TV Advertising Research Articles

Developing Country Teenagers’ Consumption Related Cognition Through Involvement in Television Commercial (Tvc): A Multi-item Measurement Scale

The core intention of the researchers is to develop and confirm a multi-item measurement scale for consumption related cognition through teenagers’ involvement in Television Commercial (TVC) of developing country like Bangladesh. Another important purpose of this research is to understand the influence of TV advertisements on consumption related cognition of developing countries’ teenagers. Very limited research has been conducted on consumption related cognition through involvement of TVC, even though it is the fundamental step which activates any consumers’ — especially teenagers’ — buying stimuli. Among the limited ones conducted, most of the research work has focused on scale items, such as product knowledge, consumer perception, purchasing intention, brand perception and product usage without providing any importance to complex variable or factors of consumption related cognition from which the scale items derive. Hence, an elaborated multi step research method has been used to find out and refine both the complex and simple variables of consumption related cognition through TVC involvement. Research findings have been statistically verified using exploratory and confirmatory factor analysis techniques. This research has revealed six main complex variables or factors namely consumption related- cognitive awareness, cognitive knowledge, cognitive mapping, cognitive linkage, cognitive complexity and cognitive skills. Four to five multi item measurement scales have been derived from each of the six factors.

Subjective norm vs dogmatism: Christian consumer attitude towards Islamic TV advertising

PurposeWith concern on cross-religion research, this study aims to examine Christian consumer attitude towards Islamic TV advertising in Indonesia. This study includes together both subjective norm and dogmatism in an analysis as moderating variables.Design/methodology/approachAn online survey for 186 sample respondents was conducted to test nine hypotheses. Multi-group moderation test was conducted to test the moderation effect of subjective norms and dogmatism on the model.FindingsThe results indicate that Christian intrinsic religiosity has a significant negative relationship with Islamic TV advertising credibility. Consumers’ attitudes towards Islamic TV advertising are proven to be the consequence of Islamic TV advertising credibility, even if the relationship is inverted. Moreover, this study concludes that subjective norms and dogmatism significantly moderate the relationship between Islamic TV advertising credibility and attitudes towards Islamic TV advertising differently. Subjective norms tend to weaken the relationship, while dogmatism strengthens it.Research limitations/implicationsDuring the process of this study, the authors uncovered three research limitations. First, too many measurement items for dogmatism eliminated from the analysis. Second, having balanced proportion for the high and low group has become the concern of this study, Third, a sample size of 186 is not adequate for such a complex model.Practical implicationsManagers should employ endorsers with multi-faceted images who can be accepted by all segments of society to combat the negative perception and attitudes of Christian consumers on Islamic attributes in TV advertising.Originality/valueThis paper contributes to the literature on cross-religion marketing research, especially on the topic of advertising, by comparing the internal influence (dogmatism) and external influence (subjective norm) on attitude towards Islamic TV advertising.

Should TV Advertisers Maximize Immediate Online Response?

This study aims to deepen the understanding of evaluating TV ad spots by their immediate effects on important online activities. The authors merged minute-by-minute brand search and price search data with spot-level TV advertisement data for the three leading pickup truck brands in the U.S. over an 11-month period. They presented a generalizable modeling framework and used it to estimate the size and variation of immediate online responses to TV ads. The average elasticity of brand search to a brand’s own national ads is 0.09, and the average elasticity of price search to a brand’s own national ads is 0.03. Given ad audience size, immediate search responses vary with ad creative characteristics, audience category interest, slot of the break, program genre and time factors. Overall, the results show that ordinary TV ads lead to a variety of immediate online responses and that advertisers can use these signals to enrich their media planning and campaign evaluations.

Individual- and Ad-Level Predictors of Perceptions of Serious and Actionable Risks in Direct-to-Consumer Prescription Drug TV Advertising

Prescription drug broadcast advertisements in the United States are required to present the product’s major risks in at least the audio portion of the ad (21 CFR 202.1(e)(1)). This can result in a lengthy list of risks and side effects. The U.S. Food and Drug Administration has been studying the effects of limiting the major statement to those risks that are serious and actionable. We explore the level of agreement between consumers and experts regarding what risks and side effects are serious and actionable, and how variations in the content of major risk statement as well as other factors such as demographic variables, perceived accuracy of direct-to-consumer advertising, illness knowledge, and knowledge of prescription drug regulations, predict perceptions of risk and actionability. Participants (N = 1,000) self-diagnosed with depression or insomnia were randomly assigned to view a television ad for their respective condition that presented the full major statement or an edited version that included only serious and actionable risks. Results indicated consumers’ perceptions of risk severity generally matched experts’ assessment, but there was relatively less agreement about risk actionability. Results also varied as a function of income and gender.

