Consumer Responses to Advertising: The Interplay between Ad Content and Ad Spending

Publikation: Bidrag til bog/antologi/rapportKonferencebidrag i proceedingsForskningpeer review

Abstrakt

This paper provides a model of the effects of radio advertising and present empirical evidence of the model. The model links buying intention to ad investment and ad attitude, which is in turn linked to ad content, ad emotions and ad attention. The model is specified as a structural equation model, and PLS is used to estimate and test the model. The paper presents results from 441 radio advertising campaigns, and the analysis indicates strong support for the proposed model. The results clearly indicate that ad content is more influential on purchase intention than ad investment, and emotions (positive as well as negative) are mediating the advertising processing. The findings and implications are discussed.
OriginalsprogEngelsk
TitelProceedings of the 18th International Marketing Trends Conference 2019
RedaktørerJean-Claude Andreani, Umberto Collesei
Antal sider9
UdgivelsesstedParis-Venice
ForlagMarketing Trends Association
Publikationsdato2019
ISBN (Trykt)9782490372065
StatusUdgivet - 2019
BegivenhedThe 18th International Marketing Trends Conference - Venice, Italien
Varighed: 17 jan. 201919 jan. 2019
Konferencens nummer: 18
http://archives.marketing-trends-congress.com/2019/

Konference

KonferenceThe 18th International Marketing Trends Conference
Nummer18
LandItalien
ByVenice
Periode17/01/201919/01/2019
Internetadresse

Emneord

  • Advertising effectiveness
  • Ad content
  • Ad spending
  • Emotions
  • Structural equation modeling

Citationsformater