Communicating Brands in Television Advertising

2020 ◽  
Vol 57 (2) ◽  
pp. 236-256 ◽  
Author(s):  
Norris I. Bruce ◽  
Maren Becker ◽  
Werner Reinartz
Keyword(s):  
Dynamic Model ◽  
Brand Image ◽  
Factor Model ◽  
Television Advertising ◽  
Brand Awareness ◽  
Visual Salience ◽  
Different Types ◽  
Brand Attributes ◽  
Ad Agency

Many studies have quantified the effects of TV ad spending or gross rating points on brand sales. Yet this effect is likely moderated by the different types of brand-related messages or cues (e.g., logo, brand attributes) embedded in the ads and by the ways (e.g., explicitly or implicitly) these cues are conveyed to TV audiences. The authors thus measure 17 cues often used within ads to build brand awareness (or salience) and brand image and investigate their influence on ad effectiveness. Technically, the study builds a dynamic model to quantify the effects of advertising on sales; builds a robust and interpretable (i.e., nonparametric and sparse) factor model that integrates correlated, left-censored branding cues; and then models the effects of advertising as a function of the factors identified by these cues. An analysis of 177 campaigns aired by 62 brands finds that salience cues (e.g., logo) and benefit and attribute messages moderate ad effectiveness. It also finds that explicit cues are more effective than implicit ones; nonetheless, the primary drivers of ad effectiveness are visual salience cues: the duration and frequency with which the logo and the duration with which the product are displayed. The study can thus suggest ways brand and ad agency managers can improve the effects of creative ad content on sales.

Platón, Einstein y el triunfo de la imaginatividad cosmológica

1998 ◽  
pp. 87-98
Author(s):  
T. M. Robinson
Keyword(s):  
Dynamic Model ◽  
Striking Similarity ◽  
Empirical World ◽  
The World ◽  
Modern Cosmology ◽  
Different Types ◽  
Physical Objects ◽  
Changing World

This article argues the following five claims: 1. Plato’s description of the origins of cosmos in the Timaeus is not a myth, nor something unlikely: when he called it an eikos mythos or eikos logos, he meant a likely or trustworthy account on this very subject. 2. Among the details in this account, the following are prominent and surprising: a) the world was fashioned in time, in that precise point that was the beginning of time; b) several kinds of duration can be distinguished in cosmology (mainly eternity, sempiternity, perpetuity and time); and c) space is an entity characterized by movement and tension. 3. In the Statesman, Plato repeats much the same thing, adding this time the strange notion that the universe’s circular movement is periodically reversed. 4. In spite of the important differences in detail, there is a striking similarity between Plato’s account of the origins of the world and the explanation adopted by much of modern cosmology. 5. What Plato shares with so many instances of recent thought is here termed “cosmological imaginativity”. A first section of the paper deals exclusively with the Timaeus. Claims 1 and 2a are supported by a revision of the meanings of mythos and logos, followed by brief reference and discussion of the argument at Timaeus 27d, leading to the conclusion that Plato affirms that the ever-changing world has indeed had a beginning in time. Claim 2b describes five different types of duration, corresponding to Forms, the Demiurge, Space, the [empirical] world and its contents, physical objects. The second section is concerned with the myth in the Statesman, discussing it as a parallel and describing its peculiar turn to the Timaeus’ cosmology and cosmogony, a complex spheric and dynamic model. After digressing into some important ideas in modern cosmology, touching especially on affinities of some of Einstein’s ideas with of Plato’s own, the paper closes with a discussion of cosmological imaginativity, oriented to recover and recognize fully Plato’s greatness as a cosmologist.

