Advergames Cauberghe, Verolien; De Pelsmacker, Patrick
Journal of advertising,
20/4/1/, Volume:
39, Issue:
1
Journal Article
Peer reviewed
The impact of in-game brand exposure strength is explored by investigating the advertising effects of brand prominence and game repetition. Four hundred eighty participants played an online game two ...or four times. The results indicate a positive effect of brand prominence on brand recall, without influencing brand attitude. Repeatedly playing an identical game had no effect on brand recall, but had a negative impact on brand attitude, indicating that the wear-out phase was reached quickly. Product involvement had a moderating effect for game repetition only, with more negative attitude effects of game repetition for a high-involvement product than for a low-involvement product. In a follow-up study in which participants could play the game as often as they wanted, the effects of repeatedly playing the game were confirmed.
Can TV advertising affect societal outcomes beyond traditional marketing outcomes such as sales and brand awareness? The authors address this question in the context of the COVID-19 pandemic by ...analyzing daily advertising and mobility data for 2,194 counties across 204 designated market areas in the United States. By employing a border identification strategy that exploits discontinuities across television markets, the authors find a significant positive causal relationship between TV ads from brands containing COVID-19 narratives and people's social distancing behavior, while controlling for government policy interventions (e.g., shelter-in-place, mask mandates). The estimated effects are almost 11 times larger in counties without government policy interventions compared with counties with policy interventions. Notably, while the overall impact of government ads on social distancing behavior is nonsignificant, the effect becomes significantly negative (positive) in the presence (absence) of policy interventions. The results are robust to alternative model specifications, variable operationalizations, and other data considerations. The findings underscore the critical role that spillover effects from brand-sponsored TV ads can play during major public crises, including mitigating the lack of local governments' policy interventions. The findings bear substantive implications for managers and policy makers regarding how advertising strategies may help improve public health outcomes or advance social good.
We estimate the distribution of television advertising elasticities and the distribution of the advertising return on investment (ROI) for a large number of products in many categories. Our results ...reveal substantially smaller advertising elasticities compared to the results documented in the literature, as well as a sizable percentage of statistically insignificant or negative estimates. The results are robust to functional form assumptions and are not driven by insufficient statistical power or measurement error. The ROI analysis shows negative ROIs at the margin for more than 80% of brands, implying over-investment in advertising by most firms. Further, the overall ROI of the observed advertising schedule is only positive for one third of all brands.
Binge Watching and Advertising Schweidel, David A.; Moe, Wendy W.
Journal of marketing,
09/2016, Volume:
80, Issue:
5
Journal Article
Peer reviewed
How users consume media has shifted dramatically as viewers migrate from traditional broadcast channels toward online channels. Rather than following the schedule dictated by television networks and ...consuming one episode of a series each week, many viewers now engage in binge watching, which involves consuming several episodes of the same series in a condensed period of time. In this research, the authors decompose users' viewing behavior into (1) whether the user continues the viewing session after each episode viewed, (2) whether the next episode viewed is from the same or a different series, and (3) the time elapsed between sessions. Applying this modeling framework to data provided by Hulu.com, a popular online provider of broadcast and cable television shows, the authors examine the drivers of binge watching behavior, distinguishing between user-level traits and states determined by previously viewed content. The authors simultaneously investigate users' response to advertisements. Many online video providers support their services with advertising revenue; thus, understanding how users respond to advertisements and how advertising affects subsequent viewing is of paramount importance to both advertisers and online video providers. The results of the study reveal that advertising responsiveness differs between bingers and nonbingers and that it changes over the course of online viewing sessions. The authors discuss the implications of their results for advertisers and online video platforms.
The Beano website describes itself as “100% safe for children”—but is its junk food related content doing more harm than good? Claire Mulrenan, Mark Petticrew, and Harry Wallop investigate
Objective
Adolescents view thousands of food commercials annually, but little is known about how individual differences in neural response to food commercials relate to weight gain. To add to our ...understanding of individual risk factors for unhealthy weight gain and environmental contributions to the obesity epidemic, we tested the associations between reward region (striatum and orbitofrontal cortex OFC) responsivity to food commercials and future change in body mass index (BMI).
Methods
Adolescents (N = 30) underwent a scan session at baseline while watching a television show edited to include 20 food commercials and 20 nonfood commercials. BMI was measured at baseline and 1‐year follow‐up.
Results
Activation in the striatum, but not OFC, in response to food commercials relative to nonfood commercials and in response to food commercials relative to the television show was positively associated with change in BMI over 1‐year follow‐up. Baseline BMI did not moderate these effects.
