How Advertising Works: What Do We Really Know?

Vakratsas, Demetrios; Ambler, Tim

doi:10.2307/1251999

Cited by 830 publications

(639 citation statements)

References 124 publications

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“…Marketing principles suggest that changing attitudes and behaviour requires a consistent and enduring message (Vakratsas and Ambler, 1999). Ensuring that herd owners are exposed to consistent national and regional targets from multiple sources is necessary.…”

Section: Economics Of Involvement In Incalfmentioning

confidence: 99%

Use of herd management programmes to improve the reproductive performance of dairy cattle

McDougall¹,

Heuer

Morton³

et al. 2014

Animal

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There has been a long history of herd health and production management programmes in many dairy industries around the world, but evidence for the efficacy of such programmes is limited. In response to a perceived decline in fertility of dairy cows, a herd reproductive management programme (InCalf) was introduced in New Zealand in 2007. This programme uses a management cycle approach that includes an assessment of the current herd status, identification of areas for improvement, development of a plan, implementation of this plan and finally a review process. The programme uses facilitators who work with farmers either in a oneto-one manner or in a formalised group setting that involves a series of meetings over a 12-month period (the farmer action group). The hypothesis that involvement in a reproductive management programme would improve herd reproductive performance was tested using a herd-level controlled randomised study (the National Herd Fertility Study) involving herds in four geographic regions of New Zealand over 2 years. Within each region, herds were ranked on the basis of the 6-week in-calf rate (i.e. the proportion of the herd pregnant in the first 6 weeks of the seasonal breeding programme) in the year preceding commencement of the study and then randomly assigned to be involved in a farmer action group or left as untreated controls. The key outcome variable of the study was the 6-week in-calf rate. Pregnancy diagnosis was undertaken at 12 weeks after the start of the seasonal breeding programme, which allowed determination of conception dates and hence calculation of the 6-week in-calf rate. Additional measurements including heifer live weight and body condition score (pre-calving and pre-mating) were undertaken to test whether treatment resulted in measurable changes in some of the key determinants of herd reproductive performance. Involvement in the farmer action group of InCalf resulted in a 2 percentage point increase in the 6-week in-calf rate ( P = 0.05). The following additional observations were made in herds involved in the farmer action group relative to control herds: heifers had live weight closer to target; the pre-mating body condition score of cows was higher; and oestrous detection rates were higher. It was concluded that involvement in this herd reproductive management programme improved reproductive outcomes in this New Zealand study. However, to achieve substantial improvements in herd reproductive performance at the regional or national level a greater response to the programme and a high uptake of such programmes is required, as well as use of other industry-level tools such as genetic management programmes.Keywords: dairy cows, fertility, randomised controlled trial, management programme Implications A planned animal health approach to dairy herd fertility was demonstrated, through a controlled randomised study, to improve fertility at herd level. The programme tested (InCalf) used a management cycle approach, that is assessment of current performance against goals and objecti...

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Section: Economics Of Involvement In Incalfmentioning

confidence: 99%

Use of herd management programmes to improve the reproductive performance of dairy cattle

McDougall¹,

Heuer

Morton³

et al. 2014

Animal

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“…Thinking on advertising processing (for a very good overview, see Vakratsas & Ambler 1999) has come a long way since the old AIDA (Attention Interest Desire Action) model (Strong 1925:76, but attributed to E. St. Elmo Lewis in 1898). Since this preliminary yet seminal model, a myriad of other models have been proposed.…”

Section: The Elaboration Likelihood Model (Elm)mentioning

confidence: 99%

Cue Management: Using Fitness Cues to Enhance Advertising Effectiveness

Vyncke

2011

Evolutionary Psychology in the Business Sciences

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Current thinking on advertising processing highly parallels contemporary psychological theory and research revealing that there are two distinct brain systems at work in human information processing and decision making: System 1 (S1, evolutionarily old, unconscious/preconscious, automatic, fast, and intuitive) and System 2 (S2, evolutionarily recent, conscious, controlled, slow, and reflective). Indeed, state-of-the-art models of advertising processing equally distinguish two different persuasive routes: one in which the consumer focuses on the content of the ad (product/brand attribute information) and in which he/she engages in extensive and mostly conscious, elaborated information processing (S2), and one in which she/he processes the ad only superficially, quickly and quasiautomatically in terms of a handful of meaningful "cues" (S1). Regarding S2 advertising processing, means-end-chain theory has been developed as a sound theoretical framework that can guide the advertising manager in designing advertising campaigns. However, regarding S1 advertising processing the question remains: What constitutes a meaningful cue?In this paper, I will argue that both the idea of evolutionary old brain systems like the S1 systems (evolved "mental organs") and the idea of cues activating those systems ("fitness cues") are central to evolutionary psychology. Therefore this new science of the mind can provide a framework for cue management. I will also present the results of a large scale experiment investigating the impact these fitness cues can have on ad-likeability scores (as indicators of the advertising effectiveness to be expected). My findings highly support the validity and practical usefulness of the new insights provided by evolutionary psychology.My conclusion then is a suggestion for cue management to be developed as a new and legitimate form of advertising management based on evolutionary psychology.

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“…Thus, it is not surprising that a substantial body of research has investigated the impact of advertising on buying behavior, purchase intentions and brand awareness among others (e.g. Vakratsas and Ambler, 1999;Tellis and Weiss, 1995). This stream of research has analyzed what factors determine the advertising effectiveness.…”

Section: Positioning Against Related Researchmentioning

confidence: 99%

Goodwill and dynamic advertising strategies

Doğanoğlu

Klapper

2006

Quant Market Econ

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In this paper, we empirically analyze weekly advertising policies of manufacturing firms in consumer goods markets. We assume firms engage in persuasive advertising, thus policies of firms affect the goodwill of a brand.We introduce a demand and a goodwill production function. A simple transformation of the demand function allows us to identify not only the demand parameters but also the parameters of the goodwill production function. We reconstruct the unobserved goodwill levels using these parameters and past advertising levels. We restrict our attention to Markov Perfect Equilibrium strategies which are functions of payoff relevant state variables. Without imposing further restrictions on the dynamic competitive environment, we investigate the relationship between observed advertising strategies-which are assumed to be MPE-and payoff relevant state variables by means of several reduced form specifications. The most important determinant of advertising intensity turns out to be goodwill. We demonstrate that controlling for an ad campaign significantly improves the explanatory power of the model. JEL Classification: D21, L15,M37.

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How Advertising Works: What Do We Really Know?

Cited by 830 publications

References 124 publications

Use of herd management programmes to improve the reproductive performance of dairy cattle

Use of herd management programmes to improve the reproductive performance of dairy cattle

Cue Management: Using Fitness Cues to Enhance Advertising Effectiveness

Goodwill and dynamic advertising strategies

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