Despite the widespread recognition of the importance of creativity in advertising by practitioners and scholars, no systematic research has been conducted to define ad creativity or examine how it relates to ad effectiveness. The present research attempts to fill this gap by reviewing past literature in psychology, marketing and advertising. From this base, a model is developed which defines a ...

The evolution of mobile devices arising from the explosive dissemination of Smart phones is widely changing life as we know it. In particular, mobile advertising is facing great changes in dealing with Smart devices. However, the basic outline of mobile advertising still mostly resembles advertising strategies centered on feature phones. Despite the fact that Smart device-based mobile advertisi...

To the best of our knowledge there has been no study that has published a literature review of Internet advertising, online market places, and social e-commerce in the Information System discipline journals. Publishing such articles relating to literature reviews of online market places and Internet advertising is extremely important and essential for the following reasons: (1) to provide insig...

Customerization In the current scenario, mobile internet applications enable consumers to access a variety of services: Web information search, SMS (short message service), MMS (multimedia message service), banking, payment, gaming, e-mailing, chat, weather forecast, GPS (global positioning service), and so forth. Collectively, we denominate this wide array of services as “mcommerce.” These dig...

Professionals of advertising have to create ads which get the consumers’ attention and increase advertising effectiveness. This research explores the arousal concept and measurement on video ads and analyzes its relationship with ad attitude, brand recall and purchase probability. Specifically, our work in progress studies how the inclusion of high arousal sequences in ad design may affect thes...

Based on over 260 estimates, the mean elasticity of sales or market share to advertising is 0.1 percent. Another 450 field experiments suggest that changes in media, product, target segments, advertising scheduling, and advertising content are more likely to yield changes in sales than do changes in advertising weight. Numerous other studies suggest that advertising wear-in does not exist or oc...

With the increase in new product introductions in consumer packaged goods categories, supermarkets are reluctant to accept new products. Therefore, it is very important for manufacturers to convince retailers of the high-demand potential of their products. We study how a high-demand manufacturer can use advertising, slotting allowances, andwholesale prices to signal its high demand to retailers...