Advertising Strategies Research Articles

The Effect of Celebrity Endorsement on Brand Equity: A Cross Cultural Comparison

Celebrity endorsement has become a popular advertising strategy on a global scale. However, although responses to celebrity endorsement are considered to diverge across cultures, cross-cultural research on celebrity endorsement as an advertising strategy is argued to be scarce. The purpose of this research is to extend the current literature by examining cross-cultural similarities and differences in celebrity endorsement effectiveness. We investigate the impact of celebrity endorsement strategies on brand image and brand identification and how these factors, in turn, influence brand equity, across markets. Data were collected through an online survey addressed to two markets: Portugal, and Moldova. A total of 365 valid answers were obtained, 195 from the Portuguese market, and 170 from the Moldovan market. Partial least squares structural equation modeling was used to test the hypotheses. The results indicate that the attitude toward the celebrity endorser has a significantly positive effect on brand image and a significantly positive effect on brand identification, only in the Moldovan market. In both markets, brand image and brand identification positively influence brand equity.

Strategi Komunikasi Iklan Layanan Masyarakat di TVRI Jawa Tengah

<p><em>In an increasingly modern age, various types of information are transmitted to the public, for example, information obtained through television. All entertainment shows and information containing educational content can build positive thinking because television is a social control device. The show that contains the nature education content of the context is a community service commercial. Public service commercials are found on television, one of which is Central Java TVRI Station. The purpose of this study is to describe the communication strategy of community service advertising in TVRI Central Java. This study used a qualitative-descriptive approach. Data was taken in the form of language and communication elements used in community service advertising communication strategies with community service advertising video sources uploaded on TVRI's YouTube Central Java, then collected using documentation and methods. The data analysis used is an interactive analysis technique from Miles and Huberman which includes three stages: (data reduction), (data presentation), and (data verification). The results of the study included a combination of five elements: communicators, messages, media, communications, and effects. Public Service Advertisements on TVRI Central Java have implemented their communication strategies well to achieve effective communication. Public Service Advertisements on TVRI Central Java have been presented with criteria that are in accordance with real public service advertisements, different from commercial advertisements </em></p>

Advertising and Marketing Strategies of Alcohol Brands at BharatGP: Assessing Awareness among Riders and Attendees

This research investigates the effect of alcohol product marketing within the motorsports industry on the lifestyle choices of adolescents and young adults in India. Employing qualitative in-depth interviews, the study included experts such as professional motorcycle racers, racing team coordinators, sponsors, organizers, journalists, and parents aged 13 to 45, who attended Bharath GP in Delhi from various locations. Thematic analysis was applied to the interview data, revealing key themes related to the influence of alcohol advertising on lifestyle choices, brand loyalty, and purchasing behavior of young consumers. Findings indicate a pervasive influence on lifestyle choices and increased alcohol consumption associated with alcohol product marketing at Bharath GP. The study underscores the necessity of regulatory frameworks for alcohol marketing in motorsports events, specifically emphasizing the importance of responsible advertising strategies within the context of Bharath GP.

The Impact of Advert on Consumer’s Preferences of Product: A Case Study of Coca Cola Company Uganda

This study investigates the impact of Coca-Cola advertising on consumer preferences in Uganda, with the following objectives: (1) to assess the effectiveness of advertising strategies employed by the Coca-Cola Company, (2) to examine the relationship between advertising exposure and consumer preferences for Coca-Cola products, and (3) to identify factors influencing consumer preferences in the context of Coca-Cola advertising. The research design involves a mixed-methods approach, combining survey data collected from 133 respondents through a structured questionnaire with qualitative analysis of advertising content. The findings indicate that Coca-Cola's advertising strategies significantly influence consumer preferences, with a high level of awareness and positive perceptions of the brand observed among respondents. Additionally, a strong relationship exists between advertising exposure and consumer preferences, with higher levels of exposure correlating with more positive perceptions and intent to purchase Coca-Cola products. Factors such as the effectiveness of advertising messages, trustworthiness of information, and peer recommendations emerged as key drivers of consumer preferences. The significance of this study lies in its contribution to a deeper understanding of Coca-Cola advertising dynamics and its influence on consumer behavior in Uganda. The findings offer valuable insights for marketing practitioners seeking to optimize advertising strategies, enhance consumer engagement, and drive long-term brand loyalty. Overall, this research provides valuable implications for both academic researchers and industry professionals in the field of marketing and consumer behavior. Keywords: Advert, Coca-Cola, Consumer preferences, Consumer behavior.

