..., that impacts creativity judgments, which in turn enhances advertising effectiveness. Ilgım Dara Benoit can be contacted at: benoitid@appstate.edu 03 01 2024 23 05 2024 06 08 2024 20 08 2024 © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights...

... Publishing Limited 2023 Emerald Publishing Limited Licensed re-use rights only Front-of-package label Food advertising Print media Advertising effectiveness Consumer attitude Nutrition knowledge Placing a front-of-package label on a food product is a global trend (Kanter et al...

... indeed has a significant effect on FMCG advertising effectiveness. Practical implications The selection of a female celebrity spokesperson when seeking FMCG advertising effectiveness depends on the primary determined aim of marketing communication. If the aim of the advertising campaign is to form...

... involvement affects advertising effectiveness indirectly through the endorser-credibility construct. Finally, the authors show that a consumer’s experience with an advertised product affects the perception of endorser credibility and the effectiveness of the advertisement. Originality/value The findings...

... an opportunity to have respondents more freely express their thoughts and feelings about the topic under investigation. Advertising effectiveness Consumers Attitudes Baby boomer generation China The Generation X cohort (Generation Xers) is comprised of those born between the years of 1961...

... (Brines and Joyner, 1999). Nabil Razzouk can be contacted at: nabil@razzouks.com © Emerald Group Publishing Limited 2007 Consumer behaviour Decision making Marriage Dual‐career couples Advertising effectiveness An executive summary for managers and executive readers can...

... Advertising effectiveness Driving from Chicago to Florida with family or friends a few decades ago, highways south of Illinois and Indiana seemed inundated with signs telling drivers to “Visit Rock City,” “See Ruby Falls” and “Visit the Blanket Store.” Then or now, few who made these trips knew...

... to attempt to debunk the urban myth by focussing upon it and showing it as unrealistic and unrepresentative of Volvo, its cars and its customers. Automotive industry Marketing strategy Advertising effectiveness Australia In 1990, Volvo executives in Sweden realised that to compete...

...., 1987 ; also see Rotzoll, 1980). © Emerald Group Publishing Limited 2006 Advertising Television commercials Advertising media Advertising effectiveness Consumers were always able to avoid mass media advertising. Television breaks would be the time to make snacks or go to the toilet...

... participant commented: © Emerald Group Publishing Limited 2004 Tobacco Health education Advertising Perception Advertising effectiveness A number of anti‐smoking messages are currently part of the media landscape. Some messages are produced by the tobacco industry while others...

... drug expenditures – a 40‐fold increase over DTC spending at the start of the 1990s decade, and more than US companies spent on advertising beer (The Economist, 1998; Calfee, 2001). Direct action Doctors Patients Direct marketing Pharmaceuticals Advertising effectiveness Jacoby...

...”, with a picture in the center of the page of a rear view of a person’s thigh to mid‐back, with a small area covered by thin bikini briefs. Irrelevant use of sex © MCB UP Limited 2003 Advertising effectiveness Codes of practice Product quality Product strategy Marketing strategy Consumer...

...Audhesh K. Paswan John Philip   Jones (Editor) . How Advertising Works – The Role of Research . Thousand Oaks, CA : Sage Publications   1998 . 358 pp. , ISSN: ISBN 076191241X   $34.95 (pb) Advertising Advertising effectiveness Marketing research As regards...

... Advertising effectiveness Brand image Consumer behaviour Image The general purpose of this experiment is to examine the effects of activating self‐concept on the image congruence hypothesis. One hundred consumers read an advertisement for Reebok athletic shoes that encouraged them to use either image...

... can be used to gain attention and maintain sales, while created spokespersons′ effectiveness is in establishing a lifelong link with the product. © MCB UP Limited 1992 Advertising effectiveness Celebrities Consumer attitudes THE USE OF CREATED VERSUS CELEBRITY SPOKESPERSONS...

... not be neglected since, unlike promotions, it both raises sales in the short term and builds brands in the long term. © MCB UP Limited 1992 Advertising effectiveness Brand awareness Marketing strategy Recession DOES ADVERTISING WORK: A Review of the Evidence Peter Kim How effective is advertising...

... of commercial breaks, remains activated to some extent, producing a positive effect on commercial performance. Provides a summary of the evidence and reports on research findings. © MCB UP Limited 1991 Advertising Advertising effectiveness Marketing strategy TELEVISION PROGRAM INVOLVEMENT...

... buying efficiency. Concludes that all parties should benefit– the advertising agency justifies its claim on media planning,the publications have the opportunity to actively sell, and the advertiser gains from the best thinking of a team of professionals. Advertising effectiveness Efficiency Media...