Effects of age, need for cognition, and affective intensity on advertising effectiveness

McKay-Nesbitt, Jane; Manchanda, Rajesh V.; Smith, Malcolm; Huhmann, Bruce A.

doi:10.1016/j.jbusres.2009.09.013

Cited by 101 publications

(79 citation statements)

References 25 publications

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“…There are other important factors influencing customer attraction such as age. Older people better like and recall emotional than rational appeals, whereas younger adults better like and recall rational than emotional appeals together (McKay-Nesbitt et al, 2011). This suggests that, under low-involvement conditions, emotionally-framed appeals tend to be more effective than rationally-framed ones, especially for older than younger adults.…”

Section: Introductionmentioning

confidence: 91%

Investigating effective factors on multimedia advertising: A case study of travel agencies

Azad¹,

Aliakbar²,

Kordalivand³

2012

MSL

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Advertisement plays an important role on increasing sales and organizations normally spend significant amount of cost in an attempt to increase profitability. A productive advertisement normally involves various factors and we need to determine the most important ones, very carefully. In this paper, we use a questionnaire-based survey to find the most important factors influencing advertisement. In this paper, we focus on gathering information from the advertisement providers to assess each advertisement plan. The proposed study of this paper uses factor analysis to determine 15 most important factors, which include 42 variables.

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Section: Introductionmentioning

confidence: 91%

Investigating effective factors on multimedia advertising: A case study of travel agencies

Azad¹,

Aliakbar²,

Kordalivand³

2012

MSL

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“…The results showed that TV advertisement was the most effective method in reminding the brand [6]. In a research entitled as "The effect of age, the need for recognition, and emotional intensity on advertisement effectiveness", Nesbeet (2011) found that young and old people react to emotional messages, particularly the negative ones, better than the logical ones, and old people prefer positive and logical messages [7]. Chadvick and Ellis (2012) conducted a research entitled as "Website advertisement: the role of email marketing for English retailers".…”

Section: Intruductionmentioning

confidence: 99%

The Effect of Promotional Tools on Conveying Brand Identity from Sport Consumers’ Viewpoint in the Country’s Premier League

Asadollahi

Tojari

Zarei

2017

Int J Appl Exerc Physiol

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The economic environment and business, advertising in sport is one of the ways that most companies to manage the brand, its products and expanding its market in the country. The aim of the present study investigates the effects of advertising on transfer of brand identity from the perspective of sports consumers in Premier League football. This study on the nature and purpose and in terms of descriptive and correlational in terms of search data, a survey was carried out that way. After face and content validity, reliability test using Cronbach's alpha for the questionnaire, the effect of advertising tools 0.89, questionnaire transfer brand identity was 0.86, respectively. In order to analyze the data, descriptive and inferential statistical methods for the calculation and processing information, and also Spss software packages and LISREL were used. The study findings also confirmed the emergence of structural equation and the findings of other researchers, showed a promotional tool to transfer of brand identity from the perspective of the Sports consumer was significant effect (Chi-Square/df=2/04, RMSEA=0/059, P-Value =0/0001). The effect of each variable prioritize research also showed use of tool television advertising has the greatest impact on consumers transfer of brand identity. According to the results, it can be said that managers, marketers and planners of advertising companies, organizations and clubs and sporting goods service provider using of the effectiveness of each advertising tool and provide an integrated program of tools and to inform, remind and convince consumers can transfer of brand identity or brand and achieve their advertising goals.

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“…Iklan yang dilihat konsumen akan sampai di pikiran yang menyebabkan dampak secara rasional dan emosional yang kemudian akan menimbulkan perilaku membandingkan iklan untuk mencapai keputusan dalam minat membeli produk/jasa iklan tersebut (McKay-Nesbitt, Manchanda, Smith, & Huhmann, 2011).…”

Section: Masalah Penelitianunclassified

Pengaruh Dimensi-Dimensi Kepercayaan Terhadap Perilaku Milenial Pada

Girsang¹,

Christian²

2017

Bricolage

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AbstrakPergeseran media beriklan dari tradisional ke arah daring semakin banyak digunakan. Populasi kelompok milenial dalam hal ini menjadi faktor penting. Teknologi internet yang semakin canggih dan kebiasaan masyarakat yang berada pada kelompok generasi internet merupakan faktor-faktor penting di dalamnya. Kebiasaan yang ada pada kelompok tersebut mau tidak mau menjadikan kelompok tersebut akan lebih terbiasa untuk menikmati iklan-iklan berbasis daring. Sama halnya dengan media tradisional, iklan berbasis daring pun memiliki beberapa faktor yang ingin dicapai, yaitu informatif, sisi hiburan, kredibilitas, sisi ekonomis, dan nilai dari iklan. Penelitian ini bertujuan untuk mencari tahu apakah faktor-faktor tersebut memiliki pengaruh pada perilaku kelompok milenial pada iklan berbasis daring. Dengan melibatkan 100 responden yang diolah dengan SMART PLS 3.0, maka diperoleh hasil bahwa sisi hiburan dan nilai dari iklan masih belum dapat mempengaruhi perilaku lebih lanjut dari iklan yang dinikmati kelompok milenial tersebut. Penggunaan efek animasi dan jejak rekam berselancar dari kelompok milenial dapat dipertimbangkan sebagai saran. Penelitian berikutnya juga dapat menggunakan media beriklan secara daring yang spesifik seperti youtube. Kata kunci: kepercayaan, iklan, milenial, minat beli, daring

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Effects of age, need for cognition, and affective intensity on advertising effectiveness

Cited by 101 publications

References 25 publications

Investigating effective factors on multimedia advertising: A case study of travel agencies

Investigating effective factors on multimedia advertising: A case study of travel agencies

The Effect of Promotional Tools on Conveying Brand Identity from Sport Consumers’ Viewpoint in the Country’s Premier League

Pengaruh Dimensi-Dimensi Kepercayaan Terhadap Perilaku Milenial Pada

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