Journal of Retailing and Consumer Services

Volume 47, March 2019, Pages 206-214

Can two negatives make a positive? Social exclusion

prevents carryover effects from deceptive advertising☆
Author links open overlay panelHamedAghakhaniaKelley J.Mainb
Show more

https://doi.org/10.1016/j.jretconser.2018.11.021Get rights and content

Abstract
This research examines the interactive effects of two negative experiences that
consumers can face: feelings of distrust generated by deceptive advertising and social
exclusion. Our findings reveal a previously undocumented positive effect of social
exclusion. Across two experiments, our findings demonstrate that social exclusion
prevents the negative effects of deception from carrying over onto other, honest
advertisement. Moreover, this research shows that meaninglessness serves as the
underlying mechanism for this interaction effect.

Journal of Business Research

Volume 65, Issue 6, June 2012, Pages 861-864

Print advertising: Vivid content

Author links open overlay panelBob M.FennisaEnnyDasbMarieke L.Fransenc
Show more

https://doi.org/10.1016/j.jbusres.2011.01.008Get rights and content

Abstract
The present research examines the effects of vivid ad content in two types of appeal in
print ads as a function of individual differences in chronically experienced vividness of
visual imagery. For informational ads for a functional product, vivid ad content strongly
affected individuals high in reported vividness of visual imagery, in that the vivid ad
produced a significantly more favorable brand attitude than did the pallid ad. In contrast,
vivid content did not affect individuals low in VVI. However, for transformational ads for
an experiential product, vivid content increased brand attitude regardless of individual
differences in vividness of visual imagery, probably because vivid transformational ads
tend to elicit strong visual images for everyone. The findings from the two experiments
indicate that advertisers should use vivid, concrete worded copy in informational print
ads and a vivid, experiential illustration in transformational print ads.

WHAT'S WRONG WITH PRINT

ADVERTISING TODAY AND HOW TO FIX
IT
Author(s):
Mike Becker (Executive Vice President of Ted Bates Worldwide, Inc. and Vice
Chairman, Chief Creative Officer of Ted Bates Advertising/New York)

Abstract:
Editor's Comment: Under ordinary circumstances this article (originally a
speech at the Advertising Age Creative Seminar) would have been
recommended to an advertising publication. However, we feel strongly that
Mr. Becker's comments have significant importance for all advertisers,
especially those who spend most of their money in television. While he is
specifically addressing those who would create print advertising, it is
enlightening for the buyers of advertising to “overhear” the coach in the locker
room. Print advertising, as he points out, is often sadly neglected by the client
and the agency thus reinforcing the view that it is unimportant. Not so!

Type:
General review

Publisher:
MCB UP Ltd

Copyright:
© MCB UP Limited 1985
Published by MCB UP Ltd
 Cross promotion of web references in
print ads: Are advertisers attempting to
engage consumers?
https://www.emeraldinsight.com/doi/abs/10.1108/JRIM-01-2014-0003

Author(s):
Elzbieta Lepkowska-White (Department of Management and Business, Skidmore
College, Saratoga Springs, New York, USA)

Amy Parsons (Department of Business and Management, King’s College, Wilkes-

Barre, Pennsylvania, USA)

Aylin Ceylan (Nielson Holdings, Atlanta, Georgia, USA)

Abstract:

Purpose
– This paper aims to examine whether advertisers attempt to engage consumers
with online information presented in print advertisements by investigating whether
they respond to consumers’ motives for using advertisements and whether these
engagement practices have improved over time. By creating connections among
different advertising channels, marketers strive to be more effective in building
brand equity, online traffic and sales.

Design/methodology/approach
– The Uses and Gratification theory is utilized as the framework to content analyze
the content and presentation of web references in 2,613 advertisements from 2008
and 2,159 advertisements from 2012. Chi-square analysis is used to compare the
content of web references in both time periods.

Findings
– Even though past literature suggests that consumers use media and advertising to
satisfy a variety of informational, personal identity, social and entertainment needs,
advertisers respond with mostly ineffective and generic informational web
references that fail to address those needs.
 Research limitations/implications
– The study suggests that advertisers may have difficulty adopting the new
advertising paradigm which identifies customers as active respondents of
advertising. Web references analyzed in this study do not address consumers’
motives for advertisement use.

Practical implications
– Advertisers have not been effectively utilizing cross-promotion when it comes to
directing traffic from print advertisements to Web sites. More attention and
resources should be given to cross-promotion to ensure effective coordination
between media types.

