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"Lookalike" products, including counterfeits and copycats, are increasingly common in today's global marketplace. Four lab experiments were conducted involving 653 participants, and data were analyzed through SPSS 26. Based on social representation (SR) theory and self‐construal theory, this research examines how advertising for original brands impacts purchase intent for counterfeits and copycats differently. The results suggest that ads for the original product using value‐expressive (vs. utilitarian) appeals result in lower intent to purchase copycat versions. However, ads for the original product using utilitarian (vs. value‐expressive) appeals lead to lower purchase intent for counterfeit versions. The results also show that consumer need fulfillment mediates the interactive effect between ad appeal type and product type. The current research provides useful insights for marketers or retailers grappling with ongoing competitive threats posed by lookalike products and underscores the strategic utilization of various advertising tactics to reduce the demand for copycats and counterfeits. [ABSTRACT FROM AUTHOR]

This paper examines how injunctive, descriptive, and benefit appeals encourage consumers to engage in unfamiliar 'sustainable behaviours' – specifically, the consumption of surplus food, defined as edible foods that are never sold to or consumed by targeted customers. Three experiments involving 815 participants were run to assess reference group and message framing types as moderators of advertising appeal influence. Results indicate a significant interactive effect between reference group and advertising appeal on sustainable food consumption practices. For descriptive appeals, membership groups were the most effective for promoting sustainable food consumption; for injunctive and benefit appeals, aspirational groups were the most effective. Interaction between advertising appeal and message framing also exerted a significant effect on sustainable food consumption behaviours, with descriptive and benefit appeals the most effective when used with positive message framing, and injunctive appeals the most effective when used with negative message framing. [ABSTRACT FROM AUTHOR]

AbstractThe explosion of information technology has created new marketing trends and advertising appeals from brands. These brands have also become diverse often defending the equality of the LGBTQ + group as a societal issue which garners attention in the modern era. Many firms frequently depict members of the LGBTQ + community in their advertising to demonstrate their position on this issue. We create a model in the context of the fashion industry, drawing on the Stimulus Organism Response Theory (SOR), to investigate how the rainbow element affected the correlation between advertising appeals, (inner and social) self-expression, and behavioral intention when comparing Vietnamese and U.S. Data from the experimental survey were collected from 472 respondents, including Vietnamese and U.S. The finding indicates that rainbow LGBTQ + ads only moderate the relationship between advertising appeals and self-expressive in the U.S. case, while the Vietnamese case does not. Self-expressive partially mediates the link between advertising appeals and behavioral intention. By comprehending the behavioral traits of both domestic and U.S. consumers, this study seeks to broaden existing research models and provide suitable recommendations to improve the commercial operations of firms.

Copyright of Nankai Business Review is the property of Nankai Business Review Editorial Office and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This study provided an integrated model for an advanced understanding of an audience's elaboration routes, communication effects, and the reciprocal spillover effects between NPO and endorsers using rational and emotional advertising appeals for smoking cessation with a celebrity endorser. Questionnaires with two advertising appeals (rational and emotional) were randomly distributed to adult participants, and 468 valid responses (243 rational and 225 emotional) were analyzed using linear structural equation modeling. The results revealed that although advertising attitudes toward smoking cessation did not directly affect idea acceptance, they mediated the changes in the elaboration route of the audience they mediated the changes in the audience's elaboration route. Further, evoking the audiences' responsible thinking was critical for smoking cessation and social marketing. This advertising appeal could change the elaboration path effects of the audience. Nevertheless, it has no significant influence on communication effects. Moreover, the reciprocal spillover effects existed for endorsers and NPOs, with endorsers having more spillover effects than NPOs. The rational appeal had better spillover effects than the emotional appeal for NPO. However, its effect on endorsers was insignificant. The findings show that regardless of whether it is rational or emotional appeals, the audience's central and peripheral elaboration of coexists and interaction effects influence idea acceptance, and the reciprocal spillover effects existed for endorsers in the advertisement of NPOs. [ABSTRACT FROM AUTHOR]

