Business Commons^™

The Impact Of Consumer Search Behavior On Search Advertising In The Hotel Industry, Qiang Lu, Yupin Yang, Shahriar Akter

Faculty of Business - Papers (Archive)

This chapter proposes a conceptual framework to encapsulate our understanding of how consumers' search behavior influences the content in search advertising in the hotel industry. We suggest that firms can better match consumers' preferences and needs by embracing a trade-off between price information and product information in search advertising. The dynamics of this trade-off is driven by consumers' prior product knowledge and the type of advertisers in the competitive market. Our framework suggests that travel agents tend to focus more on price advertising in their search ads, whereas hotels do not change their level of price advertising in a competitive …

Indigenous Identity In The Nation Brand: Tension And Inconsistency In A Nation's Tourism Advertising Campaigns, Alan Pomering

Faculty of Business - Papers (Archive)

The purpose of this paper is to discuss one nation's attempts at tourism branding in which elements of Indigenous identity featured as a key element of the brand, arguably impairing persuasion results. The methodology follows a qualitative and interpretivist approach. A recent tourism advertising campaign for Australia is described; observations are made regarding Indigenous Australian identity in relation to the broader national identity; recent international tourist arrival trends are discussed; and connections between this triad are proposed. The campaign under study is also compared with proximate campaigns. The study raises questions about tapping a contested national identity for tourism branding …

Advertising Corporate Social Responsibility: Results From An Experimental Manipulation Of Key Message Variables, Alan Pomering, Lester W. Johnson, Gary Noble

Faculty of Business - Papers (Archive)

Purpose: The purpose of this paper is to examine how social topic information (STI) and corporate social responsibility commitment (CSRC) substantiate the firm's CSR claims and promote message persuasion.

Design/methodology/approach: A 2x2 between-subjects experimental design was used to examine the impact of STI and CSRC on output variables using an online sample of 176 participants in Australia.

Findings: The study found that manipulation of STI had a statistically significant impact on outcome variables, but that CSRC did not.

Research limitations/implications: The study was limited to Australia and used a fictitious brand in the experiment. Practical implications: For marketing communications and …

How The Roles Of Advertising Merely Appear To Have Changed, John R. Rossiter, Larry Percy

Faculty of Business - Papers (Archive)

This article is a commentary on the theme of the 2012 ICORIA Conference held in Stockholm, which was about 'the changing role of advertising'. We propose that the role of advertising has not changed. the role of advertising has always been, and will continue to be, to sell more of the branded product or service or to achieve a higher price that consumers are willing to pay than would obtain in the absence of advertising. What has changed in recent years is the notable worsening of the academic-practitioner divide, which has seen academic advertising researchers pursuing increasingly unrealistic laboratory studies, …

How Coviewing Reduces The Effectiveness Of Tv Advertising, Steven Bellman, John R. Rossiter, Anika Schweda, Duane Varan

Faculty of Commerce - Papers (Archive)

In the present study – a naturalistic laboratory experiment – coviewing of TV commercials reduced their effectiveness (delayed proven ad recall) from 63%, obtained by single viewers, to 43%, for both coviewers. During coviewing, the ‘mere presence of another’ apparently distracts each coviewer’s attention from the screen. The reduction in TV ads’ effectiveness due to coviewing is equivalent to the loss from channel-change zapping, which reduces ad recall to 45%. More deleterious but less prevalent modes of digital video recorder-enabled ad avoidance are skip-button zapping, which reduces recall to 35%, and moderately fast zipping (X 8 fast forward), …

The Portrayal Of Aboriginal Spiritual Identity In Tourism Advertising: Creating An Image Of Extraordinary Reality Or Mere Confusion?, Alan A. Pomering

Faculty of Commerce - Papers (Archive)

This paper considers how Aboriginal identity and spirituality are appropriated to construct national identity for an Australian tourism advertising campaign, and proposes a research agenda to investigate whether incongruity, based on consumers’ prior knowledge of Indigenous Australians’ real everyday identity, might reduce advertising effectiveness.

Message Variables For Effective Advertising Of Corporate Social Responsibility Initiatives: Results Of An Experimental Design, Alan Pomering, Lester W. Johnson, Gary Noble

Faculty of Commerce - Papers (Archive)

Stakeholders increasingly expect firms to consider their social and environmental impacts as well as their economic impacts, and address their corporate social responsibility (CSR). One stakeholder group, consumers, report they want to be informed of how firms do this, and use this information when purchasing. This paper reports on an investigation of two message variables believed necessary for effective advertising about CSR initiatives, social topic information and social impact specificity. We manipulated each of these variables at three levels for an unfamiliar retail bank brand engaging with the social issue of the arms trade. While social topic information was found …

The Disruptive Impact Of Attribute Information On The Effectiveness Of Analogies In Print Advertising As A Means To Enhance Consumer Learning Of New Product Benefits, A. Ait El Houssi, K. P. Morel, E. J. Hultink

Faculty of Commerce - Papers (Archive)

The presented study had two purposes. First, it pursued to demonstrate that it is more effective to use analogies in advertisements for really new products to increase consumers’ comprehension of the new product’s benefits than not to use analogies. Second, it aimed to test the (counterintuitive) assumption that inclusion of product attribute information in the advertisement in addition to the analogy would actually frustrate benefit comprehension. The results of the experiment showed that advertisements with an analogy lead to greater benefit comprehension than advertisements without an analogy. Further, it is more effective in print advertising in managing consumer learning of …

Visual Creativity In Advertising: A Functional Typology, John R. Rossiter, Tobias Langner, Lawrence Ang

Faculty of Commerce - Papers (Archive)

There are many ways in which the visuals of an advertisement can be made "creative." In this article, we propose a new typology of visual creative ideas. The typology is functlonal in that the first type, literal product or user visuals, which are "noncreative" in the usual sense gain selective attention, by a product category-involved audience. The other three types, in contrast, are "creative" and can force reflexive attention among low-involved audiences. These are called pure attention getters, including the innate erotic, baby, and direct-gaze schemas, and the learned shock, celebrity, and culture-icon and subculture-icon schemas; distortional attention getters, including …

Advertising Wearout Of Shock-Value Anti-Speeding Ads, Jennifer Thornton, John R. Rossiter

Faculty of Commerce - Papers (Archive)

An advertising experiment was conducted to test the advertising wearout of four anti-speeding ads, each with varying underlying "patterns" of fear arousal. The patterns of fear were established beforehand by using a dial designed to track viewers’ reactions in terms of tenseness felt. The advertising experiment involved 284 participants from a first-year University marketing class. Four experimental groups were exposed to the same antispeeding ad each week, for three sequential weeks. Measures were obtained, via a questionnaire, of the participants’ attention paid to the ad, expected effect on speeding behaviour, emotions felt, perceptions of the relevance, believability, realism of the …