Pengaruh Agen Sosialisasi dan Iklan TV terhadap Sikap dan Perilaku Menyikat Gigi pada Siswa Sekolah Dasar

This study aims to analyze the influence of socialization from peers, family / parents, schools, and television advertisements on the attitude and behavior of brushing teeth. The study was conducted in two groups of fifth grade elementary school students in South Tangerang who had been exposed and who had not been exposed to a healthy school program selected using multistage sampling. The total number of respondents was 240 students from four different schools with each group consisting of 120 students from two schools selected using the quota sampling approach. Data was collected by self-reporting techniques and analyzed using descriptive analysis, different tests, and Structural Equation Modeling-Partial Least Square (SEM-PLS). The results showed a significant difference between the two groups of students on socialization variables from peers, family/parents, socialization of TV ads, attitudes, and brushing behavior. The results showed that in the group of students exposed to healthy school programs, attitudes were influenced by variables of socialization from family/parents and TV ads socialization. Attitudes didn’t have a significant effect on toothbrushing behavior. Child’s toothbrushing behavior was significantly influenced by socialization from school. Meanwhile, toothbrushing behavior in groups of students who had not been exposed to a healthy school program was influenced by the TV advertisements socialization.

Measurement of external food cue responsiveness in preschool-age children: Preliminary evidence for the use of the external food cue responsiveness scale

BackgroundConditioned eating in response to external food cues may contribute to obesity risk in young children. ObjectivesTo develop a brief, parent-reported scale to measure external food cue responsiveness for preschool-age children. MethodsFocus groups with parents of preschool-age children were conducted to create an initial pool of items reflecting children's behavioral responses to external food cues. Items were included in a nationally-distributed online survey of parents of preschool-age children (n = 456). Factor analysis was used to reduce the initial item pool, the scale's psychometric properties were assessed, and scores were correlated with reported snacking behaviors. ResultsNine items met inclusion criteria in the final scale, which had high internal consistency (alpha = 0.86). Final scores were the mean across the nine items. External food cue responsiveness was greater among children with, versus without, usual TV advertisement exposure. Furthermore, greater external food cue responsiveness mediated the relationship between children's usual TV advertisement exposure and snacking during TV viewing. Findings remained statistically significant when adjusted for food responsiveness as measured with the Child Eating Behavior Questionnaire. ConclusionsFindings provide preliminary evidence that external food cue responsiveness is measurable by parental report in preschool-age children.

An evaluation of used objects in bank TV commercials in Ramadan

PurposeThe purpose of this study is to find the most effective objects used in Ramadan TV ads of banks operated in Turkey and to determine superiority of the objects among these ads.Design/methodology/approachThis research examines used objects in bank TV advertisements for the month of Ramadan by applying content analysis and fuzzy logic method.FindingsThe most prominent of the findings, as a result of the research, are kids and the elder objects in bank TV commercials. The research findings also reveal the importance of religious objects of Ramadan ads.Research limitations/implicationsThe limitation of this research is non-generalization of the results because of sample size. Future research could explore the impact of objects used in TV ads on consumers with a larger sample size.Practical implicationsThe banks are eager to look for opportunities by launching campaigns during the period of Ramadan. Special occasions such as religious holidays are seen as a new market that should not to be missed by the finance sector, and therefore, the number of bank TV commercials increase dramatically in this term. However, it is important for banks to know which objects are more effective. In this study, it is revealed that objects used in TV ads are more effective.Originality/valueThis is the first study to examine bank TV commercials during the period of Ramadan. It is also important to reflect Turkish consumers’ perspective and banks’ promotion activities in a Muslim country.

LANGUAGE USED IN ADVERTISEMENTS OF COCO CHANEL PERFUME

Propaganda is an information that is used to influence people by presenting arguments and is present everyday in our lives, this paper shows just a little bit of the influence of propaganda through advertisements how they affect us and what forces us to buy that sort of product. The topic treated in this paper are adverts of perfume Channel how they represent female gender and how they affect us with those glamorous and expensive adverts making us feel beautiful and feminine. Considering that Chanel is one of the largest company business in the world and the success of being a best seller of course is thanks to good adverts. Creating very qualitative TV adverts, slogans and also quotes about women, making them feel very confident and using powerful women in their adverts in a way they had directly influenced in personality of women that every dream of woman is to show her feminine parts.

