the different schemas that consumers use in ad processing. Consumers can relate advertising to expectations about ads for … are congruent with the brand schema. Brand beliefs and categorization change as a result of incongruent advertising …

The article reviews the conceptual foundations of advertising polysemy – the occurrence of different interpretations … for the same advertising message. We discuss how disciplines as diverse as psychology, semiotics and literary theory have … theoretical perspectives complement and extend each other. Implications for advertising research and practice are discussed. …

Several authors have proposed frameworks to help advertisers predict and plan advertising effectiveness. Rossiter and … Percy's advertising grid (1997) recommends that the ad appeal should match the purchase motivation or attitude base. They … suggest that for utilitarian brands informational advertising is more effective than transformational advertising. Likewise …

Using weekly data on advertising expenditures in various media and response data on awareness, consideration and choice … model, again with pooled parameters, to see if there are dynamic effects of advertising. For the category under scrutiny, we … find that most advertising effects exist for awareness, although at the same time there are effects for choice. Newspaper …

Advertising grids such as the Rossiter-Percy grid (Rossiter & Percy 1991, 1997) propose that brand-matching advertising … is more effective than brand-mismatching advertising. However, for the match hypothesis to hold the brand schema needs to …. In the first experiment brand(ad combinations were evaluated in line with the Rossiter-Percy advertising grid. If the …

situations like advertising viewing. The authors investigate when and why consumers experience embarrassment as a result of … advertising targeting and social context jointly determine feelings of embarrassment and advertising effectiveness. …

How do competitors react to each other's price-promotion and advertising actions? How do these reactions influence the … long-run reactions to promotion and advertising shocks in over 400 consumer product categories, over a four-year time span …, vector-autoregressive models quantify the short-run and long-run effect of a promotion or advertising action on competitive …

Cutting advertising budgets has traditionally been a popular reaction by companies around the globe when faced with a … sensitivity of advertising expenditures. We conduct a systematic investigation into the cyclical sensitivity of advertising … television. While our findings confirm that advertising moves in the same direction as the general economic activity, we also …

-service among existing customers. The mass marketing communications concern both specific new service advertising and brand … advertising from both the focal supplier and competitors. Using a split-hazard approach, the authors account for the fact that a … significant part of the customer base will never adopt the new e-service. The empirical results show that service advertising …