While past research has revealed diverse forms of relationships between consumers and brands similar to those of interpersonal relationships, this research focuses on the perspective of the brand role in its relationship with consumer in an advertising context. Therefore, the present research examines the interactive effect of brand role (partner vs. servant) and regulatory focus message (promotion vs. prevention) on advertising effectiveness. The results show that interaction between brand role and regulatory focus message significantly influences advertising persuasiveness and consumers' attitudes toward the advertisement, but not consumer's advertising believability, attitudes toward the brand and purchase intention. To be specific, individuals are more persuaded and show more positive attitudes toward advertising when a partner brand is advertised with a promotion-focused message. In contrast, when a servant brand is advertised with a prevention-focused message, individuals are more persuaded and show more positive attitudes toward advertising. / text

The objective of this study is to estimate advertising effects on international tourismdemand for the leading Swedish winter destination, Åre. The increasing share of foreigninbound tourists in this destination region creates a strong interest by shareholders toidentify the factors responsible for this trend. According to traditional micro-economictheory, economic factors, such as income and price, are considered as main determinantsfor tourism demand (Song and Witt 2000). However, according to advertising theories(Comanor and Wilson, 1974) and previous tourism research (Bhagwat and Debruine, 2008;Divisekera and Kulendran, 2006), this study additionally focuses on the brand awarenessof Åre as perceived by international tourists. More concretely, advertising theoriesdistinguish between the brand and the information function of advertising (Nelson, 1974).The former function follows the idea that advertising increases the level of productdifferentiation to build up a base of loyal customers. By contrast, the information functionimplies that advertising primarily provides information about products in order to increasethe market transparency. Accordingly, in order to estimate the impact of advertisingexpenditures for off- and online channels as well as promotional activities, furtherexplanatory variables, e.g. mega events, are considered in this study (Salman, 2003; Songet al., 2010). By applying ordinary least square (OLS) methods, demand elasticitycoefficients are estimated for each of the sending countries Norway, Finland, Russia,Denmark and the UK. Results show that advertising is the main significant driver oftourism demand from the UK, Russia and Finland, while a comparably weak advertisingleverage can be shown for Denmark and Norway. Interestingly, in contrast to microeconomictheories tested in previous research, income and tourism price levels reveal asbeing less significant drivers for demand in all analysed tourism markets. In turn, theresults provide evidence that the increased usage of online channels most significantlyaffects consumers’ buying behaviour. Finally, with respect to brand image perception,results reveal that the destination of Åre is perceived as a brand by tourists from Denmark.Moreover, for customers from the countries Norway and Finland, Åre indicates a weakbrand perception, while tourists from Russia and the UK don’t perceive Åre as a brand atall. The results gained by this research conducted at the level of the tourism destinationprovide useful hints about the factors influencing travel behaviour of tourists from maininternational markets. The study supports destination managers to appropriately adjustmarketing campaigns according to the predominant level of brand perception in respectivesending countries. / KK-Foundation project ‘Engineering the Knowledge Destination’ (no. 20100260; Stockholm, Sweden).

Could you tell me how many marketing messages you've seen or heard since you woke up this morning? Probably the answer is no. Messages stemming from advertising, promotions, PR, direct marketing, and salesmen are everywhere. We encounter them on our way to work, in newspapers and magazines, stores and restaurants, when watching our favorite sports, looking out of an airplane window, or even while socializing with friends. As a consumer, it is impossible to keep track of everything marketers are trying to tell us. This abundance of marketing messages is often referred to as clutter. Clutter makes consumers less likely to pay attention to marketing messages. What is more, clutter breeds avoidance behavior and skepticism, which makes consumers more likely to actively resist marketing messages. This thesis sets out to further our understanding of marketing communications in a cluttered environment. The thesis comprises five articles in which issues of clutter are empirically investigated. Specifically, conventional wisdoms regarding slogans, media choice, and PR are put to test in more ecologically valid settings than what has been used in previous research. By including these settings, our understanding of marketing communications in the presence of competing messages is improved. Whereas clutter to date is mostly considered a challenge for advertising, the thesis broadens the perspective by showing that clutter is a challenge to, and consequence of, all types of marketing communications. By offering a framework for understanding clutter, the thesis provides support for marketers trying to make sense of message competition and what it means for their marketing communications. It also provides ideas of how to face the clutter challenge – or even benefit from it. / Diss. Stockholm : Handelshögskolan, 2008 Sammanfattning jämte 5 uppsatser