TV vs. YouTube: TV Advertisements Capture More Visual Attention, Create More Positive Emotions and Have a Stronger Impact on Implicit Long-Term Memory.

In an experiment, effects of commercials that are either shown within a TV program or embedded in YouTube videos were compared. These two media environments have not yet been compared empirically in terms of their advertising impact. A within-subjects design and a multi-method approach were used (N = 36). Eye tracking data show that more attention is allocated to advertisements that appear within a TV program compared to the YouTube-condition and the viewing experience elicited more positive emotions in the TV-condition. Two days after reception, no difference in recognition, likeability, and purchase intention occurred, but in terms of implicit long-term memory: In the TV condition, brands that were previously advertised but no longer remembered elicited stronger skin conductance change than brands for which no advertisements had previously been shown. In terms of advertising impact, TV seems to still be the better choice for advertisers. Presentation mode should be considered in future evaluation of advertisement potential.

The Economics of TV Tune-in

TV tune-in, namely the preview of forthcoming programs, is an important type of TV advertising. We examine TV tune-in as a continuous variable. First, tune-in can increase profits when TV stations are sufficiently differentiated and the market is partially covered. Second, tune-in crowds out quality investment. Third, tune-in lowers advertisement supply. Further, tune-in can increase profits in a partially covered market if firms are sufficiently differentiated. Otherwise, it leads to lower profits. We also identify the effects of tune-in on consumer surplus and social welfare and suggest that tune-in should be prohibited whenever it lowers quality and social welfare.

Correction on Religion Wise Differences in Female's Attitude towards Role Portrayal of Women in Tv Advertisements

Correction on Religion Wise Differences in Female's Attitude towards Role Portrayal of Women in Tv Advertisements

Gender stereotypes of women in television advertising in Ukraine

ABSTRACT Advertising as a part of the content of television often creates stereotypes in the consciousness of people. Part of these stereotypes is about gender roles in society. Such advertising negatively affects on the idea of socially acceptable gender representation, and it can also have negative affect on the society. Under the influence of commercials with stereotyped gender images, it may be difficult for people to perceive men and women in those areas where they perform non-traditional gender roles. In the article, we have researched theoretical sources about the influence of advertising in modern world, psychological features of this phenomenon and the experience of the foreign researchers. We have done the analysis of advertising on the Ukrainian popular TV channels in the prime time by content-analysis of 200 commercials on 6 leading TV channels of Ukraine. On the base of characteristics of sexism advertising we singled out 10 stereotypes of women in Ukrainian TV advertising. The study indicates that women in Ukrainian commercials are mainly portrayed as households, nurses, guardian, servant or as decoration to power men. In real life the social role of women has changed, so it is important to change the image of women in advertising.

Study of Television Advertising and its Impact on Consumer Behavior in a Sample of Children Aged 9-12 Years

The aim of this study was to study TV advertising and consumer behavior in children and to meet the needs of children. The study included 100 children from Baghdad who were randomly selected from different regions ranging in age from 9-12 years of both males and females. The current research was based on the interview and the completion of special forms prepared for this purpose. This age group was selected for the rare studies conducted on television advertising and limited to different sectors. Data on age and sex were documented, as the results of this study proved The afternoon period was the preferred period for watching the TV show in males, where it was 22%, while the morning period was the female favorite, and it was 23%. The individual viewing pattern was overwhelming in the studied sample, especially in the 11-12 age group. For the male sex and 31% for the female sex while the collective viewing pattern is dominant in the age group (9-10) years, and the musical and animation ads received a high viewing rate and were more favorable for the majority of the sample and for all age groups and both sexes It was noted that the ads of chocolate are the most popular ads of children and then the announcement of fast food and found that the males are more demand for food displayed in the television advertising of the female Wan TV advertising the role and impact in food inta

Effect of Two Complementary Mass-Scale Media Interventions on Handwashing with Soap among Mothers

