A Rhetorical Question: What is the Impact of Non-traditional Media for Low- and High-Reputation Brands?

Dahlén, Micael

doi:10.1080/10641734.2009.10505263

Cited by 9 publications

(5 citation statements)

References 32 publications

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“…In line with schema theory, Hutter and Hoffmann (2014) confirmed that participants who resolved the incongruence of the unconventional marketing campaign felt more positive affect that spilled over to a more positive attitude toward the ad. Other researchers also found evidence for this idea (Dahlén, 2009;Eelen & Seiler, 2016). Both articles demonstrated that placing an ad on a creative medium enhanced positive brand and ad-related thoughts compared with placing the same ad on a traditional medium.…”

Section: Positive Brand-related Thoughts and Incongruence Resolutionmentioning

confidence: 90%

“…Both articles demonstrated that placing an ad on a creative medium enhanced positive brand and ad-related thoughts compared with placing the same ad on a traditional medium. Dahlén (2009) demonstrated that the activation of positive brand-related thoughts mediated the effect of exposure to a creative medium on consumers' ad attitude, brand attitude, ad credibility, and brand evaluations. Dahlén concluded that a creative medium advertisement could function as a rhetorical figure, inviting consumers to solve the puzzle of the message and elaborate on the ad message of the brand.…”

Section: Positive Brand-related Thoughts and Incongruence Resolutionmentioning

confidence: 98%

“…Six studies in five articles found direct positive effects of creative media advertising on ad attitude and brand attitude (Dahlén, 2005(Dahlén, , 2009Dahlén & Edenius, 2007;Hutter, 2015;Rosengren et al, 2015). Hutter and Hoffmann (2014) did not report differences in effectiveness between the different unconventional campaigns they tested.…”

Section: Evaluative Responsesmentioning

confidence: 98%

“…Dahlén found that exposure to a congruent-creative media ad resulted in stronger target brand associations than exposure to a traditional medium or to an incongruent-creative medium. In another paper, Dahlén (2009) conducted two studies to investigate the effect of creative media choice on ad and brand evaluations and brand associations for two online tabloids. Study 1 had a 2 (media choice: creative vs. traditional) × 2 (brand reputation: high vs. low) between-subjects design and was conducted among 157 business students.…”

Section: Cognitive Responsesmentioning

confidence: 99%

“…Finally, two studies have shown a positive impact of creative media advertising on positive ad and brand elaboration as indicated by the presence (vs. absence) of positive (vs. negative) thoughts (see mediating mechanisms, Dahlén, 2009;Eelen & Seiler, 2016).…”

Section: Cognitive Responsesmentioning

confidence: 99%

See 4 more Smart Citations

Consumer Responses to Creative Media Advertising: A Literature Review

Eelen¹,

Rauwers²,

Wottrich³

et al. 2016

Advertising in New Formats and Media

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Purpose À This chapter provides an overview of the state of knowledge about creative media advertising; choosing a novel medium that implicitly communicates the message. It explains what creative media advertising is and how it differs from other unconventional marketing communication formats. It addresses the theoretical mechanisms that explain how creative media affects consumers. Its final purpose is to review all the empirical findings about creative media advertising effects. Methodology/approach À This chapter presents a systematic literature review of all the empirical research about creative media advertising that explicitly compares its effectiveness with traditional media advertising. The 11 reviewed articles with 16 experiments appeared between 2005 and 2015. Originality/value À By reviewing all the literature about creative media advertising, the authors make recommendations for future research and for using creative media in practice. They emphasize potential boundary conditions and ideal circumstances of using creative media advertising.

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Section: Positive Brand-related Thoughts and Incongruence Resolutionmentioning

confidence: 90%

Section: Positive Brand-related Thoughts and Incongruence Resolutionmentioning

confidence: 98%