Perceived Guest House Brand Value: The Influence of Web Interactivity on Brand Image and Brand Awareness

2020 ◽  
Vol 27 (2) ◽  
pp. 250-277
Author(s):  
Rosemary Matikiti-Manyevere ◽  
Mornay Roberts-Lombard ◽  
Mercy Mpinganjira
Keyword(s):  
Brand Image ◽  
Brand Awareness ◽  
Brand Value ◽  
Guest House

PENGARUH BRAND KNOWLEDGE TERHADAP BRAND PREFERENCE CALON MAHASISWA PASCASARJANA: BUKTI EMPIRIS PADA PROGRAM MAGISTER MANAJEMEM UNPAR

2014 ◽  
Vol 9 (2) ◽  
pp. 127
Author(s):  
Ronald Chandra Fattama
Keyword(s):  
Higher Education ◽  
Multiple Regression ◽  
Brand Image ◽  
Brand Awareness ◽  
Brand Preference ◽  
Public And Private ◽  
Brand Knowledge ◽  
Marketing Program ◽  
Catholic University ◽  
Result Show

One of nicknames that given to Bandung is city of students. It called that way, because of many institutions both public and private in Bandung. Some study estimates that higher education’s demand will increase about four times in 2025. Students that sign up to Parahyangan Catholic University Master of Management had a declining tendency. That delcining tendency is allegeldy because marketing program and promotion that used by Parahyangan Catholic University didn’t go well. The purpose of this research is generally to determine the effect of Parahyangan Catholic University’s brand knowledge on prospective student’s brand preference.The analysis of this research using multiple regression to determine the effect of Parahyangan Catholic University Master Management’s brand awareness and iamge on prosprective student’s brand preference. The findings of this result show that Parahyangan Catholic University Master of Management is recommended to enhance their marketing program and promotion. Marketing program and promotion need to be increase in order to enhance prospective student’s brand awareness and brand image, which leads to increase number of student that sign up for Master Managemen itself. Keywords: brand knowledge, brand image, brand preference, higher education

scholarly journals BRAND ASSOCIATION ATTRIBUTES FOR INDONESIAN NATIONAL AIRLINE

2009 ◽  
Vol 8 (1) ◽  
Author(s):  
Idris Gautama So ◽  
Ishak Ismail
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Brand Identity ◽  
Brand Associations ◽  
Brand Association ◽  
Service Brand ◽  
Private Values ◽  
Brand Attributes ◽  
The Creation ◽  
Cochran Test

Brand image, in brief is a series of private values that perceived by company to create identity of its product or service. Brand Association is anything related memory to brand (Tjiptono, 2005). Brand Association is one of assets of brand equity, which shows advantages and differences of a product or service while a person recall the brand of product or service. This paper is a research to discover brand attributes associated in consumers’ mind that create brand image of state owned national airline (Garuda Indonesia-GI), and then to discover harmonization between brand identity with brand image. The respondents of this research are passengers of GI airline at Sukamo-Hatta airport. Cochran test is one of methods applied in this paper. The result of this research shows that there are six brand associations which create GI brand image, but brand identity has not yet stuck completely in consumer’s mind, although there are three additional brand image perceived by consumers. These show that there is a positive gap which bring advantages to company. Company must also maintain the harmony of built brand image and brand identity to avoid the creation of negative gap.

scholarly journals KETERKAITAN ANTARA PERCEIVED QUALITY,KESADARAN MEREK, KESETIAAN MEREK DAN CITRA MEREK

2011 ◽  
Vol 4 (1) ◽  
pp. 51
Author(s):  
Dedi Hidayah
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Primary Data ◽  
Equation Modeling ◽  
Store Brand ◽  
Retail Market

