Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 31482
Advertisement Effectiveness: A Review and Research Agenda

Authors: Prateek Maheshwari, Nitin Seth, Anoop Kumar Gupta

Abstract:

In today’s highly competitive, dynamic and technology driven business circumstances, marketers are under steady pressure to deliver the best. Organizations are continuously improving and upgrading themselves to meet customer expectations and demands. Technology has not only changed the way in which business is done in modern times but has also transformed the way to reach out to target audience. Marketers have identified most recent media options to communicate and convince potential customers. Numerous scholars have studied the research domain of advertising and have tried to recognize different measures of advertisement effectiveness in context of various media. The objective of this paper is to critically review accessible literature on advertisement effectiveness in context of varied advertising media, recognize major gaps in the literature and identify future research prospects on the basis of critical analysis of literature.

Keywords: Advertising, Advertising Media, Competition, Effectiveness Measurement.

Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1337613

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 10774

References:


[1] M.T. Bendixen, “Advertising Effects and Effectiveness”, European Journal of Marketing, Vol. 27, No. 10, 1993, pp. 19-32.
[2] G. A. Akerlof, “The Market of ‘Lemons’: Quality Uncertainty and the Market Mechanism,” The Quarterly Journal of Economics, vol. 84 (3), August 1970, pp. 488–500.
[3] C. Shapiro, “Premiums for High Quality Products as Returns to Reputations,” The Quarterly Journal of Economics, vol. 42, no. 4, Mar. 1983, pp. 247–2608.
[4] D. Starch, “Testing the Effectiveness of Advertisements”, Harvard Business Review, 2009, pp. 464-475.
[5] J.N. Sheth, “Measurement of Advertising Effectiveness: Some Theoretical Considerations”, Journal of Advertising, Vol. 3(1), 1974, pp. 6-11.
[6] Alpert et al., “The Impact of Repetition on Advertisement Miscomprehension and Effectiveness”, Journal of Advances in Consumer Research, Vol. 8, No. 2, 2001, pp. 130-135.
[7] S. Hudson, C.L. Hung and L. Padley, “Cross-National Standardization of Advertisements: A Study of the Effectiveness of TV Advertisements targeted at Chinese Canadians in Canada”, International Journal of Advertising, 21, 2002, pp. 345-366.
[8] Reading et al., “Effectiveness of Telescopic Advertisements Delivered via Personal Video Recorders”, Journal of Advertising Research, Vol. 10, No.6, 2006, pp. 217-228.
[9] K. Newstead and J. Romaniuk, “The Relative Effectiveness of 15 and 30 Second TV Advertisement”, Journal of Advertising Research, March 2010, pp. 68-76.
[10] B. Ranjbarian, A. Shaemi and S. Y. Jolodar, “Assessing the Effectiveness of Electric Conservation Advertisements in Isfahan Channel Television”, International Business Research, Vol. 4, No. 3, 2011, pp. 194-200.
[11] J. Hofacker and T. Murphy, “World Wide Web Banner Advertisement Copy Testing”, European Journal of Marketing, Vol. 32, No. 7/8, 1998, pp. 703-712.
[12] Newman et al., “Banner Advertisement and Website Congruity Effects on Consumer Website Perceptions”, Industrial Management and Data Systems, Vol. 104, No. 3, 2004, pp. 273-281.
[13] K. Lees and J. Healey, “A Test of the Effectiveness of a Mouse Pointer Image in Increasing Click Through for a Web Banner Advertisement”, Marketing Bulletin, Vol. 16, 2005 pp. 1-6.
[14] Alijani et al., “Effectiveness of Online Advertisement Factors in Recalling a Product”, Academy of Marketing Studies Journal, Vol. 14, No. 1, 2010, pp. 1-11.
[15] L. Percy, “Are Product Placements Effective?” International Journal of Advertising, Vol. 25 Issue 1, 2006, pp.112-114.
