Advertising's Unintended Consequence

Creating win–win situations via advertising: new developments in digital out-of-home advertising

“…The Advertising D Information school also holds that more informed consumers help to increase competition, improve product quality, and exert downward pressure on price in many industries (McAuliffe 1987). While it has been previously documented here that recent research evidence favours the Information school over the Market Power school (e.g., Capella et al 2009;Cheong, Kim, and Kim 2013;DeLoitte 2013;Graham and Frankenberger 2011;Kopf, Torres and Enomoto 2011;Wilcox, Kim, and Schultz 2012), the fact remains that many individuals hold some negative images of advertising. As a result, it makes a great deal of sense for advertising researchers to focus on areas where 'winÀwin' situations are possible.…”

Advertising and climate change, relationships and divergences

“…In 2010 no contents referred to the environment. In the following year, one article examined the relationship between publicity and economic impact (Kopf, Torres and Enomoto 2011) and another one looked at the ambivalence of green advertising (Chang 2011). No references were found in 2012.…”

Sales Drive Advertising Expenditures: Evidence for Consumer Packaged and Durable Goods in Germany

“…The activist point of view regards advertising as a tool to activate demand by diffusion of knowledge and influencing consumers' inter-temporal preferences (Bagwell, 2001;Jones, 2007;Kopf, Torres, & Enomoto, 2011). Studies on industry level assume that advertising persuades customers to purchase (Balasubramanian & Kumar, 1990;Jolodar & Ansari, 2011)-and this assumption is also widespread among marketing practitioners (Ewing & Jones, 2000).…”