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 …

This paper examines the effects of direct-to-consumer advertising (DTCA) of prescription drugs on doctor choice of drug … DTCA expenditure incurred in this class. In contrast, directed-to-physician advertising (i.e., detailing and medical … journal advertising) has positive, significant, and long-lasting effects on the prescription choice of allergy drugs. These …

archetypes in advertising and assess them from a consumer engagement perspective. The study focused primarily on two main …

promotion. The purpose of this paper is to investigate factors influencing the effectiveness of SMS advertising by using a … intention (PI). Perceived ad credibility, attitude towards mobile advertising, message appeal, argument quality, incentive …

In recent years there has been a significant increase in digital advertising through influencers being active on many … influencers. The factors that may affect customers' purchase decisions are seen in influencers' credibility and advertising … impact of advertising disclosure and source credibility on purchase intention. The terms ("Purchase intention") and …

-economic life. The latter concerns also advertising, which is particularly sensitive to the developments occurring in the global …. The specific question which appears in this context is whether to use standardized or adapted advertising. The attitude of … the recipients’ perception of the advertising activity of foreign companies operating in the Polish market. Assessment of …

This paper applies the theory of memory for advertising, developed in the consumer behavior literature, to an … industrial organization setting to provide insight into advertising strategies in imperfectly competitive markets. There are two … new ads is hampered by past ad exposure. The equilibrium of the advertising game is characterized for both proactive and …

The relationship between advertising effectiveness and behavioural intentions is assessed when involvement with the … product is introduced as a direct covariant effect, rather than as a moderator. Advertising effectiveness is assessed through … attitude towards the ad and advertising cognition. Advertising media type combined with age is tested as a moderating variable …