Advertisement

Creative vs. Traditional Media Choice: Effects on Word-of-Mouth and Purchase Intention

Chapter
Part of the European Advertising Academy book series (EAA)

Abstract

Nowadays, consumers are daily confronted with dozens of advertising messages due to an explosive media and advertising growth during the past decades. Compared to the 1970’s, where consumers where daily exposed to about 500 ads, today they are faced with approximately 5,000 ads a day (Johnson, 2006). Taking into account this enormous mass of advertising messages, which is also known as advertising clutter, it is only logical that consumers protect themselves by selectively paying attention to the advertising jungle they are living in.

Keywords

Purchase Intention Traditional Medium Brand Attitude Fire Extinguisher Product Involvement 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Ajzen, I. (2002), “Constructing a TPB questionnaire: Conceptual and Methodological Considerations,” retrieved from http://chuang.epage.au.edu.tw/ezfiles/168/1168/attach/20/pta_41176_7688352_57138.pdf.
  2. Alexandrov, A., Lilly, B. and E. Babakus (2013), “The Effects of Social-and Self-Motives on the Intentions to Share Positive and Negative Word of Mouth,” in: Journal of the Academy of Marketing Science, Vol. 41, 531–546.CrossRefGoogle Scholar
  3. Anderson, J. R. and G. H. Bower (1973), “Human Associative Memory,” Halstead, New York.Google Scholar
  4. Andrews, J. C., Akhter, S. H., Durvasula, S. and D. D. Muehling (1992), “The Effects of Advertising Distinctiveness and Message Content Involvement on Cognitive and Affective Responses to Advertising,” in: Journal of Current Issues & Research in Advertising, Vol. 14 (1), 45–58.CrossRefGoogle Scholar
  5. Arndt, J. (1967), “Role of Product-Related Conversations in the Diffusion of a New Product,” in: Journal of Marketing Research, Vol. 9, 291–295.CrossRefGoogle Scholar
  6. Babin, B. J., Lee, Y. K., Kim, E. J. and M. Griffin (2005), “Modeling Consumer Satisfaction and Word-of-Mouth: Restaurant Patronage in Korea,” in: Journal of Services Marketing, Vol. 19 (3), 133–139.CrossRefGoogle Scholar
  7. Beerli, A. and J. D. M. Santana (1999), “Design and Validation of an Instrument for Measuring Advertising Effectiveness in the Printed Media,” in: Journal of Current Issues & Research in Advertising, Vol. 21 (2), 11–30.CrossRefGoogle Scholar
  8. Brand Science Institute (2005). First International Word of Mouth Marketing Conference, Brand Science Institute, Hamburg.Google Scholar
  9. Brown, J. J. and P. H. Reingen (1987), “Social Ties and Word-of-Mouth Referral Behaviour,” in: Journal of Consumer Research, Vol. 14, 350–362.CrossRefGoogle Scholar
  10. Bush, A. J., Smith, R. and C. Martin (1999), “The Influence of Consumer Socialization Variables on Attitude Toward Advertising: A comparison of African-Americans and Caucasians,” in: Journal of Advertising, Vol. 28(3), 13–24.CrossRefGoogle Scholar
  11. Campbell, M. C. and K. L. Keller (2003), “Brand Familiarity and Advertising Repetition Effects,” in: Journal of Consumer Research, Vol. 30(2), 292–304.CrossRefGoogle Scholar
  12. Dahlén, M. and F. Lange (2004), “To Challenge or Not to Challenge: Ad-brand Incongruency and Brand Familiarity,” in: Journal of Marketing Theory and Practice, Vol. 12(3), 20–35.Google Scholar
  13. Dahlén, M. (2005), “The Medium as a Contextual Cue: Effects of Creative Media Choice,” in: Journal of Advertising, Vol. 34(3), 89–98.CrossRefGoogle Scholar
  14. Dahlén, M., Friberg, L. and E. Nilsson (2009a), “Long Live Creative Media Choice. The Medium as a Persistent Brand Cue,” in: Journal of Advertising, Vol. 38(2), 121–129.Google Scholar
  15. Dahlén, M., Granlund, A. and M. Grenros (2009b), “The Consumer-Perceived Calue of Non-Traditional Media: Effects of Brand Reputation, Appropriateness and Expense,” in: Journal of Consumer Marketing, Vol. 26(3), 155–163.Google Scholar
