The Effectiveness of Industrial Print Advertisements across Product Categories

1980 ◽  
Vol 17 (3) ◽  
pp. 294-306 ◽  
Author(s):  
Dominique M. Hanssens ◽  
Barton A. Weitz
Keyword(s):  
Model Development ◽  
Product Category ◽  
Methodological Issues ◽  
Print Advertisements ◽  
Product Categories ◽  
Effectiveness Measure ◽  
Measures Of Effectiveness ◽  
The Relationship ◽  
Content Characteristics

The relationships between 24 print ad characteristics and recall, readership, and inquiry-generation measures of effectiveness are examined for 1160 industrial ads. Both recall and readership are strongly related to format and content characteristics of industrial ads. The relationship between inquiry-generation and ad characteristics is significant but weaker. Some characteristics, such as ad size and position in the magazine, are consistently related to effectiveness across product categories and effectiveness measures. The effects of other characteristics, such as the use of four colors and attention-getting techniques, are specific to the product category and effectiveness measure. In addition to these substantive findings, methodological issues in model development and testing are presented.

Sexual appeal in print media advertising: effects on brand recall and fixation time

2017 ◽  
Vol 21 (1) ◽  
pp. 42-58 ◽  
Author(s):  
Bruno Tomaselli Fidelis ◽  
Jorge Henrique Caldeira Oliveira ◽  
Janaina de Moura Engracia Giraldi ◽  
Renê Oliveira Joaquim Santos
Keyword(s):  
Eye Tracking ◽  
Print Media ◽  
Fixation Time ◽  
Content Type ◽  
Print Advertisements ◽  
Brand Recall ◽  
Product Categories ◽  
Sexual Appeal ◽  
The Relationship ◽  
Textile And Apparel Industry

Purpose The purpose of this paper is to examine the influence of sexual appeal in print media on consumers’ brand recall. More specifically, the differences between the fixation time on the “image” and “logo” elements in advertisements, with and without sexual appeal, were verified. Design/methodology/approach The correct research is experimental in nature, and divided into three stages: choosing the print advertisements to be viewed by the participants with eye tracking, capturing participants’ eye movements using a special eye tracking equipment and completing the questionnaire for calculating the number of brands recalled by the participants. Findings The authors have identified that there are no statistically relevant differences between the number of brands recalled, whether the advertisement does or does not have any sexual appeal. Practical implications The use of sexual appeal in advertisements on print media must be made with caution, and several implications for the textile and apparel industry are expressed in the conclusions. Originality/value The study’s relevance is threefold: the authors present more recent results about the relationship between sexual appeal and brand recall, as the most recent research study of a similar type was published in the late 1990s; they adopt key concepts from the neuromarketing field in an attempt to connect memory with the capacity of different components of the advertisements, to attract the visual attention of consumers; and they present results for three different product categories (alcohol, apparel and perfume).

scholarly journals Under the Umbrella: Goal-Derived Category Construction and Product Category Nesting

2021 ◽  
pp. 000183922110123
Author(s):  
Johnny Boghossian ◽  
Robert J. David
Keyword(s):  
Process Model ◽  
Product Category ◽  
Derived Category ◽  
The State ◽  
Product Attributes ◽  
Product Categories ◽  
Role Of The State ◽  
Market Intermediaries ◽  
Category Construction

Categories are organized vertically, with product categories nested under larger umbrella categories. Meaning flows from umbrella categories to the categories beneath them, such that the construction of a new umbrella category can significantly reshape the categorical landscape. This paper explores the construction of a new umbrella category and the nesting beneath it of a product category. Specifically, we study the construction of the Quebec terroir products umbrella category and the nesting of the Quebec artisanal cheese product category under this umbrella. Our analysis shows that the construction of umbrella categories can unfold entirely separately from that of product categories and can follow a distinct categorization process. Whereas the construction of product categories may be led by entrepreneurs who make salient distinctive product attributes, the construction of umbrella categories may be led by “macro actors” removed from the market. We found that these macro actors followed a goal-derived categorization process: they first defined abstract goals and ideals for the umbrella category and only subsequently sought to populate it with product categories. Among the macro actors involved, the state played a central role in defining the meaning of the Quebec terroir category and mobilizing other macro actors into the collective project, a finding that suggests an expanded role of the state in category construction. We also found that market intermediaries are important in the nesting of product categories beneath new umbrella categories, notably by projecting identities onto producers consistent with the goals of the umbrella category. We draw on these findings to develop a process model of umbrella category construction and product category nesting.

