Marketing Communications

218 CHAPTER 7 ADVERTISING Comparative advertising can be used as a means to diff erentiate a brand from a competitor. A direct c ...

EMOTIONAL APPEALS 219 study shows that elaborate processing and credibility of comparative advertising may be diff erent for men ...

220 CHAPTER 7 ADVERTISING Figure 7.5 Moderating variables affecting the effectiveness of humour in advertising Photo 7.3 Nicoret ...

EMOTIONAL APPEALS 221 Diff erent types of humour exist, e.g. cognitive humour. In this case, there is an incongruity, an unexpec ...

222 CHAPTER 7 ADVERTISING it become.^78 In other words, functional products such as underwear, bath foam, shower cream, etc., an ...

EMOTIONAL APPEALS 223 among low-involvement consumers, whereas high-involvement consumers show superior attitudes and purchase i ...

224 CHAPTER 7 ADVERTISING affect priming theory, affect can indirectly inform judgements by facilitating access to related cogni ...

EMOTIONAL APPEALS 225 Fear Fear appeal advertising (or threat-based advertising) refers the consumer to a certain type of risk ( ...

226 CHAPTER 7 ADVERTISING messages are counter-productive. According to this theory, people deny their fear of death and attempt ...

ENDORSERS 227 brand recall is concerned, for example, one could expect that jingles may have a positive infl uence because by si ...

228 CHAPTER 7 ADVERTISING endorsers were also pre-tested to be equally attractive, equally credible and equally fitting with the ...

ENDORSERS 229 have more impact on teenagers. Several studies found support for this model, although a recent study warns that on ...

230 CHAPTER 7 ADVERTISING Campaign implementation Aft er advertising agencies have come up with creative and executional ideas, ...

ADVERTISING IN A BUSINESS-TO-BUSINESS CONTEXT 231 On the other hand, there are a number of reasons why business advertising shou ...

232 CHAPTER 7 ADVERTISING Advertising in a cross-cultural environment Figure 7.6 shows some important components of culture. Eac ...

ADVERTISING IN A CROSS-CULTURAL ENVIRONMENT 233 Coca-Cola tested more than 30 commercials using a panel of Singaporean teens. As ...

234 CHAPTER 7 ADVERTISING Space Asian and Arab people tend to stand very close to one another, Western and American people leave ...

ADVERTISING IN A CROSS-CULTURAL ENVIRONMENT 235 z The Pepsi slogan ‘Come alive, you’re in the Pepsi generation’ was translated i ...

236 CHAPTER 7 ADVERTISING to appreciate diff erent types of humour. Incongruent humour is more oft en used in Germany (92%) and ...

ADVERTISING IN A CROSS-CULTURAL ENVIRONMENT 237 Figure 7.7 Hofstede’s five cultural dimensions is distributed unequally. In high ...