haku: @author Hollier, E.A. / yhteensä: 1
viite: 1 / 1
« edellinen | seuraava »
| Tekijä: | Ambler, T. Hollier, E.A. |
| Otsikko: | The waste in advertising is the part that works |
| Lehti: | Journal of Advertising Research
2004 : DEC, VOL 44:4, p. 375-389 |
| Asiasana: | Advertising Marketing Market research Brands Consumer attitudes Effectiveness USA |
| Kieli: | eng |
| Tiivistelmä: | 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. |
« edellinen | seuraava »
SCIMA