Mind the attention gap: how does digital advertising impact choice under low attention?

Purpose This study aims to investigate whether digital advertising can be effective despite consumer inattention and how certain common combinations of ad characteristics increase or decrease ad effectiveness under conditions of low attention. Design/methodology/approach Using two online experiments in naturalistic environment, the authors compare ad effects under focussed, divided and incidental attention, for certain ad characteristics, namely, appeal type and (mis)matching between appeal and brand type. The results are analysed using logistic regression. Findings Ad exposure under low attention does increase brand consideration and choice. The greatest uplift in impact occurs when moving from non-exposure to incidental attention. Under incidental attention, emotive advertising was more effective than rational advertising, as was matching rather than mismatching an emotional appeal to a hedonic brand. Conversely, under divided attention, rational advertising and mismatching a rational appeal to a hedonic brand were more effective. Research limitations/implications This research explores the effectiveness of Twitter ads with an emotional or a rational appeal and the (mis)matching between appeal and utilitarian or hedonic brand type. Future research can examine other formats and creative elements of digital advertising that can affect the low-attention processing and the effects that occur. Practical implications Intrusive, attention-getting advertising strategies may not be necessary. Certain common creative devices can increase advertising effectiveness despite low attention, so marketers can ensure consumer-centric marketing communication. Originality/value There has previously been limited understanding of low-attention mechanisms in advertising and little evidence of ad effectiveness under conditions of low attention. The research also demonstrates that certain ad characteristics, linked to common creative devices, enhance the impact of advertising despite low attention.

subway advertising, service system, travel purpose, precise placement

From the perspective of the establishment of the subway media service system, the corresponding relationship between passenger travel purpose and advertising location is studied. The characteristics of convenient and efficient advertising in subway media to serve the crowd are used to form an optimized allocation of resources to maximize the effectiveness of advertising. Study the constituent factors of the subway media service system, and expound the relationship among the three areas of media, station cars, and crowds. Among them, it focuses on analyzing the occupations of passengers, economic income, viewing advertisements and travel purposes, etc., Using new interactive design methods to implement subway advertising strategies. Increasing the economic benefits and social influence of subway advertising.

Artistic Endorsers are Catalysts for Airlines to Attract Passengers

The purpose of the study is to use the advertisements of four real airline artistic endorsers to analyze the contribution of the artistic endorser to discuss possible marketing strategies through an empirical questionnaire survey approach. Data were collected from the airport. Among them, 411 valid questionnaires were finally recovered. The hypothesis of the research model was tested by the SEM approach. The artistic endorser of the airline plays the role of catalyst in the marketing process to improve the airline's operational performance; this leads to our finding that the celebrity artistic endorsement should be carefully chosen in the airlines so that the image in advertising strategies and passengers' believing in celebrity endorsement would be matched; Airline companies are searching for strategies to develop stable connecting relationships with their passengers and to increase their company revenue by strengthening marketing strategy to deliver messages by utilizing the celebrity endorsement concept of passenger preferred airline based on their trust in celebrity endorser. This study contributes celebrity endorsement to the predictability of recommendation of airlines following artistic endorser sense-making of passengers' paradigm. As expected, the recommendation of airlines is most dominantly influenced by celebrity endorsement. Through empirical research, we supplement the significance of the artistic endorser sense-making perspective.

ADVERTISING STRATEGY ACCORDING TO THE CONCEPT OF THE FCB MODEL IN THE CONDITIONS OF THE VARIOUS GENERATIONS

The aims of the paper are: 1) to verify the validity of the traditional theoretical definition of the Foote, Cone & Belding (FCB) model based on the use of representative products concerning the age (generation) and gender of the selected target group in the conditions of the Czech Republic, and 2) to verify the validity of defined advertising strategies in the traditional theoretical conception of the Foote, Cone & Belding (FCB) model with the current level of acceptance and perception of advertising within the defined selected target group according to age (generation) and gender in the conditions of the Czech Republic. To meet both aims, both secondary and primary marketing research was implemented. The theoretical background of the paper is based on knowledge of marketing communication principles in general with emphasis on advertising theories. The greatest attention is focused on the traditional version of the FCB model which is based on a matrix of consumer thinking–feeling and high–low involvement behaviours and proposes four advertising strategies. Primary research data were obtained using a questionnaire, on the online panel of research agency Ipsos, on 1,100 Czech respondents. The methods used are positional maps for the FCB grid and chi-squared with a suitable post-hoc test. The outputs reveal the differences of the theoretical FCB model in comparison with its practical implementation. It is necessary to adapt (extend) the model according to specific conditions and identification features of different Czech generations and genders, then adjust recommendations for advertising strategies. In Czech conditions, the sextant grind should be used. There is a prevalence of representative product placement in quadrants 1 and 3, i.e., rational appeals even for products where this is not expected. The outcomes can be used for the choice of correct advertising strategy, advertising media, and types.