Originality/value
– This study questions advertisers’ current approach toward cross-promotion.
Findings help advertisers evaluate and develop better practices to encourage
consumer engagement with web references placed in print advertisements to drive
traffic to online stores.

Keywords:
Online marketing, Online advertising, Advertising, Integrated marketing
communications

Publisher:
Emerald Group Publishing Limited

Acknowledgments:
The authors would like to thank Laura Kirschner for helping them with data
analysis.

Copyright:
© Emerald Group Publishing Limited 2014
Published by Emerald Group Publishing Limited

From an “idea generator” to a “solution

facilitator”: A study of the changing roles of
advertising professionals in the social
media marketing era

https://www.emeraldinsight.com/doi/abs/10.1108/CDI-03-2018-0080?af=R

Author(s):
Pui Yuen Lee, (SD, Hong Kong Polytechnic University, Kowloon, Hong Kong)

...Show all authors

Abstract:

Purpose
The rise of social media marketing has brought significant implications for
advertising industry and its organizations. The traditional role of advertising
professionals had been changing from a clear identity to an unclear one.
However, previous research has studied relatively little about advertising
professionals’ roles and identities or how they may be changing in the social
media marketing era. The paper aims to discuss these issues.

Design/methodology/approach
A qualitative, interpretive approach was taken in this study. It involved 32 in-
depth interviews with advertising professionals in advertising organizations
differing in size, digital focus and ownership in different multinational full -
service advertising organizations and digital organizations.

Findings
The findings indicated that the role of advertising professionals is innovating
from a traditional “idea generator” to a “solution facilitator” in response to the
social media marketing.

Originality/value
This study identified the key experiences of advertising professionals that
they were found to have divergent role identities linked to their identification
with traditional and digital organizations.

Keywords:
Change management, Role identity, Social media marketing, Organization
studies, Advertising professional
Type:
Research paper

Publisher:
Emerald Publishing Limited

Received:
20 March 2018

Revised:
06 August 2018, 21 September 2018, 09 October 2018

Accepted:
12 October 2018

Copyright:
© Emerald Publishing Limited 2018
Published by Emerald Publishing Limited
Licensed re-use rights only

Identifying customer knowledge on social

media through data analytics

https://www.emeraldinsight.com/doi/abs/10.1108/JEIM-02-2018-0031

Author(s):
Wu He, (Old Dominion University, Norfolk, Virginia, USA)

Abstract:

Purpose
Customer knowledge from social media can become an important
organizational asset. The purpose of this paper is to identify useful customer
knowledge including knowledge for customer, knowledge about customers
and knowledge from customers from social media data and facilitate social
media-based customer knowledge management.
 Design/methodology/approach
The authors conducted a case study to analyze people’s online discussion on
Twitter regarding laptop brands and manufacturers. After collecting relevant
tweets using Twitter search APIs, the authors applied statistical analysis, text
mining and sentiment analysis techniques to analyze the social media data
set and visualize relevant insights and patterns in order to identify customer
knowledge.

Findings
The paper identifies useful insights and knowledge from customers and
knowledge about customers from social media data. Furthermore, the paper
shows how the authors can use knowledge from customers and knowledge
about customers to help companies develop knowledge for customers.

Originality/value
This is an original social media analytics study that discusses how to
transform large-scale social media data into useful customer knowledge
including knowledge for customer, knowledge about customers and
knowledge from customers.

Keywords:
Social media, Sentiment analysis, Analytics, Customer knowledge

Type:
Research paper

Publisher:
Emerald Publishing Limited

Received:
06 February 2018

Revised:
31 May 2018, 17 July 2018

Accepted:
22 August 2018

Copyright:
© Emerald Publishing Limited 2018
Published by Emerald Publishing Limited
Licensed re-use rights only

Industrial Marketing Management

Volume 24, Issue 5, October 1995, Pages 369-378
Business-to-business advertising: What are the dimensions
of an effective print ad?
Author links open overlay panelRituLohtiaaWesley JJohnstonbLindaAab
Show more

https://doi.org/10.1016/0019-8501(95)00028-9Get rights and content

Abstract
This study attempts to assist business-to-business marketers in creating more effective
print ads. The criteria used by business marketers to evaluate print ads are examined in
order to determine underlying dimensions to the criteria. Four dimensions are found:
characteristics of the ad, viewers' feelings with respect to the ad, selling proposition, and
company orientation. The study then links these dimensions to 34 specific ad content
characteristics.

