising and social responsibility advertising are processed by consumers using peripheral routes. The research finds that informational advertising and comparative advertising participate in the cognitive processing of consumers through the central route. The characteristics and information about the product in the advertising content will affect the cognition, and ultimately affect the consumer's purchase intention. Emotional advertising and social responsibility advertising participate in the process through the peripheral route. These ads can influence consumers' impressions of brands and, ultimately, purchase intentions.

The role of informational versus transformational ad appeals in building consumer-based brand equity for low involvement products

ABSTRACT Prior literature suggests that, for low involvement products, transformational advertising should be favored over informational advertising. The current study on 927 consumers from the United Kingdom indicates that transformational and informational ad appeals are equally effective in enhancing brand awareness, but informational ad appeals are more effective in increasing positive quality perceptions and company associations. Confirming previous findings, the positive effect of informational ad appeals on brand awareness is greater for utilitarian products than for hedonic products. This study provides insights guiding the adoption of informational and transformational ad appeals to achieve specific advertising objectives depending on the product type.

СОЦІАЛЬНА РЕКЛАМА ЯК МЕТОД НАЛАГОДЖЕННЯ СТІЙКИХ СУСПІЛЬНИХ ЗВ'ЯЗКІВ

The purpose of the article is to study social advertising as a method of establishing sustainable social relations, the peculiarities of using social advertising tools in management and approaches to the institutionalization of social advertising. It is established that the reform of the socio-economic development management system in Ukraine requires the development of new approaches to the solution of the tasks of institutional, regulatory and informational support for social change. One of the most important conditions for the effectiveness of this process is the effectiveness of the regulatory function of the state in ensuring the success of reforms and their positive perception by society. The urgency of the study of social advertising in the context of managing social processes is also due to the fact that today the concept of a social program for the development of society is implemented in Ukraine and national projects are implemented in certain spheres of society's life. Important factors in the implementation of these processes are informing all segments of the population about different development strategies of the state and basic social values. That is why the main tools for solving these tasks should be informational (communicative) policy and social advertising. Promising research is related to the identification of main areas and types of social advertising in Ukraine, its structural elements, making features, location, skills development of advertising and marketing activities and all of this to improve the effectiveness of social advertising.

An Experimental Study on the Discriminating Effects of Transformational and Informational Advertising Creatives for a Low Involvement Product

An Experimental Study on the Discriminating Effects of Transformational and Informational Advertising Creatives for a Low Involvement Product

Death-related publicity as informational advertising: evidence from the music industry

The sales of books, DVDs, and music albums frequently increase substantially after the death of an artist. Yet, the mechanism behind this stylized fact remains unclear. In this paper, we examine whether after-death sales increases reflect primarily an affective reaction of existing customers or informative advertising for previously uninformed new customers. In our main study, we use weekly sales data for 446 music albums of 77 artists who died between 1992 and 2010. We show that album sales increase on average by 54.1 % after death and that the relative increase in sales is higher for the artist’s better albums. This suggests that death-related publicity serves primarily as informational advertising that attracts new customers who buy the artist’s best albums after death. Complementary evidence from a survey study with more than 2,000 participants confirms this interpretation and shows that information-based motives are relatively more important for after-death consumption than affect-based motives.

Examining the role of advertising on the behaviour of co-operative bank consumers

Even though the central role of advertising in consumer behaviour is well-documented, pertinent research on financial advertising is limited for both investor-owned companies and co-operatives. This becomes especially important in today's turbulent financial times. To this end, the study investigated the effect of advertising on the selection and perceived loyalty of Cypriot consumers of financial co-operatives, prior and during the financial crisis and the restructuring of the island's banking industry. The findings suggest that advertising has a marginal role in the said decision-making stages but essentially provide insights that open a window of opportunity for financial advertisers to develop effective advertisements. It is proposed that during the crisis, corporate and informational advertising should mainly be employed and such advertisements should communicate the service elements that, as a result of the increased perceived risk evoked by the crisis, have become salient. These service dimensions relate for the selection stage to reliability factors, and for the cementing of loyalty to solvency and process factors associated with relationship building.

