Articles tagged with Advertising
Researchers found that mobile display ads are effective for products with practical uses and high involvement, but less so for luxurious or low-involvement products. By understanding these nuances, marketers can optimize their advertising strategies and improve return on investment.
A new study found that underage drinkers between 18 and 20 years old are heavily exposed to magazine advertising for the alcohol brands they consume most frequently. The study suggests a relationship between exposure to alcohol ads and consumption of specific brands, particularly among young females.
A new study reveals that underage drinkers are disproportionately exposed to the brand names of their preferred alcohols in magazine ads, which may encourage drinking initiation. The findings suggest that industry self-regulatory guidelines are inadequate in limiting ad placements to minimize exposure to young readers.
Research reveals unhealthy food and drinks are common in kids' TV programs, with frequent positive portrayals and few negative outcomes, highlighting the need for balanced content.
A new study found that alcohol sponsorship in UK athletes is associated with higher odds of hazardous drinking and increased consumption. Sportspeople sponsored by an alcohol-related industry had higher rates of problem drinking compared to non-sponsored athletes.
A new study by the University of Manchester and Monash University found a strong link between alcohol industry sponsorship and hazardous drinking among UK athletes. The research revealed that athletes receiving sponsorships from beer and pub industries were more likely to exhibit high levels of alcohol consumption.
A recent study by University of Chicago Booth School of Business Professor Matthew Gentzkow challenges the notion that the internet is responsible for the decline of newspapers. The research highlights three false premises in assumptions about journalism and finds that online ad rates are often compared incorrectly.
A majority of UK adults perceive alcohol adverts as breaching the Advertising Standards Authority's Code, with over 75% rating at least one rule breached. The study highlights the need for further consideration of co-regulation and reporting of breaches.
A new study found that explicit identity marketing messages can undermine consumer agency and result in lower purchase likelihood for those who care deeply about their identities. Brands must consider this when creating campaigns.
Research on prime-time US TV dramas between 1955 and 2010 found a decline in tobacco product depiction and smoking scenes, associated with reduced cigarette consumption. The study suggests that TV portrayal of tobacco use may hindered an even faster decline in smoking rates.
A study by Dartmouth researchers found that fast food giants' advertisements for healthier kids' meals frequently go unnoticed by young viewers. Only one-half of the target audience correctly identified milk in McDonald's ads and sliced apples in Burger King's ads, highlighting poor communication about nutritional value.
A study of 949 smokers found that e-cigarette use was not associated with greater quitting rates or reduced cigarette consumption. E-cigarettes were more commonly used by women and younger adults, but their effectiveness as a smoking cessation tool remains inconclusive.
A study published in Medical Care found that patient requests for specific medications, including brand-name drugs, have a substantial impact on doctors' prescribing decisions. The results suggest that these requests can lead to suboptimal care and increased medication costs.
A new study found that children's exposure to advertising messages creates long-lasting positive feelings towards brands, making it difficult for them to change their minds. Parents are advised to discuss critical thinking skills with their children when exposed to advertising.
A new study found that reminders of relationships consumers don't have can lead to restrictions on indulgent spending, choosing lower-end brands and opting for healthier options. This effect is particularly pronounced during holidays and wedding season when relationship portrayals are prominent in advertisements.
Mosaic, a new digital publication, will explore the science of life through long-form features, articles, and films. The Wellcome Trust-backed platform aims to explain scientific developments in context, making it accessible to all curious about science.
Researchers at UC Berkeley's Haas School of Business found that consumers are more likely to click on free, generic search results than paid ads. In a large-scale field experiment, they compared sales before and after turning off paid search in various markets, finding no measurable increase in sales from paid ads.
Research from the University of Toronto Scarborough finds that print magazines with online presence can charge more for their advertising space due to attracting a homogeneous, targeted audience. This study suggests that magazines need to integrate their print products with digital platforms to remain competitive.
A recent study by University of Chicago Booth School of Business professors provides a more accurate approach to modeling caller patience than ever before. This insight can help call centers design better systems, fine-tune existing ones and negotiate smarter contracts for outsourcing services.
Researchers found that men are sensitive to impairing their image, but do not prefer who they complain to. Women, on the other hand, are more likely to complain to close friends when concerned about their reputation. The study challenges prior assumptions that negative word-of-mouth is largely driven by product performance.
A recent study found that consumers who believe their fate can change are more likely to exhibit impulsive or indulgent behavior after reading a negative horoscope. On the other hand, participants who believed in a fixed fate were able to resist temptation and stay focused on their day ahead.
