Preference For Advertisements Research Articles

Exploring Best Practices in Constructing Dog Adoption Advertisements

Abstract A primary goal of animal shelters is to adopt animals into permanent homes. Many potential adopters learn about adoptable animals via online advertisements. It remains unclear how to best format these advertisements to increase the likelihood of a successful adoption. Participants (N = 561) completed a questionnaire after viewing fictional dog adoption advertisements in which certain characteristics were systematically varied. Results indicated that characteristics of the advertisements influenced participant opinions. Participants showed preference for advertisements in paragraphs over those written as bullet points. Participants’ perceptions of the dog and their ability to identify potential behavioral challenges were influenced by the type of language used in the advertisements. Participants expressed interest in having additional information in the advertisements, including information about the dog’s behavior. Our findings can help guide the content and structure of dog adoption advertisements to maximize information transfer, meet reader expectations, and result in more successful adoptions.

Emotions or numbers in tourism advertisements? A comprehensive analysis of two neighboring destinations in the pre- and post-COVID-19 period

Purpose By analyzing tourist choices in Side and Alanya, well-known destinations for tourists in Türkiye’s thriving urban tourism sector, this study aims to fill a crucial vacuum in the body of knowledge about urban tourism. The study examines the changing dynamics of consumer preferences for advertisements and closely examines the underlying factors that influence these preferences, both pre and post-influential COVID-19 period. Design/methodology/approach This study clarifies the complex interplay between tourism marketing and prospective tourists’ decision-making processes through a thorough examination. This research greatly improves our understanding of urban tourism marketing strategies by examining the varying effects of advertising channels and comparing the persuasive power of emotional versus numerical advertising messages. Findings This study’s findings significantly advance our understanding of urban tourism. Examining how visitors react to advertisements in the various urban environments of Side and Alanya offers insightful information on how marketing strategies and visitor preferences correlate. This research also reveals the subtleties of efficient communication techniques, providing a practical basis for improving urban tourism experiences. Originality/value Being the first study of its sort, to the best of the authors’ knowledge, this research’s originality is supported by its insights into how advertising, consumer preferences and the urban tourism environment interact. The significant contribution to knowledge highlights the implications for those involved in urban tourism and provides practical advice for improving advertising tactics in the post-COVID-19 age.

Restriction reduction: The effects of mobility restriction on consumers’ preferences for advertisements of tourism products

Individuals frequently experience restrictions in their mobility owing to circumstances outside of their control. This paper examines the effect of mobility restrictions on individuals’ perceptions of personal freedom, and subsequent preferences for tourism advertisements. In a secondary data analysis and three experiments, we show that physical confinement triggered by restricted mobility causes individuals to psychologically feel that their personal freedoms are threatened. In turn, these experiences result in a compensatory response, where people more strongly prefer advertisements that signal scarcity-reduction over advertisements that signal control-restoration. This effect is mitigated when people are prevention-oriented and is reversed when the restrictions are enacted absolutely (without ambiguity and possible mutability). We discuss the implications of our findings for advertising practice and strategies for tourism product placement.

Research from India on the Effects of Female Portrayals in Advertisements on

Researchers from all across the world are very concerned about gender stereotypes in advertising. Yet, very few studies—more so in the case of India—have examined how such a communication strategy affects consumers. According to census data, women's employment rates, educational attainment levels, and literacy rates have all increased in India. Therefore, it is crucial to evaluate customer reactions to the suitability of such a communication strategy. 450 respondents—men and women in the Delhi region between the ages of 20 and 50—were given an organized survey. Responses from customers were examined to determine the impact of female representation in marketing on the factors that include a preference for advertisements, perception of advertisements (in terms of liking and believability of the ads), attitude towards brands (in terms of liking, recall, recognition, and image of the brands), and intention. In order to determine the effect of female depictions on consumer ratings, demographic parameters were also examined. In this study, a number of hypotheses were developed and examined. To evaluate the theories, analysis of variation, the T-test, correlation, and modeling were used. The results of the research show that the representation of women in advertising is connected with advertisement like, credibility of the advertisement, company interest, acknowledgment, memory, and perception of the company, and has less of an impact on purchase intention. Fresh data on the impact of female depiction and interaction is also presented in the study. In the article, the effects on those working in marketing have also been covered(Avinash, 2016).