[16] C. Russel, “Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude”, Journal of Consumer Research, Vol. 29, Issue 3, 2002, pp. 306-318.
[17] S. Lai-man and S. Wai-yee, “Predicting the Effectiveness of Product Placement: A Study on the Execution Strategy and Impacts on Hierarchy of Effects”, Oxford Business and Economics Proceedings, 2008, pp. 1- 25.
[18] S. Law and K. Braun, “I'll have What She's Having: Gauging the Impact of Product Placements on Viewers”, Psychology and Marketing, Vol. 17, No. 12, 2000, pp. 12-32.
[19] M. Yang and D. Ewoldsen, “The Effectiveness of Brand Placements in the Movies: Levels of Placements, Explicit and Implicit Memory and Brand Choice Behavior”, Journal of Communication, Vol. 57, 2007, pp. 469-489.
[20] R. Manville, “How Much does an Industrial Logotype add to the Effectiveness of an Advertisement”, Journal of Marketing, Vol. 29, 1965, pp. 57-59.
[21] S. Schleifer and W. Dunn, “Relative Effectiveness of Advertisements of Foreign and Domestic Origin”, Journal of Marketing Research, Vol. V, 1968, pp. 296-299.
[22] D. Hanssens and B. Weitz, “The Effectiveness of Industrial Print Advertisements across Product Categories”, Journal of Marketing Research, Vol. XVII, 1980, pp. 294-306.
[23] B. Loken and B. Pitney, “Effectiveness of Cigarettes Advertisements on Women: An Experimental Study”, Journal of Applied Psychology, Vol. 73, No. 3, 1988, pp. 378-382.
[24] Gronhaug et al., “Factors Moderating Advertising Effectiveness as Reflected in 333 Tested Advertisements”, Journal of Advertising Research, Vol. 10, Issue 4, 1991, pp. 42-52.
[25] P. Patterson and T. Richards, “Newspaper Advertisement Characteristics and Consumer Preferences for Apples: A MIMIC Model Approach”, John Wiley & Sons, Vol. 16, No.2, 2000, pp. 159-177.
[26] D. Silvera and B. Austad, “Factors Predicting the Effectiveness of Celebrity Endorsement Advertisements”, European Journal of Marketing, Vol.38, 11/12, 2004, pp. 1509-26.
[27] Keshari et al., “Constituents of Advertising Effectiveness: A Study of Select Service Advertising”, Journal of Services Research, Volume 12, No.2, 2013, pp. 111-127.
[28] Petty et al., “Central and Peripheral Routes of Advertising Effectiveness: The Moderating Role of Involvement”, Journal of Consumer Research, Vol. 10, 1983, pp. 135-146.
[29] B. Wu and S. Newell, “Evaluating the Impact of Advertising Characteristics on Recall during the Super Bowl: A Two Year Comparison”, The Marketing Management Journal, Vol. 13 (2), 2002, pp. 122-128.
[30] T. K. Panda, “Effectiveness of Product Placements in Indian Films and its Effect on Brand Memory and Attitude with Special Reference to Hindi Films”, The IUP Journal of Brand Management, Vol. 6(3), 2004, pp. 45-62.
[31] D. Alain, “The Influence of Message Format on Effectiveness of Print Advertisements for Tourism Destinations”, International Journal of Advertising, Vol. 26 (4), 2007, pp. 505-525.
[32] K. Blonde and I. Roozen, “An Explorative Study of Testing the Effectiveness of Product Placement Compared to 30-sec Commercials” Journal of Communication, Vol. VI, 2011, pp. 36-58.
[33] P. Homer, “Product Placements: The Impact of Placement Type and Repetition on Attitude” Journal of Advertising, Vol. 38 (3), 2009, pp. 21-31.
[34] S. Kureshi and V. Sood, “In-film Placement of Product Brands in Hindi Films: Practice and Preferences” South Asian Journal of Management, Vol. 19 (2), 2010, pp. 37-60.
[35] Z. Erdogan, “Celebrity Endorsement: A Literature Review”, Journal of Marketing Management, Vol. 15, 2010, pp. 291-314.
[36] R. Raj, “Role of Surrogate Advertisements: Impact on Recall of Parent Product and Attitude Formation”, Marketing: Delivering Value in Turbulent Times, Vol. 44, 2011.
[37] Cengiz et al., “Source Characteristics and Advertising Effectiveness” International Journal of Advertising, Vol. 30 (5), 2011, pp. 889-914.