Business Commons^™

Honesty In Marketing Communications: The Role Of Humor, Can Trinh

Atlantic Marketing Journal

Amid the crisis of trust in the marketplace, there have been increasing calls for advertisers to show more honesty in marketing communications. However, firms are still hesitant to follow suit out of concerns that more honesty may mean more losses than gains. Against such background, there is still scant empirical evidence about the effect of honest marketing communications on marketing outcomes to help provide practical guidance for marketers. The present research helps fill this crucial gap by examining the role of humor in honest marketing communications. Three studies in this research reveal novel insights that an interrelationship exists between humor …

The Impact Of “Humorous” Ads Featuring Social Media Influencers On Perceptions Of The Influencer, Brand, And Purchase Intention, Jason L. Snyder, Robert Forbus

Atlantic Marketing Journal

The present study explored the use of humor in social media ads that featured both a product being advertised and a social media influencer (SMI). Using extant literature and the theory of planned behavior as guides, the goal of the study was to explore the role of perceived humorousness on consumer perceptions of the SMI, the ad, the brand, and consumer purchase intentions. The experiment (N = 292) exposed self-identified males living in the U.S. between the ages of 18 and 40 to one of two versions of an ad for a men’s grooming product. The ads were run …

Experiencing High Loneliness Increases Evaluation Of Products In Social Media Ads, Youjung Jun, Taehyeon Eom

Asia Marketing Journal

This research investigates how loneliness affects people’s preferences for products that appear in social media ads. Four studies examine the impact of loneliness that is both measured in an established scale and situationally induced via a recall task. Individuals who experience higher levels of loneliness evaluate the same products more highly when they are advertised in a social (i.e., Instagram) compared to non-social (i.e., brand website) media platform. This effect occurs because loneliness increases people’s attention to others’ social evaluation of a product, and social media ads provide this information via social cues such as “likes” embedded in the ads. …

Generating Clicks: Display Advertising Within Social Media, Ronda Mariani, Thomas Tanner, Loreen Powell

Atlantic Marketing Journal

This research study developed a comprehensive social community prototype and tested a variety of display advertising scenarios to determine which scenario motivated social media users to click. Empirical research based upon 503 users of social media led to the development of several independent variables, which were identified in the study as display advertising scenarios. The display advertising scenarios tested in the study were video, animation, engagement, and brand familiarity, as well as the size and location of the display advertising within each social media prototype web page. Data collected identified which display advertisement scenarios motivated a social media user to …

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 …

How Likely Are Viewers To Watch Television Commercials: A Connectedness Perspective, Velitchka D. Kaltcheva, Anthony Patino, Dennis Pitta

Journal of Applied Marketing Theory

With the recent return to more advertising-generated content by entertainment providers, it again becomes important to understand what will drive consumers to view commercials. We utilize the construct of television connectedness developed by Russell, Norman, and Heckler (2004) to predict viewers’ propensity to watch television commercials. Based on data derived from a survey completed by 816 residents of the United States, we estimate a logistic regression model and find that older (35+) viewers high on connectedness are more likely to view television commercials. We further employ correspondence analysis of free-response data to uncover differences in motivations to view commercials among …

Revisiting Integrated Mobile Advertising Model In Indonesia: A Replication Study, Naufal Pradipta, Adhi S. Santoso, Liza Agustina M. Nelloh

ASEAN Marketing Journal

Manuscript type: Research Article

Research Aims: Kim's previous study proposed a web advertising model such as personalization and flow theory toward purchase intention and its antecedents. The current research will re-assess the model in Indonesia.

Design/methodology/approach: Using Structural Equation Modelling (SEM) toward 211 respondents

Research Findings: This study showed that credibility is insignificant to advertising value and flow experience, and entertainment and incentives are insignificant to flow experience. Thus, informativeness is insignificant to advertising value and flow experience. Hence irritation is also insignificant to advertising value and flow experience. However, personalization showed a significant effect on flow experience …

Anxiety, Sadness, And Emotion Specificity: The Role Of Music In Consumer Emotion And Advertisement Evaluation, Felix Septianto

ASEAN Marketing Journal

Although music could diversely influence consumer judgment process and behavior, it is still unclear whether music can evoke discrete emotions on consumers and influence consumer evaluation toward certain advertisements. This research proposes that music could evoke sad and anxious emotion on consumers; subsequently, consumers would regulate their negative emotions in accordance to their emotion orientations: Consumers who feel sad would show high evaluation toward happy-themed advertisement, while consumers who feel anxious would show high evaluation toward calm-themed advertisement. This paper concludes with the discussion of theoretical and practical implications and conclusion of this study.

