Abstract
Due to Nielsen cross-channel report, there is overall growing media consumption. Driving, that is, a growth in digital consumption. There is assumption that consumers replace TV screens to spend more time on social media. Another marketer’s assumption said that while TV is a great place to run big international marketing campaigns, digital video and display ads can be targeted to reach specific local markets, making them more efficient for small and midsize business budgets. This paper deals with these myths, we have collected, facts and real data to refute these hypotheses. The main purpose is to investigate the relationship between brand credibility and brand presence in TV commercials. What is more, paper describes advertising effectiveness measurements to assess brand credibility. Case study shows results before and after TV advertising on brand credibility of the chosen company. A meta-analysis was performed on three months observation. The findings indicated a positive linear relationship between brand presence in TV and brand credibility. As a conclusion, paper offers suggestion for cross-media strategy.
Keywords
JEL codes
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Aaker, D. A. (2003). Brand building—budování značky (p. 312). Brno: Computer Press.
ATO–Nielsen Admosphere. (2017). Lifestyle survey.
Fox, M. A. (2018). Drive-in theatres, technology, and cultural change. Economics, Management, and Financial Markets, 13(2), 24–39.
Gajanova, L., Nadanyiova, M., & Moravcikova, D. (2019). The use of demographic and psychographic segmentation to creating marketing strategy of brand loyalty open access indicator image. Scientific Annals of Economics and Business, 66(1), 65–84.
Keller, K. L. (2007). Strategic brand management. Praha: Grada Publishing.
Kliestik, T., Kovacova, M., Podhorska, I., & Kliestikova, J. (2018). Searching for key sources of goodwill creation as new global managerial challenge. Polish Journal of Management Studies, 17(1), 144–154.
Krizanova, A., Majerová, J., Kliestik, T., & Majercak, P. (2013). Theoretical aspects of brand building in seafood industry. NAŠE MORE, 60(5–6), 105–112.
Krizanova, A., et al. (2015). Building a Brand in the Context of Sustainable Development. In Proceedings of International Conference on Management Engineering and Management Innovation (pp. 79–84). Changsha: PRC.
Macdonald, E. K., & Sharp, B. M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication. Journal of Business Research, 48(1), 5–15.
Nelsen NNTV Program Report. All broadcast and cable. 1/01/2018–11/18/2018. Live + 7.
Peleckis, K., Peleckiene, V., & Peleckis, K. (2018). The search for balance and equilibrium of negotiating powers under distorted market competition. Ekonomicko-manazerske spektrum, 12(2), 67–82.
Percy, L., & Elliott, R. (2005). Strategic advertising management. New York: Oxford University Press.
Rodrigues, P., & Martines, F. V. (2016). Perceptual and behavioural dimensions: measuring brand equity consumer based. Journal of Fashion Marketing and Management, 20(4), 507–519.
Romaniuk, J. (2009). The efficacy of brand-execution tactics in TV advertising, brand placements, and internet advertising. Journal of Advertising Research, 49(2), 143–150. https://doi.org/10.2501/S0021849909090187.
Rubinson, J. (2009). Empirical evidence of TV advertising effectiveness. Journal of Advertising Research, 49(2), 20–226. https://doi.org/10.2501/S0021849909090321.
Stefko, R., Bacik, R., & Fedorko, R. (2014). Facebook content analysis of banks operating on Slovak market. Polish Journal of Management Studies, 10(1), 145–152.
Stefanikova, L., Rypakova, M., & Moravcikova, K. (2015). The impact of competitive intelligence on sustainable growth of the enterprises. In: Conference: 4th World Conference on Business, Economics and Management. Book Series: Procedia Economics and Finance Vol. 26 (pp. 209–214). Ephesus, Turkey: WCBEM.
Svabova, L., Kramarova, K., & Durica, M. (2018). Prediction model of firm’s financial distress. Ekonomicko-manazerske spektrum, 12(1), 16–29.
Teixeira, T., Wedel, M., & Pieters, R. (2012). To zap or not to zap: How to insert the brand in TV commercials to minimize avoidance. New Strategy, 4(1), 14–22.
Valaskova, K., Kliestikova, J., & Krizanova, A. (2018). Consumer perception of private label products: An Empirical research. Journal of Competitiveness, 10(3), 149–163.
Zaichkowsky, J. L. (1986). Conceptualising involvement. Journal of Advertising, 15(2), 4–14. https://doi.org/10.1080/00913367.1986.10672999.
Acknowledgements
This paper is an outcome of the science project APVV-15-0505: Integrated model of management support for building and managing the brand value in the specific conditions of the Slovak Republic.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2020 Springer Nature Switzerland AG
About this paper
Cite this paper
Kicova, E., Bartosova, V., Popp, J. (2020). The Impact of TV Advertising on Brand Credibility. In: Tsounis, N., Vlachvei, A. (eds) Advances in Cross-Section Data Methods in Applied Economic Research. ICOAE 2019. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-38253-7_39
Download citation
DOI: https://doi.org/10.1007/978-3-030-38253-7_39
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-38252-0
Online ISBN: 978-3-030-38253-7
eBook Packages: Economics and FinanceEconomics and Finance (R0)