OBJECTIVE To evaluate systematically the effectiveness of six advertising strategies (two message strategies presented in three different contexts) designed to promote smoking cessation by addressing smokers' misperceptions about Light cigarettes. DESIGN Smokers viewed one of six, 30 second test television concept advertisements, which varied by message (one emphasising how the sensory effect...

Among other aspects, literature has proposed that electronic commerce success depends on usability that consumers perceive in the website they use. However, the study of usability presents important lacks, such as its relationship with advertising effectiveness. This paper proposes that usability influences on advertising effectiveness due to the significative effects of usability on consumer t...

This study compares the effectiveness of internet advertisements (pop-ups), print advertisements (posters) and radio advertisements for an airline ticket and for a weekend stay at a hotel. The advertisement copies were developed specifically for this study by a professional agency. Advertisements were developed to utilise specific medium characteristics, and the control of advertisement content...

A survey was conducted of 386 Danish and Hong Kong adolescents aged 11 to 16. Results showed that the consumption of relatively unhealthy food was common among respondents. Looking at socializing agents, respondents claimed that parents asked them to eat healthy food more often than the government publicity, teachers or friends. Parents were also perceived as being the most effective source in ...

advertising appeal plays a significant role in the execution of advertising. in service advertising, they are of more importance because of the peculiar characteristics of services. this study attempts to investigate the impact of emotional and rational appeal on service advertising. this study also studies the impact of typology of service as a moderating variable in the relation of advertisin...

Even though the population of Puerto Rico includes a large percent of residents with some knowledge of the English language (bilinguals), the vast majority communicates using Spanish, which is their native language. Not surprisingly, the majority of advertisements in Puerto Rican media use the Spanish language. The common sense assumption that Spanish advertising is significantly superior to En...

Abstract Non-Profit Organizations (NPOs) find themselves in a very competitive environment, as everyday consumers are constantly exposed to numerous advertisements; thus, they must ways capture consumers’ attention. The objective of this study is explore how the different elements (image, text, logo) print advertisements NPOs using emotional appeals (positive and negative) familiar unfamiliar b...

We estimate the distribution of television advertising elasticities and return on investment (ROI) for a large number products in many categories. Our results reveal substantially smaller compared to documented literature, as well sizable percentage statistically insignificant or negative estimates. The are robust functional form assumptions not driven by insufficient statistical power measurem...