Today advertisers face the challenge of securing advertising effectiveness by producing advertisement that gets the consumers’ attention and shape their attitudes and behavior. One suggested way to reach these objectives is creativity. Both advertising industry professionals, awards, effectiveness reports and research support this notion that what makes advertising effective is creative excellence. However, research has shown that advertising professionals seems to have little formalized understanding about how advertising creativity work and how it is defined and measured. Current research need to better understand the response to creative advertisements by documenting how advertising professionals and consumer assess and value creativity. By applying new perspectives and new theories this thesis investigate the effects advertising creativity has on consumers. The thesis reviews the academic research on advertising creativity and contributes with five articles to increase the understanding of advertising creativity and how perceptions of creativity influence advertising effectiveness. In so doing, it plays a part in advertisers understanding and use of advertising creativity. / <p>Diss. Stockholm : Handelshögskolan i Stockholm, 2012. Sammanfattning jämte 5 uppsatser.</p>

¡§Intergenerational (IG) appeal¡¨ is an ad focusing on the relationship between parents and children in order to enhance heritage image of a brand and facilitate the likelihood that parents introduce the brand to their sons and daughters. This study examines the application of IG appeal on advertising. An experimental study is conducted to examine the moderating effects of brand duration and (in)congruent brand-gender extension on the effect of IG appeal. The experiment in a 4 advertising appeal (IG appeal: male vs. female, non-IG appeal: male vs. female) x 2 brand duration (long vs. short) x 2 brand-gender extension (congruent vs. incongruent) factorial design is developed. A series of analysis of variance (ANOVA) are used to test the proposed hypotheses. Results of the experiment indicate that brand duration facilitates the effects of IG appeal. In addition, congruent brand extension increases the effects of IG appeal. More importantly, a three-way interaction is observed. In incongruent brand-gender extension, IG appeals used to present brands with short brand duration are more effective than Non-IG appeal. These findings should be incorporated into heritage branding when media campaign is developed to increase branding influences.

This research is trying to understand the effectiveness of endorsed advertisings, which are attitude toward the ad [AAd], attitude toward the brand [AB], and purchase intentions [PI], under different spokespersons types (celebrity/expert/typical consumer), and product types (jeans/milk/shampoo). The data was analyzed mainly by 2-Way ANOVA, and regression. The major conclusions are: 1. The difference between the types of spokesperson and the types of product has significantly influenced the advertising effectiveness. 2. In the advertisings of different types of product, the types of spokesperson, AAd, and AB influence PI. The data shows the type of spokesperson influences PI by influencing AAd and AB. 3. In the advertisings of shampoo, sex will make significant differences between the types of spokesperson. In the AAd dimension, it shows men prefer expert to endorse the shampoo. Otherwise, in the AB dimension women prefer typical consumer to endorse. 4. Expert is more effective than other types when he endorses the jeans and shampoo. Typical consumer has the highest score in AB and PI than others in the advertising of milk due to the closer position with the consumers.

The purpose of this thesis is to examine and analyze the communication effects from the campaign SAS EuroBonus American Express Card. Our aim is to measure the advertising effectiveness of the campaign. To gather primary data we have conducted a quantitative survey at Arlanda Airport, where the campaign is mainly located. The survey included a total of 253 respondents representing the population at Arlanda Airport. Our conclusion is that there is an awareness of the presence of American Express at Arlanda. The company is clearly dominating among its competitors regarding visibility at the airport. Despite this, only a moderate degree of the travelers recognize the pictures from the campaign. An even lower degree of the respondents could recall the message and the brands of the campaign. Our recommendations, in order to increase knowledge and awareness about the product, the advertising should be better adapted to its product and the advertising objectives.

