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.
| Original language | English |
|---|---|
| Title of host publication | Proceedings of the 18th International Marketing Trends Conference 2019 |
| Editors | Jean-Claude Andreani, Umberto Collesei |
| Number of pages | 9 |
| Place of Publication | Paris-Venice |
| Publisher | Marketing Trends Association |
| Publication date | 2019 |
| ISBN (Print) | 9782490372065 |
| Publication status | Published - 2019 |
| Event | The 18th International Marketing Trends Conference - Venice, Italy Duration: 17 Jan 2019 → 19 Jan 2019 Conference number: 18 http://archives.marketing-trends-congress.com/2019/ |
Conference
| Conference | The 18th International Marketing Trends Conference |
|---|---|
| Number | 18 |
| Country/Territory | Italy |
| City | Venice |
| Period | 17/01/2019 → 19/01/2019 |
| Internet address |
Keywords
- Advertising effectiveness
- Ad content
- Ad spending
- Emotions
- Structural equation modeling