Yes / Advertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy. This study offers a framework for the appropriate choice of advertising appeals based on advertisers’ objectives and target group demographics. The study differentiates magazine advertisements’ effects for five marketing objectives along the hierarchy-of-effect model, while accounting for moderating effects of age and gender. Results show that emotional appeals are superior to informational appeals for most marketing objectives, but not for achieving integration into the evoked set. Consumers’ age and gender significantly influence the effects of advertising appeals and reveal interaction effects.

Yes / Despite quick response (QR) codes’ prominence, little is known about their embedding in pullbased communications. This study aims to measure QR code effects in print advertising along five different stages of consumer decision making, using advertisement appeals with moderating effects of product category involvement. Data were derived from a German market research initiative with 326,212 consumer evaluations for 792 real print advertisements from 26 product categories. Multinomial logit models were used to investigate the effects of QR code presence on consumer reactions. QR codes steer purchase intention in a low-involvement product category if used alongside an emotional appeal. Advertisements for high-involvement products benefit if QR codes are combined with an overall informational appeal. QR codes do not enhance the persuasive effects of advertisements’ informational appeals in a low-involvement product category. The effects of QR codes on consumers’ responses cannot be analysed in isolation but depend on advertisement context. They interact with advertisements’ informational and emotional appeals and product category involvement. Marketers should not use QR codes indiscriminately but should carefully consider advertisement context. QR codes should be used alongside an emotional appeal if the marketer’s objective is to induce purchase intention in low-involvement settings. Advertisements for high-involvement products need to combine QR codes with an informational appeal. This study highlights the interplay of effects in print advertisements, which are typically considered push-based when they are combined with QR codes as pull-based communications in the digital marketing area.

Abstract Background “Traditional digital advertising has become wallpaper. It doesn’t improve anyone’s experience on a site and readers, myself included, pretty much look past it” stated by Jason Hill, Global Head of Media Strategies (Adage.com, 2019). Marketing managers attempt and fail in adapting traditional marketing strategies to the unfamiliar digital landscape. Traditional techniques e.g. banner ads appear as intrusive and unwanted according to consumers. Brands have in response strategically changed its communication to a rather subtle approach that aims to be non-intrusive. Aforesaid strategy is referred to as native advertising. Native advertising however is not unproblematic as said approach may be exploited to be deceptive, intrusive and secretive, brand whom implements such a strategy may be rewarded with short term positives. However the long term effects of said strategy prove negatives in various aspects of the brand. Purpose The purpose of this thesis is to explain how the conceptualization of native ads influence users’ feeling of non-intrusiveness. Method The conducted study implemented a deductive approach to research, including an explanatory purpose as previously elaborated upon. The study is further characterized as a cross-sectional design in which the researchers aimed to test the conceptualization of non-intrusive native advertising. The researchers further conducted a self administrated questionnaire with a total of 158 respondents. The data was cleaned in SPSS and further tested for reliability, validity and hypothesis testing. Conclusion The findings of the conducted study concludes that personalized advertising positively contributes to users’ feeling of non-intrusiveness. On the other hand, contextual relevance, 1 transparency, emotional appeal and informational appeal were rejected as such variables were not statistically significant in explaining non-intrusiveness. Therefore, the researchers rejected hypothesis H1, H2, H3, H4 and therefore rejected previous research stating that these variables contributes to users’ feeling of non-intrusiveness. However H5 was accepted, therefore theories that suggests that personalization according to one’s interest, previous interactions and real-time data to influence users feeling of non-intrusiveness were confirmed.