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The Impact Of Insult Ad Reads On Podcast Listeners, Jason L. Snyder, Mark D. Cistulli
The Impact Of Insult Ad Reads On Podcast Listeners, Jason L. Snyder, Mark D. Cistulli
Atlantic Marketing Journal
Audio podcasts have grown in popularity. Forty-six million Americans tune into an average of six podcasts each week (Nielson, 2020) and ad revenues are projected to top $4 billion by 2024 (IAB, 2022). To enhance the appeal of ads, many podcasters use humor in their ad reads. Although humor can be effective (Weinberger & Gulas, 1992) and reinforce the parasocial relationship between podcaster and audience, are there times when that humor has negative consequences? In this study, we are concerned primarily with the use of insult advertising in which the podcaster uses humor that targes the brand/product being endorsed. Participants …
South African Millennials’ Attitudes Towards The Communications Effect Of Youtube Marketing, Rodney G. Duffett Associate Professor
South African Millennials’ Attitudes Towards The Communications Effect Of Youtube Marketing, Rodney G. Duffett Associate Professor
The African Journal of Information Systems
YouTube (YT) is the largest global digital video information and communication technology (ICT) channel and has become an important channel for companies and their brands to reach younger target markets with their marketing communications (MC). The main objectives of this research are to determine the effect of YouTube marketing communications (YTMC) on traditional and non-traditional attitudinal relationships, and to establish whether demographic variables and usage factors have an effect on traditional attitudinal relationships among the South African millennial cohort. A multi-stage sampling method was employed and 1,900 millennial cohort members (aged 18-32 years old) participated in the survey. Structural equation …
The Effect Of Advertorial Format And Copy Length On Attitudes Of Female (Target) And Male (Non-Target) Audiences, Cynthia B. Hanson
The Effect Of Advertorial Format And Copy Length On Attitudes Of Female (Target) And Male (Non-Target) Audiences, Cynthia B. Hanson
Atlantic Marketing Journal
This study investigates the effect of the advertorial format and ad copy length on ad and brand attitude. Results of a 2 (advertorial versus non-advertorial) by 2 (light versus moderate copy length) study indicate that the advertorial format generated more favorable ad and brand attitudes for the female (target) subjects, but less favorable attitudes for the male (non-target) subjects. A marginally significant gender by copy length interaction suggests a differential effect of copy length for the male sample, as well: ad and brand attitudes were higher for lighter copy ads for the female sample but lower for the male sample. …