Poor handwashing behavior is a major cause of morbidity and mortality globally. We evaluated two complementary mass-scale media interventions targeting mothers to increase the frequency of handwashing with soap; one using TV advertising, and the other mobile phone messaging. Television Commercials (TVCs): Mothers of 4–12 year-old children (n = 756) were randomly allocated among four arms: Three different branded TVCs and a fourth, control TVC unrelated to handwashing. TVCs were embedded in blocks of unrelated commercials and shown once a week over four weeks in participants’ own homes. Mobile messages: New mothers (n = 598) and mothers of 4–7 year-old children (n = 501) were enrolled in a treatment or control arm. Mothers in the treatment arm received branded mobile phone messages twice weekly for 8 weeks (new mothers) or 4 weeks (mothers of 4–7 year-olds). For TVCs, there were higher rates of handwashing with soap at key occasions in the first (RR: 1.33, p = .002) and second (RR: 1.26, p = .041) of three treatment arms, or 0.4 additional handwashes with soap on key occasions daily. In the mobile study, new mothers (adj-RR: 1.04, p = .035) and general mothers (RR: 1.07, p = .007) receiving the intervention were more likely to wash their hands with soap on key occasions than those in the control group, corresponding to 1.3 and 1.0 more occasions daily. These interventions were associated with significantly greater handwashing with soap, consistent with the hypothesis that branded mass communications can impact habitual lifestyle behaviors relevant to public health.

Best Measures of Attention To Creative Tactics in TV Advertising

ABSTRACT Attracting attention is a common goal for advertisers, but there is limited knowledge about how best to measure attention. Measuring attention to advertising is a complex task because there are different types of attention, tapped by different measures, that likely are more or less sensitive to varied attention-getting creative devices. This study examines how scalable biometric measures—eye tracking, skin conductance, and heart rate—respond to 10 creative devices executed across more than 100 television advertisements with known in-market sales-effectiveness results. The study documents the relationship of different attention measures with level of attention and type of creative device.

Big semiotics: Beyond signs and symbols

This article is for marketers who use semiotics. It argues that semiotic analysis is not complete until signs and symbols are meaningfully connected to society, culture, and ideology. The unique qualities of top-down semiotics are explained. The implications for semiotics of structuralism and post-structuralism are discussed. Research questions are suggested and various kinds of analysis are demonstrated: diachronic, synchronic, and ideological analysis. Key concepts in analysis are explored such as power, simulation, and reading against the grain. Readers are directed to Foucault, Baudrillard, and Derrida as leaders in postmodern and post-structuralist thought. Theory is applied to examples likely to be of interest to marketers such as celebrity merchandise, smartphone accessories, and the TV advertising of a British department store.

Children, Literacy and Ethnicity: Reading Identities in the Primary School By LexieScherer. UK: Palgrave MacMillan, 2016 ISBN 978‐1‐137‐53736‐2, 189 pp, £89.99 (hb)

This book presents a challenging child-eye view of what it means to be a ‘poor reader’. It specifically provides the views of linguistically diverse and minority ethnic children such as Nicole from Angola, Rahim from Bangladesh, Zora from Morocco, Malik from Iraq, Arvitas from Kosovo and many other children. These pupils range from new arrivals in the UK to those in long-settled communities. For educators and policy-makers, the takeaway learning is that we should listen to the children whom we teach and consider classroom reading from their perspectives. Working in a participative research framework, Lexie Scherer interviewed young children in a super-diverse urban UK primary school. Data illustrate the understandings that the children apply to their school reading, in complex weavings of race, religion, culture, language and ethnicity. The research focus is on picture books and how children ‘read their own concerns into the page’ (p. 106) in terms of images and characters that they consider to be ‘good’ or ‘bad’, and why. It can be uncomfortable for the reader — and for the author/researcher — to hear some children articulate prejudices in response to multicultural picture books, and Scherer reflects honestly on whether some of the children's apparently racist comments mean that they are actually racist children. Beyond the texts, the children are acutely aware of classroom reading hierarchies and peers who are better skilled, ‘more intelligent’ readers. The study reveals how young children from a variety of minority ethnic and linguistic backgrounds respond to the demands put on them by school reading instruction and assessment. It explores how they make sense of what they are given to read in relation to their understanding of themselves and the wider world, and how they self-manage school evaluations of themselves as readers. The book aims to examine the ‘taken for granted’ processes of learning to read, and these processes mainly appear to be the assessment and benchmarking systems. In this sense, Scherer explicitly shows how learning to read in school is an unspoken social, cultural and political process that makes a significant impact on children. The author controversially critiques campaigns and organisations such as the National Literacy Trust and Get London Reading for discourses that ‘race and place’ children, positioning minority status as a causal deficit marker of literacy underachievement, rather than consulting children about their experiences of learning to read. Scherer proposes a ‘Super 7’ set of classroom reading routines which include long-held effective practices such as reading aloud, silent reading, oral storytelling and cultural reading (everything from environmental print to analysing TV programmes and advertising). But there are two standout items in the ‘Super 7’: faith literacy and bilingual reading. Both items receive insufficient attention in primary schools. Most classroom teachers have little or no training in effective support for bilingual children's literacy learning, or how to engage with faith beyond the statutory syllabus and the antiterrorism ‘Prevent’ agenda. The ‘how to’ of the Super 7 is not articulated. Readers must look to programmes such as CLPE's ‘The Power of Reading’, or the ‘Teachers as Readers/Building Communities of Readers’ projects, for ideas on how to improve literacy pedagogy and inclusion in multilingual, multi-ethnic classrooms. Scherer acknowledges ‘informal chats’ with teaching staff and school leaders, but she is committed to foregrounding the voices of children. Her focus makes the salient point that debates about reading are adult-led. The research illustrates, often glaringly, that children in schools cannot alter how reading is taught. They can only succeed or fail within the assessment regime. This study provides, above all, irrefutable evidence that the children of the world are the norm in UK primary schools today. It calls on educators and schools to listen carefully to these children.

