Design and Validation of an Instrument for Measuring Advertising Effectiveness in the Printed Media

Beerli, Asuncióan; Santana, Josefa Delia Martín

doi:10.1080/10641734.1999.10505092

Cited by 61 publications

(37 citation statements)

References 29 publications

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“…Likewise, numerous techniques for measuring advertising effectiveness are intended to examine components of an ad from the same domains (Beerli & Santana, 1999;Ehrenberg, 1974;Karson & Fisher, 2005;Lavidge & Steiner, 1961;MacInnis & Jarworski, 1989;Petty & Cacioppo, 1981), such as information recall or product knowledge, brand attitudes or attitudes toward specific advertisements, and purchase or behavior intent. Certainly, measuring the effects of consumer learning should be the ultimate goal for identifying consequences associated with interactive 3D forms of virtual experience.…”

Section: Virtual Experiencementioning

confidence: 99%

Consumer learning and the effects of virtual experience relative to indirect and direct product experience

Daugherty

Biocca

2008

Psychology and Marketing

170

163

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The Internet has the ability to serve as a more powerful medium than traditional print or broadcast media because consumers are able to interact with products in 3D multimedia environments, thus simulating a new form of experience-a virtual experience. However, very little research has explored the impact of this new type of experience, especially in combination with indirect (advertising) and direct (product trial) experience. Therefore, this study presents the findings from two laboratory experiments designed to empirically test both the single and sequential impact of consumer exposure to indirect, direct, and virtual experiences on brand attitude, product knowledge, and purchase intention when evaluating a digital video camcorder. The results indicate that exposure to a virtual experience preceding both indirect and direct product experience is more effective at influencing brand attitudes. The research proposition is that virtual experience from 3D product visualization is more similar to direct experience than to indirect experience in terms of consumer learning. Implications for business-to-consumer Internet marketing and e-commerce are discussed.

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Section: Virtual Experiencementioning

confidence: 99%

Consumer learning and the effects of virtual experience relative to indirect and direct product experience

Daugherty

Biocca

2008

Psychology and Marketing

170

163

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“…Many scholars have studied advertisement effectiveness and different techniques which can be used for measuring advertisement effectiveness (e.g., Batra et al, 1995;Beerli and Santana, 1999;Danaher and Dagger, 2013;Gong and Maddox, 2003;Heerde et al, 2013;Korgaonkar et al, 1984;Lavidge and Steiner, 1961;Lewis and Reiley, 2014;Murphy and Maynard, 1996;Neal and Bathe, 1997). According to Neal and Bathe (1997), advertisement effectiveness can be judged either by examining whether the advertisement have led to an increase in the number of consumers who would consider the product/service or by investigating whether the promotional campaign improved the value of the product/service in the consumers' collective mind, thus increasing the number of customers who would choose the product/service.…”

Section: Measuring Advertisement Effectivenessmentioning

confidence: 99%

“…Beerli and Santana (1999) defined advertisement effectiveness as "the measurement of the results of an advertising campaign or of a particular advertisement, which must in turn be defined in terms of the achievement of the advertising objectives which the advertiser set for his campaign/advertisement". An advertisement is considered effective if it attracts the customer's attention, has a memorable impact on the customer, stimulate the customer's purchase intentions, and affect the customer's emotions (Adibi, 2012).…”

Section: Advertisement Effectivenessmentioning

confidence: 99%

“…In order to measure advertisement effectiveness they used brand awareness, attitude toward the advertisement, attitude toward the brand, and purchase considerations. Beerli and Santana (1999) used both cognitive and affective techniques in order to design a copy testing for measuring the effectiveness of advertisements placed in the daily press. They showed that the copy testing which they designed was valid, reliable, sensitive and independent in its applications and could as such be applied in similar promotional campaigns.…”

Section: Measuring Advertisement Effectivenessmentioning

confidence: 99%

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An Investigation of Factors Affecting Brand Advertising Success and Effectiveness

Ansari¹,

Riasi²

2016

IBR

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The purpose of this study is to identify the factors that affect advertising effectiveness and to investigate the effects of these factors on advertising success. Using a sample of 252 customers the study identified seven factors that affect brand advertising success and effectiveness, namely, advertising message and creativity, advertising media selection, market research, competitiveness, market share, uniqueness, and customer relationship. Path analysis and structural equation modelling (SEM) were used in order to test the proposed conceptual model of the study. The results revealed that advertising media selection has the strongest relationship with brand advertising success and effectiveness and can be considered as the most important factor affecting advertising effectiveness. The second and the third most important factors affecting advertising success were found to be advertising message/creativity and customer relationship. The results also indicated that although competitiveness impacts brand advertising success and effectiveness it is the least important factor among the seven factors identified in this study. Establishing appropriate relationships with customers and other stakeholders in order to understand their needs and demands is an important step toward improving the chances of brand advertising success and effectiveness. These relationships will also help the organizations to design their promotional campaigns according to the characteristics of their target customers which will contribute to the cumulative effectiveness of their brand advertisements.

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“…Binnen het domein van de marketing wordt recall beschouwd als een belangrijke parameter om de effectiviteit van een reclameboodschap te toetsen (Beerli & Santana, 1999;Pavlou & Stewart, 2000). Toch hebben maar enkele studies naar de effecten van vreemde talen deze variabele in hun design opgenomen.…”

Section: Theoretisch Kaderunclassified

De doeltreffendheid van een Italiaanse versus Nederlandse slagzin in een Italiaanse wijnreclame

Raedts

Dupré²

2015

DuJAL

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Foreign languages are commonly used in advertising, because it is generally thought that they attract consumers' attention. Compared to English, Italian is only rarely chosen by European advertisers. Precisely because of their low frequency, Italian words have a higher chance to capture and hold the consumers' attention. Although foreign languages are widespread in advertising, the effectiveness of their use has not been studied extensively. In our study on print advertisements we compare the effectiveness of a foreign language slogan (Italian) relative to a slogan in the local language (Dutch). More specifically, we focus on the effects of foreign language usage on cognitive, affective and conative consumer responses. Cognitive responses include spontaneous and prompted recall of the slogan and the brand name. Affective responses pertain to the attitude towards the slogan, the brand and the advertisement. Conative response was defined in terms of purchase intention. Our sample consisted of 236 subjects of different age and educational level from the Dutch speaking part of Belgium. These participants had little or no knowledge of the Italian language. The experiment had a betweensubjects design. Participants either saw the Italian or the Dutch version of the advertisement. In order to optimize the effectiveness of the use of the foreign language, we ensured a match between foreign language, country of origin, and the advertised product. Therefore, we created an advertisement for Italian wines with visual elements (a picture and a drawing) evoking Italy. Additionally, we chose easy Italian words, as previous research has shown that slogans with easy foreign words are more appreciated than difficult slogans. The results of our study show that the Dutch slogan was more effective for the spontaneous and prompted recall of the brand name. The language of the slogan had no effect on participants' attitudes towards the brand, the slogan and the advertisement. By contrast, the Italian slogan had

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Design and Validation of an Instrument for Measuring Advertising Effectiveness in the Printed Media

Cited by 61 publications

References 29 publications

Consumer learning and the effects of virtual experience relative to indirect and direct product experience

Consumer learning and the effects of virtual experience relative to indirect and direct product experience

An Investigation of Factors Affecting Brand Advertising Success and Effectiveness

De doeltreffendheid van een Italiaanse versus Nederlandse slagzin in een Italiaanse wijnreclame

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