A study by Pradeep K. Chintagunta of the University of Chicago Booth School of Business found that gender, income, race, and age are key indicators of a movie's box office performance in individual markets. The study suggests that studios should adjust their advertising strategies based on these demographics.
Researchers found that priming with homophones can influence consumer behavior, leading to increased willingness to pay for products. The study's findings have broader applications beyond consumer behavior, including potential uses in public policy and dieting goals.
Exposure to a single pro-smoking media message increases smoking intentions by an average of 22% and remains elevated for 7 days. Researchers found that repeated exposures to pro-smoking messages can lead to a cumulative effect on attitudes and behaviors towards smoking.
A new report from the Center on Alcohol Marketing and Youth reveals that current codes and regulations do not protect consumers from risky content and messages in alcohol ads. The study found numerous ads promoting unhealthy consumption, objectification of women, and associating alcohol with active lifestyles.
A new study reveals that die-hard Oregon State Beavers fans reject ads from rival team Oregon Ducks, even if the ad is compelling. Highly identified fans are most affected by this bias, prioritizing their team loyalty over advertising messages.
Researchers found that in 25 US TV markets, nearly 1/4 of popular youth programs exceeded the industry's voluntary standards for alcohol ad exposure. This could lead to a one-third drop in total youth exposure if ads were eliminated. Exposure to alcohol marketing increases underage drinking and health risks.
Researchers at Washington State University found that organic food purchases are influenced by both personal (egoistic) and environmental (altruistic) concerns. Advertisers can effectively target this market by highlighting the benefits of organic products in relation to individual well-being and environmental impact.
Researchers found that six out of ten claims made by TV drug ads are potentially misleading, leaving out important information or exaggerating benefits. The study analyzed advertisements for prescription and over-the-counter drugs aired between 2008 and 2010 and found that most claims were either false or misleading.
A US-funded national smoking cessation campaign, 'Tips from former smokers,' helped at least 100,000 smokers quit smoking. The campaign, which ran from March to June 2012, saw a 12% relative increase in smokers trying to quit during the campaign period.
A University of Toronto study analyzed 1,000 characters in prime-time TV food and dining ads and found that Whites were disproportionately represented and associated with healthier foods. Blacks and East and Southeast Asians were underrepresented and negatively stereotyped in contrast.
Hispanic preschoolers and adolescents viewed a high number of food and beverage ads on TV, with fast-food promotions prevalent on Spanish-language channels. The study highlights the need for continued monitoring of food marketing to Hispanic youth due to their higher obesity rates.
A team of Chinese scientists found that small websites with high user interaction have a significant impact on traffic generation and influence. The study analyzed clickstream networks of the 1,000 most popular websites and revealed that smaller sites have a greater chance of acquiring popularity than larger ones.
A study of 1300 German teens found that exposure to tobacco ads boosts the risk of starting to smoke by almost 40%, while increasing daily smoking chances by 30%. The analysis controlled for other influential factors, suggesting a direct link between tobacco ad exposure and smoking behavior.
A new study investigates the ability of rating panels to find consensus around code violations in beer advertising. The findings suggest that a modified Delphi Technique can facilitate consensus development and enhance regulatory agencies' ability to monitor the content of alcohol-beverage advertising.
A recent Lund University study analyzed antidepressant ads in the Swedish Medical Journal between 1994 and 2003, finding that 34% were deemed misleading by industry self-regulation. The review process was criticized for being ineffective, with only 0.009% of sales revenue fined for unethical marketing.
Researchers found a growing gap between materialism and the desire to work hard among recent high school graduates. Materialism peaked in the 80s and 90s with Generation X, but has continued to stay high. In contrast, work ethic declined, with 39% of students admitting they didn't want to work hard in 2005-07 compared to 25% in 1976-78.
A recent study published in the Journal of Marketing found that branding products with human characteristics can lead to a greater backlash when they fail. Consumers who believe in personality stability tend to have stronger negative feelings towards anthropomorphized brands. Companies should be aware of their target audience's beliefs...
A University of Liverpool study found that celebrity endorsement boosts children's desire for junk food. The research demonstrated that even seeing a celebrity outside of an advertisement prompts kids to consume more of the endorsed product.
