Is An Advertisement Worth The Paper It's Printed on?

Hampel, Stefan; Heinrich, Daniel; Campbell, Colin

doi:10.2501/jar-52-1-118-127

Cited by 26 publications

(5 citation statements)

References 49 publications

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“…In order to evaluate consumer purchasing choice in retailer stores in Erbil, this research examined and assessed the relationship between types of advertisement consumer purchasing choice. The questionnaire was adapted from previous studies (Hampel, et al, 2012, Hameed , et al, 2014, Habib,et al, 2015, the respondents were asked to rate how much they agree on each item according to the five point likret scales, ranging from 1= Strongly Disagree to 5= Strongly Agree. Table 1 demonstrates the demographic analysis for the participants; it was found that 159 male participants participated in this study and 109 participants participated, moreover it was found different aged of participants participated as follow; 29 participants fall into group of 20-25 years old, 43 participants fall into group of 26-30 years old, 78 participants fall into group of 31-35 years old, 68 participants fall into group of 36-40 years old, 21 participants fall into group of 41-45 years old, 18 participants fall into group of 46-50-years old and 11 participants fall into group of 50 years and above.…”

Section: Methodsmentioning

confidence: 99%

Analyzing the Relationship Between Types of Advertisement and Customer Choice : A Study of Retailer Stores in Erbil

Anwar

Climis²

2017

IJABS

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In today's competitive business environment advertisement and constant promotion techniques are being frequently used to motivate purchasers and attract them to purchase a particular product. The study aimed to examine the relationship between types of advertisement with consumer purchasing choice in retailer stores in Erbil. The researchers gathered data through questionnaires from randomly selected customers; however 268 purchasers were involved in the current study. The findings revealed that the highest value was for online advertisement has the strongest relationship with consumer purchasing choice in retailer stores in Erbil, on the other hand outdoor advertisement has the weakest relationship with consumer purchasing choice in selecting certain retailer store in Erbil. Retailer stores should to keep up with market development to enable attracts customers. The marketplace is currently in the internet generation which indicates that retailer stores should invest more efforts and time in creating effective social media connections and provide online shopping to the customer to get closer.

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Section: Methodsmentioning

confidence: 99%

Analyzing the Relationship Between Types of Advertisement and Customer Choice : A Study of Retailer Stores in Erbil

Anwar

Climis²

2017

IJABS

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“…Roy Morgan, a well-known market research company in Australia, conducted a research on the efficacy and effectiveness of print advertisements and found that print media is ranked amongst the top three of all segments (Snap Marketing, 2017). Empirical evidence also suggests that print advertisements offer distinctiveness and reverence more than other forms of marketing communications, and build brand love, willingness to buy at a price premium, and a positive word of mouth (Hampel et al , 2012). Our study also considerably reinforces the premise of the efficacy of print advertisements and academic research which supports this super structure in bibliometric research.…”

Section: Research Findings Elucidations and Conclusionmentioning

confidence: 99%

A critical review of international print advertisements: evolutionary analysis, assessment and elucidations, from 1965 to 2020

Vadalkar

Chavan

Chaudhuri

et al. 2021

IMR

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PurposeAmidst the plethora of mass communication methods that technology bestowed business with, print advertisements still remain an effective and widely utilized advertising tool, and retain a diachronically venerable position in international marketing practice. Bar and transcending mere academic fascination or curiosity, this research provides insights into the past, an understanding of the present and an outlook into the future. In this vein, through a methodical and comprehensive critical review of extant literature on print advertisements since 1965, this research aims to identify gaps in extant knowledge, to map its trends and divergences, to trace its paradigm shifts and to ultimately develop agendas for truly significant future research.Design/methodology/approachThis spatial-temporal study reviews 256 methodically selected articles, using VantagePoint software, and adopts a novel methodology through natural language processing (NLP), text mining, auto-correlation maps, and bubble maps to conduct and present a robust analysis and explicit findings.FindingsUsing also the VOSviewer for density and network visualization, the results identify the predominant literature themes and, conversely, the relatively under-researched areas, and provide a more insightful collective interpretation of extant works, while laying the foundation for future research of greater value and significance to academia and industry.Originality/valueThis study transcends the partial and/or limited analyses and perspectives of extant literature to present scholars with the first comprehensive and long term meta-analysis or systematic study of print advertising, with explicit findings of both scholarly and executive worth.

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“…In addition to the content of an ad, the ad execution, such as its quality (Hampel et al 2012) or the chosen medium (Li and Meshkova 2013), may further impact consumers' WTP, as well as the timing of the ad delivery. For example, ads that interrupt current consumer activities may significantly reduce consumers' WTP for the advertised product (Acquisti and Spiekermann 2011).…”

Section: Information-related Factorsmentioning

confidence: 99%