IMPACT OF MUSICAL APPEAL IN ADVERTISEMENT ON CONSUMER MINDSET

This research investigates the profound impact of musical appeal in advertising on consumer perception and purchase behavior. Through a quantitative study involving 328 respondents, the study examines the influence of music in advertisements on brand perception and consumer purchasing decisions. The findings reveal a strong correlation between the presence of music in ads and enhanced brand perception, including brand image, credibility, and overall appeal. Moreover, the study underscores the significant influence of musical elements on consumers' inclination toward considering and making purchases related to advertised brands. The results suggest that strategically incorporating music in advertisements holds substantial potential to shape consumer perceptions and drive purchase behavior, emphasizing its role as a powerful tool in contemporary advertising strategies.

A Comparative Analysis of Radio Advertising Versus Social Media Advertising

In today's dynamic marketing landscape, businesses have an array of advertising channels at their disposal. Two prominent contenders in this domain are radio advertising and social media advertising. This research paper aims to provide a comprehensive comparison between these two advertising mediums, considering various factors such as reach, targeting capabilities, cost-effectiveness, audience engagement, and effectiveness in achieving marketing objectives. By examining the strengths and limitations of both radio and social media advertising, this paper seeks to offer valuable insights for businesses in making informed decisions regarding their advertising strategies.

Research on the Practice and Optimization of Advertising & Marketing Strategies for Food and Beverage Brands: Case Study on McDonald

McDonald's is one of the biggest food & beverage companies in the Chinese market, while other competitors always admired the advertising and marketing strategies of McDonald's. Using McDonald's viewed by a sample of consumers matching the Chinese market on communication and advertising, the author examined the content of advertisements from McDonald's. Through the participatory observation of the advertising of McDonald's, this research revealed that discounts, gifts, and puns, all contributed to the success of McDonald's. This research uncovers a mechanism for how strategies work to affect consumers' attitudes. In addition to the development of the brand, the development of McDonald's helped this research to elicit additional internal processing of the brand image construction. This has implications for the limited capacity model of motivated mediated message processing, as well as for marketers relating to the success of McDonald's, which recommended following an effective strategy in its advertising.

Comparative Analysis of Advertisement Strategies used by Coca-Cola and Pepsi: A Literature Review Study

This research conducts an extensive literature assessment of the advertising methods of prominent soft drink brands Coca-Cola and Pepsi in the fiercely competitive beverage market. Utilizing several years of empirical investigations, this study delves into the efficacy, implications, and subtleties of advertising campaigns concerning customer perceptions, brand value, market worth, and sales outcomes. Analysis is done on several advertising strategy components, such as product launches, trademark advertising, celebrity endorsements, and international marketing techniques. This study sheds light on the critical elements influencing brand choice, purchasing intentions, and market dynamics by elucidating the complicated relationship between advertising and consumer behaviors through a systematic synthesis of findings. The Theory of Advertising Effectiveness conceptual framework, which supports analyzing how advertising messages connect with consumers and affect their decision-making processes, is fundamental to this investigation. To achieve sustained brand success in the ever-changing soft drink market, marketers, researchers, and industry stakeholders can benefit from this study’s actionable insights, which can aid in strategic decision-making and create more effective advertising campaigns.

The Role of Perceived Surveillance and Privacy Cynicism in Effects of Multiple Synced Advertising Exposures on Brand Attitude

Technological advancements have made it possible to personalize advertising messages across media in real time based on consumers’ offline media behavior (i.e., synced advertising). This is thought to positively influence consumers’ brand attitudes. However, consumers encountering multiple synced advertising exposures could decrease the strategy’s effectiveness by increasing the perceptions of surveillance among consumers. Moreover, these effects may differ depending on privacy cynicism; consumers may decrease their privacy protection behaviors as a result of feeling hopeless and frustrated by the high demands and lack of control of their data being used for personalized advertising purposes. An online experiment (N = 527) showed the more that ads were synchronized, the higher the perceived surveillance, which led to less positive brand attitudes for participants with the lowest levels of privacy cynicism and positive brand attitudes only for participants with intermediate to high levels of privacy cynicism. The results advance theory on the direct effects, underlying mechanisms, and consumer-related factors that play a role in synced advertising effects. It shows that synced advertising could be a promising advertising strategy but that considerations around privacy and ethics are essential.

Exploring the Use of Cluster Analysis in Market Segmentation for Targeted Advertising

In the rapidly evolving field of digital marketing, precise targeting and segmentation have become essential for optimizing advertising efforts, yet traditional methods often struggle to adequately address the dynamic nature of consumer behaviors. This study delves into the efficacy of cluster analysis as a robust tool in market segmentation, particularly aimed at enhancing the precision of targeted advertising campaigns. By employing a case study approach, the research meticulously analyzes real-world advertising campaigns across various industries, utilizing cluster analysis to segment the market and employing qualitative data analysis to evaluate the outcomes in terms of engagement and conversion improvements. The results indicate that cluster analysis not only facilitates a deeper understanding of market segments but also leads to more tailored and effective advertising strategies. Companies implementing this method reported significant improvements in campaign performance, with higher engagement and conversion rates compared to traditional segmentation approaches. This study underscores the advantages of employing advanced statistical methods like cluster analysis in market segmentation, highlighting its potential to transform targeted advertising by enabling advertisers to adapt more swiftly and effectively to market dynamics. The implications for practice suggest that businesses should integrate cluster analysis into their marketing strategies to gain a competitive edge through enhanced customer insights and optimized advertising effectiveness, thereby contributing valuable empirical evidence to the existing literature.