Copyright of Turkish Studies - Economics, Finance, Politics is the property of Electronic Turkish Studies and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Humour as an appeal is one of the earlier appeals that attracted marketers and has attracted researchers' interest in recent years. In lieu, the current paper systematically reviews various types of humour. The objective of the current study is to trace the research gaps and furnish directions for future research. The current paper considered articles from 2002-2022 on humour advertising. Multiple research gaps were outlined employing ADO (Antecedents, Decision, and Outcomes) model. The study finds that humour advertising has been effective if the sources are credible. The likability of the brand increases, and that finally affects the buying intention. The potential avenues of research in a similar domain are discussed at the end of the paper. It facilitates practitioners about the various types of humour appeal and methodical thinking to further advancement in the area of humour appealed advertising. [ABSTRACT FROM AUTHOR]

Despite the knowledge that women engage more frequently in multitasking than men when using media devices, no study has explored how multitasking impacts the brand attitude of this target audience. The investigation of gender effects in the context of media multitasking would not only provide a better understanding of the individual elements which influence brand attitude in media multitasking situations but would also guide marketers in their targeting strategies. Likewise, the investigation of the role of advertising appeals follows the current call to concentrate on the role of advertising in media multitasking situations. To address these research gaps, the current research conducted two experimental studies to offer a new perspective on the impact of gender differences in processing styles (heuristic vs systematic processing) and their interaction with different advertising appeals (rational vs emotional appeals) on brand attitude in media single and multitasking. Study 1 employs an online experiment (gender × viewing situation × advertising appeal). Results demonstrate that media multitasking negatively affects brand attitude, and that women have a lower brand attitude in a media multitasking situation compared to a single tasking situation, while emotional advertisements neither strengthen nor attenuate the negative impact of media multitasking on brand attitude. Study 2 employs a more controlled online experiment (gender × viewing situation × advertising appeal) with a different product category. The results reveal a moderating effect on the influence of media multitasking on brand attitude, as mediated through attention toward the ad. Hence, attention toward the ad has been identified as underlying mechanism. [ABSTRACT FROM AUTHOR]

The aim of the article is to create a practically applicable model of the use of emotional appeals for the advertising of personal goods. The theoretical part of the article reviews the use of emotional appeals in advertising and their classification, presents the categories of personal goods. During the expert interview, it was determined which emotional appeals were most appropriate for the advertising of personal goods. Based on the results of the content analysis and questionnaire survey, the main emotional appeals that encourage consumers to purchase the advertised product have been identified; the strength of the emotions caused by the advertisement must be determined and the main elements of the advertisement that form the emotional appeal must be named. Based on the results of the research, a model of the use of emotional appeals for the advertising of personal goods was developed, distinguishing the recommended emotional appeals, emotional strength and advertising elements.

Current research on consumer behavior of green advertising mostly focuses on advertising attitude or consumer behavior, while few studies have extended the topic to explore the consumers' behavior after green consumption. The "Licensing effect", which is a paradoxical side effect of green advertising, has been verified to exist in the consumption context in many countries. This paradoxical effect between cognition and behavior refers to the circumstance that consumers show non-green behavior after green consumption, which is contrary to the original intention of green advertising. However, at present, few scholars have verified and deeply explored that effect in the context of China. This study explores the "licensing effect" of green advertising through two factors: environmental protection cognition and advertising appeal. Through a 2 × 3 experiment, we find that: 1. The licensing effect is applicable in the Chinese consumption context; 2. The licensing effect only exists in individuals with low environmental protection cognition; 3. The appeal mode of green advertising turns out to be an effective moderator, and rational appeal can effectively prevent the licensing effect. This research expands the research scope of green advertising and provides a new vision for the study of consumer behavior in green advertising. In addition, the moderation role of advertising appeal verified by our study has guiding significance for green advertising practice. [ABSTRACT FROM AUTHOR]

