Abstract
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.
Originalsprog | Engelsk |
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Titel | Proceedings of the 18th International Marketing Trends Conference 2019 |
Redaktører | Jean-Claude Andreani, Umberto Collesei |
Antal sider | 9 |
Udgivelsessted | Paris-Venice |
Forlag | Marketing Trends Association |
Publikationsdato | 2019 |
ISBN (Trykt) | 9782490372065 |
Status | Udgivet - 2019 |
Begivenhed | The 18th International Marketing Trends Conference - Venice, Italien Varighed: 17 jan. 2019 → 19 jan. 2019 Konferencens nummer: 18 http://archives.marketing-trends-congress.com/2019/ |
Konference
Konference | The 18th International Marketing Trends Conference |
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Nummer | 18 |
Land/Område | Italien |
By | Venice |
Periode | 17/01/2019 → 19/01/2019 |
Internetadresse |
Emneord
- Advertising effectiveness
- Ad content
- Ad spending
- Emotions
- Structural equation modeling