Advertising Value and Attitude to Catalogs and Store Flyer Ads Among Croatian Consumers – SEM Approach

Abstract

Purpose -This research study aims to determine the infl uence of the factors of informativeness, entertainment, irritation, and credibility on the perception of the value of advertisements and the attitude to advertising through catalogs and store fl yers among Croatian consumers.Design/methodology/approach -In the research, testing a theoretical model of value perception, 354 correct answers were collected via email, Facebook groups, and Internet forums. Hypotheses were tested using structural equation modeling.Findings and implications -The results of this research show that the informativeness, entertainment, and credibility are important predictors of the value of catalogs and fl yer advertising. Irritation is not. Furthermore, entertainment, credibility, and perception of the advertisement's value have a positive and signifi cant impact on the attitude to advertising through catalogs and store fl yers. In addition to the scientifi c contribution, the research study has its practical signifi cance as a guide to future marketing activities aimed at increasing the eff ectiveness of this type of advertising. SažetakSvrha -Cilj je istraživanja utvrditi kod hrvatskih potrošača utjecaj čimbenika informativnosti, zabave, iritacije i vjerodostojnosti oglasa na percepciju njegove vrijednosti i stav o oglašavanju putem kataloga i trgovačkih letaka.Metodološki pristup -Istraživanje testira teorijski model percipirane vrijednosti. Putem elektroničke pošte, Facebook grupa i internetskih foruma prikupljeno je 354 valjanih odgovora. Metoda modeliranja strukturnih jednadžbi (SEM) korištena je za testiranje hipoteza.Rezultati i implikacije -Rezultati istraživanja pokazuju da su informativnost, zabava i vjerodostojnost važni prediktori vrijednosti oglašavanja putem kataloga i letaka, dok iritacija to nije. Nadalje, zabava, vjerodostojnost i percepcija vrijednosti oglasa imaju pozitivan i značajan utjecaj na stav o oglašavanju putem kataloga i letaka. Osim znanstvenog doprinosa, istraživanje ima i svoj praktični značaj kao vodič za buduće marketinške aktivnosti na podizanju učinkovitosti ove vrste oglašavanja.Ograničenja -Ograničenje istraživanja vezano je uz nereprezentativnost uzorka s obzirom da je autor koristio

A survey of online video advertising

“…Based on a survey and experimental data collected from respondents in seven countries in regard to ads for orange juice and personal computers, Erdem et al (2006) found that the more information an ad contains, the more willing viewers are to learn about the product. Dobrinic et al (2020) reported that the informativeness of a video ad has an immediate, positive impact on perception by Generation Z users, who form the youngest consumer group.…”