Artificial intelligence (AI) offers digital tools that advertisers can use to create ads and automate various advertising processes. It has reorganized and upgraded traditional advertising and specifically improved advertising efficiency for tourist destinations. Adopting the computers-are-social-actors paradigm and spreading–activation theory, this study examined how the relationship between declared creator types (AI vs. human) and advertising appeals (rational vs. emotional) affects individuals' visit intentions. Three scenario-based experiments were conducted. They revealed that advertisements with rational appeals improved visit intention for AI-generated ads more effectively. In contrast, those with emotional appeals were more attractive when the declared creator was human. This effect was mediated by information processing fluency. The results also confirmed the moderating role of tourists' involvement in these relationships. This research expands the range of applications of AI-generated content in advertising and can inform practical marketing strategies for tourist destinations. • For AI-created advertisements, rational appeals improve tourists' visit intentions. • For human-created advertisements, emotional appeals improve tourists' visit intentions. • Information processing fluency is the underlying psychological mechanism. • AI creator identity with rational appeal is more persuasive for high-involved tourists. [ABSTRACT FROM AUTHOR]

The growth of E-Commerce in the Philippines has shifted dramatically at an unprecedented pace during the COVID-19 pandemic, forcing consumers to shop online. The change in consumer behavior created a domino effect both for physical stores and e-commerce platforms. With the impact on the said area, the study focused on Shopee’s big online shopping events that make the platform the #1 Online Shopping Application in the Philippines as of 2020. The study empirically observed and analyzed how the factors influenced users to participate and develop their purchase intentions, considering the ongoing pandemic, allowing the researchers to identify the gaps in an online event. The factors that were observed are Celebrity Endorsers & Social Media Influencers, Advertising Appeal, Creative Sales Promotion/s, and Timing. The study used an online survey questionnaire, allowing the researchers to gather quantitative data through Likert Scale questions or statements that asked the respondents to answer based on their level of agreement. The effectiveness of each factor and its influence on purchase intention were determined by performing Descriptive Statistics and Regression Analysis as it was revealed that creative sales promotions (offering free vouchers, providing promotional codes, discount deals, etc.) to consumers and timing of events have a significant effect on Shopee users’ purchase intention, which are ideal for marketers to use as tools to develop effective marketing strategies to attract and persuade consumers to purchase products. However, Celebrity Endorsers & Social Media Influencers and Advertising Appeal are not significant or have no influence on online shoppers’ intention to purchase. As these may not be the ideal marketing tools or strategies to persuade consumers to buy, these can be relevant when it comes to building brand image and increasing brand awareness. The findings provided online businesses with insights to influence users’ purchase intent during online shopping event sales. [ABSTRACT FROM AUTHOR]

This study examined whether online video ads in the U.S. and South Korea reflect their cultural values in the same way as traditional advertising has shown. A content analysis was conducted on popular YouTube video ads in both countries. Surprisingly, the results from the current research were somewhat inconsistent with the previous research results in mass media advertising. Most of the frequencies of advertising appeals of popular online video ads on YouTube in South Korea were not significantly different from those in the U.S., despite cultural differences between the two countries. Popular online video advertising might be more likely to reflect the individual and emotional characteristics of online video advertising rather than cultural values. Implications for international research on online video advertising were discussed. [ABSTRACT FROM AUTHOR]

Despite the fact that companies increasingly value online star endorsements as Internet celebrity economy booms, scientific knowledge on the effect of online star endorsements on consumers' purchase intention is limited. Based on the theories of self and construal level theory, this study investigates the impact of online star vs. celebrity endorsements on purchase intention and explores the underlying mechanism as well as boundary conditions. The results of four studies reveal the following: (1) Compared with no endorsement, both celebrity endorsements and online star endorsements lead to increases in consumers' purchase intention, with no significant difference between the two. (2) Self-concept mediates these relationships; specifically, celebrity and online star endorsements activate the ideal and actual self respectively, and enhance consumers' willingness to purchase. (3) The effect of endorsements on consumers' purchase intention is moderated by advertising appeals. That is, celebrity endorsements enhance purchase intention when consumers are exposed to symbolic appeals in advertisements, and online star endorsements enhance purchase intention when it is matched with functional advertising appeals. [ABSTRACT FROM AUTHOR]

