Minimum effective frequency for interactive television ads

Bellman, Steven; Schweda, A.; Varan, D.

doi:10.1057/dddmp.2010.6

Cited by 6 publications

(6 citation statements)

References 43 publications

(53 reference statements)

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“…A higher number of stock touts published also extends the reach of the corresponding campaign, especially when these recommendations are sent by different promoters who are followed by different groups of investors. In the context of advertising, extending a campaign's reach has proven to foster advertising success (Bellman, Schweda, & Varan, ). A pump and dump campaign can be assumed to profit from a higher number of promoters as well.…”

Section: Background and Research Hypothesesmentioning

confidence: 99%

The economics of stock touting during Internet‐based pump and dump campaigns

Siering

2018

Information Systems Journal

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Information systems have facilitated the increase in relevance of financial markets. Nevertheless, the rise of the Internet has eased information-based financial market manipulations. In this study, we examine the phenomenon of stock touting during pump and dump campaigns, in which deceivers advertise stocks to profit from an increased price level. We observe that the positive prospects promised are not confirmed by corporate disclosures and financial news.Furthermore, manipulators select targeted financial instruments based on specific stock and company characteristics.Manipulators avoid signals of anomaly and prefer unknown stocks. We find that stock touting has a positive market impact but that it is followed by a large decline in stock price in the subsequent days, causing investors to lose substantial amounts of their investments. We consider the impact of information generation, information content, and information presentation on the corresponding market reaction. Interestingly, information generation influences the demand for the stock, but information content and information presentation drive the willingness to pay. Our results are highly relevant for Internet users, software vendors, and market surveillance authorities, as a deep understanding of such information-based manipulations is necessary to develop appropriate countermeasures.KEYWORDS content analysis, deceptive information practices, event study, financial market manipulation, pump and dump manipulation, stock touting

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Section: Background and Research Hypothesesmentioning

confidence: 99%

The economics of stock touting during Internet‐based pump and dump campaigns

Siering

2018

Information Systems Journal

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“…Media planners have always been interested in scheduling advertising in a way that achieves the greatest possible outcome per dollar spend (Bellman et al , 2010; Broussard, 2000). In advertising, the term “effective frequency” is used to describe the number of times a consumer must be exposed to an advertising message before the marketer achieves the desired response; whether that be remembering the brand, enhancing the attitude, or buying the product.…”

Section: Introductionmentioning

confidence: 99%

Impact of web banner advertising frequency on attitude

Hussain

Ferdous

Mort

2018

APJML

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Purpose The purpose of this paper is to examine whether advertising type (static or dynamic) and appeal (emotional or rational) moderate the relationship between web banner advertising frequency and consumer attitudinal response. Design/methodology/approach A laboratory experiment involving 400 participants was conducted to test for the moderating effect. Factorial ANOVA is used to measure brand attitude. Findings The results identified that the web banner advertisement type acted as a moderator between frequency and brand attitude. However, the moderating effect of banner advertisement appeal was found to be insignificant at a single banner advertisement frequency (i.e. exposure) but significantly different at a higher frequency. The study findings provide better directives for online marketers. Practical implications The major limitation is the fact that the impact of banner advertisement frequency was manipulated from one to five exposures. Future research needs to determine what happens after the fifth exposure, perhaps ten exposures or more, to determine the wear-out effect and in turn, to decide on the optimal frequency level in an effort to design more appropriate web communication strategies. Social implications The result shows that pop-up banner advertisements are intrusive, and that high level of exposures to pop-up banner advertisement could annoy online users. Thus, online advertisers should avoid repeating the pop-up banner advertisements because this could adversely affect the attitude towards the online advertising in general, and could also negatively influence attitudes towards the brand and ultimately effect online purchase. Originality/value This study contributes to the theory by providing more insights into the repetition effect, and comprehensive conclusions can be drawn based on the manipulation of banner advertisement frequency on different frequency levels. The research identifies that if the communication objective is to generate brand attitude, different strategies can be adopted depending on the banner advertisement type (pop-up vs static) and banner advertisement appeal (emotional vs rational).

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“…At the same time they come with the limitation of presenting the advertisements in a somewhat artificial setting. Nevertheless, former research [33,34] showed that even one-time exposure to advertisements in an experiment can be predictive of real life, in-market effects and an effective way to test the cause and effect relationships described in our hypotheses.…”

Section: Methodsmentioning

confidence: 88%

“…Although previous research [33,34] showed that even one-time exposures in a controlled environment can be predictive of in-market effects in real life people, additional testing in a more natural environment is advised to validate the cause and effect relationships found in our controlled experiments. In real life, people are usually exposed to advertisements for a much shorter time.…”

Section: Limitations and Further Researchmentioning

confidence: 98%

Communicating Sustainable Shoes to Mainstream Consumers: The Impact of Advertisement Design on Buying Intention

2015

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Traditionally, marketing of sustainable products addresses green buyers, thus missing out on the mainstream consumers and volume necessary to cover the potentially higher cost of more sustainable materials. However, how to effectively communicate more sustainable products to mainstream consumers and to increase their buying intention is still underexplored. Combining personal and environmental benefits, called double benefit theory, is promoted as an effective green marketing strategy but so far not supported by quantitative research as being effective to reach mainstream consumers. We studied the effect of advertisement elements (layout color, benefit type, and heritage) on the products' perceived sustainability, quality and fashion image, and buying intentions of mainstream consumers. Two hundred adults participated in a study that was based on a 2 (red vs. green layout) × 2 (personal vs. environmental benefit) × 2 (local vs. global heritage) between-subjects factorial design of a sustainable shoe advertisement. The impact of these independent variables on product image as well as on buying intention was analyzed by means of three-way ANOVAs. In line with the double benefit theory, combining a personal benefit with a green layout led to the highest buying intention. Moreover, a mediation analysis revealed the effect OPEN ACCESSSustainability 2015, 7 8421 of emphasizing a personal benefit on buying intention was mediated by fashion image but not by sustainability. Sustainability, however, did have a positive effect on buying intentions independent of benefit type.

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Minimum effective frequency for interactive television ads

Cited by 6 publications

References 43 publications

The economics of stock touting during Internet‐based pump and dump campaigns

The economics of stock touting during Internet‐based pump and dump campaigns

Impact of web banner advertising frequency on attitude

Communicating Sustainable Shoes to Mainstream Consumers: The Impact of Advertisement Design on Buying Intention

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