Technical Note—The Generalized Sethi Advertising Model

New Flexible Advertising Model Unveiled: Enhancing Advertising Strategies Researchers have generalized the classical Sethi advertising model (1983) to provide a flexible yet tractable approach to optimizing advertising strategies. Unlike traditional methods, the generalized Sethi advertising model is designed to adapt to different market conditions in various media and markets, offering advertisers greater flexibility. By assuming a constant-returns-to-scale relationship between advertising expenditure and untapped market potential, the generalized Sethi advertising model provides advertisers with more options without sacrificing tractability. The research team has made important breakthroughs by developing practical formulas for determining the best advertising strategies for both individual companies and groups of companies. They have also conducted analyses to better understand how different factors influence these strategies. The generalized Sethi advertising model opens up new opportunities for advertisers to fine-tune their campaigns and reach more customers. This research marks a significant step forward in advertising optimization, giving businesses a valuable tool to achieve better results and make informed decisions in their advertising efforts.

IOT ENABLED SMART ADVERTISEMENTS RECOMMENDER FOR SHOPPING MARTS

Product advertisement is very crucial in a successful business for several reasons, Advertisement helps increase the visibility of a product. With so many products available in the market, effective advertisement ensures that your product stands out and reaches a wider audience. Advertising a product is also a way to build and reinforce brand awareness. Consistent advertisement helps in creating a strong brand image in the minds of consumers, also the consumers will remember and choose their products when making a purchase. Continuous and strategic product advertisement is essential for the long-term success of a business. It helps in maintaining visibility, adapting to market changes, and staying relevant in the eyes of consumers. Product advertisement can indeed present various challenges, and addressing these challenges effectively is crucial for a successful marketing campaign that is 1) Small company budgets can restrict the range and effectiveness of products advertisement activities 2) Evolving consumer preferences and behaviours can make it difficult to predict how to effectively reach your audience 3) If your brand is not well-known, getting attention for your product can be a hurdle 4) Not fully understanding your target audience can lead to ineffective advertisement strategies. However, the Internet of Things (IoT) plays a significant role in product advertisement and overcome the above listed issues by providing innovative ways to enhance customer engagement, streamline marketing efforts, and gather valuable data for targeted campaigns. This Research investigate the real-time product advertisements using IoT devices and allowing different companies businesses to monitor the advertisement campaigns instantly and remotely for targeted products over different marts and different city locations. We achieved successful results on each remote location as well as targeted mart using ESP-8266 WiFi deployed on each product shelf. In this architecture the overall communication held over the http protocol using RestFul API and Arduino.

Аnalysis of communication strategies of social advertising and characteristics of social projects of Chinese corporations

Аnalysis of communication strategies of social advertising and characteristics of social projects of Chinese corporations

Pengaruh Pembuatan Konten Video Terhadap Penjualan Di B21 Digital Printing

The purpose of this research is to provide an explanation of the marketing approach used by B21 Digital Printing. This approach provides an opportunity to utilize the MetaAds movie promotion platform to increase sales. By utilizing MetaAds as a marketing tool, B21 Digital Printing was able to achieve higher customer acquisition rates. This was achieved by consistently expanding audience reach through the utilization of enlightening and challenging video content. The information displayed here shows that the utilization of MetaAds as a digital platform for advertising produces high-quality results, which in turn validates the effectiveness of the video advertising strategy that B21 Digital Printing uses to facilitate the acquisition process of its portfolio of business opportunities.

The Impact of Social Media Influencers on Consumer Behavior

This study explores the impact of social media influencers on consumer behavior inside the context of digital technology. Through a scientific literature evaluation method, this research investigates different factors that influence influencers have an effect on, including credibility, type of content, social media platform, and level of engagement. The research findings underscore the significance of a deep understanding of the role of influencers in shaping consumer behavior and offer valuable insights for brands and companies in designing powerful advertising strategies.

