The Information Content of Magazine Advertising in Market and Transition Economies

Herpen, H.W.I. van; Pieters, Rik; Fidrmucova, J.; Roosenboom, Peter

doi:10.1023/a:1007138219753

Cited by 16 publications

(20 citation statements)

References 16 publications

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“…The priorities were therefore clarity and simplicity in advertising to facilitate understanding (Heyder et al 1992). Van Harpen et al (2000) found more information cues in magazine advertisements in transitional economies relative to well-established market economies.…”

Section: The Changing Nature Of Advertisingmentioning

confidence: 88%

“…The low price of advertising created by competition from private TV channels was seized upon by advertisers and led to an artificially enhanced volume of marketing communication messages, exceeding western levels. In Romania, in a similar way to the Czech Republic but unlike the Netherlands (Van Harpen et al 2000), sales promotions are relatively free from legal constraints.…”

Section: The Changing Nature Of Advertisingmentioning

confidence: 99%

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An empirical examination of public attitudes towards advertising in a transitional economy

Petrovici

Paliwoda

2007

International Journal of Advertising

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This paper examines public attitudes towards advertising within the context of transition in central and eastern Europe. Drawing on a consumer survey conducted in three cities within Romania, the study conceptualises Pollay and Mittal's (1993) model of beliefs and attitudes towards advertising. This study introduces a novel differentiation between image and the social integration role of advertising, extending in this way the concept of the personal uses of advertising. It highlights variations in public opinion towards advertising between socio-cultural areas in Romania. Attitudes towards the institution of advertising, attitude-instrument, product information and hedonic/pleasure have a positive effect on general attitude to advertising as expected. Consumers who perceive an informational and entertaining value of advertising, those holding positive attitudes towards advertising as an institution in a free market economy and the instruments used to further it, are more likely to hold positive general attitudes towards advertising. The role of advertising exhibits a positive effect on general attitude. Image has a surprisingly negative effect on general attitude towards advertising, which contrasts with expectations based upon developed countries. Finally, the managerial implications are discussed.

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Section: The Changing Nature Of Advertisingmentioning

confidence: 88%

Section: The Changing Nature Of Advertisingmentioning

confidence: 99%

An empirical examination of public attitudes towards advertising in a transitional economy

Petrovici

Paliwoda

2007

International Journal of Advertising

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“…Information content measured in this way was the then summed up, giving a total information content score. The Resnik and Stern information classification system has been subsequently used in numerous studies relating to, inter alia, the relationship between the information content of the advertisement and the type of product being advertised (Chou, Franke and Wilcox, 1987;Abernety and Franke, 1996;Akkan, 2007;Manganello, Clegg Smith, Sudakow and Summers, 2012;Anderson, Ciliberto and Liaukonyte, 2013), culture of the recipients of the advertising message (Biwas, Olsen and Carlet, 1992;Rajaratnam, Hunt, and Madden, 1995;Herpen, Pieters, Fidrmucova and Roosenboom, 2000;So, 2004), and the medium used (Abernety and Frank, 1996). In parallel, the researchers turned their attention to changes in the content of advertising in time (Pelsmacker and Geuens, 1997;Lawson, Borgman and Brotherton, 2007).…”

Section: Information Content Of Advertisementmentioning

confidence: 99%

Message Strategy and Information Content of Advertising in Women’s Magazines in Poland

Nowakowski¹,

Nowakowska²

2016

SiM WZ UW

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“…The first step of the standardization/adaption (S/A)-decision is to define the level of adaption of the basic advertising strategy (James & Hill, 1991). In some countries, ads can persuade consumers more efficiently by providing information, while consumers in other countries prefer emotional advertising appeals (van Herpen, 2000). Hall and Hall's (1990) cultural theory of low-and high-context cultures helps to draw the S/A-decision.…”

Section: Objective and Hypothesismentioning

confidence: 99%

Humor in Cross-cultural Advertising: A Content Analysis and Test of Effectiveness in German and Spanish Print Advertisements

Hoffmann

Schwarz

Dalicho

et al. 2014

Procedia - Social and Behavioral Sciences

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Humor preferences depend on the cultural background of the respondents. Designers of international advertising campaigns thus need to know how to adapt ads to the target market. The present paper runs two studies to test (1) whether marketers actually adapt the type of humor to the culture of the target market and (2) whether different types of humor elicit different effects in different cultures. Both studies use the example of Germany and Spain for cross-cultural comparisons. Study 1 analyzes 418 Spanish and 748 German print advertisements. The results indicate that marketers apply humor in Spain more frequently than in Germany. The type of humor differs across the two countries: Comic wit which builds on incongruent elements is more frequent in Germany (low-context, individualistic, masculine culture) than in Spain (high-context, collectivistic, feminine culture) while Spanish ads contain more sentimental humor. This humor type transports warmly messages without including incongruent messages. Study 2 examines whether the cultural dimensions of individualism and femininity affect attitude towards sentimental humor ads and sentimental comedy ads. The latter type of humor combines warm elements with the principle of incongruityresolution. The study shows that Spanish respondents rate sentimental humor significantly more positive than German respondents. In contrast, German subjects evaluate sentimental comedy most positive. Implications for managers and future research are derived.

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The Information Content of Magazine Advertising in Market and Transition Economies

Cited by 16 publications

References 16 publications

An empirical examination of public attitudes towards advertising in a transitional economy

An empirical examination of public attitudes towards advertising in a transitional economy

Message Strategy and Information Content of Advertising in Women’s Magazines in Poland

Humor in Cross-cultural Advertising: A Content Analysis and Test of Effectiveness in German and Spanish Print Advertisements

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