Strategic Advertising Research Articles

Differential role of internet-based targeted persuasive advertising versus mass advertising on firms with unique qualities in an anchoring perspective.

A firm's primary objective is to enhance its products' perceived quality through persuasive advertising techniques, thereby influencing consumer purchase decisions. This research paper delves into the effects of different forms of persuasive advertising, specifically mass and Internet-based targeted persuasive advertising, on enhancing perceived product qualities within a competitive duopoly. The analysis takes into consideration a vertical differentiation model. The findings of this study demonstrate that both firms, each producing products with distinctive qualities, can augment the perceived quality of their offerings through the application of persuasive advertising strategies. Notably, a low-quality firm consistently adjusts its perceived quality to a fixed ratio of 4/7, leading to the anchoring effect on perceived quality. Meanwhile, it is observed that the firm manufacturing lower-quality products tend to rely more on mass persuasive advertising in comparison to its rival firm. Furthermore, targeted advertising through online channels proves to be advantageous in reaching a specific population that highly values the price-to-quality ratio. Specifically, a firm with superior quality that engages in Internet-based targeted persuasive advertising stands to gain more incredible benefits than its rival relying on mass persuasive advertising. These findings shed light on the distinct impacts of various persuasive advertising approaches on competitive firms with unique qualities. Essentially, it underscores the significance of strategic advertising decisions in effectively influencing consumers' perceived product qualities and gaining a competitive edge in the market.

Two together is better than two apart: examining multi-celebrity endorsement effectiveness

Celebrity endorsements amplify the effectiveness of strategic advertising. This research introduces a novel celebrity endorsement strategy: multi-celebrity endorsement – two celebrities featured together in an advertisement. We distinguish between multiple endorsements, where multiple celebrities are featured in separate ads, and multi-celebrity endorsement. Results demonstrate that multi-celebrity endorsement, compared to multiple celebrity endorsement, results in more positive consumer responses in terms of brand attitude (Study 1), purchase intention (Study 2), and willingness to pay (Study 3). Studies 2 and 3 find that multi-celebrity endorsements result in more positive consumer responses due to enhanced perceptions of ad cost and ad effort. The results of Study 3 show that celebrity credibility moderates the effectiveness of multi-celebrity endorsements. We advance theory by integrating previously unrelated literature streams on celebrity endorsement and advertising expenditure. Our research reveals a novel way for advertisers and marketers to use several celebrity endorsers to enhance advertising effectiveness.

Building Interest in a PharmD Program Through Strategic Advertising and Outreach Efforts.

Building Interest in a PharmD Program Through Strategic Advertising and Outreach Efforts.

Understanding Air Conditioner Consumers: A Study on Purchase Intention in Hyderabad City

This study examines the impact of Price, Quality, Brand Image, and Advertisement Effectiveness on Purchase Intention in Hyderabad’s air conditioner market. Using a quantitative approach, data was collected from 318 respondents and analyzed through SPSS and Smart PLS 4. The results indicate that Advertisement Effectiveness has the strongest influence on purchase intention, followed by Quality and Price, while Brand Image has the least impact. The R² value (0.243) suggests a moderate explanatory power of these variables. These findings emphasize the importance of strategic advertising, product quality, and competitive pricing in shaping consumer behavior. Keywords :- Purchase Intention, Price, Quality, Brand Image, Advertisement Effectiveness,Air Conditioner Market, Hyderabad, SPSS, Smart PLS 4, Quantitative Research.