Researches on public broadcasting in the world are carried out in the light of the meanings attributed to the concept of public broadcasting by the British BBC company. The BBC has attributed information, entertainment and education meanings to the concept of public broadcasting. Evaluating the concept only through these three functions is inconsistent with the reality of public and private broadcasting. Public or commercial broadcasting organizations act to persuade and mobilize the masses while educating, informing and entertaining. The revenues of national method publishers depend on licenses and taxes. In the commercial broadcast method, revenues are met from advertising broadcasts. TRT has adopted the mixed (national commercial) method in its broadcasting method. Broadcast violations in Turkey are mostly in the form of advertising. Between 01.01.2019 and 30.09.2019, RT†K applied 61.11% of the sanctions arising from broadcast violations to advertising broadcasts, and the rate reaches 78.27% when the violation decisions arising from the 4th paragraph of Article 8 are added to the sanctions. RT†K did not have any legal sanctions for TRT broadcasting violations other than a warning. This situation formalizes the inspection and shows that the inspection does not have a deterrent aspect. Advertising directs people to consumption by activating human desires. Advertising producers use sexuality, the female body, children and attractions to amplify the frequency of the advertisement. TRT 1 advertisements include products that are harmful to public health, and women and children are used as objects. In this way, society is faced with the problem of legitimizing unethical methods. The public broadcaster must educate and protect the public against legitimized immorality and immorality. When TRT 1 advertising broadcasts are examined, TRT gives the appearance of dependence on the unethical and unregulated advertising market that is being tried to be legitimized. All of the attractiveness elements were found in the advertisements broadcast on TRT 1 between 15-23 May 2021. This situation will cause psychological and sociological problems for children and young people. In this study; the situation analysis technique, which is defined as researching and examining an event or phenomenon in detail, was used. [ABSTRACT FROM AUTHOR]

Despite the fact that companies increasingly value online star endorsements as Internet celebrity economy booms, scientific knowledge on the effect of online star endorsements on consumers’ purchase intention is limited. Based on the theories of self and construal level theory, this study investigates the impact of online star vs. celebrity endorsements on purchase intention and explores the underlying mechanism as well as boundary conditions. The results of four studies reveal the following: (1) Compared with no endorsement, both celebrity endorsements and online star endorsements lead to increases in consumers’ purchase intention, with no significant difference between the two. (2) Self-concept mediates these relationships; specifically, celebrity and online star endorsements activate the ideal and actual self respectively, and enhance consumers’ willingness to purchase. (3) The effect of endorsements on consumers’ purchase intention is moderated by advertising appeals. That is, celebrity endorsements enhance purchase intention when consumers are exposed to symbolic appeals in advertisements, and online star endorsements enhance purchase intention when it is matched with functional advertising appeals.

Green consumption is an important component of environmental protection behavior. The behaviors of individual consumers are having unprecedented impacts on the sustainable development of a green society. Previous research has discussed how anthropomorphic beneficiaries of environmental behavior (e.g., nature/earth) impact green consumption behavior and compared the influence of anthropomorphic presence and absence on consumers. However, few have examined the impact of different types of anthropomorphic carriers with environmental benefits (e.g., green product/brand) on consumers. This research explores the matching effects on the willingness of consumers to buy green products between the anthropomorphic image of the brand (cute vs. cool) and advertising appeals (self-interest vs. altruism); in addition, the underlying mechanisms of matching effects are revealed. The results show that, under the self-interested advertising appeal, the cool anthropomorphic image can lead to higher purchase intention of green products due to the mediating role played by the brand capacity trust. However, when exposed to altruistic advertising appeal, the cute anthropomorphic image can enhance brand goodwill trust of consumers and make consumers more willing to buy green products. Finally, this paper discusses the contributions and limitations.