scholarly journals Research Progress of Desertification and Its Prevention in Mongolia

2021 ◽  
Vol 13 (12) ◽  
pp. 6861
Author(s):  
Xiya Liang ◽  
Pengfei Li ◽  
Juanle Wang ◽  
Faith Ka Shun Chan ◽  
Chuluun Togtokh ◽  
...  
Keyword(s):  
Model Development ◽  
Mitigation Strategies ◽  
Research Progress ◽  
Prevention Measures ◽  
Interdisciplinary Approaches ◽  
The World ◽  
Impacting Factors ◽  
Decoupling Analysis ◽  
And Control ◽  
The Relationship

Mongolia is a globally crucial region that has been suffering from land desertification. However, current understanding on Mongolia’s desertification is limited, constraining the desertification control and sustainable development in Mongolia and even other parts of the world. This paper studied spatiotemporal patterns, driving factors, mitigation strategies, and research methods of desertification in Mongolia through an extensive review of literature. Results showed that: (i) remote sensing monitoring of desertification in Mongolia has been subject to a relatively low spatial resolution and considerable time delay, and thus high-resolution and timely data are needed to perform a more precise and timely study; (ii) the contribution of desertification impacting factors has not been quantitatively assessed, and a decoupling analysis is desirable to quantify the contribution of factors in different regions of Mongolia; (iii) existing desertification prevention measures should be strengthened in the future. In particular, the relationship between grassland changes and husbandry development needs to be considered during the development of desertification prevention measures; (iv) the multi-method study (particularly interdisciplinary approaches) and desertification model development should be enhanced to facilitate an in-depth desertification research in Mongolia. This study provides a useful reference for desertification research and control in Mongolia and other regions of the world.

A contingency perspective on learning and instruction in physical education

2021 ◽  
pp. 1356336X2098588
Author(s):  
Jonas Wibowo ◽  
Ben Dyson
Keyword(s):  
Physical Education ◽  
Learning Processes ◽  
Methodological Issues ◽  
Unit Of Analysis ◽  
Contingency Perspective ◽  
Two Factors ◽  
The Individual ◽  
Teaching Learning ◽  
The Relationship ◽  
Learning And Instruction

In this article, we focus on the contingency between learning and instruction in physical education (PE). We argue that the complex interconnectedness of teachers’ instruction and students’ learning processes should be studied using a unit of analysis that expresses the relationship between the two factors. A contingency perspective foregrounds the individual differences between different learners and how a teacher regards these differences. Furthermore, it has the potential to provide a precise lens for empirical research on how the students’ situations shape the evolution of the teaching--learning process. Based on scaffolding research and adaptive teaching research, which draws on socio-constructivist foundations, we call this unit of analysis ‘contingency’. We outline a framework of research that suggests depicting contingency dimensions, respective instructional continua, and contingency rules when investigating contingency in PE. Furthermore, autonomy as a core contingency dimension for PE and methodological issues will be discussed.