Advertisement and Consumers Behaviour among Selected Manufacturing Firms in FCT Abuja

This study examines the impact of advertising on consumer behavior in the context of selected manufacturing firms in the Federal Capital Territory (FCT), Abuja. The research focuses on the effects of advertisement frequency, social media advertising, ad content personalization, and advertisement format on brand loyalty, purchasing decisions, consumer engagement, and consumer recall. Using a descriptive cross-sectional survey, the study gathered data from 400 consumers of Dangote Group, Nestle Nigeria PLC, Unilever Nigeria, Cadbury Nigeria, and Friesland Campina products. The findings reveal a significant positive relationship between advertisement frequency and brand loyalty, indicating that frequent exposure to advertisements strengthens consumer attachment to a brand. Additionally, personalized ad content was found to significantly influence consumer engagement, while advertisement format was a key factor in consumer recall. However, social media advertising showed a weaker impact on purchasing decisions in the context of Abuja. Based on these findings, the study recommends that manufacturing firms increase advertisement frequency, refine social media strategies, focus on personalized advertising, and invest in creative advertisement formats to improve consumer engagement and recall. The research highlights the importance of strategic advertising in shaping consumer behavior and strengthening brand loyalty in a competitive market.

Análisis del marketing digital y su efecto en el posicionamiento de las universidades peruanas en 2023

Introduction/Objective: Any change and strategic advertising and/or commercial planning carried out by means of digital media is called digital marketing, which helps universities to position themselves, which is why Peruvian universities create and share relevant content on digital platforms. The objective of this study is to determine how digital marketing affects the positioning of Peruvian universities. Methodology: A quantitative approach and a deductive, non-experimental research design were used. A survey instrument was applied to 433 students studying at the Universidad Continental (located in Arequipa, Cusco, Huancayo, and Lima), and the Partial Least Squares Structural Equation Modelling (PLS-SEM) model was used, a multivariate statistical method for analysing the independent variable of digital marketing and the dependent variable of positioning. Results: The study found that the variation in units of Customer Acquisition, Customer Conversion, and Content Distribution generates a variation in positioning of 0.36, 0.24, and 0.20 units, respectively. Conclusions: Customer Acquisition is the most determining factor for positioning, followed by Conversion and, finally, Content Distribution. Additionally, it is established that Customer Acquisition primarily impacts the Service level, while Content Distribution has a greater influence on the Staff level.

Strategic advertising in the aftermath of a corporate scandal

Abstract This paper contributes to the literature on how firms change their advertising strategies after a corporate scandal by providing both a theoretical model and an empirical evaluation based on the idea that advertising acts as a signal of the product quality that is modulated by the number of competing substitutes in the market. This result is new to the literature and helps to explain cases in which, possibly counter‐intuitively, a firm affected by a corporate scandal may optimally decide to reduce its advertising expenditures, rather than increase it, in an attempt to restore its reputation as quickly as possible. We find empirical support for this result in the Volkswagen Group's response to the Dieselgate scandal.

Revolutionizing The Automotive Industry: Tesla's Innovative Marketing Strategies in The Face of Changes

In the current era that prioritizes low carbon emissions, Tesla has emerged as a dominant player in the electric vehicle market, defying challenges and odds through its unwavering commitment to sustainability. This study delves into the intricate web of marketing strategies deployed by Tesla, a pioneering force in the rapidly expanding electric vehicle sector. Against the backdrop of varying circumstances, including shifts in national policies, market dynamics, supply and demand, and technical advancements, Tesla has adeptly navigated its course. The focal points of these strategies encompass pricing adjustments, strategic advertising campaigns, continuous technological innovation, and strategic partnerships recalibrations. Tesla's discerning choices in these diverse scenarios have been instrumental in sustaining and augmenting its market performance. By adroitly adapting its approach, the company has managed to maintain a formidable competitive edge. This paper intricately examines the ramifications of Tesla's multifaceted marketing strategies on its performance, elucidating how these decisions have influenced its growth trajectory. The study also ventures to forecast Tesla's future growth trajectory. Given the company's successful track record in maneuvering within the dynamic electric vehicle landscape, informed insights are gleaned into the avenues that may drive Tesla's continued expansion and influence. By fusing comprehensive analyses of the strategies undertaken, this research aims to offer valuable insights into the symbiotic relationship between strategic marketing decisions and Tesla's remarkable success in the current market.