Television and Material Culture: Mediating the Temporal and Consumerist Practices in Pre-liberalised Kerala

The introduction of television in Kerala was an event marked by the encounter between spatial practices, discursive structures and visual paradigms. As a result, it becomes important to contextualise television’s presence in Kerala in the socio-economic conditions that defined the region in and around the time when television was introduced. This would provide some seminal cues about the mutual imbrications between television and its politico-discursive context. The present paper tries to look into the ways in which television fashioned new spatio-temporal practices and embodied various consumerist tendencies in pre-liberalised Kerala to argue that television is an artifact grounded in the region’s cultural values and material aspirations. The first section looks at how television-viewing and the socialities formed around the act were ‘timed’ by television. In the second section, the paper studies the popular advertising strategies employed to market television as a ‘tamed’ object that is representative of the consumerist aspirations that defined the region.

The Power of Crowdcourcing and Participatory Culture: Beauty Vlogger Analysis on Wardah Cosmetic Brand

Advances in technology and the internet have fundamentally changed the way we consume media and generate innovation, including in the fields of advertising and marketing. Participatory culture and crowdsourcing by beauty vloggers change the power patterns (top-down, bottom-up or both) that the industry has in implementing advertising strategies. In addition, the strength of individuals in a participatory culture arises because of various media such as video blogs or websites that allow individuals to share comments and reviews. This situation provides an opportunity for beauty vloggers with the power they have to distribute their power, so that strength is not absolutely in the industry. Meanwhile, from the industry side, you can use beauty vlogger services to become a marketing strategy. This conceptual paper uses literature review and meta-synthesis methods to discuss the power possessed by beauty vloggers through participatory culture and crowdsourcing as well as linking it to Wardah cosmetic products as one of the products using the halal concept. The purpose of this research is to see the power possessed by beauty vloggers can influence the public using the local makeup brand Wardah and Wardah power as a local halal makeup brand so that it is attractive to Muslim women. Finally, the analysis of this conceptual paper shows that participatory culture and crowdsourcing have become very important entities in the dynamics of the advertising and marketing industry in the digital era.

A Bibliometric Study on Eye-Tracking Research in Tourism

The purpose of this paper is to determine the position of eye-tracking studies in the tourism literature and to provide a panoramic perspective of social and intellectual structures of eye-tracking studies in tourism. Bibliometric methods have been used to analyze 64 studies published from 2013 – 2019. Descriptive, network, and cluster analyses were applied in the R statistics program. The annual growth rate on eye-tracking research in tourism was 38.31%. Most of the authors preferred to cite articles from tourism journals. Effective researchers preferred to use “eye-tracking” and “visual attention” as author keywords in their research. Most of the studies took place in a laboratory environment. The studies discussed many dimensions such as culture, language, website design, advertising strategies, satisfaction, and usability. However, the effect of marketing and behavior studies is remarkable. Institutions and countries with close geographical links tended to publish together, but countries such as the USA, the UK, China, and Australia come to the fore in the collaboration network. Scopus-indexed English publications, most of which are articles, and proceedings were analyzed. Future studies may use different academic databases and publication types. This study is one of the first bibliometric analyses of eye-tracking studies in tourism.

Role of Advertising Strategies on Product Performance of Manufacturing Firms in Rwanda: A Case of Rwaspices Ltd

Advertising strategies and product performance are very important facets of a company for surviving in the worldwide competitive souk. Advertising strategies define the achievement of a business by the way advertising has be accomplished every day. The purpose of study was to explore the role of advertising strategies on product performance of manufacturing firms in Rwanda with specific reference to RwaSpices Ltd. The study is significant to the management of RwaSpices Ltd and other manufacturing firms. This study used three theories namely Bettman model, Consumer behavioral models and Howard – Sheth Model. The research design for this study was descriptive research and data was analyzed by use of quantitative and qualitative methods. The target population of the study comprised of ninety-nine (99) employees of RwaSpices Ltd. The study involved a small population hence a census was conducted. To ascertain the validity and reliability of the study, the researcher conducted a pilot study. Using descriptive and inferential statistics the researcher then made the conclusions on the study from the findings on how advertising strategies affect the product performance of local manufactured products using SPSS. Advertising has a great effect on product performance from the results it was found out that advertising had an overall mean 3.92 with a standard deviation of 0.415 which also showed that Rwaspices ltd have advertised their product well in the local markets.

Emotional Cues’ Effects on Grotesque Advertising

A growing literature is examining the potential of grotesque advertising. The aim of this study is to examine whether curiosity or boredom cues in a grotesque advertisement are more effective at enhancing brand attitude and how this effect is moderated by consumers’ construal level. Across three experimental studies, this research shows that a curiosity cue will be more effective among consumers with a high construal level, whereas a boredom cue will be more effective among consumers with a low construal level (Study 1 and an ancillary study, Study 2). Further, perceived fit (based on construal level) mediates these effects (Study 2). This study thus offers a fresh theoretical viewpoint on the efficacy of emotional advertising cues in enhancing consumer evaluations of grotesque advertising by investigating the moderating role of consumers’ construal level. These findings benefit marketers in developing effective advertising strategies featuring grotesque imagery.