Exposure To E-Cigarette Marketing And Product Use Among Highly Educated Adults, Onur Sahin

University of South Florida (USF) M3 Publishing

Although the use of e-cigarettes is new compared to conventional cigarettes, the rate of use is increasing rapidly. E-cigarettes, unlike traditional cigarettes, are not subject to marketing limits. The relationship between e-cigarette advertisement exposure and e-cigarette perception, susceptibility, and usage in a sample of highly educated adults is investigated in this research. A total of 482 fully completed questionnaires were obtained in an online survey, and 463 of the respondents were aware of e-cigarettes. The relationship between e-cigarette exposure, marketing, and current and ever usage, as well as perception and susceptibility to use e-cigarettes among never e-cigarette users, was investigated …

J Mich Dent Assoc June 2021

The Journal of the Michigan Dental Association

Every month, The Journal of the Michigan Dental Association brings news, information, and features about Michigan dentistry to our state's oral health community and the MDA's 6,200+ members. No publication reaches more Michigan dentists!

In this issue, the reader will find the following original content:

• A cover story “Team-Based Treatment of Oral Cancer: The U-M Experience”.
• A feature article, “Dental Management of the Head and Neck Cancer Patient Treated with Radiation Therapy: Update 2021”.
• A feature article on “Understanding Cyber Threats and the Risk they Pose to Your Practice”.
• "A Train-the-Trainer Education Model and Rural Dental Opioid Prescribing Outcomes”, a …

Marketing Rebellion: The Most Human Company Wins, Stacey F. Stearns

Journal of Applied Communications

A review of Marketing Rebellion: The Most Human Company Wins, by Mark Schaefer.

Age-Specific Posting: Tailoring Social Media Post To Audience Age, Owen Bridges

Undergraduate Research Journal

With social media becoming the best way to get the word out about something, advertisers have been trying to break the code on how to market their products successfully. The hard part about social media marketing is figuring out what the target audience is for said product. In this study, women’s fashion brands are examined to see if big companies are taking advantage of age targeting through their social media posts. After doing some research, a study like this couldn’t be found. The hypothesis for this study was that each brand would tailor all of their posts towards different social …

Effects Of Marketing Communication Capabilities On The Link Between Corporate Social Responsibility On Firm Value, Yonghee Kim

Asia Marketing Journal

An increasing number of studies have examined the effects of corporate social responsibility (CSR) activities on corporate financial performance (CFP) in the service industry. However, the extant literature does not provide comprehensive insights into the conditions on which the CSR–CFP link relies. In this study, firms’ marketing communication capability (MCC) is introduced as an important contingency variable, which determines the effects of CSR on the corporate financial performance, in the context of restaurant businesses. Multiple year data on the spending of public restaurant chains on different media are collected, and MCC is subsequently measured using the data envelope analysis. Then, …

Dynamite In Small Packages: The Engaged Elite As An Facebook Emerging Niche Market, Melanie Wiese, Gene Van Heerden, Tania Maree

The African Journal of Information Systems

Social networking sites, such as Facebook, have gained immense popularity as communication platform. Generation Y’ers have a strong need to engage and connect – both digitally, and in person. This paper examines the Facebook behaviour of Generation Y by means of a self-administered, campus-intercept survey of 383 university students. The purpose of this paper is to determine whether various clusters of Generation Y Facebook-users could be identified on the basis of their Facebook behaviour and usage. All multi-item constructs were subjected to an exploratory-factor analysis and a two-Step Cluster analysis. Three clusters, labeled ‘Engaged Elite’, ‘Neutral Masses’ and ‘Facebook Floaters’ …

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. …

The Conceptualization And Development Of Advertisement-Evoked Imagination Scale, Ike Janita Dewi, Swee-Hoon Ang

Asia Marketing Journal

This research aims to understand consumers’ imagination as a subjective experience which can be evoked by marketing stimuli. The characteristics and types of imagination are identified, upon which an imagination scale was developed. Results of the scale development suggest that there are four imagination types, namely, benefit-anticipatory imagination, emotional-bonding imagination, symbolic imagination, and mind-wandering imagination. The scale demonstrated reliability, as well stability for application across product types. The scale development also includes discussion on imagination-related but distinctive concepts of product symbolism and tendency to imagine.

