Low attention advertising processing in B2B markets

Abstract

Access to this document was granted through an Emerald subscription provided by 304077 [] For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to state a case for consideration of low attention processing when advertising in industrial markets. Design/methodology/approach -Through a critical description of low attention processing the paper demonstrates how this framework can be applied in industrial markets. A case is made that it is relevant to consider low attention processing in industrial markets. Content analysis is subsequently applied to 48 advertisements for products that are deemed to invoke low attention. In the analysis, focus is on whether the advertisements employ emotional appeals in connection to brands and/or use intuitively understandable messages as would be advisable for attitude change through low attention processing. Findings -The analysis shows that emotional appeals are used little in advertisements targeted at the selected market and that advertisements in which the brand clearly is displayed in combination with positive emotional appeals are rare. This combination was only seen in three out of 48 advertisements. In addition, most advertisements are not intuitively understandable and thus require that the message receiver is willing and able to allocate resources to cognitively process the advertisement contents. Originality/value -This paper states a practical case for increased consideration of low attention processing and the necessity for an increased focus on customers' processing of business-to-business (B2B) advertising.

Towards a B2B customer-based brand equity model

“…This is further supported in more recent work discussing the dilemma in B2B marketing communication being mainly rational, whereas this does not naturally seem to apply to the receivers processing situation. 11 Including emotional brand association fi nds further support in the empirical work by Mudambi 3 This work shows that the importance of more brand-related associations (emotional) might vary, however, still leaving them with a ' branding receptive ' cluster of 37 per cent in their sample. Finally, the PLS model estimated by van Riel et al .…”

Investigating the Impacts of Brand Social Media Posts’ Linguistic Styles on Consumer Engagement

“…According to resource matching theory [41], persuasion can be maximized when the cognitive resource needed to process a message matches with the resource that is available to the message recipient so that the recipient can process the message with relative ease and pleasure [37]. In the context of social media, where information overload is ubiquitous, consumers are more likely to process social media content under low involvement/attention conditions without spending too many cognitive resources [11,42]. This is even more true when consumers process brand posts on social media.…”

Improving integrated marketing communications practices: A comparison of objectives and results

“…In fact, limited differences in message content were found in a 1997 study between ads for B2B services and consumer services (Turley and Kelley 1997), while other research indicates that the lines between marketing of B2B and B2C contexts are becoming increasingly blurred (Wind 2006). With a tendency to focus investigation on consumer advertising, research into B2B marketing communications has been largely overlooked (Jensen and Jepsen 2007;Lynch & de Chernatony, 2004). For these reasons, the use of B2B award entries for the sample in this study addresses the need for research to enhance practice in this important sector, with more general implications for all practitioners (B2B or B2C) in the development of marketing communication plans.…”