Exposure to statin TV ads was linked to higher rates of high cholesterol diagnosis and statin use, especially among those at low risk for heart disease
A new study in Journal of Consumer Research found that the horizontal location of advertising images influences consumer evaluations of products. Products placed on the left tend to be favored by those living in cultures reading from left to right, while those on the right are preferred by right-to-left readers.
Researchers found that news consumers with 'reward-seeking' personalities are more likely to read news online, engage with websites, and use mobile devices. To maximize online revenue, news organizations should target these reward seekers with brain-friendly designs and emotional storytelling.
A new study suggests that more independent consumers are better at delaying gratification and perceive future events as happening in the distant future. This is because they think of the future in abstract terms, whereas less independent consumers perceive it in concrete terms.
Despite declining marketing efforts, pharmaceutical promotion remains prevalent, with free samples and physician detailing accounting for over 70% of expenditures. The study found no significant change in the proportion of marketing to primary care physicians or specialists, highlighting ongoing conflicts of interest.
A new study found that magazine advertisements often perpetuate hyper-masculinity, a toxic form of masculinity characterized by toughness, violence, and objectification. The research suggests that these ads can shape young men's attitudes and behaviors, contributing to social problems like violence and drug use.
A new study in the Journal of Consumer Research finds that creative and skilled viewers can overturn and personalize commercial advertising meanings for family benefit. Researchers placed cameras in suburban homes to study viewer behavior during TV ad breaks, revealing the impact of family interaction on advertising response.
A new study found that drinker identity and brand allegiance are factors linking alcohol marketing and problematic drinking among experimental underage drinkers. Exposure to alcohol marketing is associated with both initiation and progression of alcohol use in youth.
New research from the Johns Hopkins Bloomberg School of Public Health and the Dutch Institute for Alcohol Policy confirms that time restrictions on alcohol advertising actually increase teen exposure. Alcohol companies move their ads to late-night programming when most teens are watching, increasing ad exposure for high-risk youth.
A study found that consumers are more likely to buy a product they previously focused on, while ignoring a product decreases its purchasing chances. Companies can exploit this by drawing attention through advertising or packaging to gain long-term advantages.
A recent study analyzed online campaign ads from the 2012 French and American presidential elections. The research found that American ads had a significantly higher negative tone compared to French ads. The study's findings suggest that non-professional media creators in America are pushing the boundaries of attack advertising.
A study by Jayani Jayawardhana found that direct-to-consumer advertising of cholesterol-reducing prescription medications leads to improved consumer welfare. The research also suggests that targeted advertising efforts towards physicians can inform their selection of the drug, leading to better health outcomes.
A new study by Juliana Fernandes found that negative political ads work best when presented in moderation, allowing voters to process information carefully. The study revealed that larger time intervals between ad repetitions disfavor the target candidate, making it harder for them to be seen as unfavorable.
Researchers found that making small changes to an ad over repeated exposures can increase its effectiveness. Subtle location changes in brand logos or product depictions can make a significant impact even with limited consumer attention.
A new report from the Center on Alcohol Marketing and Youth reveals that African-American youth are being over-exposed to alcohol advertising, with certain brands and channels dominating their exposure. The report's findings highlight the need for immediate action to protect the health and well-being of young African Americans.
A new study finds that magazine ads with high youth readership are more likely to violate industry guidelines. The researchers analyzed over 1,200 ads and found nearly one in five contained sexual connotations or objectification.
A study by Cele Otnes and Linda Tuncay Zayer found that six themes emerge from the analysis, with half being negative, including skepticism, avoidance, and indifference. Men tend to react negatively to hyper-masculine stereotypes in advertising, experiencing feelings of inadequacy and vulnerability.
A population-level approach to preventing cardiovascular disease could reduce deaths by up to 50%, according to the European Society of Cardiology. The organization recommends changes in agricultural policies, taxation, and advertising to support healthy diets, physical activity, and reduced alcohol consumption.
A study at the University of Missouri School of Journalism developed a method to help advertisers target online audiences by knowing their personality types. Researchers found that individuals who liked high-risk activities tend to update their status, upload photos, and interact with friends frequently, while those who are more reserv...
A recent study from the University of Georgia found that sexual imagery in magazine ads has increased over 30 years, particularly in alcohol, entertainment, and beauty advertising. The study shows that sex is most effective for low-risk, impulse-purchased products.
A new study suggests that tailored advertising campaigns can be more effective when targeting specific personality traits, rather than just demographic groups. By highlighting motivational concerns associated with each trait, advertisements can be designed to resonate with individual consumers and increase their persuasive appeal.