Does Thin Always Sell? The Moderating Role Of Thin Ideal Internalization On Advertising Effectiveness, James A. Roberts, Chloe' A. Roberts

Atlantic Marketing Journal

Much of the current focus on the use of ultra-thin models in fashion magazines can be attributed to Madison Avenue which still operates under a “Thin Sells” ethos. Research to date, however, has provided equivocal evidence of the efficacy of thin models in advertising (Yu 2014). The present study’s two related objectives include: (1) determining whether model size has an impact on advertising effectiveness, and (2) if internalization of the thin ideal moderates this relationship. Study results suggest model size in fashion advertisements has no main effect on advertising effectiveness. Additionally, thin ideal internalization moderates the model size – advertising …

Consumer Locus Of Control As A Moderator Of The Relationship Between Mood And Consumers` Likelihood To Purchase, Felix Septianto, Minghao Huang, Jaeseok Jeong

Asia Marketing Journal

Although previous works have established that mood can considerably influence consumer behavior (Vohs et al. 2007), they provided inconsistent results (Cohen et al. 2008). In particular, previous works only examined the willingness of consumers to regulate their mood and implicitly assumed that consumers have the control to regulate their mood states. Thus, this research intends to fill the current gap in the extant literatures by investigating whether consumer locus of control (CLOC) can act as a moderator for mood effects on consumers` likelihood to purchase. In an experiment, participants` CLOC was initially measured. Afterwards, they watched different video clips to …

Creating Consumuments: The Use Of Artistic Interpretation Of Text As An Insight Mining Device In Advertising Courses, Tracy Tuten

Atlantic Marketing Journal

The goal of any approach used to gain a foundation of knowledge about a consumer segment is to ensure one can make decisions that are sound strategically and effectively serve the segment. This paper describes a new technique for profiling a consumer segment: creating a consumument. A consumument is an artistic interpretation of text which reflects insight into a consumer segment. The exercise, based on Tom Phillips’ (2005) A Humument, seeks to encourage students to mine for meaning, reflect on consumer perceptions, emotions, and aspirations, and ultimately express their understanding of a consumer group artistically.

An Experiment In Testing Advertising Levels By Measuring Natural Test Market Variation, Michael Latta

Atlantic Marketing Journal

A field experiment utilizing a new experimental approach to measuring advertising exposure which provides a range of levels of exposure was conducted in eight main test market and eight fringe cities for a global Fortune 500 company consumer durable product. The results showed: a) targeted rating points of advertising delivered are strongly related to advertising effectiveness, and b) this effect is attributable to advertising level and to whether the members of the target audience live close to or far from the broadcast source.

Kasky V. Nike: Lurking First Amendment Time Bomb For Marketers?, Michael J. Landry

Atlantic Marketing Journal

While attention has focused on the U. S. Supreme Court protecting corporate political speech, the Court has left untouched a California Supreme Court ruling of significance to marketers in their efforts to use advertising and public relations to offset what they view as unfair criticism. The case, Kasky v. Nike, stems from 1995 accusations that athletic footwear and apparel manufacturer Nike exploited and abused employees in Asian sweatshops. Through advertising and public relations efforts, Nike denied the claims. In 1998, Californian Mark Kasky sued, claiming Nike’s denials violated laws regarding unfair competition and false advertising and, because the denials were …

The Impact Of Message Sequencing In The New Product Introduction Process: Boosting Message Retention And Its Impact On Product Attitude, Bobi Ivanov, Kimberly A. Parker, Jeanetta D. Sims, Chan Yun Yoo

Atlantic Marketing Journal

This study focused on providing a more nuanced understanding of the message retention-attitude (cognition-affect) relationship in new product introductions. Using advertising and publicity as independent and combined promotional tools, this study aims to determine an effective approach to strengthen the retention-attitude relationship as well as the level of new product information retention and, through it, the attitude toward the product. To that end, a two-phase experiment was conducted involving 423 participants. The results revealed that publicity, compared to advertising, in general, was a more effective strategy in boosting retention and that the publicity-publicity sequence strategy was the most effective in …

Infomercial: A Marketing Odyssey, Bligh Macdonald

Undergraduate Review

Few forms of media are so derided as the infomercial. It seems to ooze tackiness and low production standards, coupled with shameless pandering and questionable selling points. Still, the infomercial, or “direct-response” commercial, can be an astoundingly effective selling tool. In this age of ubiquitous mass media, infomercials for products such as the “Snuggie” and the “Shake Weight” have used their inherent “butt-of-joke” qualities to make millions and to attain cultural icon status. For this project, I researched the infomercial as a genre in an attempt to explain its success and rhetorical appeal. I then applied my analysis to the …

A Tough Pill To Swallow: Does The First Amendment Prohibit Wv From Regulating Pharmaceutical Companies' Advertising Expenses To Lower The Cost Of Prescription Drugs?, Brienne Taylor Greiner

West Virginia Law Review

No abstract provided.