... concepts. NZTA’s research partner used its in-house established creative testing framework to assess the creative’s appeal, relevance and clarity and with the campaign’s potential to shift behaviour and to identify remaining barriers. Advertising Road safety Vehicle safety Campaign development...

...Yiping Li; Ann Kronrod Purpose Marketers often use images to increase the effectiveness of prosocial communication. Some images display dull tones (grayish color), whereas other prosocial advertisements portray images with pure tones (vivid colors with little-to-no gray). However...

...Jacques François Diouf; Sophie Lacoste-Badie; Olivier Droulers; Karine Gallopel-Morvan Purpose Upstream social marketers advocate implementing effective public policies to protect vulnerable populations from the impacts of advertising harmful products. This study aims to explore how alcohol ad...

... 2020 10 11 2020 09 04 2021 Social marketing Advertising Behavior/attitudes Message framing Accident prevention/road safety Many behaviors constitute distracted driving, but using a cellular phone while driving is a particularly risky one. Using a cellular device to send...

...-use rights only Advertising Accident prevention/road safety Consumer attitudes Texting and driving Emotional appeal in ad campaigns can be communicated via both imagery and words. Previous research shows that compared to verbal messages, imagery creates more curiosity...

... as healthier with no detrimental effects on its perceived appeal, which are a likely side effect of advertising food as healthy. Design/methodology/approach Four between-participant lab studies (N = 50, 80, 80, 102) included manipulations of food motion vs stillness and then compared ratings of food...

...Li-Keng Cheng; Chung-Lin Toung Purpose Fear appeals in advertising communication are considered by advertisers when other types of advertising appeals do not achieve expected effects. Fear appeals, by arousing the fear that something may threaten consumers’ present lives, are often adopted...

...Alan Abitbol; Miglena M. Sternadori Purpose This purpose of this study was to investigate how consumers’ degree of rurality and preference for specific ad types are associated with their attitude toward femvertising (pro-female advertising). Design/methodology/approach An online survey of US...

... advertising. Design/methodology/approach Based on repeated cross-sectional, nationally representative data from the 2011-2014 Annual Survey of Buddhist Lent Campaign Evaluation (N = 10,133), a generalized ordered logit (partial proportional odds) model is used. The outcome of interest is self-reported...

...Beatriz Casais; João F. Proença Purpose The purpose of this paper is to examine health-related social advertisements to identify its use and evaluate its appropriateness to situational needs, such as epidemic dynamics and the context where it is implemented. The paper also discusses the barriers...

... the relationship between these strategies and underage alcohol consumption before and after 2007. Design/methodology/approach Panel data methodology is implemented using data from ESTUDES national survey (average sample size 26,000 interviews, 2004-2010) and INFOADEX (nationwide advertising expenditure, 1999...

...-environmental social advertising. The paper aims to discuss these issues. Design/methodology/approach – This study employed a between-subjects 2 (gender)×3 (message appeal) factorial design, administered through a commercial online consumer panel firm based in the USA, which included 444 respondents...

... are summarized. Finally, ethical implications and suggestions for future research are broached. © Emerald Group Publishing Limited 2014 Health promotion Social marketing Consumer attitudes Advertising Behaviour/attitudes Child abuse remains a chronic problem in the UK, where...

... types of pro-recycling advertisements. The message feature was the way in which the advertisements were framed. The psychological characteristic of the message recipient was the respondent's mood. The paper aims to discuss these issues. Design/methodology/approach – Hypotheses were tested...

...Julie A. Pirsch; Stacy Landreth Grau; Michael Jay Polonsky Purpose The aim of this paper is to outline key social marketing issues apparent in deceptive weight‐loss advertising, from the perspective of government policy‐makers, manufacturers, the media, and consumers. The purpose is to examine...

...Sela Sar; George Anghelcev Purpose The aim of the paper is to investigate the impact of pre‐existing audience mood on responses to health public service advertisements (PSAs). The paper also aims to show the practical and theoretical importance of mood as a variable in health communication...

...Michael Mackert; Brad Love Purpose The purpose of this paper is to highlight the potential value that direct‐to‐consumer (DTC) prescription drug advertisements can provide to social marketers as examples of effective persuasive health communication. Design/methodology/approach Modern medicine...

... marketing, broadens the discussion beyond communications. It shows that it is necessary to consider the whole marketing mix, not simply advertising, when discussing social marketing. © Emerald Group Publishing Limited 2011 In the case of tobacco, the principal concern is that responsibility...