The Differential Effect of Ad Novelty and Message Usefulness on Brand Judgments

Sheinin, Daniel A.; Varki, Sajeev; Ashley, Christy

doi:10.2753/joa0091-3367400301

Cited by 139 publications

(87 citation statements)

References 54 publications

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“…Consequently, users selectively focus on information that is in alignment with their online activity [20]. As such, users become attentive to the advertising products after they are aroused to specific advertising stimuli [10,13].…”

Section: Hypothesis 2 (H2) Coercive Tactics Have a Positive Influencmentioning

confidence: 99%

“…This was measured by how well online users focus, recall, and memorize the advertised product, and how they link to the purchasing behavior of a product [10,13]. Researchers asserted that the more that user were exposed to web ads, received information about the advertised brand, or identified with the product in the ad, the higher the performance is to be taken in terms of web ad persuasiveness.…”

Section: Inducing Agents Of Web Ads and Its Subsequent Performancementioning

confidence: 99%

“…Advertisements on this website are matching with the overall themes of the website 4. Advertisements on this website make using the website more interesting Sheinin et al [13] Frequent repetition 1. I think this website exposes me to too many similar advertisements 2.…”

Section: Measurement Items Researchersmentioning

confidence: 99%

“…In this website, the advertisement increased my convincing of the product or service 3. In this website, the advertisement was a clear way to explain the importance of the product or service Kim et al [47] Items measuring the personal relevance and medium relevance were created from those developed by Kim and Han [33] and Sheinin et al [13]. As a means of testing the perceived repetition, three questions were generated based on concepts from Rau et al [21].…”

Section: Measurement Items Researchersmentioning

confidence: 99%

See 3 more Smart Citations

Coercive Tactics and Web Advertising Performance

2017

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By questioning contemporary coercive or intrusive web advertising activities, this study sheds light on the recent conditions of web advertising by focusing on a comprehensive process that leads to web ad performance. A total of 400 questionnaires were distributed by the principal investigators of this study. 170 were returned from 200 distributed questionnaires given in South Korea and 100 were returned from 200 distributed questionnaires in China. The responses total 248 out of 400 distributed questionnaires. The relationships among the measured factors are analyzed by the structural equation modeling method. Results show that the use of web ad tactics often leads to negative consequences, creating a user present avoidance behavior condition towards both the ad and ad-hosting website. In terms of the performance of the ad-hosting website, website retention was strongly influenced by content blocking. In addition, the results of the comparative test suggest that the influence of avoidance on advertising performance is stronger among users of newspaper websites than e-commerce websites.

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Section: Hypothesis 2 (H2) Coercive Tactics Have a Positive Influencmentioning

confidence: 99%

Section: Inducing Agents Of Web Ads and Its Subsequent Performancementioning

confidence: 99%

Section: Measurement Items Researchersmentioning

confidence: 99%

Section: Measurement Items Researchersmentioning

confidence: 99%

See 2 more Smart Citations

Coercive Tactics and Web Advertising Performance

2017

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“…In addition, creative messages increase ad recall (Lehnert et al 2013), enhance purchase intention in some situations (Heiser et al, 2008), lead to product evaluation if consumers are sufficiently motivated (Dahlén et al, 2008), and impact brand attitudes in some situations (Sheinin et al, 2011). Thus PR consultancies should consider it as valuable for their clients.…”

Section: Research Approaches To Creativitymentioning

confidence: 99%

Creativity in PR consultancies: Perception and management

Casals

Roca

2015

Public Relations Review

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Business in general, and advertising in particular, recognise creativity as a crucial component of success and competitive advantage, but it has received little research attention in Public Relations (PR). This study seeks to address that neglect in relation to the understanding of how creativity is perceived and managed in PR consultancies. It involves a total of 23 interviews that included international PR creative directors as well as senior managers of PR consultancies operating in Spain. The initial findings suggest that creativity is considered a skill required by PR professionals, is seen as something valuable for clients, and is acknowledged in PR industry awards. Nevertheless, the article argues that some unhelpful myths and prejudices still exist around the area of creativity and that creative processes common elsewhere are not widely used in PR consultancies. It concludes by identifying elements that could encourage creativity within the sector.Key Words: public relations, creativity, consultancies, industry INTRODUCTIONOver the last 30 years, creativity has been considered a competitive advantage and a crucial element in business (Golen, 1983;Mumford, 2000;Florida, 2012), as well as a central component in the advertising sector (El-Murad & West, 2004). Even so, there has been very little scientific investigation focused on creativity in PR although authors in the PR literature cite it as part of the professional competence of a PR practitioner (see Wilcox et al., 2007, Gregory, 2008.The aim of this study is to contribute to the understanding of how creativity is perceived and managed in PR consultancies, to discover the creative processes and techniques that do operate there, and to examine the role of the creative director. It concludes with proposals for further encouraging creativity within the sector. RESEARCH APPROACHES TO CREATIVITYDefining the concept of creativity is complex (Runco, 2007). Creativity simultaneously refers to a cognitive process and the result of this process (the product or creative idea), to an attribute of the individual, and also to an environment (Rhodes, 1961). Psychology has been one of the disciplines which has studied creativity in more depth with theories generated as early as the 19th century in the London School of Differential Psychology (1869) The concept of creativity has evolved throughout history (see Tatarkiewicz, 2002). Taylor (1959), for example, considered the process of creativity as consisting of a system that entails shaping or designing a stimulating environment in which problems could be transformed into productive solutions through facilitation. In contrast, Landau (1987) claimed that creativity resided in the capacity to discover connections -between previously unrelated experiences -which can, in turn, transform into new mental schemes generating ideas or novel products. The creative process has similarly been the subject of studies, with Wallas (1926) being one of the first to define its stages (preparation, incubation, illumination and v...

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Designing for mobile experience beyond the native ad click: Exploring landing page presentation style and media usage

Goyal

Bron²,

Lalmas³

et al. 2018

Asso for Info Science & Tech

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Many free mobile applications are supported by advertising. Ads can greatly affect user perceptions and behavior. In mobile apps, ads often follow a "native" format: they are designed to conform in both format and style to the actual content and context of the application. Clicking on the ad leads users to a second destination, outside of the hosting app, where the unified experience provided by native ads within the app is not necessarily reflected by the landing page the user arrives at. Little is known about whether and how this type of mobile ads is impacting user experience. In this paper, we use both quantitative and qualitative methods to study the impact of two design decisions for the landing page of a native ad on the user experience: (i) native ad style (following the style of the application) versus a non-native ad style; and (ii) pages with multimedia versus static pages. We found considerable variability in terms of user experience with mobile ad landing pages when varying presentation style and multimedia usage, especially interaction between presence of video and ad style (native or non-native). We also discuss insights and recommendations for improving the user experience with mobile native ads.

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The Differential Effect of Ad Novelty and Message Usefulness on Brand Judgments

Cited by 139 publications

References 54 publications

Coercive Tactics and Web Advertising Performance

Coercive Tactics and Web Advertising Performance

Creativity in PR consultancies: Perception and management

Designing for mobile experience beyond the native ad click: Exploring landing page presentation style and media usage

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