Difference in Differences in Marketing Performance Measurement

Marketing performance measurement is important in retail companies, it is critical for the budget planning and adjustment of marketing strategies and tactics over time. Compared to digital online marketing, such as social media advertisers where tagging techniques [1] can be applied to track the lifecycle of the consumption and the customer’s behaviours, traditional TV and radio advertising will be harder to evaluate at the individual level. Instead, common approach in this scenario is to study the relationship between ads spend and sales. This paper presents a casual inference methodology – “Difference in Differences”(DID) on the application of TV marketing measurement. Instead of building direct relationship between ads and sales, we attempt to create an experimental research design and study the differential effect on a ‘treatment group’ versus a ‘control group’. In order to study the performance of advertising in a city, the treatment group is sales performance during and after TV advertisings and the control group is the statistical model that mimics the sales of the same city without ads influence. It is proved that the model can significantly predict the sales of city in nature by considering its past sales, the neighbourhood districts and weather conditions. And a case study in industrial data shows that DID methodology can effectively evaluate the TV advertising results on regions.

How detergent advertisements can bleach national identity: Postcolonial content analysis of Iranian TV advertisements

This explanatory, descriptive non-experimental research investigates Iranian State TV advertisements during 2011–2016 in terms of using western or western-like signs in detergents. Since the method...

Advertisement as a mean of manipulative influence on the consumer: language and style

Introduction. The study describes different expressive means and devices which are used in TV advertising texts. Advertising has taken a dominant place on television and radio, in newspapers and magazines, and on the Internet. Advertising has become a conglomerate that has covered almost every area of our lives. The relevance of the study. The increasing role of advertising in the modern world has led to an increased interest in the study of this social phenomenon among scholars in various fields. A text is one of the most important components of advertising and a means of manipulation. Creating an effective, influential advertising text, which excites the consumer desire to buy an advertised item, requires the precise selection and a successful combination of words. So we can speak about the relevance of language study of advertising texts, which has a significant impact on the effectiveness, comprehensibility of TV advertisement, and its perception. The methodology. The following methods were used in the study: typological (identification and ordering of expressive means in TV advertising texts); functional (clarifying the role of the above-mentioned means); structural (identification of relationships between components of the common system); hermeneutic (in-depth interpretation of the semantic load of expressive means). Results: different expressive means and devices are used in TV advertising texts in order to provide the success of the advertised product, to create an attractive image of goods, services for potential customers, and to ensure a certain level of demand for goods. In order to attract more attention to their products manufacturers and advertisers take into account the power of words, so they use a large number of tropes: epithet structures, metaphors, hyperbole, comparisons. Such lexical expressive means significantly enrich advertising texts, contribute to their easy memorization, maximize the advertising effectiveness. Conclusions: So epithet structures, metaphors, hyperboles, comparisons are important elements of advertising texts that provide the impact of high-intensity on consumers, creating a certain emotional effect, reduce the distance between the object of advertising and its consumer, show the advantages of the advertised product over others, provide the opportunity to influence on the minds of the audience. Thus, the above means have a high manipulation potential, become the basis for the transfer of the basic idea of the advertisement itself, push the consumer to the right opinion, and therefore motivate to purchase the advertised product or service. Keywords: expressive means, manipulative influence, advertising text, TV advertisement.