How preexisting beliefs and message involvement drive charitable donations: an integrated model

Purpose The purpose of this paper is to investigate how individuals respond to messages asking for donations in broadcast advertising. It does so by considering both preexisting attitudes and beliefs related to donating, as well as message processing. The goal is to uncover messages that may help nonprofit organisations increase donations. Design/methodology/approach The research combines the theory of planned behaviour (TPB) to measure preexisting beliefs and the elaboration likelihood model (ELM) to measure involvement in an investigation of donation responses to broadcast-quality advertisements developed by a professional ad agency featuring the following two messages: one that leverages social norms and another that legitimises minimal giving. Two studies collected data from a total of 544 respondents in two between-subjects 2 × 2 × 2 experiments. Findings Injunctive norm messages affect the intended donation behaviour of individuals who are pre-disposed to donating, but only if they are highly involved with the ad. Social legitimisation messages affect donations from individuals who look to referents to direct behaviour, but unlike what was expected, only by those not highly involved with the ad. Similarly, individuals who do not think they can donate increased donations when they saw the legitimisation message and had low advertisement involvement. Research limitations/implications Results extend the ELM-TPB integrated framework by discovering when and how involvement drives intended donation behaviour. The research also sheds light on message processing by focussing on the preexisting characteristics of recipients. Practical implications The results provide nonprofit managers with strategies to increase donations with targeted messages. Those who pay attention to the ad and have a positive attitude toward giving are going to donate if they are told others support the cause. Therefore, the focus should be on those who are not involved with the ad but still believe giving is appropriate. Originality/value This research is the first to use the ELM-TPB framework to discover that ELM has varying utilities and values from TPB in different ad contexts.

EXECUTIVE OPINIONS ON GRAPHIC DESIGNER COMPETENCIES

Graphic design is a discipline that is constantly growing, developing and expanding the demand rate in the market in parallel with developments in technological fields. This growth and rapid development in the sector also brings some problems in terms of design. Working in the sector, agency managers and graphic designer experienced many problems with the demands of advertisers is known. It is observed that in some cases these problems are evaluated concurrently proficiency. In this study, ad agency executives, vocational schools graduate from graphic design programs designers, compilation of views on their professional competences and it is intended to be analyzed. This research is a descriptive study in general scanning model. A survey of 15 questions developed by researchers was applied to the managers of 58 advertising agencies serving in advertising in Ankara province, and the results were reached as a result of those given manually at the end of the survey. From the findings, administrators of the vocational school graduated from Graphic Design Department of the advertising agency, and are finding indicates that inadequate in many ways from a professional perspective. This research is relevant for educational institutions to analyze the demands of the sector, to make suggestions for new programs that can produce solutions to problems is important Keywords: Graphic design, vocational schools, advertising agencies, professional qualification

Universal Ad Agency – vendor selection

Learning outcomes The learning outcomes are as follows: to understand the process of procurement and describe the process of supplier selection; to understand the importance of vendor selection criteria and develop the same; and to develop the framework for steps involved in vendor selection. Case overview/synopsis Jelani was working in his office over weekends to select the supplier and finalize the contract for installation of SMD LED screen. It was going to be one of its kind in town, and the first ever project for the organization. He was working as procurement manager at Universal Ad Agency and based in their office at Hyderabad. Jelani had already missed the deadline of installation, and he knew that he was not going to get any extension in deadline for the second time. He had visited the markets of Lahore and Hyderabad to source out the best supplier. He had to prepare a strong case and present to CEO. With all the data available, would Jelani be able to select the best evaluated supplier from among the recently sourced out suppliers? Complexity academic level MBA elective courses of Purchase & Supply Management, and Operations Management. Subject code CSS 9: Operations and Logistics Supplementary materials Teaching Notes are available for educators only.

Communicating Brands in Television Advertising

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.

Training to Lead in an Era of Change: Insights From Ad Agency Leaders

This study examines leadership training in advertising. Interviews with U.S.-based agency professionals revealed the lack of a systematic approach to leadership development. There was a consensus among professionals that training (whether formal or informal) is needed. Despite need and benefits of establishing leadership training programs in agencies, participants acknowledged barriers to doing so. The study also finds a role for advertising education to train the next generation of advertising leaders.