Consistency and commonality in advertising content: Helping or Hurting?

Becker, Maren; Gijsenberg, Maarten

doi:10.1016/j.ijresmar.2022.05.004

Cited by 4 publications

(8 citation statements)

References 82 publications

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“…Few studies have examined the role advertising consistency on consumer behavior. Advertising messages which are consistent to prior messages by the same brand are more easily assimilated (Kilgour and Koslow, 2009), generate positive WOM (Mafael et al, 2021), and drive sales especially for smaller brands (Becker and Gijsenberg, 2022). These findings, however, focus on ad message content and do not offer insight on consumers' perceived information consistency as a response to advertising.…”

Section: Advertising Communications and Information Consistencymentioning

confidence: 85%

“…Information systems research has examined the role of information consistency on learning (Vandenbosch and Higgins, 1996) and knowledge adoption (Zhang and Watts, 2003) as a response to communications. Yet, current marketing communications research (Mafael et al, 2021;Becker and Gijsenberg, 2022) has not explored the role of perceived information consistency as a response to different advertising messages, in driving product adoption. Our research addresses this gap by examining consumer response to trailer advertising on YouTube, in an attempt to measure whether conversations on different trailers of the same movie are consistent and to test the effect of consistency on actual movie sales.…”

Section: Advertising Communications and Information Consistencymentioning

confidence: 99%

“…We position our work within the fields of marketing communications, social psychology and information systems. Recent advertising research uncovered the positive effect of ad content consistency (Mafael et al, 2021;Becker and Gijsenberg, 2022) and market consistency (Pauwels et al, 2022) on consumer attitudes. We extend this line of research by adopting an information systems lens and focusing on information consistency instead.…”

Section: Acknowledgmentsmentioning

confidence: 99%

“…Controlling for the volume of comments and for productrelated parameters (e.g., sequel, budget), we find support that prerelease information consistency-regardless of ad content-leads to higher product adoption. While recent advertising research has examined the role of content consistency on consumer attitudes (Mafael et al, 2021) and sales (Becker and Gijsenberg, 2022), insight on consumers' information consistency is limited to knowledge building and communication adoption (Vandenbosch and Higgins, 1996;Zhang and Watts, 2003). We contribute to this line of research by linking pre-release information consistency to early product adoption.…”

Section: Introductionmentioning

confidence: 98%

“…To set the boundaries of this research, we are not interested in measuring content consistency among different ads of the same product (e.g., Becker and Gijsenberg, 2022). Our focus is on the extent to which consistency is reflected in consumers' online communications as a response to different ads of the same product.…”

Section: Introductionmentioning

confidence: 99%

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Information consistency as response to pre-launch advertising communications: The case of YouTube trailers

Kampani

Nicolaides²

2023

Front. Commun.

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IntroductionPre-launch advertising communications are critical for the early adoption of experiential products. Often, companies release a variety of advertising messages for the same product, which results in a lack of information consistency. Research on the effect of advertising communications with different message content is scarce. Further, most studies on information consistency rely on experimental methods, leaving the actual effect of consumer response on product adoption unknown.MethodsTreating online comments to movie trailers as consumer response to advertising communication, we propose a natural language processing methodology to measure information consistency. We validate our measurement through an online experiment and test it on 1.3 million YouTube comments.ResultsOur empirical results provide evidence that information consistency driven by trailer-viewing is a key driver of opening box office success.DiscussionInsights deriving from this study are important to marketing communications research, especially in contexts where early product adoption is critical.

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Section: Advertising Communications and Information Consistencymentioning

confidence: 85%

Section: Advertising Communications and Information Consistencymentioning

confidence: 99%

Section: Acknowledgmentsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 98%

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Information consistency as response to pre-launch advertising communications: The case of YouTube trailers

Kampani

Nicolaides²

2023

Front. Commun.

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Why advertisers should embrace event typicality and maximize leveraging of major events

Carrillat,

Mazodier,

Eckert

2024

J. of the Acad. Mark. Sci.

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The current study details how marketing campaigns featuring event-typical ads adapted to sporting events (e.g., a car ad that displays its brand logo on an Olympic podium) affect brand attitudes and incentive-aligned brand choice in more positive ways than proven advertising strategies such as product category consistency. Presenting four field and lab experiments across a total of 3 events and 32 ads, we show that these effects are driven by the combination of 3 mechanisms: event-typical ads’ capacity to trigger a sufficient feeling of knowing what the ad is about, provoke curiosity, and transfer attributes from the event to the brand, even with very short ad exposures. Advertisers, brand managers, or event organizers can thus exploit the creative potential around sporting events by using event-typical ads. Furthermore, when these stakeholders know the most typical elements of an event, they can either adapt their marketing activities or register them to avoid ambush marketing (i.e., advertisers willing to associate their brand with the event in the absence of any legitimate link with it).

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Effective Domestic Tourism Advertising Layout: Lithuanian Perspective

Grigaliūnait&#,

Pilelien&#

2023

CEBR

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The issue of advertising is widely analysed in relevant literature; however, the emphasis is mainly on its commercial part. Advertising-related aspects in regard to domestic tourist behaviour still lack scholars' attention. Therefore, outdoor advertising and its possibilities of attracting domestic tourists are under-assessed. The purpose of the study is to determine the effective advertising layouts to be used in static outdoor domestic tourism advertisements. Accordingly, this study contributes to the literature by analysing the peculiarities of static outdoor advertising layouts and determining the most effective compositions of its creative elements. The most appealing advertising layouts are determined. Applying the principles of conjoint analysis, the main elements (i.e., attributes) of the advertising layout are established and composed into profiles, encompassing different element levels. The attributes used in the analysis are "headline position" (4 levels), "picture" (4 levels), "text" (3 levels) and "colour scheme" (4 levels). The results (based on profile rankings) allow determining relative attribute importance and attribute level performance. To verify the results, eye-tracking is performed. The study allows modelling recommended advertising layouts to be used in outdoor advertisements in domestic tourism. Implications for Central European audience: Visual elements of tourism advertising are the most important for attracting consumer attention compared to textual ones. The visual elements should contain pictures of people or nature and should use a warm/mixed colour scheme. The headline should be placed in the upper position. The absence of text is the most attractive for consumers. For further research, the effect of different elements of advertising can be analysed, more levels of the same attributes might be included, and different compositions, colour mixing schemes and mediums might be chosen. Replication of the research in other countries or other types of tourism might broaden the researchers' understanding of the scope.

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Consistency and commonality in advertising content: Helping or Hurting?

Cited by 4 publications

References 82 publications

Information consistency as response to pre-launch advertising communications: The case of YouTube trailers

Information consistency as response to pre-launch advertising communications: The case of YouTube trailers

Why advertisers should embrace event typicality and maximize leveraging of major events

Effective Domestic Tourism Advertising Layout: Lithuanian Perspective

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