The role of market and product category characteristics in local versus foreign language branding in Latin America

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Pablo Farías ◽  
Luis Torres
Keyword(s):  
Latin America ◽  
Foreign Language ◽  
Latin American ◽  
Product Category ◽  
Cultural Dimensions ◽  
Brand Names ◽  
High Tech ◽  
Content Type ◽  
Local Language ◽  
Product Categories

PurposeThis paper explores which market and product category characteristics could influence the use of foreign language brand names (i.e. whether a brand uses a foreign language versus local language brand name) in some of the largest Latin American countries.Design/methodology/approachHypotheses are tested using 880 brands from 39 product categories and nine Latin American markets using a hierarchical logistic regression.FindingsResults revealed that foreign language brand names are more likely to be used in product categories related to local infrastructure, high-tech and global community. In contrast, local language brand names are more likely to be used in product categories associated to subscriptions. Findings also suggest that Hofstede's national cultural dimensions are significant factors. Finally, the results revealed that foreign language brand names are more likely to be used in markets with a low level of foreign language proficiency.Originality/valueThis paper shows the importance of considering market and product category characteristics and their potential influence on local versus foreign language branding in Latin America – an ignored issue in previous research.

Consumer evaluation of ingredient branding strategy

2017 ◽  
Vol 40 (7) ◽  
pp. 768-782 ◽  
Author(s):  
M. Deniz Dalman ◽  
Kartikeya Puranam
Keyword(s):  
Exploratory Research ◽  
Relative Importance ◽  
High Involvement ◽  
Content Type ◽  
Product Categories ◽  
Ingredient Branding ◽  
Decision Variables ◽  
Marketing Activities ◽  
The Relationship ◽  
Practical Implications

Purpose Prior research in ingredient branding (IB) has identified several important decision variables consumers use when evaluating IB alliances. This exploratory research aims to investigate the relationship between these variables and consumers’ buying likelihood of the IB alliance and the relative importance of these variables for low- vs high-involvement product categories. Design/methodology/approach A study with the participation of 458 mTurkers was conducted and the data were analyzed using random forests. Findings Findings reveal relative importance of different variables for an IB alliance and that these differ for low- vs high-involvement categories. Research limitations/implications Being exploratory in nature, this research has several limitations, such as using only one high- and one low-involvement categories. Practical implications Results of this research will help brand managers as they make decisions entering an IB alliance as well as with investing their budget on different aspects of their brand, and tailoring their marketing activities for low- vs high-involvement product categories. Originality/value To the best of authors’ knowledge, this paper is the first to discuss the relative importance of different decision variables in an IB context empirically.

Predictors of outcome in first-episode schizophrenia over the first 4 years of illness

2008 ◽  
Vol 38 (8) ◽  
pp. 1141-1146 ◽  
Author(s):  
P. Whitty ◽  
M. Clarke ◽  
O. McTigue ◽  
S. Browne ◽  
M. Kamali ◽  
...  
Keyword(s):  
Negative Symptoms ◽  
First Episode ◽  
Global Assessment Of Functioning ◽  
Methodological Issues ◽  
Course Of Illness ◽  
Dsm Iv ◽  
First Episode Schizophrenia ◽  
The Relationship ◽  
Positive And Negative Symptoms

BackgroundThe outcome of schizophrenia appears to be more favourable than once thought. However, methodological issues, including the reliance on diagnosis at first presentation have limited the validity of outcome studies to date.MethodWe conducted a first-episode follow-up study of 97 patients with DSM-IV schizophrenia over the first 4 years of illness. First presentation and follow-up assessments were compared using paired t tests and a forced-entry regression analysis was used to determine prognostic variables.ResultsThere were significant improvements in positive and negative symptoms and global assessment of functioning between first presentation and follow-up. At first presentation, fewer negative symptoms (t=−3.40, p<0.01), more years spent in education (t=3.25, p<0.01), and a shorter duration of untreated psychosis (DUP) (t=−2.77, p<0.01) significantly predicted a better outcome at follow-up.ConclusionsThe outcome of schizophrenia may not be as pessimistic as once thought and most patients did not display a downward deteriorating course of illness. This study supports the relationship between DUP and outcome beyond the early stages of illness.