Effect of product placement labeling on visual product and brand reception – an empirical eye tracking study

ABSTRACT Product placement is regarded as a strategic advertising tool for promoting commercial content in the broadcasting industry to promote sales or brand recognition via audiovisual media. Considering the opportunistic aspects of unfair competition and adverse implications on consumer behavior, regulations have been stipulated in many countries regarding product placement disclosures. Moreover, as further research is necessary to understand the impact of product placements on consumer behavior, a visual reception experiment and supplementary reception survey was conducted to investigate the effects of product placement labeling on consumer perceptions and memory performance. The findings of this study suggest that the insertion of product placement labeling had a noticeable impact on gaze behavior, indicating a perceptual response to the insertion and a subsequent alteration in brand related visual focus. The inclusion of labeling results in a higher frequency and duration of eye contact with brand logos, which is consistent with theoretical expectations of increased cognitive processing. A follow-up survey on reception showed positive effects on memory performance for the brand products displayed.

The Influence of E-commerce Sites Pops Up Advertisements Over Youngsters

Objective: This study explores the influence of pop-up advertisements on youngsters' purchases, focusing on how these ads on webpages determine purchase intent. The purpose of this research is to investigate the effectiveness of pop-up ads in creating awareness, enhancing recall, and ultimately driving impulsive buying behavior among youngsters, who frequently engage with social media and other websites. Theoretical framework: To achieve the research objectives, a comprehensive theoretical framework is utilized. The framework incorporates theories from consumer behavior, advertising effectiveness, and online marketing. It draws on concepts such as brand awareness, product features, price perception, and impulsive buying behavior to provide a holistic understanding of the influence of pop-up ads on youngsters' purchase intent. Method: A primary data collection method is employed in this investigation. Surveys are conducted among a targeted sample of youngsters who regularly engage with online platforms. The survey questionnaire is designed to capture their exposure to pop-up ads, their attitudes towards these ads, and their subsequent purchase intent. Additionally, data is collected on the respondents' recall of product information and their impulsive buying tendencies. Findings: The findings of this study shed light on the impact of pop-up advertisements on youngsters' purchasing behavior. The results indicate that pop-up ads have a significant influence on purchase intent among the target population. The abrupt appearance of pop-up ads on webpages captures the attention of online viewers and creates a sense of urgency, leading to impulsive buying decisions. Furthermore, the continuous exposure to pop-up ads improves the recall of product features, prices, and other parameters, reinforcing the impact on purchase intent. Research Implications: These findings have important implications for marketers and advertisers aiming to target the younger demographic. Understanding the effectiveness of pop-up ads in creating awareness and driving impulsive buying behavior can inform strategic advertising campaigns and optimize online marketing efforts. Marketers can leverage the potential of pop-up ads to enhance brand recall, increase product visibility, and ultimately drive sales among youngsters. Originality/value: This study highlights the significance of pop-up advertisements on youngsters' purchase intent. The primary data analysis confirms that pop-up ads on webpages have a strong influence on impulsive buying behavior and enhance the recall of product information. By considering the findings and recommendations of this research, marketers can effectively utilize pop-up ads to engage with the younger demographic and drive their purchasing decisions.

Strategic Advertising Mechanisms: from Copy Strategy to Iconic Brands [Reseña

Strategic Advertising Mechanisms: from Copy Strategy to Iconic Brands integra los mecanismos estratégicos publicitarios más importantes y trascendentes (por su aplicabilidad en el mercado publicitario), desde los más clásicos como la USP de Reeves hasta los más modernos como las Lovemarks de Roberts. Además, considera mecanismos europeos como la Star Strategy de Séguéla, así como los métodos más consolidados por agencias y anunciantes (Procter & Gamble, Ogilvy). El texto supone un recorrido claro y conciso por la estrategia publicitaria, a través del contexto histórico en el que emergen los mecanismos que conforman el volumen, pasando por las necesidades del anunciante, la metodología, las similitudes y diferencias con el resto de mecanismos, y hasta una crítica a ideas preconcebidas expuestas por diferentes autores.

