Effective advertising: understanding when, how, and why advertising works/
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Thousand Oaks, California ; London:
Sage Publications, Inc.,
c2004
|
| Subjects: |
Table of Contents:
- pt. I. Understanding advertising
- 1. Evaluating advertising
- Importance of advertising in modern economies
- Summary
- Problems evaluating advertising effectiveness
- Explanation of key terms
- 2. Sweet, secret workings of advertising
- Myths about advertising effectiveness
- Truth about advertising
- Effects of advertising intensity
- Dynamic effects of advertising
- Effects of ad campaigns
- Effects of advertising creative
- Contingent effects of advertising
- 3. A general theory of firms' advertising
- Why firms advertise : theory of advertising demand
- Supply exceeds demand
- Knowledge about the supplier or product is low
- Confidence in the supplier or product is low
- Demand exceeds supply
- Why big successes are rare : theory of advertising effectiveness
- Inattention to advertising
- Resistance to persuasion
- Miscomprehension of ad messages
- Imitation of effective techniques
- Why firms persist with ineffective ads : theory of advertising supply
- Lack of field tests and tracking
- Conflict of interest with the ad agency
- Competitive pressure
- Incentive system
- Budgeting system
- Price support
- Trade support
- Summary
- 4. Measures of advertising's effectiveness
- Definition and classification of advertising variables
- Measures of inputs
- Measures of outcomes
- Measures of processes
- Paradigms of research
- Models of the hierarchy of effects
- Learning hierarchy
- Dissonance/attribution hierarchy
- Low-involvement hierarchy
- Relevance of the hierarchy of effects
- Summary
- 5. Research designs to assess advertising effectiveness
- Laboratory experiment
- Basic terms
- Evaluating experiments
- Field approach
- Econometric models
- Evaluation of the field approach
- Hybrid approaches
- Market experiments
- Single-source data
- Summary. pt. II. Findings from market studies : when and how much advertising works
- 6. Market effects of advertising intensity
- Classification of studies
- Findings about advertising weight
- Anheuser-Busch experiments, 1963-1968
- Experiments at Grey Advertising and D'Arcy Advertising
- AdTel experiments
- Aaker and Carman's (1982) review of experiments
- Campbell Soup experiments
- Experiments at Information Resources, Inc.
- Summary
- Findings about advertising elasticity
- Meta-Analysis
- Assmus, Farley, and Lehmann (1984)
- Sethuraman and Tellis (1991)
- Findings about advertising frequency
- McDonald (1971)
- Tellis (1988a)
- Pedrick and Zufryden (1991)
- Deighton, Henderson, and Neslin (1994)
- Jones (1995)
- Summary
- Findings about advertising weight
- Findings about advertising elasticity
- Findings about advertising frequency
- 7. Advertising's dynamic and content effects
- Findings about advertising carryover
- Clarke (1976)
- Leone (1995)
- Tellis, Chandy, and Thaivanich (2000)
- Mela, Gupta, and Lehmann (1995)
- Information Resources, Inc. experiments
- Dekimpe and Hanssens (1995)
- Findings about advertising wearin and wearout
- Greenberg and Sutton (1973)
- Pechmann and Stewart (1992)
- Tellis, Chandy, and Thaivanich (2000)
- Henderson Blair (2000)
- Other studies
- Findings about advertising content
- Chandy, Tellis, MacInnis, and Thaivanich (2001)
- MacInnis, Rao, and Weiss (2002)
- Summary
- Findings about advertising carryover
- Findings about wearin
- Findings about wearout
- Findings about content. pt. III. Findings from experimental studies : how and why advertising works
- 8. Advertising as persuasion
- Routes of persuasion
- Choice of routes
- Stability of persuasion
- Low-involvement or passive processing
- Mere exposure
- Priming
- Soft-sell messages
- Subliminal advertising
- Repetition in persuasion
- Factors influencing repetition
- Theories explaining repetition
- Summary
- 9. Argument in advertising
- How argument persuades
- Argument strategy
- Comparative argument
- Refutational argument
- Rhetorical question
- Innoculative argument
- Framing
- Supportive argument
- Summary
- 10. Emotion in advertising
- How do emotions work?
- Modes of persuasion
- Advantages of emotion
- Disadvantages of emotion
- When do emotions work?
- Methods of arousing emotions
- Drama, story, and demonstration
- Humor
- Music
- Role of specific emotions
- Irritation
- Warmth
- Fear
- Ennobling emotions
- Summary
- 11. Endorsement in advertising
- Types of endorsers
- Experts
- Celebrities
- Lay endorsers
- Why endorsements work
- Source credibility theory
- Source attractiveness theory
- Meaning transfer theory
- When to use endorsers
- Domain of the theories
- Audience conditions
- Cost-effectiveness
- Communication modes
- Strategic implications
- Choosing endorsers
- Discreet use of celebrities
- Screening for endorsers
- Managing endorsers
- Avoiding stereotypes
- Summary.