  16. Day, G. S. (1971), “Attitude Change, Media and Word of Mouth,” in: Journal of Advertising Research, Vol. 11(6), 31–40.Google Scholar
  17. Delgado-Ballester, E., Navarro, A. and M. Sicilia (2012), “Revitalising Brands Through Communication Messages: The Role of Brand Familiarity,” in: European Journal of Marketing, Vol. 46(1/2), 31–51.CrossRefGoogle Scholar
  18. De Matos, C. A. and C. A. V. Rossi (2008), “Word-of-Mouth Communications in Marketing: A Meta-Analytic Review of the Antecedents and Moderators,” in: Journal of the Academy of Marketing Science, Vol. 36(4), 578–596.CrossRefGoogle Scholar
  19. Ducoffe, R. H. (1995), “How Consumers Assess the Value of Advertising,” in: Journal of Current Issues & Research in Advertising, Vol. 17(1), 1–18.CrossRefGoogle Scholar
  20. Engel, J. F., Blackwell, R. D. and P. W. Miniard (1990), “Consumer Behaviour,” Dryden Press, Orlando.Google Scholar
  21. Fishbein, M. and I. Ajzen (1975) “Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research”, Addison-Wesley, Massachusetts.Google Scholar
  22. Hayes, A. F. (2012), “PROCESS: A Versatile Computational Tool for Observed Variable Mediation, Moderation, and Conditional Process Modeling [white paper],” retrieved from http://www.afhayes.com/public/process2012.pdf.
  23. Johnson, C. (2006), “Cutting Through Advertising Clutter,” retrieved from http://www.cbsnews.com/8301-3445_162-2015684.html.
  24. Kent, R. J. and C. T. Allen (1994), “Competitive Iinterference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity,” in: The Journal of Marketing, Vol. 58(3), 97–105.CrossRefGoogle Scholar
  25. Kilby, N. (2007), “Market Shift Opens Door to Word of Mouth,” in: Marketing Week, Vol. 30(38), 12.Google Scholar
  26. Lange, F. and M. Dahlén (2003), “Let’s Be Strange: Brand Familiarity and Ad-Brand Incongruency,” in: Journal of Product & Brand Management, Vol. 12(7), 449–461.CrossRefGoogle Scholar
  27. Lazarsfeld, P. F. and E. Katz (1955), “Personal Influence: The Part Played by People in the Flow of Mass Communications, “ Glencoe, Illinois.Google Scholar
  28. Levinson, J.C. (1984), “Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business,” Houghton Mifflin Company, Boston.Google Scholar
  29. Levinson, J.C. and M. W. McLaughlin (2005), “Guerrilla Marketing for Consultants,” John Wiley & Sons Inc, Hoboken, New Jersey.Google Scholar
  30. Liu, Y. (2006), “Word of Mouth for Movies: Its Dynamics and Impact on Box Office Revenue,” in: Journal of Marketing, Vol. 70, 74–89.CrossRefGoogle Scholar
  31. Smith, R. E., MacKenzie, S. B., Yang, X., Buchholz, L. M. and W. K. Darley (2007), “Modeling the Determinants and Effects of Creativity in Advertising,” in: Marketing Science, Vol. 26(6), 819–833.CrossRefGoogle Scholar
  32. Speck, P. S. and M. T. Elliott (1997), “Predictors of Advertising Avoidance in Print and Broadcast Media,” Journal of Advertising, Vol. 26(3), 61–76.CrossRefGoogle Scholar
  33. Swanson, S. R. and S. W. Kelley (2001), “Service Recovery Attributions and Word-of-Mouth Intentions,” in: European Journal of Marketing, Vol. 35(1/2), 194–211.CrossRefGoogle Scholar
  34. Sweeney, J. C., Soutar, G. N. and T. Mazzarol (2008), “Factors Influencing Word of Mouth Effectiveness: Receiver Perspectives,” in: European Journal of Marketing, Vol. 42(3/4), 344–364.CrossRefGoogle Scholar
  35. Wang, J. S., Cheng, Y. F. and Y. L. Chu (2012), “Effect of Celebrity Endorsements on Consumer Purchase Intentions: Advertising Effect and Advertising Appeal as Mediators,” in: Human Factors and Ergonomics in Manufacturing & Service Industries, Vol. 23(5), 357–367.CrossRefGoogle Scholar
  36. Yang, S., Hu, M. M., Winer, R. S., Assael, H. and X. Chen (2012), “An Empirical Study of Word-of-Mouth Generation and Consumption. Marketing Science, Vol. 31(6), 952–963.CrossRefGoogle Scholar

Copyright information

© Springer Fachmedien Wiesbaden 2016

Authors and Affiliations

  1. 1.University of AmsterdamAmsterdamThe Netherlands

Personalised recommendations