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| Author: | Ambler, T. Hollier, E.A. |
| Title: | The waste in advertising is the part that works |
| Journal: | Journal of Advertising Research
2004 : DEC, VOL 44:4, p. 375-389 |
| Index terms: | Advertising Marketing Market research Brands Consumer attitudes Effectiveness USA |
| Language: | eng |
| Abstract: | This study shows that "waste", that is 'the perceived extravagance of an advertisement' contributes to advertising (here as: adv-g.) effectiveness by increasing credibility. It draws especially on the "Handicap Principle" in biology of animals using wasteful characteristics to signal their exceptional biological fitness. It hypothesizes that excesses in adv-g. work in a similar way by signaling "brand fitness". TV ads. were evaluated online for perceived adv-g. expense, message, brand familiarity, reliability, quality, and likelihood of choosing. High perceived adv-g. expense enhances an ads.'s persuasiveness significantly, but largely indirectly, by strengthening perceptions of brand quality. |
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