Issues in Crowdfunding: Theoretical and Empirical Investigation on Kickstarter

This paper investigates public good and informational advertising issues in crowdfunding. When discussing public good aspect of crowdfunding, with reward-based platforms with minimum pledge threshold, such as Kickstarter, two goods need to be considered: (1) reaching the pledge threshold, and (2) rewards. This paper argues that, for reaching pledge threshold, the public can contribute either in financial pledges, or advertising effort. Because advertising effort is not rewarded, nor is it recoverable, it suffers problems related to private provision of public goods, with implications to contribution patterns. This paper also makes an initial foray into empirically estimating the effects of advertising on Kickstarter projects, and constructs a database recording the frequency of media mentions, backer updates, Kickstarter feature, and Twitter mentions. It finds that being featured on Kickstarter front page is associated with the greatest positive effect in pledges when compared to other forms of advertising. It also observes that a significant number of projects are repeatedly featured on the front page, raising the question of whether valuable advertising on the front page should be more evenly distributed between projects.

Manipulative Marketing and the First Amendment

The conventional wisdom is that the Supreme Court’s review of commercial speech restrictions has gradually become more stringent over time, edging further and further in the direction of strict scrutiny. What this narrative misses is that the Supreme Court’s review has become more rigorous over time only for a certain type of commercial speech regulation: laws that restrict non-misleading, informational advertising. A majority of the Court sees this type of regulation as unwarranted — indeed offensive — governmental paternalism. However, the Court has been, and remains, far more willing to uphold regulations on commercial speech where the governmental purpose is not to keep information from consumers, but to protect consumers from manipulation.The commercial speech doctrine is fundamentally based on the premise that advertising communicates information to consumers, allowing them to make more informed choices. Increasingly, however, common advertising techniques do not rely on communicating information; instead, they use emotional and non-conscious marketing techniques to take advantage of consumers’ cognitive limitations and biases. This article argues that such non-informational marketing practices are entitled to limited, if any, protection under the First Amendment, particularly when the products or activities being promoted are harmful to public health.After reviewing the history of the commercial speech doctrine, this article explores the connection between marketing and cognitive psychology and provides several examples of “manipulative marketing.” It concludes by analyzing possible doctrinal frameworks for the regulation of harmful and manipulative marketing practices.

Culture, cognitive style and consumer response to informational vs. transformational advertising among East Asians: Evidence from the PRC

Existing literature suggests that people's cognitive styles vary significantly across nations and cultures, and that East Asians emphasize holistic information processing and are more receptive to transformational advertising than people in the West. Yet, both theoretical rationale and empirical evidence of the effect of cognitive style on consumers' advertising responses are lacking. This study proposes a congruency-activation model and adopts a three by two experimental design to examine Chinese consumers' attitude towards different advertisements. The results indicate that Chinese consumers prefer transformational and integrated ads to informational ads under both low and high involvement conditions. Protocol analysis shows that Chinese consumers engage in more affective processing than cognitive thoughts. Thus, marketers should consider the effect of the cognitive style of indigenous consumers when devising international advertising strategies.

Advertising, the matchmaker

We empirically study the informational role of advertising in matching consumers with products when consumers are uncertain about both observable and unobserved program attributes. Our focus is on the network television industry, in which the products are television shows. We estimate a model that allows us to distinguish between the direct effect of advertising on utility and its effect through the information set. A notable behavioral implication is that exposure to informational advertising can decrease the consumer’s tendency to purchase the promoted product. The structural estimates imply that an exposure to a single advertisement decreases the consumer’s probability of not choosing her best alternative by approximately 10%. Our results are relevant for industries characterized by product proliferation and horizontal differentiation.

Selling the Drama: Death-Related Publicity and its Impact on Music Sales

The sales of books, DVDs and music albums frequently increase substantially after the death of an artist. Yet, the mechanism behind this stylized fact remains unclear. In this paper, we extend previous work on death-related effects, and examine after-death sales increases both as an affective reaction of existing customers and as a reaction of previously uninformed new customers. In our main study, we use official weekly U.S. sales data for 446 music albums of 77 artists who died in the years 1992 – 2010. A series of regression models show that an artist’s album sales increase on average by 54.1% after death, and that the relative increase in sales after death is higher for the better albums of the artist even when controlling for differences in weekly album-level publicity. This suggests that death-related publicity serves primarily as informational advertising that attracts new customers who buy the artist’s best albums after death. Complementary evidence from a survey study with more than 2,000 participants confirms this interpretation and shows that information-based motives are relatively more important for after-death consumption than affect-based motives. Overall, our analysis provides novel evidence on the longevity of imperfect customer information in cultural markets, and informs strategic retailer behavior after artist deaths