Green consumption is an important component of environmental protection behavior. The behaviors of individual consumers are having unprecedented impacts on the sustainable development of a green society. Previous research has discussed how anthropomorphic beneficiaries of environmental behavior (e.g., nature/earth) impact green consumption behavior and compared the influence of anthropomorphic presence and absence on consumers. However, few have examined the impact of different types of anthropomorphic carriers with environmental benefits (e.g., green product/brand) on consumers. This research explores the matching effects on the willingness of consumers to buy green products between the anthropomorphic image of the brand (cute vs. cool) and advertising appeals (self-interest vs. altruism); in addition, the underlying mechanisms of matching effects are revealed. The results show that, under the self-interested advertising appeal, the cool anthropomorphic image can lead to higher purchase intention of green products due to the mediating role played by the brand capacity trust. However, when exposed to altruistic advertising appeal, the cute anthropomorphic image can enhance brand goodwill trust of consumers and make consumers more willing to buy green products. Finally, this paper discusses the contributions and limitations. [ABSTRACT FROM AUTHOR]

In today's world, where advertising films have become an important tool for reaching consumers, companies try to achieve a competitive advantage by using different advertising strategies and effective advertising appeals. The use of neuromarketing, which aims to better measure and understand the attitudes and behaviors of consumers, is increasing day by day in marketing research. In this study; The effectiveness of four different types of advertising films, including humor, fear, sensuality, and sexuality, was investigated on 50 participants, 25 men and 25 women, using eye-tracking and survey methods, and the findings were analyzed comparatively. In the research, which was applied in three stages, how advertising films affect the attitudes of attracting attention and transmitting the desired message, gaining appreciation, rememberability, influencing brand and purchasing attitudes and the reactions it creates in customers were investigated. In the first stage, the first survey was applied to determine the attitudes of the participant's demographic structures, and their attitudes towards advertising films and advertising media. In the second stage, an eye-tracking study was carried and a second survey application was carried out to determine the effect of advertisement appeal and advertising components, remarkable and admirable points, brand and logo recall. In the third stage, seven days after the eye-tracking study, the third survey was applied to the same participants and rememberability of the adversiting films being watched and their attitudes towards the product were investigated. As a result, it has been observed that different advertising appeals are effective in attracting the attention of the consumers, and in this, the advertisement product and brand increase the recall, and the positioning of the brands and logos in the middle of the screen in the advertisement films attract more attention. In addition, it has been determined that the use of humor and emotionality in advertising is more liked, depending on the social structure. The results of the study will make a significant contribution to the design of advertisement films and the use of appeal. [ABSTRACT FROM AUTHOR]

This study investigates the persuasive nature of existential guilt appeals in charitable advertisements. A television advertisement was used to test the direct and indirect relationships between existential guilt, attitude towards the charitable organisation, inferences of manipulative intent (IMIs) and charitable donation intentions. The findings show that attitude towards the charitable organisation has a direct and indirect impact on charitable donation intentions. However, IMI did not moderate the relationship between existential guilt and charitable donation intentions. The study suggests that future non-profit researchers should explore the role of emotional intensity and brand credibility on the effectiveness of each specific type of guilt appeal. [ABSTRACT FROM PUBLISHER]

Copyright of Galician economic journal is the property of Ternopil Ivan Puluj National Technical University and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Studies examining the effects of advertising appeals have yielded conflicting results. Some have found that an emotional appeal is more persuasive than an informational appeal, while others have demonstrated the opposite. The objective of the current study was to explore a theoretical explanation for the conflicting results in advertising appeal research. The findings of this study support the theory that brand familiarity determines the effectiveness of advertising appeal. The study results additionally support the theory that attitudes toward the ad predict the consumer's attitude toward the brand. In addition, the study found that brand familiarity moderates the strength of the relationship between ad attitude and brand attitude. Other aspects and the implications of these findings are discussed in this paper. [ABSTRACT FROM AUTHOR]

As more and more citizens gradually stress on leisure activity, there is a voice to develop ecotourism. Due to the fierce competition in the market, ecological businesses have spent a large amount of advertising costs for effectively delivering product related information, expecting that consumers would know the brand and product through advertisement and further appear purchase behavior. In present study, 300 general people in Fujian Province participated in the experimental research. A half of the research objects (150 people) in the experimental group is preceded the rational advertisement experiment, and the other half (150 people) is preceded the emotional advertisement experiment. The research results are summarized as followings. 1. Rational advertising appeal presents significantly higher attitude toward advertisement than emotional advertising appeal. 2. Rational advertising appeal shows remarkably higher purchase intention than emotional advertising appeal. 3. Attitude toward advertisement reveals notably positive effects on purchase intention. According to the results, the present study proposes the following suggestions. It is expected to assist ecological businesses, through advertisement, in timely developing real advertising effectiveness, deepening consumers' cognitive impression of the ecological business and changing their attitudes, and reinforcing consumers' purchase intention. [ABSTRACT FROM AUTHOR]

