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

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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 languageEnglish
Title of host publicationProceedings of the 18th International Marketing Trends Conference 2019
EditorsJean-Claude Andreani, Umberto Collesei
Number of pages9
Place of PublicationParis-Venice
PublisherMarketing Trends Association
Publication date2019
ISBN (Print)9782490372065
Publication statusPublished - 2019
EventThe 18th International Marketing Trends Conference - Venice, Italy
Duration: 17 Jan 201919 Jan 2019
Conference number: 18
http://archives.marketing-trends-congress.com/2019/

Conference

ConferenceThe 18th International Marketing Trends Conference
Number18
CountryItaly
CityVenice
Period17/01/201919/01/2019
Internet address

Keywords

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

Cite this

Grønholdt, L. (2019). Consumer Responses to Advertising: The Interplay between Ad Content and Ad Spending. In J-C. Andreani, & U. Collesei (Eds.), Proceedings of the 18th International Marketing Trends Conference 2019 Marketing Trends Association. http://archives.marketing-trends-congress.com/2019/pages/PDF/20.pdf