In this day and age, with the very strong impact of globalization, digitalization and social media, advertising is changing. Many companies and advertising role players are forced to implement new consumer and business models and apply innovative business strategies. Social media marketing has become a norm for most companies. The process of marketing is used through social media sites like Twitter, Facebook and YouTube. By utilising the social aspect of the web, social media marketing is able to connect and interact on a much more personalised and dynamic level than through traditional marketing. The target audience is a unique generation and has developed a personal filtering system against the onslaught of traditional media. The current idea is to try and build customised relationships with future clients from a young age, by developing a relationship that complies with their requirements which social media has made a possibility. This study attempts to investigate the effectiveness of advertising through social media, focusing on the social media medium of Facebook to determine the key correlations and factors that affect the effectiveness of advertisements on Facebook. The target audience utilised is based in the geographical region of Gauteng. A survey was circulated via email to everyday consumers (n=189).Their attitude towards the brand used in the survey, as well as their loyalty to brand, were explored. Descriptive statistics and correlations revealed that many factors actually influence one?s attitude to a brand and the actual effectiveness of the advertisement. Some trends of interest that were found were the fact that brands that have achieved a strong market presence, automatically attain the attention of consumers in the advertisements. The use of models correlated to the thought processes of consumers also played a role in determining how advertisements are actually perceived. There are four particular constituents that contribute to advertising effectiveness on Facebook, namely brand engagement, brand attitude, brand image and consumer engagement. In conclusion, for advertisements to be effective on Facebook, a brand must be established and have a strong brand reputation as the advertisements on Facebook serve to supplement the brand rather than to put the brand up the ranks in terms of reputation. It is suggested that the survey is reviewed and the study expanded to a less stratified and more multi–cultural environment. / Thesis (MBA)--North-West University, Potchefstroom Campus, 2012.

In this day and age, with the very strong impact of globalization, digitalization and social media, advertising is changing. Many companies and advertising role players are forced to implement new consumer and business models and apply innovative business strategies. Social media marketing has become a norm for most companies. The process of marketing is used through social media sites like Twitter, Facebook and YouTube. By utilising the social aspect of the web, social media marketing is able to connect and interact on a much more personalised and dynamic level than through traditional marketing. The target audience is a unique generation and has developed a personal filtering system against the onslaught of traditional media. The current idea is to try and build customised relationships with future clients from a young age, by developing a relationship that complies with their requirements which social media has made a possibility. This study attempts to investigate the effectiveness of advertising through social media, focusing on the social media medium of Facebook to determine the key correlations and factors that affect the effectiveness of advertisements on Facebook. The target audience utilised is based in the geographical region of Gauteng. A survey was circulated via email to everyday consumers (n=189).Their attitude towards the brand used in the survey, as well as their loyalty to brand, were explored. Descriptive statistics and correlations revealed that many factors actually influence one?s attitude to a brand and the actual effectiveness of the advertisement. Some trends of interest that were found were the fact that brands that have achieved a strong market presence, automatically attain the attention of consumers in the advertisements. The use of models correlated to the thought processes of consumers also played a role in determining how advertisements are actually perceived. There are four particular constituents that contribute to advertising effectiveness on Facebook, namely brand engagement, brand attitude, brand image and consumer engagement. In conclusion, for advertisements to be effective on Facebook, a brand must be established and have a strong brand reputation as the advertisements on Facebook serve to supplement the brand rather than to put the brand up the ranks in terms of reputation. It is suggested that the survey is reviewed and the study expanded to a less stratified and more multi–cultural environment. / Thesis (MBA)--North-West University, Potchefstroom Campus, 2012.

The Web presents enormous opportunities for marketing. The growth and reach of the Internet is unparalleled. There are virtually no limits to the things that can be done but your own imagination. Practitioners and academics alike have raised this new medium to the skies. Yet, the results of Internet marketing efforts have not always lived up to the expectations. This books presents some new insights into the prerequisites for Web marketing effectiveness. Web advertising in theory and practice has mainly focused on the transportation of Internet users to target Web sites. The predominant form of transporters, banner ads, have been evaluated on their clickthrough rates and the target Web sites have been evaluated mainly in terms of number and duration of visits and attitudes toward the sites. Is this adequate? This thesis suggests that Web advertising needs to be advanced with more qualified objectives and tools of evaluation. The goal should not necessarily be transportation of Internet users to target Web sites. Banner ads may work as ads in their own right. Target Web sites need to be evaluated based on the communication objectives. The traditional logic of Web advertising is challenged and the thesis suggests that Internet marketing could be much more effective if designed and evaluated differently. The thesis consists of five articles based on empirical studies. The articles cover Web advertising and promotion effectiveness with respect to a number of important factors, such as involvement, product type, brand familiarity, ad wearout, and Internet user experience. The behaviors of visitors to a retail site are also studied, with important implications for Web site and promotion design. / Diss. Stockholm : Handelshögsk., 2001.Article no 1 has been published as:Dahlén, M., Ekborn, Y. and Mörner, N., "To Click or Not to Click - An Empirical Study of Response to Banner Ads for High and Low Involvement Products." in Consumption, Markets & Culture, Vol. 4, No. 1, 2000, pp 57-76.