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A study to determine the effects of visual complexity in advertising is presented. Visual complexity is classified as feature complexity when they contain dense perceptual features and design complexity when they have elaborate creative design. Eye-tracking shows were used to analyze 249 advertisements to determine their effect to consumers' attention.

A method for strategic planning for managing brand extensions is presented. The methodology estimates category and brand personality structures to evaluate a brand's atypicality and fit. The effectiveness of the method is studied using data from three categories, namely, cars, magazines, and jeans.

Recent years have seen great interest, both academic and managerial, in the issue of whether advertising has any appreciable impact on short-term sales and - if it does - the [...]

The authors propose a new model of response pattern to a direct marketing campaign. They estimate their model and four competing model forms using a new maximum likelihood procedure for response data from four different campaigns. Their proposed model fits the data very well. The authors then offer a method to use the model to estimate the eventual number of responses to a campaign using early return data and knowledge of past campaigns. Finally, the authors suggest an application to predicting returns to mail surveys., The authors propose a new model of response pattern to a direct marketing campaign. They estimate their model and four competing model forms using a new maximum likelihood procedure for response data from four different campaigns. Their proposed model fits the data very well. The authors then offer a method to use the model to estimate the eventual number of responses to a campaign using early return data and knowledge of past campaigns. Finally, the authors suggest an application to predicting returns to mail surveys. (Reprinted by permission of the publisher.)

Traditional cognitive response elicitation procedures may not be sensitive enough to elicit the stylized and subtle thoughts that are generated during exposure to certain types of ads. When these types [...]

Advertisers are starting to base media placement decisions on formal measures of media editorial environment rather than depending on audience ratings. A study was done to explore media environment in terms of its impact on the viewing audience. The opinions and behaviors of 832 people while viewing 39 TV programs were determined through a telephone survey. The results of the study indicate that program impact is a good measure of the degree of program demandingness and has significant influence on people who view TV commercials.

The relationship in memory between affect evoked by an ad during exposure and the brand name is discussed and tested. Two studies tested the possible role of advertising in strengthening ties between affect and a brand name in memory by examining accessibility of ad affect and its possible relevance to decision making. The first study assessed whether the brand name could serve as a prime for ad affect and whether such affect is likely to have greater influence in low than high involvement decision. The second study showed that subjects whose brand preference were influenced by positive affect during ad exposure were more able to feel positive when the brand name was used as a subsequent retrieval clue than either subjects without positive ad affect at exposure or subjects for whom a different brand name was used as the subsequent retrieval clue. Implications are drawn from these results for the storage and retrieval of advertising-elicited affect in memory. (Reprinted by permission of the publisher.)

ADSPLIT is a computer-based, interactive, marketing model which optimally allocates a specified corporate promotional budget among individual brands competing for limited resources. The model requires either (a) regression-based response function coefficients based on historical data, or (b) judgments on what sales should be for different values of price and advertising expenditure for the brands, which the program then uses to estimate the function parameters. The advertising-sales response function is modeled through a flexible form that allows both concave and S-shaped relationships, while sales are related to price through a constant elasticity (Cobb-Douglas) function. The model uses the estimated or input functions to compute the optimal budget allocation for the brands, given an upper bound for the total promotional expenditures and upper- and lower-budget bounds for every brand, using nonlinear optimization heuristics. Optimal prices for the brands are also computed. (Reprinted by permission of the publisher.)

In this study, the authors examine the emergence of brand positioning strategies in advertising that parallel the growth of the global marketplace. A new construct, global consumer culture positioning (GCCP), is proposed, operationalized, and tested. This construct associates the brand with a widely understood and recognized set of symbols believed to constitute emerging global consumer culture. Study results support the validity of the new construct and indicate that meaningful percentages of advertisements employ GCCP, as opposed to positioning the brand as a member of a local consumer culture or a specific foreign consumer culture. Identification of GCCP as a positioning tool suggests one pathway through which certain brands come to be perceived by consumers as 'global' and provides managers with strategic direction in the multinational marketplace.

FREQUENCY AND LEARNING One of the ways to make your advertising more effective is to have high levels of repetition. But more isn't necessarily better. We learned a long time [...]