The effects of a value-oriented advertising strategy on brand attitude

Some advertisements refer to the product price indirectly through a value proposition espoused in the ad such as „Good value for money“. In the present paper the effects of a value-oriented (good deal) advertising strategy are described and tested across several product categories and brands. The empirical findings presented here indicate that value-oriented advertising leads to a less favourable attitude toward the brand than emotional or informational advertising strategies. This negative effect is even stronger if premium brands are advertised. However, in advertisements for products which are characterised by a frequent change in technology value-oriented advertising can be seen to be partially effective.

Cultural and language effects on Chinese bilinguals' and Canadians' responses to advertising

The first objective of this study was to examine how Hong Kong Chinese and Anglo-Canadians differed in their perceptions of the honesty and forcefulness of a message source in informational advertising. A second objective was to explore the reaction of bilingual Chinese subjects to an advertisement and questionnaire administered either in their native language or in their second language. An experiment was carried out with Anglo-Canadian and Chinese students. Findings revealed that the former perceived significantly greater source honesty and less forcefulness in the ad compared to the latter group exposed to the instrument in their native language. The comparison of the English language and Chinese language treatments for the Chinese subjects revealed that the former perceived significantly greater source honesty, significantly less perception of forcefulness on the part of the source, and developed significantly greater attitudes towards the brand than the latter, similar to that found for the Anglo subjects. These results help to confirm the operation of a cultural accommodation process.

An Empirical Investigation into the Effectiveness of Informational versus Transformational Advertising in Leisure Service Industries

This paper explores the relative effectiveness of informational and transformational advertising for health clubs and travel agencies. Print advertisements, representing alternative main message strategies, were examined for these leisure service industries. The notion of "main message strategy," as opposed to individual executional elements of an advertisement, was employed. The advertising main messages were distinguished in terms of their informational versus transformational appeal. Both verbal-only and verbal-pictorial ads were employed. Informational ads were consistently more effective than transformational ads. This finding was particularly noticeable when the informational advertisements were verbal-pictorial, as opposed to verbal-only.

Effects of Strategy and Pictures in Travel Agency Advertising

This study explores the effectiveness of various types of print advertising as a promotional vehicle, focusing on the main message strategy, the presence or absence of pictures, and the specific nature of the picture. The results show that informational advertising elicits a more favorable response pattern than image-based (or transformational) advertising. However, the picture effect is more pronounced for the informational ad, although the nature of the picture is less important. Recommendations are that smaller travel agencies emphasize informational advertising accompanied by pictures and that larger agencies continue to use pictures but strengthen the informational component of their advertising copy.

Physician Advertising

Practically nonexistent until the late 1970s, advertising by physicians has become commonplace. Although informational and educational advertising may contain information that potential patients may find to be useful, laudatory and predatory advertising are unethical and may be patently illegal. There is a conflict between the obligations of a physician to his patients and the intentions of advertising. The role of the Federal Trade Commission and state regulations are discussed.

Government Advertising in a Crisis: The Quebec Referendum Precedent

This paper examines the federal government advertising strategy during the 1980 Quebec referendum. It is argued that during periods of political instability governments use persuasive advertising disguised as informational advertising.

Informational vs. Persuasive Advertising: An Appraisal

Abstract Is it reasonable to believe (as many critics do) that informational advertising is okay, but that persuasive advertising is not okay? This article investigates the so-called “information-persuasion” dichotomy and concludes that it is manifestly illogical, a phony dichotomy. A revised version is then proposed: the “high information-content vs. low information-content” dichotomy in advertising. Analysis reveals some substantial problems in operationalizing the new dichotomy. The author wishes to gratefully acknowledge the assistance of Professors Ivan B. Preston, Michael L. Rothschild and Ronald W. Sampfl, all of the University of Wisconsin-Madison, in the preparation of this article.