In prevailing competition-based market economy, organizations have to search factors influencing advertising effectiveness. This research aims at developing the model of the influence of advertising appeal on advertising effectiveness. While achieving the aim of the article, the analysis and synthesis of scientific literature is provided. Furthermore, traditional marketing research methods as well as neuromarketing research methods are applied in order to determine the influences of different advertising appeals on advertising effectiveness. As a research result, the model of the influence of advertising appeal on advertising effectiveness is elaborated. Accordingly, this research fills the gap in scientific literature by determining the influences of emotional and rational appeals on print / outdoor advertising effectiveness in the context of convenience product category. Moreover, by answering the research question, the contribution to the field emerges in integrating both marketing theory and neuroscience in order to analyze and evaluate consumer behavior.

This study focused on the Airtel’s Always On slogan to elucidate alternating choices constructed to build strong relationships with subscribers. The proceeding semiotic paradigms were strategic discourses communicated to dominate some facets of human endeavors serving, perhaps, as signals to operational capacities of Airtel®. Halliday’s concepts of the Paradigmatic Order and Circumstantial facilities of the Transitivity system were applied to seven ads of the Always On to assist in deriving both structural and semantic values from the switching linguistic elements. Tables and a graph provided supports for the analysis as indicators of the recurring components of the analyzed structural choices. The study showed that Always On is synonymous with Airtel in terms of operational consistency. It revealed further that creativity was not limited to the phrases proceeding Always On but that the choice inventions were extended to background images playing supportive roles in the persuasion. The Circumstantial functioned as cause, manner and role with reliable service provisions. The switches provided recipients avenues to generate diverse meaning potential that could naturally stimulate individuals to consumption. The study concluded that the alternating devices did not only fascinate persuasion but also demonstrated systemic creativity of enlightenment.

Studies have identified the importance of the attitude in the association with advertising appeal. However, the factors involved in direct and indirect effects of attitude remain unaddressed in the advertising appeal literature. This article aims to provide insight of the theoretical framework that addresses cultural norms based on Global Leadership and Organizational Behavior Effectiveness (GLOBE) cultural dimensions as the moderating factor in explaining the association between the advertising appeal and behavioral intention. In addition, this paper explores the possibility of the mediating role of the attitude in the association between advertising appeal and intention which may be studied further to determine the empirical finding based on the Theory of Planned Behavior. [ABSTRACT FROM AUTHOR]

The aim of the article. The objective of this article is to create a decision-making process for an advertising campaign and its further implementation. This article defines the advertising as an impersonal means of communication, which has a clearly identified source of funding and is intended to inform consumers and encourage them to act in a manner beneficial to the advertiser. The results of the analysis. In this article the campaign is divided into two blocks. The first block is the decision process leading to the campaign. The second block is the implementation of the campaign. The first block is the process of deciding on an advertising campaign. It is based on an analysis of internal and external factors affecting the company, setting clear goals, as well as the choice of method to achieve these goals. The decision to advertise is a sequential process consisting of many stages, so it is very important. The analysis and decision leads to the next block. The second block is a process of making an advertising campaign. This article identified the following stages of the campaign: the choice of target segment, the development of advertising messages, advertising coordination concept, the choice of distribution channel, coordination and budget implementation. At each stage of the second block the customer and advertiser are in constant contact for maximum effect. Also, the final step is the assessment of the campaign effectiveness. Combining the two blocks in a single process makes it possible to maximize the results of the process. This is the main idea of the approach proposed in this article. This article reviews the literature on the meaning of the term “advertising” and suggests its own. It also presents a theoretical analysis of the term “advertising campaign” and proposes a scheme of the decision-making process for an advertising campaign, which was implemented via the example of the "boxed chocolates” commodity group of “AVK” company. The scheme is compared with existing classic approach and its features and benefits are highlighted, including: − establishing a permanent communication with the customer at all stages of the campaign; − splitting the overall scheme into two separate blocks that can exist independently, but provide maximum effect when combined in a coherent sequential process. Also, the scheme presented in this article involves the development of an advertising campaign with a flexible budget and concept that can focus on the volatility of the situation and preserve its integrity despite the changes in the distribution channels and is capable of correcting each stage of the advertising campaigns development in accordance with the allocated budget. Conclusions and directions of further researches. Thus, the main advantage of this scheme is the flexible advertising budget and rich toolset for communication with the consumers. Moreover, the basic idea can be traced in every communication channel, and the main media and communication tools, advertising messages are relatively inexpensive. Attention was paid to minimizing the costs. This process of making an advertising campaign was confirmed by an example of the food industry. [ABSTRACT FROM AUTHOR]

