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Advances in Advertising Research (Vol. V) pp 115–128Cite as

How Informative Are Chinese Television Commercials?

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Part of the book series: European Advertising Academy ((EAA,volume 5))

Abstract

Informativeness is the extent to which advertisements focus on consumers’ practical, functional or utilitarian needs for the product (Resnik and Stern, 1977; Mueller, 1991). Resnik and Stern (1977) developed a scheme of 14 information cues, which has become the de facto standard for examining advertising information content and/or informativeness. Many follow-up studies have applied this framework (cf. Abernety and Franke, 1996).

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Author information

Authors and Affiliations

  1. Graduate School of Commerce, Otaru University of Commerce, Midori 3-5-21, 047-8501, Otaru, Japan

    Mr. Liyong Wang

  2. Department of Commerce, Otaru University of Commerce, Midori 3-5-21, 047-8501, Otaru, Japan

    Mr. Carolus L. C. Praet

Authors
  1. Mr. Liyong Wang
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  2. Mr. Carolus L. C. Praet
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Corresponding author

Correspondence to Liyong Wang .

Editor information

Editors and Affiliations

  1. Marketing and Communication Department, Zagreb School of Economics and Management, Zagreb, Croatia

    Ivana Bušljeta Banks

  2. Marketing Department, University of Antwerp, Antwerp, Belgium

    Patrick De Pelsmacker

  3. Depto. Financiacione Fac. de Ciencias Econ. y Empresariales, Universidad Autónoma de Madrid, Madrid, Spain

    Shintaro Okazaki

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Wang, L., Praet, C. (2015). How Informative Are Chinese Television Commercials?. In: Banks, I., De Pelsmacker, P., Okazaki, S. (eds) Advances in Advertising Research (Vol. V). European Advertising Academy, vol 5. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-08132-4_9

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