Online Smoking Cessation Advertising and Young Pacific Smokers in New Zealand

Introduction: Social media advertising could be effective in promoting smoking cessation. However, it's salience to Pacific youth in New Zealand who smoke is unknown.Aim: To explore the views that 18–25 year old Pacific smokers have towards online smoking cessation advertising.Methods: Twenty young Pacific smokers, aged 18–25 years, were recruited through indirect snowballing methods interviewed in focus groups by a female Pacific researcher. Questions centred on smoking cessation advice via social media and devices, preferences for advertisements, effective features and implications for internet banner and ad designs, positive versus negative framing, cultural cues and motivations. The general inductive approach was used to analyse the data for common themes.Results: Smartphones were the most common device and Facebook the social media site most often used by participants. The informants recommended that the advertisements should have the following features: central position, eye-catching, bold imagery using simple language; endorsed by Pacific Island personalities; and positively framed messages to secure and maintain interest. The collective nature of Pacific cultures should be leveraged and testimonies from previous smokers used to strengthen motivation and dispel common myths around smoking.Conclusion: There are potential opportunities for social media to be used as a platform to promote smoking cessation among Pacific young people.

Behavioral effects of smoking advertisements on adults’ affective response towards tobacco products

Event Abstract Back to Event Behavioral effects of smoking advertisements on adults’ affective response towards tobacco products Stefanos Xefteris1*, Charis Styliadis1, Evangelia Romanopoulou1 and Panagiotis D. Bamidis1 1 Aristotle University of Thessaloniki, School of Medicine, Greece Advertising and marketing techniques revolve around capturing attention and stimulating desire for the promoted items[1], [2]. Marketing techniques endeavor to hold the attention, increase receptivity and heighten susceptibility to the use of the advertised product, more so when the message is smoking[2]–[4]. Our study aims at evaluating, via behavioral, non-invasive measures, the affective response while viewing smoking advertisements -of various communication styles- that promote tobacco products. It is crucial to identify the impact of tobacco product advertisements not only on adult smokers but also on prospective consumers [5]. In order to address this issue, we administered an online questionnaire to a large sample of adults (n=175, mean age= 36.98±9.15 years, females= 118, non-smokers= 123 high income= 82). The questionnaire consisted of 326 questions. Twenty-six questions assessed the socio-demographics (e.g. income status, heavy/light smokers) as well as the smoking habits of the participants and the rest assessed their affective response towards 60 images (5 questions/image) that depicted smoking advertisements of recurring communication styles (10 images/ recurrent style). Specifically, we evaluated the participants’ responses along five axes; emotion elicitation (valence), arousing effect (activation), easiness of interpretation (understanding), appreciation of advertisement content (color, text, slogan) and consumer intentions towards specific brands. The questionnaire duration was approximately 15-20 minutes. We also deployed a small scale eye tracking experiment in order to assess an additional measure regarding the participants’ intentions during the free exploration of the same 60 advertisements. Our small sample consisted of 11 participants (mean age= 45.45±16.11 years, females= 4, non-smokers= 6, high income= 8) of normal or corrected-to-normal visual acuity. Participants passively viewed 60 advertisement images for a duration of 6 seconds on a homogenous black background. Stimuli and inter-stimuli (fixation cross) were projected centered on screen. Each run began with the projection of a fixation cross for 10 seconds. Their gaze data were collected with the Eye-tribe Pro tracker. By processing the videos and eye tracking data, we produced datasets that mirror the subjects’ attitude. Our results include gaze maps for each subject and image, as well as cumulative gaze maps per image and per category of subjects (all smokers, non-smokers, female smokers, female non-smokers, male smokers and male non-smokers). The internet survey results indicate that there is a difference between smokers and non-smokers on the way the advertisements affect them emotionally. In addition, male participants (smokers and non-smokers) showed a preference for advertisements with human elements (faces, body figures). A similar outcome was found for female smokers, who showed a greater overall appreciation on this kind of advertisements. Furthermore, male non-smokers seem to be a more easily reached audience by any kind of smoking advertisements as they were able to efficiently interpret their meaning. The eye tracking results (albeit with a small subject pool) indicate that non-smokers in contrast to smokers, prioritize their focus on the elements of the advertisements that depict cigarette packs. On the other hand, smokers tend to focus more on elements such as faces and scenery rather than those related to the actual product. However, all participants fixated more on the regions of the advertisements depicting the actual tobacco product (cigarette pack) when it was displayed in close proximity to human faces. In the absence of human elements, the participants were attracted more by the symbolic elements of the advertisements rather than the actual product itself. Not surprisingly, the textual anti-smoking messages depicted on various advertisements only slightly attracted the participants’ gaze. Overall, we report that adults’ current smoking and future smoking intentions are in close relation to marketing exposure. The findings of the present study indicate factors of marketing penetration even to non-smokers and may potentially impact policy design for the comprehensive approach to reduce and hopefully eliminate the function of marketing in smoking promotion[6], [7]. Assessing aspects of advertisement effectiveness enables us to formulate more efficient control policies so as to prevent the general public from being overly affected by advertisement content. Acknowledgements This work was supported by the SmokeFreeBrain European Project GA no. 681120.