Conclusions
The results suggest that there are individual differences in neural susceptibility to food advertising. These findings highlight a potential mechanism for the impact of food marketing on adolescent obesity.
Concern is growing about the effectiveness of television advertising regulation in the light of technological developments in the media. The current rapid growth of TV platforms in terrestrial, ...sattelite, and cable formats will soon move into digital transmission. These all offer opportunities for greater commercialization through advertising on media that have not previously been exploited. In democratic societies, there is a tension between freedom of speech rights and the harm that might be done to children through commercial messages. This book explores all of these issues and looks to the future in considering how effective codes of practice and regulation will develop.
Contents: Preface. The Issues About Television Advertising to Children. The Nature of Advertising to Children. Children's Early Understanding of Television Advertisements. Advanced Understanding of Advertising. Theoretical Approaches to Studying Children's Understanding of Advertisements. Advertising Impact: Knowledge, Attitudes, and Values. Advertising Influence: Choice and Consumption. The Incidental Influence of Advertising. Advertising Regulation and Research. Concluding Comments.
Using minute-by-minute TV advertising data covering some 300 firms, 327,000 ads, and $20 billion in ad spending, we study the real-time effects of TV advertising on investors’ searches for online ...financial information and subsequent trading activity. Our identification strategy exploits the fact that viewers in different U.S. time zones are exposed to the same programming and national advertising at different times, allowing us to control for contemporaneous confounding events. We find that an average TV ad leads to a 3% increase in EDGAR (Electronic Data Gathering, Analysis, and Retrieval) system queries and an 8% increase in Google searches for financial information within 15 minutes of the airing of that ad. These searches translate into larger trading volume on the advertiser’s stock, driven primarily by retail investors. The findings on retail investor ad-induced trading are corroborated with hourly data from Robinhood, a popular retail trading platform. We also show that ads induce searches and trading of companies other than the advertiser, including of close rivals. Altogether, our findings suggest that advertising originally intended for consumers has a nonnegligible effect on financial markets.
This paper was accepted by Karl Diether, finance.
BackgroundTobacco product advertising has been shown to reach youth and promote initiation. This study assessed trends in e-cigarette advertising expenditures in the USA during 2014–2018, overall and ...by manufacturer and media type.MethodsData came from Kantar Media, which provides information on US advertising expenditures, including for e-cigarettes. Advertising expenditures were estimated as the dollar amount spent by e-cigarette companies to purchase advertising space in print, television, Internet, radio and outdoors. Dollar amounts were adjusted to 2017 dollars. Trends in e-cigarette advertising expenditures during 2014–2018 were analysed using Joinpoint regression overall, by media type, and by manufacturers based on 2017–2018 national sales.ResultsTotal e-cigarette advertising expenditures in print, radio, television, Internet and outdoors decreased substantially from US$133 million in 2014 to US$48 million in 2017, followed by an increase to US$110 million in 2018. By media type, expenditures were highest for print advertising, irrespective of year. By manufacturer, Altria had the highest e-cigarette advertising expenditures, totalling over US$134 million during 2014–2018. Imperial Tobacco had the second highest, totalling over US$85 million during 2014–2018, while JUUL Labs had the highest single-year expenditures, spending over US$73 million in 2018 alone.ConclusionsE-cigarette advertising expenditures have been volatile in the USA, with declines in traditional advertising venues during 2014–2017 that may reflect a shift towards social media. However, an increase occurred in 2018 that is likely reflective of advertising by newer manufacturers. Continued monitoring of e-cigarette advertising is important to inform tobacco control strategies.
We assessed the evidence for a conceptual "hierarchy of effects" of marketing, to guide understanding of the relationship between children's exposure to unhealthy food marketing and poor diets and ...overweight, and drive the research agenda. We reviewed studies assessing the impact of food promotions on children from MEDLINE, Web of Science, ABI Inform, World Health Organization library database, and The Gray Literature Report. We included articles published in English from 2009 to 2013, with earlier articles from a 2009 systematic review. We grouped articles by outcome of exposure and assessed outcomes within a framework depicting a hierarchy of effects of marketing exposures. Evidence supports a logical sequence of effects linking food promotions to individual-level weight outcomes. Future studies should demonstrate the sustained effects of marketing exposure, and exploit variations in exposures to assess differences in outcomes longitudinally.
Full text
Available for:
CEKLJ, FSPLJ, ODKLJ, UL, VSZLJ
PDF
