Evaluating Advertising Effectiveness of Creative Television Advertisements for High Involvement Products PDF Download
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Author: Mazhar Ali Publisher: ISBN: Category : Languages : en Pages : 0
Book Description
This study investigates advertising effectiveness of creative TV advertisements (Ads) for high involvement products. The majority of such studies have been conducted using low involvement products. There is a need to conduct a research to find out the effectiveness of creative advertisements for high involvement products. This study will fill this knowledge gap. This study aimed at measuring the impact of creativity in Ads on Attitude toward Advertisement, Unaided Recall and Purchase intention. It involved 94 university students in an experimental research. Paired sample t-test was used for evaluating creative and control Ads. Data analysis reveals that creative Ads are better than control Ads in generating favorable attitude toward ad and high Ad recall but equally ineffective in persuading customers to buy. Binary logistic regression showed small role of creativity in causing high Ad recall while multiple regression analysis confirmed the supremacy of creative Ads for forming a favorable attitude toward Ad.
Author: Mazhar Ali Publisher: ISBN: Category : Languages : en Pages : 0
Book Description
This study investigates advertising effectiveness of creative TV advertisements (Ads) for high involvement products. The majority of such studies have been conducted using low involvement products. There is a need to conduct a research to find out the effectiveness of creative advertisements for high involvement products. This study will fill this knowledge gap. This study aimed at measuring the impact of creativity in Ads on Attitude toward Advertisement, Unaided Recall and Purchase intention. It involved 94 university students in an experimental research. Paired sample t-test was used for evaluating creative and control Ads. Data analysis reveals that creative Ads are better than control Ads in generating favorable attitude toward ad and high Ad recall but equally ineffective in persuading customers to buy. Binary logistic regression showed small role of creativity in causing high Ad recall while multiple regression analysis confirmed the supremacy of creative Ads for forming a favorable attitude toward Ad.
Author: Vashima Veerkumar Publisher: Anchor Academic Publishing (aap_verlag) ISBN: 3954898861 Category : Social Science Languages : en Pages : 153
Book Description
Advertisements have become a trend these days for promoting the product or any service. It plays a vital role in forming an image in mind of family members because they are the means with which the manufacturer indirectly communicates with the family and provides necessary information to them. Advertising has become so integral part of our life & society that we cannot imagine any event, newspaper, magazine, TV serial, Cinema etc. without it. The advertisements are focused on the audience which mainly may either be persuaded by them or watch and pay attention to this medium. Television is an ideal way for advertisers to reach children as it is so omnipresent in homes around the world. Indian child watches 14 hours of Television each week. It was a vital marketing tool to appeal to the parents earlier but now they appeal directly the children who do not have the emotional or cognitive tools to evaluate what’s being sold to them. Prior children used to play outdoor games, magazines, and comics but now most time is spent in watching television and with the increase in the trend of dual responsibilities of parents, they pay very less attention on the watching habits of their children. In addition to this the marketers use various stimulus in television commercials that includes repetition, branded characters, catchy and interesting production features, celebrity endorsements, and premiums free merchandise that accompanies a product.
Author: Kevin J. Clancy Publisher: SAGE Publications, Incorporated ISBN: Category : Business & Economics Languages : en Pages : 256
Book Description
"Anyone who is concerned with television and print advertising effectiveness - media directors, media planners, account executives, brand managers, and market researchers - will benefit from this book."--BOOK JACKET.
Author: Hooper White Publisher: McGraw-Hill Companies ISBN: Category : Business & Economics Languages : en Pages : 314
Book Description
Praise for "How to Produce Effective TV Commercials" Hooper White is unique in the world of television production. In addition to being a great creative, he understands the business side of production. He has produced some of the all-time great commercials and has helped us through the intricacies of the cost of television commercials." -- John E. Ruhaak, Vice President Advertising and Promotion, United Airlines Hooper White is indeed a rare avis . . . a commercial producer who is neither an agency salesman/an apologist nor a client cost-cutting crusader. His book is excellent for both the novice and the experienced practitioner." -- Rob Klugman, Vice President Corporate Development, Adolph Coors Brewing Company "For many years Hooper White has enhanced the impact and cost-effectiveness of our TV commercials. The latest edition of his book is very comprehensive, readable, up-to-the-minute, and based on years of hands-on experience. It's simply the best reference of its kind." -- Jay Qualman, General Director of Advertising Buick Motor Division, General Motors Corporation
Author: Gerard J. Tellis Publisher: SAGE Publications ISBN: 1452262713 Category : Business & Economics Languages : en Pages : 217
Book Description
Understanding Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising.
Author: Publisher: GRIN Verlag ISBN: 3668680183 Category : Business & Economics Languages : en Pages : 22
Book Description
Seminar paper from the year 2016 in the subject Sociology - Consumption and Advertising, grade: 2,2, University of Cologne, language: English, abstract: The aim of this paper is to examine what effects television advertising may have on the consumption choices of children. Advertising can be defined as a means of communication with the users of a product or service. A television advertisement (also called television commercial, commercial, ad or advert) is a message paid for by those who send them and are intended to inform or influence people who receive them. Many television advertisements feature songs or melodies popularly referred to as “jingles,” or slogans which are designed to be striking, memorable and remain in the minds of viewers long after the advertisement. Humour and animation are also often used or included in advertisements. [...]
Author: Barrie Gunter Publisher: Routledge ISBN: 1135626308 Category : Language Arts & Disciplines Languages : en Pages : 346
Book Description
Concern is growing about the effectiveness of television advertising regulation in the light of technological developments in the media. The current rapid growth of TV platforms in terrestrial, sattelite, and cable formats will soon move into digital transmission. These all offer opportunities for greater commercialization through advertising on media that have not previously been exploited. In democratic societies, there is a tension between freedom of speech rights and the harm that might be done to children through commercial messages. This book explores all of these issues and looks to the future in considering how effective codes of practice and regulation will develop.
Author: Mazhar Ali
Author: Mazhar Ali
Author: Vashima Veerkumar
Author: Glen Nowak
Author: Kevin J. Clancy
Author: Association of National Advertisers
Author: Hooper White
Author: Gerard J. Tellis
Author: 
Author: Georgetown University. Institute for Public Interest Representation
Author: Barrie Gunter