Journal of Business Research

Volume 65, Issue 6, June 2012, Pages 865-868

Print advertising: Type size effects

Author links open overlay panelKishore GopalakrishnaPillaibConstantine S.KatsikeasaCaterinaPresib
Show more

https://doi.org/10.1016/j.jbusres.2010.04.010Get rights and content

Abstract
Previous research identifies two types of advertising comprehension—objective
comprehension and subjective comprehension—with the former message-based and
the latter receiver-based. This study examines the effects of body-copy type size on
readers' subjective and objective comprehension of the message in a typical print ad.
The study finds that type size has a significant positive effect on subjective
comprehension of the ad, but not on objective comprehension. Subjective
comprehension mediates the positive effect of type size on attitude toward the
advertised product. The main implication of the study is that advertisers should use as
large a type size as possible for the copy in all ads that contain text.
Journal of Business Research
Volume 21, Issue 2, September 1990, Pages 131-141

Perceptual biases in affirmative disclosures in print ads:

Practical and public policy implications
Author links open overlay panelWilliam E.Kilbourne
Show more

https://doi.org/10.1016/0148-2963(90)90048-IGet rights and content

Abstract
This study examines the effect of positive and negative affirmative disclosures on the
evaluation of the lawyer in a print ad for legal services. The results indicate a positivity
bias for ability-related judgments when positively stated disclosures are presented, and
a negativity bias for ethics related judgments when negatively stated disclosures are
presented. These results are discussed for both the practical implications on affirmative
disclosures and the public policy implications of mandated disclosures in advertising of
legal services.

Journal of Consumer Psychology

Volume 2, Issue 1, 1993, Pages 55-81

Memory for print ads: Understanding relations among brand

name, copy, and picture
Author links open overlay panelBernd H.SchmittNader T.TavassoliRobert T.Millard
Show more

https://doi.org/10.1016/S1057-7408(08)80075-7Get rights and content

Abstract
How should information in print ads be presented to facilitate memory for the three
major components—the brand name, the copy, and the picture? Using associative
network models of memory as a framework, we demonstrate that relations among the
components facilitate memory. Specifically, in Experiment 1, ads containing relations
among ad components were better remembered than ads presenting unrelated
components. Moreover, ads with relations among all three ad components resulted in
better unaided recall than ads with relations between only two ad components, and
relations involving pictures were better recalled than those involving only words.
Experiment 2 demonstrated that, under both high and low task involvement, ads with
lexical relations between copy and brand name are remembered better than ads with
only conceptual relations. Experiment 3 replicated this effect for high issue involvement,
but not for low issue involvement.

3 Reasons Why Small

Businesses Still Need a
Social
https://www.business.com/articles/social-media-small-business-importance/

Media Presence
BY DEBORAH SWEENEY
Home / Marketing / Branding - Last M
Last Modified: August 9, 2018odified: August 9, 2018
Considering pausing your social presence? Here's why it still
counts for small business.

No matter what happens, it seems like the world is never short on small business
optimism. The Q3 2018 Small Business Index infographic released by Wells Fargo and
Gallup revealed that small business optimism is at a 15-year high. The Index score is
currently at 118 points, up 12 points from April. It is now officially the highest mark
since 2003 when the Index first made its debut.
The glass is more than half full for the entrepreneurial set. Seventy-eight percent of
small business owners surveyed say that their financial situation is currently very or
somewhat good. Cash flow is also on the up and up in the past year (with 69 percent
reporting that it was positive) and the year to come (with 77 percent anticipating 2019
will be a strong year financially).

Interestingly enough, only 54 percent of small business owners surveyed plan to

increase the online presence of their business. That percentage may lean on the higher
end of the spectrum, but it’s not on the same level as percentages for overall finances
and cash flow. With the Facebook-Cambridge Analytica data scandal still making
headlines and Facebook, Twitter and Snapchat all reporting a slowdown or decline in
users, many might think it’s time to put social on pause in favor of other small business
initiatives.
Don’t be too quick to pump the brakes just yet — here’s why your social media presence
still matters.

Social media remains a valuable communication

avenue.
When it comes to small businesses, or any business really, it’s better to have more than
too few methods for communicating with your customer base. Mailing addresses, phone
calls, email, and contact forms on websites are all helpful, but if the customer has a
quick question to ask or wants to share the good news about their order arriving earlier
than anticipated they tend to do this through platforms like Twitter and Instagram. The
real-time advantages to social platforms allows your business to engage with your
customers in a timely manner. You don’t have to be on every platform, but it’s helpful to
have a few active accounts where you know your customers can be found.
PRINT VS DIGITAL ADVERTISING
– THE PROS AND THE CONS
https://www.newstylemedia.com.au/print-vs-digital-advertising-the-pros-and-the-cons/

Advertisers are spoilt for choice when it comes to where to spend their
dollars, but deciding between print and digital can be confusing. We
break it down.

