Comprehension, positioning, segmentation and purchase probability

Jaffe, Lynn J.; Berger, Paul D.; Jamieson, Laura

doi:10.1016/0305-0483(92)90055-c

Cited by 1 publication

(2 citation statements)

References 13 publications

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“…This ties in with Vakratsas and Ambler's (1999) finding that affective (feeling) advertising elements are at least as important as cognitive information. Also, comprehension is well accepted in the literature as an essential first step in the persuasion process (Jacoby and Hoyer, 1989;Jaffe et al, 1992;Romaniuk et al, 2004). Without comprehension, a major opportunity to influence the consumer is lost.…”

Section: Consumer Reactions To Social Advertisingmentioning

confidence: 99%

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Segmentation in social marketing

Walsh

Hassan

Shiu

et al. 2010

European Journal of Marketing

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Purpose-In 2005, the European Union launched a four-year antismoking television advertising campaign across its 25 Member States. This study aims to evaluate the second and third years (2006 and 2007) of the campaign based on telephone interviews with over 24,000 consumers (smokers, nonsmokers, and ex-smokers). Design/methodology/approach-The study focuses on smokers and examines the potential for using segmentation and targeting in informing the campaign. Three important factors are used to identify clusters: attitude toward the campaign; comprehension of the campaign; and inclination to think responsibly about their smoking behaviour. Findings-Cluster analyses identify three distinct and significant target groups (message-involved, message-indifferent, and message-distanced) who respond differentially to the advertising. Furthermore, the percentage of respondents within each cluster varies across the EU Member States. Using Schwartz's cultural framework, the cultural dimension of "openness to change versus conservatism" is found to explain substantial cross-national variation in message-involved and messaged-distanced respondents. Research limitations/implications-Cluster solutions are shown to be stable across the two data waves. Implications of these results are discussed. Originality/value-This is the first study that seeks to better understand consumer reactions to social-marketing advertising across different segments of the overall target group.

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Section: Consumer Reactions To Social Advertisingmentioning

confidence: 99%

“…Similarly, several studies have highlighted the importance of message comprehension in terms of advertising effectiveness (e.g. Jaffe et al, 1992).…”

Section: Consumer Reactions To Social Advertisingmentioning

confidence: 99%