This study is a content analysis of radio commercials on the various gubernatorial candidates for the 2015 election in Oyo State, South West, Nigeria. It focuses on the commercials of candidates from the four most prominent parties in the state. Basically, the paper attempts to identify the dominant radio commercial formats and advertising appeals adopted in the selected political radio commercial as compared to traditional product ads. It was then discovered that the contemporary political ads have now taken after the traditional product ads in terms of strategy. Also, when cultural content combines with voters' economic needs in an ad, it becomes very effective. We therefore recommend that political parties and their candidates should combine both cultural content and economic needs of voters in their commercials to be more effective. Further research uptake is recommended on children as vote determinants. [ABSTRACT FROM AUTHOR]

In the article the presented results of research of the use of different styles are in registration of advertising appeals which was given by domestic and foreign companies on the Ukrainian advertising mediums in 2006-2010.

Advertising has always been in the evolving mode using various technologies, themes and channels, but the message communication strategy has not changed much. Even today every message is carefully crafted to fit into limited conventional themes like humor, love, rationality, sensuality etc. Among all sensuality is considered to be the most powerful way of message communication due to its impact on the viewers and their environment. Sexuality in the advertisement is the favorite option for many marketers due to its time of sustenance in the mind of a viewer and higher recall value associated with it. This paper intends to study the impact of sexual content in advertisements on various demographic segments with respect to their change in the purchase behavior of that product associated with the advertisement. Through visual aids and various statistical methods like cluster analysis, ANOVA and descriptive statistics, an attempt has been made in this study to measure their affinity and acceptance towards the usage of sexual content in the advertisement. Significant variation was discovered in the perception of various respondent groups, where some are highly for the usage of the content and some are strictly against the usage and this varied significantly as per their demographic variables. Analysis of the variations has resulted in various recommendations for the marketers through which they can guide their organizations in creating appropriate content for the right target groups associated with their products or services. [ABSTRACT FROM AUTHOR]

Marketers frequently adopt a “high quality, low price” appeal in advertisements. However, the price–quality inference theory implies that this contextual appeal may not be well-accepted by consumers because it contains two contradictory cues: high quality and low price. This article investigates how consumers evaluate this appeal through two laboratory experiments. Study 1 shows that the appeal leads to favorable price perceptions and purchase intentions when the product price is high; it leads to high quality perceptions when the price is low. Study 2 shows that these effects are salient when consumers have a weak price–quality schema or a low need-for-cognition. [ABSTRACT FROM AUTHOR]

This article investigates the influence of the physical appearance of an advertising model on the effectiveness of advertising. Four versions of video-based electric toothbrush advertisements are shown to 178 respondents in China. The results of this study revealed a significant influence of source attractiveness on advertising effectiveness when the participants watched advertisements that emphasized the image building (tooth whitening) function of the toothbrush. However, an insignificant influence was found when the participants watched advertisements that stressed the utilitarian (tooth-cleaning) function of the product. This study expands the elaboration likelihood model (ELM) theory and provides advertisers with practical advice about designing advertisements and developing the Chinese consumer market. [ABSTRACT FROM AUTHOR]