The happy conundrum with advertising today is that advertisers are

spoilt for choice. Mass media no longer has it all to itself, with advertisers
looking at alternate avenues to let their customers know they’re out there
and that they’ve got something to tell or sell. And the internet is proving
to be a big part of this revolution.

That said, there’s only so much you can do if you have a limited budget.
Getting the most bang for your buck can involve a great deal of research
and forethought. If your budget is a large one and you’ve got the task of
letting all and sundry know about a new product or service, or you need
to tell a new brand story, mass media is an obvious option. But that
doesn’t mean you can’t throw other media into the mix and give your
customers other opportunities to engage with your business.

But what if you don’t have a big budget, and your task is nowhere near
monumental? This is where digital advertising becomes an attractive
option. As well as display ads on popular web pages, there is social
media and search engine advertising through Facebook, Instagram,
YouTube, and Google.

What’s more, traditional print publications are producing online versions

which offer yet another avenue for advertisers to connect with their
audience.

But print is dead, isn’t it? That seems to be the general catchcry among
marketers, but don’t discount print just yet. Especially magazines –
they’re just as popular today as they were before the digital revolution; in
fact, more so.

There are magazines about subjects that simply didn’t exist 20 or even
10 years ago. One reason is that we’re constantly embracing new fads,
creating niche cultures and developing new and exciting technologies,
and in an effort to be a part of these trends, hosts of indie publications
have appeared.

So if digital is the latest way to reach new and existing customers, and
print ads in magazines are still a viable option, which is better?

Let’s take a brief look at digital and print advertising. Both have their
merits, but by looking at the comparison, it might help you to make a
decision about your advertising spend.

PRINT
 Choice of sizes and options. You’ve got lots to choose from,
depending on how much you want to spend, including full page, half
page (horizontal and vertical), quarter page (horizontal and vertical),
third page, eighth page and double-page spreads.
 Better reach to specific audiences. By targeting magazines that
focus on your industry, you’re effectively advertising to a captive
audience that’s already receptive to content-related advertising
messages.
 Readers don’t discard magazines in a hurry, meaning your ad hangs
around much longer. More so if the reader then passes the magazine
to family, friends, and colleagues. And, of course, it can also find new
life in cafés and waiting rooms — the latter for many years.
 Ideal brand platform. What magazines do very well is provide a
quality environment for brand awareness. Glossy paper, high-quality
print and the impact of full colour on a full page or double-page
spread means customers are seeing a brand represented at its
professional best.
DIGITAL
 Cost is relatively cheap compared to print. This is mainly due to
limited size options and inexpensive production processes.
 Your customers can see and buy from you with the click of a mouse
and in the comfort of their loungerooms, bedrooms or even their toilet!
 Easy to test. Finding that you’re not getting the responses you
thought? Changing your ad is quick and simple and allows you to find
exactly the right message to draw in the crowds.
 Geo-targetable. Geo what? This catchy phrase means that those
clever clogs who know what they’re doing with digital advertising can
target customers based on location and whether they belong to a
niche audience. It also allows local businesses to advertise on big
national sites.
 Constant exposure. If you’re online surfing the net, digital ads are
always there and ready to be clicked 24/7.

SO, WHICH IS BETTER?

That’s for you to figure out and it will largely come down to what you
want your ad to do.

In a nutshell, though:

 Print advertising may be the way to go if you’re wanting to build your

brand and establish credibility in the minds of your new and existing
customers.
 Digital advertising is great for immediate results, especially if you’re
running a promotion or an offer. All your customers need do is click
on a link and they’re at your site, ready to purchase.

But the best option could be a mix of the two.

July 12, 2018

How Social Media Has Changed The Ad Game
https://www.mdgadvertising.com/marketing-insights/infographics/how-social-media-changed-the-ad-
game-infographic/

Editor’s note: The following content has been updated for 2018.
Where consumers go, advertisers will soon follow, and the world of social media is
no different. Nearly every area of business has been disrupted by social media’s
rise, but perhaps none has been impacted more than the advertising industry. Over
the past several years, what began as a space for people to gather and connect has
become an ideal landscape for advertisers. With social media, advertisers can reach
a bigger audience than ever before.

When social media advertising first arrived on the scene, marketers used it to
simply connect with their audiences. However, today’s marketers have had to
change many traditional ad approaches to keep up with consumer behavior and
technological trends. Social media is here to stay, and advertisers must adapt in
order to engage customers.

