The article examines co-branding in advertising. Advertising research on television and Internet advertising indicating that co-branding reduces the brand linkage, the ability of consumers to identify a brand in an advertisement, is noted. Advertising avoidance by consumers is considered. The use of pulsing images in television advertising to increase linkage is considered. Types of co-branding in advertising are discussed including parent brands of brand name products, partners of advertisers and competitors of advertisers in comparative advertising.
An experiment was conducted to investigate the effects of attentional focus on viewers' evaluation TV commercials. A positive relationship was hypothesized between a commercial's congruity with viewers' attentional focus and viewers' evaluation of the commercial. The data supported the study hypotheses. Two sets of commercials were evaluated more favorably (undercongruity vs. incongruity) between the executional style of the commercials and participants' cognitive or affective attentional focus (induced by a television program in which the ads were embedded and by specific instructions).
This paper analyzes optimal media planning strategies in a pricing-advertising competition model where firms can use mass and specialized advertising. We find that although targeted advertising avoids the wasting of ads, firms might find it optimal to mix specialized advertising with the mass media.
Digital video recorders (DVRs) are an emerging technology that is fundamentally changing the competitive landscape in industries that advertise on television. Perhaps the most familiar impact of DVR technology is that it enables consumers to avoid advertisements (ads) by fast forwarding through them. However, this 'zipping' of ads is only one aspect of the impact of DVR technology. DVRs also collect a wealth of information at the consumer level that can be used by firms to target their ads more effectively.
This study questions the relevance of advertising in hedonic tests. A consumer experiment (N = 305) points out that the outcomes of a hedonic test of three different recipes vary significantly according to whether they are preceded by a real TV commercial, a simple presentation of the advertising concept or only the name of the tasted brand. Four experimental designs indicate different preference rankings, which have distinctive managerial implications.
Although much research examines ‘ad zapping’ or channel changing during the commercials, the present work explores preemptive ad avoidance before the commercials begin. Television programs give different ad signals, which could alter rates of preemptive ad avoidance. Ad pods from two hit shows were explored using second-by-second channel-changing data; rates of preemptive ad avoidance were practically important and varied between shows.
The article focuses on the aspects of the engagement of advertising industry on live television (TV) advertising. Topics discussed include the demand of TV advertising compared to several medium such as Internet, radio, and print media, the research regarding various aspects of TV advertising including the adoption of digital video recorder (DVR), consumers' viewing behavior, and commercial engagement, and the implication of delayed viewing and skipped commercials on major TV networks such as National Broadcasting Co. (NBC).
Despite a 20-year trend toward integrated marketing communications, advertisers seldom coordinate television and search advertising campaigns. We find that television advertising for financial services brands increases both the number of related Google searches and searchers' tendency to use branded keywords in place of generic keywords. The elasticity of a brand's total searches with respect to its TV advertising is 0.17, an effect that peaks in the morning.
This paper analyses the application of the basic principles of the marketing mix in one of the most important mass medias - the television, in the direction of satisfying the needs of consumers, as well as maximizing the financial results: product (television program and the audience), price (at which `produced` viewers are sold to the advertisers), promotion (of one's own TV program) and the distribution (programming). The paper is based on the basic theoretical and practical knowledge of the marketing concept and leads to its practical application in television as mass media.
Enhancing television advertising: same-language subtitles can improve brand recall, verbal memory, and behavioral intent
This research explores how same-language subtitles-on-screen text that matches the spoken language-can enhance advertising effectiveness for television commercials on normal viewing audiences outside of foreign-language or deaf-viewer contexts. A preliminary eye-tracker study shows that same-language subtitles capture disproportionate visual attention, and a first study highlights that same-language commercial subtitles can increase brand recall and memory of other verbal ad information.