<p><span><em>As the retail market is still emerging on the last decade, naturally, the competition among </em><span><em>players becoming more challenging. Empowering all the resource of the organization as </em><span><em>added values would be the strategy to win the targeted market. Brand equity is one of </em><span><em>valuable assets of the company since its ability to gain market share against these rivals, and </em><span><em>the ability to keep customers by building brand loyalty which can in turn reduce marketing</em><br /><span><em>costs.</em><br /><span><em>The purpose of doing this study is to explore the interrelation of four brand equity components; </em><span><em>brand awareness, brand loyalty, perceived quality and brand image in modern store industry, </em><span><em>and improve the conceptualization of customer-based modern store brand equity.</em><br /><span><em>The research design used in this study is the hypotheses testing. The type of relationship </em><span><em>between the variables in this study is the co relational research, because the researchers are </em><span><em>interested in explaining the important variables related with the problems. </em></span></span></span></span></span></span></span></span></span></span></span></span></p><p><span><span><span><span><span><span><span><span><span><span><span><span><em>The hypothesis</em><br /><span><em>testing was done by using Structural Equation Modeling (SEM) with the support of Amos </em><span><em>version 7.0.</em><br /><span><em>This study is using primary data. The data was collected by questionnaire technique, by giving </em><span><em>the written statements to the respondents. And then, the respondents gave their feedback </em><span><em>about the statements given. The answers have been available.</em><br /><span><em>Keywords: </em><span><em>Brand awareness, brand loyalty, perceived quality and brand image</em></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br /></span></span></p>

scholarly journals The Analysis of Brand Image and Brand Awareness on Purchase Decisions

2021 ◽  
Author(s):  
Anita Dewi Rachmawati ◽  
Heny Hendrayati ◽  
Vanessa Gaffar
Keyword(s):  
Brand Image ◽  
Brand Awareness ◽  
Purchase Decisions

scholarly journals Pengaruh Brand Awareness, Brand Image dan Customer Perceived Value Terhadap Purchase Intention

2020 ◽  
Vol 4 (3) ◽  
pp. 81
Author(s):  
Luki Lukmanul Hakim ◽  
Keni Keni
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Perceived Value ◽  
Sampling Technique ◽  
Purchase Intentions ◽  
Brand Awareness ◽  
Analysis Method ◽  
Scale Method ◽  
Customer Perceived Value ◽  
Operational Variables

This study aims to determine the effect of brand awareness, brand image, and customer perceived value on purchase intentions. The sampling technique used in this study is nonprobability sampling by purposive sampling using a quantitative approach by distributing questionnaires to 146 which valid respondents 142 respondents. Data analysis method used in this study is multiple regression analysis. For operational variables using the Likert scale method of validity used a computer measuring instrument that is SPSS 25.0. The results showed that the brand awareness variable have a significant and positif effect, brand image have a significant and positif effect, customer perceived value have a significant and positif effect on purchase intention. In this case the brand image is the most influences of purchase intention.

scholarly journals The Influence of Destination Brands on the Satisfaction and Revisit Intention of Foreign Tourists at the Agro-tourism of Ceking Rice Field Terrace in Bali

2020 ◽  
pp. 265
Author(s):  
I Putu Wahyu Wicaksana ◽  
I G A Oka Suryawardani ◽  
Ratna Komala Dewi
Keyword(s):  
Structural Equation ◽  
Rice Field ◽  
Brand Image ◽  
Positive Influence ◽  
Equation Model ◽  
Brand Awareness ◽  
Tourist Destinations ◽  
Brand Association ◽  
Revisit Intention ◽  
Destination Brand

Agrotourism attraction of Ceking Rice Field Terrace Village is a natural panorama of rice fields terrace has been recognized as heritage that should be preserved. The purpose of this study is to find out the influence of destination brands on the interest of foreign tourists in Ceking Rice Field Terrace Agrotourism and the obstacles faced in building destination brands in Ceking Rice Field Terrace tourist destinations. The independent variables of this research are part of the brand destination, namely brand awareness, brand image and brand association. The dependent variables are customer satisfaction and revisit intention. Research was design based on structural equation model. Data was analyzed by using Smart-PLS version 3.0. Brand awareness, brand image and brand association had a significant and positive influence on the satisfaction of foreign tourists and their revisit intention. The results also showed that the constraints faced by Agrotourism Rice Field Terrace in building a destination brand area, the name of Agrotourism Ceking Rice Field Terrace has not been known as a name of attractive tourist destination and the lack of handicrafts that have the characteristics of the Agrotourism. Keywords: agrotourism, brand destination, and revisit intention

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