The war for talent? The relevance of employer branding in job advertisements for becoming an employer of choice

Organisations need highly loyal employees in order to fulfil the needs of their stakeholders and achieve success. Employer branding (EB) could be a powerful tool for attracting employees with high potential. In this article, we present two separate studies. The first study involves a content analysis of 100 online job advertisements in order to investigate whether and how EB is currently used in recruitment practices in the Netherlands. The second study involves a subsequent experiment comparing a job advertisement containing elements of EB to one without these elements. Results from the first study show that EB is hardly ever used in recruitment communication in the Netherlands. Results from the experiment reveal a preference for advertisements containing EB with regard to several factors. On the basis of these results, we can conclude that corporate positioning, internal branding, EB and related practices could be successful avenues for organisations. EB should obviously stem from the organisation's position and corporate identity. A branded identity might offer major advantages in the war for talent.

The effectiveness of female nudity in advertising in three European countries

PurposeThe paper attempts to gain a better understanding of the reasons for advertisers to use nudity in European advertising campaigns and, more precisely, whether a print ad that uses nudity is more or less effective than an ad without nudity in the Czech Republic, Spain, and France.Design/methodology/approachAn experiment carried out in three European countries (Czech Republic, Spain, France) exposes young consumers to an experimental magazine containing an advertisement that shows either a woman's face or her topless body.FindingsNationality does not appear to influence preferences for advertisements with or without nudity. Although differences emerge among the three countries in attitudes toward the ad (Aad), they are independent of the ad type and consistently reflect the same trends within each country. Gender influences Aad, and women adopt more negative Aad when they see nudity compared with when they do not, in contrast with men, regardless of their country.Research limitations/implicationsAttitudes toward advertising in general vary significantly among European countries, even for seemingly homogeneous targets. Specific adaptations likely are needed not just with regard to nudity but more generally in terms of the content of ads.Practical implicationsAdvertisers that question the relevance of nudity in their advertising campaigns should take great care to define their target market by gender – even more so than in terms of the European country in which the advertising will appear.Originality/valueWomen adopt more negative attitudes toward advertisements that use sexy female models than do men, and this effect is independent of nationality in a European context.

Determinants of successful sports advertisements: The effects of advertisement type, product type and sports model

The first objective of this study is to investigate whether consumers' advertisement preference is influenced by their degree of participation in, as well as their attitudes towards, sport. The relationships among preferences for advertisements and products and consumers' desire to purchase are also explored. Secondly, the study seeks to determine the role of product involvement in favouring particular advertisement types and increasing purchase intention. Thirdly, the practical implications for the use of athletes as models in advertisements in order to increase the effectiveness of sports advertisements are addressed. A survey was conducted of 200 college students from three universities in Seoul and Kyonggi-do. Pre-testing was used to validate the survey instrument and then experimental stimuli were prepared and tested against subjects. Sports participation, sports preference and lifestyle were found to affect advertisement preference. People with active lifestyles were more interested in sports advertisements than people with non-active lifestyles. Secondly, advertisement preference was found to influence product preference. Advertisements featuring products and athletes were found to be preferred to advertisements featuring products only. Thirdly, the product purchase intention was found to be influenced more when the advertisement featured both the product and an athlete, compared to when it featured the product only.

Advertising to ethnic subcultures: a study with bilingual Korean‐Americans

Examines the issue of how variations in language used in advertising affect advertising preference with a sample of bilingual, Korean Americans. Uses past literature to hypothesise that the level of acculturation would moderate ethnic consumers’ preference for advertisements in English versus their native language. Extends previous research in the field of ethnic advertising by considering whether findings from studies conducted with Hispanic American consumers are applicable to Asian Americans. Shows that no significant differences were detected in bilingual Korean American preferences for advertisements in which the message was presented in English as compared with those that used Humgul (Korean language) to communicate with the audience. Concludes with suggestions for further research.

A Preliminary Analysis of Children’s Value Systems as an Underlying Dimension of their Preference for Advertisements: A Cognitive Development Approach

Children are a meaningful consumer segment, and many children are making independent purchases. An important underlying dimension of the process of learning to be a consumer is the development of a...