Pharmacists working in residential aged care: a survey of pharmacist interest and perceived preparedness

BackgroundPharmacists involvement in residential aged care facilities has traditionally been limited to that of an external contractor providing medication reviews, or medication supply.AimTo explore Australian pharmacists’ interest and perceived preparedness to work as on-site pharmacists in residential aged care.MethodNational cross-sectional anonymous online survey open for two weeks (September 17th to October 1st 2022) consisting of Likert-type, multiple choice and multiple selection questions. Australian pharmacists were recruited using a broad advertising strategy which included social and traditional media platforms, and snowball sampling. Data were collected on pharmacist self-reported interest and perceived preparedness to work as on-site aged care pharmacists in residential aged care. Data were analysed using descriptive statistics.ResultsResponses were received from 720 participants, 643 were eligible. Most participants were female (n = 466, 73%) and mean (SD) age was 43.5 (SD 12.5) years. Over half the participants were interested or extremely interested in working as an on-site aged care pharmacist (56%, n = 360), and agreed or strongly agreed (n = 475, 76%) that they felt prepared to work as an on-site aged care pharmacist. Most pharmacists felt prepared to engage in a variety of roles within the facilities (> 73% for each role), including resident and system level roles, and the majority agreed they felt prepared to engage with stakeholders, including general practitioners (93%) and medical specialists (86%).ConclusionPharmacists reported they are interested and feel prepared to work as on-site aged care pharmacists. These findings will inform the roll-out of this new model of care to enhance multidisciplinary collaboration in residential aged care.Graphical

Linguistics and marketing: The effect of foreign languages in advertising messages

In international advertising, foreign languages often serve symbolic purposes, each associated with distinct characteristics. This study explores whether recognising the language in advertising messages influences the company's perceived image and Word-of-Mouth (WOM). We used a between-subjects experimental design to selectfive languages as independent variables: Italian, Turkish, Russian, English, and French. An audio-only advertising message for a fictional company was created and translated into these languages. Native Spanish-speaking participants listened to the message in a foreign language and responded to inquiries about the advertised firm. The findings clearly demonstrate that recognising the language significantly impactsboth company image and WOM. This underscores the nuanced role of language in shaping perceptions in international advertising. The study provides valuable insights into effective language choices for global advertising strategies, emphasising the necessity of linguistic considerations beyond mere comprehension. Recognising and leveraging the symbolic nature of languages can profoundly influence consumer perceptions and communication strategies across diverse linguistic contexts, contributing to the overall effectiveness of internationaladvertising campaigns.

Perfectly Imperfect: How Body-Positive Advertisements in Social Media Foster Consumer Engagement

While brands are working to break down beauty stereotypes and employing body-positive advertisements to foster consumer engagement, empirical research on the influence of body-positive advertisements is scarce. This research integrates the literature on body positivity and gender-role stress theory to examine, across two studies, how and when body-positive advertisements influence consumer engagement. Our results indicate that consumers’ responses to body-positive (versus thin-ideal) advertisements lead to greater engagement with the brand when gender-role stress is high (versus low). Notably, body-positive explicit and implicit advertising strategies increase engagement, with implicit strategy fostering greater engagement than explicit strategy. Furthermore, we show that consumers’ perceived brand authenticity is the psychological mechanism underlying the impact of body positivity on consumer engagement. These findings advance the literature on body image in advertising and offer marketers a better understanding of the use of body-positive advertising strategy in their marketing and communication campaigns.

Internet Celebrity Economy and College Students' Consumption Behavior

The "Internet celebrity economy" is a flourishing business model within the digital economy that began to emerge around 2015. Stimulated by the ever-expanding Internet-driven economy, this influencer marketing-based strategy exhibits significant resilience across social media platforms. Engaging with numerous niche markets, the "Internet celebrity economy" persists, attracting various sizable investment opportunities and leaving a lasting impact on the present market for the next generation to inherit. Among the most notable emerging demographics who are sensitive to new things, university students have played a substantial role in propelling the "Internet celebrity economy" forward. Their consumption behavior, however, is influenced by a multitude of intangible factors and marketing strategies. This comprehensive paper provides an in-depth exploration of the concept of Internet celebrities, talk about the evolution of the Internet celebrity economy, analyze its unique business model, draw comparisons with traditional advertising strategies, delve into the intricate relationship between college students and Internet celebrities, discuss positive and negatives effects behind Internet celebrity economy, and finally, proposing potential solutions to address prevailing issues in the online business industry.

Advertising, ecolabeling and consumers’ beliefs: Greenwashing or not?

When information provided by ecolabels is inaccurate and consumers have ambiguous beliefs about the quality of green products, firms can use their advertising strategy in two ways: by informing consumers of the true quality of green goods in order to increase their belief accuracy, or by overstating their true quality to mislead consumers. We show that firms’ advertising strategies, which are either informative and/or persuasive, are used to influence consumers’ degrees of optimism and confidence. We find conditions under which advertising tools are used together (or not), and provide new conceptual insights about “greenwashing”. Furthermore, we analyze how ecolabel stringency impacts “greenwashing” and affects social welfare and average environmental quality.