Perceptions of Causality In Sport: An Application of the Causal Dimension Scale

1983 ◽  
Vol 5 (1) ◽  
pp. 72-76 ◽  
Author(s):  
Edward McAuley ◽  
John B. Gross
Keyword(s):  
Causal Attributions ◽  
Causal Attribution ◽  
Table Tennis ◽  
Methodological Issues ◽  
Reliable Measure ◽  
Scale Reliability ◽  
Causal Statement ◽  
The Relationship ◽  
Causal Dimension

One of the more problematic methodological issues in attributional research has been the accurate classification, by researchers, of causal attributions made by respondents along causal dimensions. Closed-ended and open-ended approaches have been logical but limiting solutions to assessing attributions. Russell (1982) has the Causal Dimension Scale, a measure that allows the respondent to record a causal statement and indicate how he or she perceives that causal attribution in terms of causal dimensions. The present study examined the effects of winning and losing at table-tennis upon causal attributions using the Causal Dimension Scale. Reliability of the measure was assessed in a sport setting and the relationship between respondents' perceptions of attributions in terms of causal dimensions and judges' perception of the same were examined. The Causal Dimension Scale was found to be a reliable measure of how individuals perceive attributions in terms of causal dimensions. Winners' attributions were more internal, stable, and controllable than those of losers but attributions were of an internal, unstable, and controllable nature for both winners and losers.

Sex-Oriented Advertising and its Impact on Attitude of Teenagers: Application of Behaviuoral Intention Model across Product Categories

2005 ◽  
Vol 9 (4) ◽  
pp. 15-26 ◽  
Author(s):  
Tapan K. Panda
Keyword(s):  
Product Category ◽  
Behavioural Intention ◽  
Commercial Product ◽  
The Public ◽  
Mature Adults ◽  
Product Categories ◽  
Adult Programs ◽  
Consumer Data ◽  
Family Setting ◽  
Sex In Advertising

Use of Sex in advertising continues despite the public outcry against it. Exposing mature adults to sex based advertising often invites lesser criticism compared to advertising that targets teenagers. Its use in advertising is no more confined to adult programs on television or adult literature; its consequences are far reaching in the context of exposure through mass media. Although some level of sex content might help in selling, the real questions are: how much sex content is appropriate; when is the use of such content appropriate, and for which target audience. The present research aims to explore some of these questions through consumer data in which teenagers are shown a series of print and television advertisements with different degree of sex content for different product categories. This paper attempts to find out the effectiveness of sex based advertising on the overall attitude and behavioural intention of respondents by application of Fishbien Behavioural Intention Model. The paper tries to find out the relationship between the use of sex content in advertisements for commercial and non-commercial product category at different levels of depiction and behavioural intention towards product categories. The results show that the respondents find sex-content based advertisement to be in bad taste in the context of family setting and there is a relatively moderating effect on the behavioural intention of consumers upon exposure to commercial product advertisements.

scholarly journals Content and Access Provision in a Discrete Competition Model

ORiON ◽  
2021 ◽  
Vol 37 (2) ◽  
Author(s):  
Petrus Potgieter ◽  
Bronwyn Howell
Keyword(s):  
Real Life ◽  
Consumer Surplus ◽  
Cost Savings ◽  
Product Category ◽  
Approximate Solutions ◽  
Competition Model ◽  
Differentiated Products ◽  
Single Product ◽  
Market Outcomes ◽  
Product Categories

The non-rival, non-excludable and infinitely expansible characteristics of digital goods with marginal cost of zero strongly favours the use of bundling strategies. Theoretical tractability requires most models in the current literature to make highly stylized assumptions, rarely observed or anticipated in the real-life situations, motivating inquiry. This paper considers a competition model in which: * the firms, consumers and differentiated products are finite in number; * prices are discrete and not continuous; * consumers may purchase multiple items in a single product category where the degree of complementarity or substitutability of the product categories can also vary across consumers; and * where consumer-specific cost savings are obtained when purchasing multiple items from the same firm. Approximate solutions are obtained through numerical simulation. Firms act in concert to maximise the total firm revenue. Our main finding is that the interplay between maximal firm revenue, consumer surplus and prices is very complex and that high firm revenue and high consumer surplus are not antithetic. It suggests also that consumer surplus and market concentration are not necessarily related. Many market outcomes that are observed may be due to chance rather than design as diverse outcomes can accompany situations that are, to the firms, difficult to distinguish.

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