So, what are the key factors influencing the shift toward social media advertising?
MDG Advertising’s newly updated infographic, How Social Media Has Changed
the Ad Game, will help you answer that question. We’ve refreshed the stats and
approaches to include those that truly matter in 2018. Here’s what we discovered:
View Infographic
How Consumers Spend Their Time Online
Currently, Americans spend an average of 23.6 hours online every week, and most
of that time is spent on social media accounts. The reality today is that social
media is dominated by consumers. Brands and marketers are welcome in this
space, but only if they can remove the hard sales pitch. A friendly, conversational
brand voice tends to resonate with social media users. And most consumers want
brands to be accessible—especially when they have a customer service problem.
The growing popularity of social platforms is why most brands are increasing ad
spend toward social. Just over one-third of consumers spend their online time using
social media sites. However, other platforms still see a steady flow of visitors,
including music and video streaming sites and online news outlets.

What Social Platforms Do Consumers Use?

When it comes to the social platforms consumers use, YouTube is tops: 73 percent
of adults spend their screen time on the video-sharing site. Social networking giant
Facebook ranks second, with 68 percent of consumers spending time on the
platform. Other sites included in survey data include Instagram (35 percent),
Pinterest (29 percent), Snapchat (27 percent), and LinkedIn (25 percent). Last
place belongs to Twitter, with 24 percent of consumers spending time on the site.
Changing Ad Spend Priorities
The impact of social media on advertising is part of a larger shift: consumers are
moving away from traditional channels and toward digital channels. When you
compare the total U.S. ad spend in 2014 to 2018, the shift is clear. This year,
brands are devoting 33 percent of ad spend to digital platforms—up from 25
percent in 2014. However, television’s ad spend is decreasing slightly this year.
Advertisers are also decreasing ad spend when it comes to print media. Ad
spending for magazines is down to 11 percent, and only 6 percent of spend is being
allocated to newspapers. Radio and out-of-home spending, however, remain steady
at 4 percent and 2 percent, respectively.

Increasing Social Spend

With marketing dollars being shifted toward digital, and social media becoming
ubiquitous, advertisers are increasingly moving spend to social platforms. Over the
next five years, CMOs expect to raise their social media spend by a significant 71
percent.
These changes are already taking place as marketers make adjustments to their
budgets. Currently, social media spend accounts for 12 percent of marketing
budgets, on average. Over the next five years, CMOs expect social to account for
nearly a quarter of marketing budgets.

Brands of all types are expected to increase social spend over the next five years.
Brands marketing B2C products are expected to boost spending by 61 percent,
while those promoting B2C services are projected to increase spending by 82
percent. B2B brands also will see significant increases in social spend—89 percent
for products, and 58 percent for services.

Evolving Goals
Marketers first used social media to connect with audiences, building relationships
by interacting with customers. However, today’s social media channels serve
multiple purposes. Brands now look to social media to fulfill a variety of
objectives, including:
 Brand building and awareness: One of the most effective ways to use social
media is to boost brand awareness. Plus, social media gives marketers the
opportunity to target certain demographics and niche markets.
 Engaging new customers: Brands often look to social media when reaching
out to new customers, whether it’s through sharing popular hashtags or
implementing targeted ads.
 Introducing audiences to new products and services: Social media is an
excellent tool for spreading the word about a new product or service.
 Maintaining interest among current customers: Well-crafted social media
content allows you to keep your audience interested while potentially
creating brand ambassadors.
 Sharing brand promotions and coupons: Social media provides brands with a
cost-effective, simple way to share information about upcoming deals and
specials.
Evolving Challenges
while social media provides many benefits, it also presents new challenges for
marketers. Some of the obstacles social media marketers face include:
 Measuring ROI: Quantifying the success of social media initiatives remains a
struggle for many marketers. While social shares and impressions can mean
success, it’s hard to tell how they influence revenue.
 Developing content, ads, and a comprehensive strategy: Consistently creating
relevant content can be difficult for marketing teams, who often face limited
resources and time.
 Tying social to business goals: Many brands are unable to develop a clear
picture of how social media impacts business objectives.
 Tracking results easily: While there are many social media tracking tools
available, not all of them produce reliable results. Plus, many teams lack the
expertise needed to make sense of the data.
 Understanding performance across social media channels: How does each
channel contribute to an overall promotional strategy? This question remains
unanswered for many brands.
As social media continues to evolve, successful brands will adapt their strategies to
accommodate an ever-changing audience. Keeping track of the latest technological
and consumer trends will ensure that your brand maintains awareness and
improves ROI in 2018 and beyond.
https://www.jstor.org/stable/1837143