The Advertising Approach Differentiation of Indonesia’s Halal Toothpaste Products

Abstract This study aims to understand how the Halal Toothpaste Products in Indonesia differentiate themselves from one another through Advertising. This study was conducted to provide strategic Advertising recommendations. The study used the framework of the Elaboration Likelihood Theory Model and the Advertising concepting approaches to analyze the applied techniques on the executed Advertising materials. This qualitative descriptive try to describe narratively and visually the TV Advertising material that was collected from the official YouTube account of each brand. Data were collected from relevant literature, documents, and online publications. The result of the study shows that all the Halal Toothpaste products utilized the central route and approaches whereas each of the product Advertising materials elaborates their respective product ingredients and their benefits. Each of the Advertising materials communicates Halal and its nuances both verbally and visually. The Halal label of the Toothpaste is mainly influenced by the ingredient within the product that is perceived to be correlated with the Islamic culture by the Indonesian consumers, Siwak. To create differentiation, each of the Advertising materials applied the combination of several Advertising concepting approaches. In practice, the result of the study can be a reference for Strategic Planners and Creative Professionals in Advertising Agencies on ‘What to Say’ and How to Say’ in the Halal Product Category. Academically, the study will be a reference for more research ideas in the future on Halal Advertising Strategy and Halal Product Campaign.

Strategic Advertising Mechanisms. From Copy Strategy to Iconic Brands.

Strategic Advertising Mechanisms. From Copy Strategy to Iconic Brands.

Strategic advertising of online news articles as an intervention to influence wildlife product consumers

Abstract Changing human behavior is essential for biodiversity conservation, but robust approaches for large scale change are needed. Concepts like repeat message exposure and social reinforcement, as well as mechanisms like online news coverage and targeted advertisements, are currently used by private and public sectors, and could prove powerful for conservation. Thus, to explore their potential in influencing wildlife consumption, we used online advertisements through Facebook, Google, and Outbrain, to promote news articles discussing the use of a Critically Endangered antelope (the Saiga tatarica) as a traditional Chinese medicine in Singapore. Our message, tailored to middle‐aged Chinese Singaporean women, framed saiga horn products as being no longer socially endorsed. Through advert performance and in‐depth analyses of Facebook user engagement, we assessed audience response. Our message pervaded Singapore's online media (e.g., our adverts were shown almost five million times; and the story ran on seven news outlets), and resulted in widespread desirable audience responses (e.g., 63% of Facebook users' engagements included identifiably positive features like calls for public action to reduce saiga horn consumption, anger at having unknowingly used a Critically Endangered species, and self‐pledges to no longer use it; only 13% of engagements included identifiably negative features). This work shows that targeted dissemination of online news articles can have promising results, and may have wide applicability to conservation.

Changing tides: the impact of crisis on advertising

A short essay considering the impact the Coronavirus Crisis is having on advertising. By reflecting on the industry’s response to prior economic crises and identifying key trends and approaches, this essay argues the important role authenticity offers in developing strategic advertising campaigns that challenge the orthodoxy, and make deeper, more relevant connections with consumers, resulting in enriched brand meaning and competitive advantage.

Nuevas tendencias de medios comunicativos como herramientas publicitarias del sector comercial

A través de los grandes avances tecnológicos, el internet ha permitido conectar y crear una comunicación que rompe barreras fronterizas. Los medios de comunicación tradicionales pasaron a segundo plano, puesto que la sociedad cambió su manera de interactuar. El objetivo del estudio es determinar si las nuevas tendencias en los medios de comunicación logran desarrollar la publicidad estratégica del sector comercial de la provincia de Tungurahua. Se utilizó un enfoque cuali-cuantitativo de alcance correlacional. Los principales resultados reflejan que: Facebook es la red social más utilizada con un 97%, WhatsApp le sigue con el 90% e Instagram con el 65% en usuarios que van desde los 14 hasta los 59 años que la utilizan de manera frecuente. Se concluye que, con esta información más empresas optarán por este modelo de negocio, puesto que, ahora se puede ver la utilidad que le dan a la red realizando publicaciones de productos y así mismo la interactividad con el cliente, característica que los medios tradicionales no pueden realizar

Divisional advertising efficiency in the consumer car purchase funnel: A network DEA approach

