... 2023 Emerald Publishing Limited Licensed re-use rights only Target marketing Advertising effectiveness LGBTQ Advertising reception Gay marketing Gay-themed advertising Minority-oriented advertising Sexual minorities Target advertising Since the 1990s, sexual minorities or LGBTQ...

... 07 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Advertising effectiveness Brand familiarity Advertising repetition Brand placement Music videos The effect of advertising repetition on consumers is one of the central issues...

... and the consequent impact on advertising effectiveness. Findings Study I suggests that HMMs perform worse on a response inhibition task than LMMs after multitasking freely (in which case motivation to regulate attention determines the process), but not after their attention was guided externally...

... and the presence of firm-serving motives influence advertising effectiveness. Design/methodology/approach Study 1 examines how the number of “likes” influences consumer attitudes towards the sponsoring brand by strengthening advertising credibility, when social media ads are effectively (vs non-effectively...

...@unisa.edu.au 11 10 2017 02 03 2018 13 07 2018 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Television Sponsorship Advertising effectiveness Often, an ad break starts with a sponsorship bumper saying, “this program...

... Limited 2018 Emerald Publishing Limited Licensed re-use rights only Consumer behaviour Creativity Design Behaviour Advertising effectiveness Advertisements Usage scenarios Measured emotions A wide range of products for many different functions are continually being replaced...

... 2015 03 12 2015 24 02 2016 17 03 2016 © Emerald Group Publishing Limited 2016 Emerald Group Publishing Limited Licensed re-use rights only Publicity Advertising effectiveness Integrated marketing communications Persuasion knowledge Friestad and Wright (1994...

... and extensions using behavioral data and alternative implementations of the index method would help to better assess the effects of judging conformity with principles as a means of predicting relative advertising effectiveness. Advertisers can expect more accurate pretest results if they combine the predictions...

... point for future research to provide a coherent methodology for capturing the necessary data, processing the underlying information and evaluating the advertising effects. Practical implications – The multichannel effect needs to be quantified and taken into account when evaluating print...

... (prevention versus promotion) on the attitude toward the message. Fair Trade Regulatory focus Advertising Effectiveness Two-sided Messages The goal of this study is to investigate the effectiveness of regulatory congruence in two-sided advertising messages. Two-sided advertisements...

...., 2005). The notion that adolescents are vulnerable to advergames is widely accepted, but our understanding of the extent of this susceptibility needs further empirical research (Moore and Rideout, 2007). Advertising effectiveness Young people Internet marketing Entertainment Consumer behaviour...

... of the study, analyses its limitations, and suggests fruitful avenues for further research. © Emerald Group Publishing Limited 2012 Advertising effectiveness Content analysis Advertising The AIDS crisis of the mid‐1980s was the prelude to a radical departure in marketing communications...

.... Even advertisers using a localized approach must carefully monitor changes in cultural norms to assure message effectiveness. Drew Martin can be contacted at: drmartin@hawaii.edu © Emerald Group Publishing Limited 2012 Advertising effectiveness Acculturation Culture Content analysis...

...Magnus Söderlund; Micael Dahlén Purpose This paper seeks to examine whether violence embedded in stories in ads can contribute to advertising effectiveness along the same lines as well‐researched ad elements such as the celebrity endorser and the physically attractive ad model. More specifically...

... of tension and fatigue, which had a negative effect on advertising effectiveness. Regardless of the direction of the response (either positive or negative), this work supports the notion that sexual appeals obtain their effect through arousal. Prior to providing details on this, we take a social...

...‐marketing advertising across different segments of the overall target group. Gianfranco Walsh can be contacted at: walsh@uni‐koblenz.de © Emerald Group Publishing Limited 2010 European Union Cigarettes Advertising effectiveness Cluster analysis Cross cultural studies Sales campaigns...

..., seek to develop this concept by way of a classification that suggests four different levels of understanding that children may exhibit towards advertising © Emerald Group Publishing Limited 2008 Children (age groups), Television commercials Advertising effectiveness Ireland A key...

... Publishing Limited 2007 Advertising Advertising effectiveness European Union Bulgaria Romania Following the identification of the two direct antecedents of advertising, i.e. attitudes to the institution of advertising and the instruments used to further it (Sandage and Leckenby, 1980...

... implications for global marketers. © Emerald Group Publishing Limited 2004 Religion Advertising Advertising standards Advertising effectiveness Consumer attitudes Religious beliefs play a significant part in sculpting social behaviour. Differences in religious affiliations tend...

... these results. © MCB UP Limited 1999 Sponsorship Consumer behaviour Image Marketing communications Advertising effectiveness Television During the last decade, there has been a significant growth in the use of television sponsorship, particularly in North America where spending...