Previous advertising efficiency studies have neglected the “black box” of the consumer purchase funnel. Thus, this study decomposes advertising efficiency into marketing and sales efficiency to unravel a complicated and multi-stage consumer purchase decision, and measures divisional advertising efficiency in the US consumer car purchase funnel using a slack-based measure network data envelopment analysis. Additionally, this study identifies consumer key brand perception attributes that affect divisional advertising efficiency by using a bootstrapped truncated regression to offer strategic advertising initiatives that are appropriate to car brand position and characteristics at each step of the customer buying funnel. The contributions of this study are twofold. First, this study is an unprecedented attempt at researching the divisional advertising efficiency for opening the hidden “black box” of the consumer car purchase journey. Second, this study suggests that advertising strategies, such as advertising themes and appeal type, should be differentiated in accordance with consumer key brand perception attributes at each step of the customer buying funnel, depending on car brand types such as luxury and mainstream.

Framing financial advertising: message effectiveness in intertemporal choice

The current study examined the effectiveness of retirement financial services advertising (RFSA) in consumer intertemporal choice. When consumers make decisions on retirement savings, they face trade-offs: when should they start saving, how much do they need to invest, and how much do they need to retire? Specifically, this study explored the effectiveness of a financial services advertisement stressing the investment process for retirement savings (that is, process framing) and a financial services advertisement emphasizing the outcome of investment (that is, outcome framing) in combination with gain and loss frames. The obtained data indicated that people in the process framing condition had a stronger tendency to choose the earlier saving option over the delay option when an ad was presented in terms of losses versus gains. In contrast, the advantage of gains (vs. losses) was found in the outcome framing condition. Some implications for strategic advertising messages to promote early retirement savings were discussed.

Advertising Response to New Entry

Empirical studies on advertising outlays report that incumbent firms change their advertising strategies in response to a new entry. While some incumbents reduce their advertising expenditures, others increase them in comparison to the pre-entry period. Existing literature on strategic advertising in entry games is mostly focused on entry deterrence, meanwhile no theoretical foundation is found in this literature to explain what determines a change in the advertising strategies in the case of entry accommodation. The present work considers four types of advertising and builds a model that examines how accommodating incumbents decide on advertising. The paper also provides results on how advertising is related to the size of the entry. Particularly, informative advertising and advertising enhancing product differentiation allow greater entry, while complementary and business-stealing advertising result in fewer entries since they reduce residual demand for potential entrants. Depending on whether post-entry competition variables are strategic substitutes or strategic complements, incumbent firms may increase or reduce their advertising outlays in response to new entries.

THE EFFECT OF STRATEGIC ADVERTISING ON CONSUMER BRAND LOYALTY: A CASE OF BRITAM ASSET MANAGERS LIMITED, NAIROBI, KENYA

Abstract Purpose: The purpose of the study was to establish the effect of strategic advertising on consumer brand loyalty.Methodology: The study used the descriptive research design. The population of this study comprised of a total of 6,500 Britam Asset Managers Limited customers. The target population comprised all of Britam Asset Managers Limited customers within Nairobi. The sample size of this study was 357 respondents. Both Stratified sampling and random sampling techniques were used to select the sample. The primary data was collected through questionnaires. The data collected was then subjected to both quantitative and qualitative analysis. The findings of the research study were presented using appropriate graphs, frequency tables and charts. Statistical Packages for Social Sciences (SPSS) was used.Results: The findings showed that, strategic advertising created awareness of the company’s products and services, it also assured customer of the safety of their investments with the company and finally convinced customers to continue using products and services. The study also identified factor that affect customer brand loyalty which included; high quality perception of the, company’s products and services, popularity of the firm’s brand name, firm’s experience in the financial service industry, the experience of the company’s key staff members among others. Further, the results in indicate that strategic advertising had a positive significant association with consumer brand loyalty.Unique contribution to theory, practice and policy: The study recommended that companies need to position their brands in the minds of consumers in order to achieve desired goals of their strategic advertising. The study also recommended that companies have to break the clutter by evolving innovative ways to attract the attention of the target audience and boost their customer’s loyalty.