1,721,635 research outputs found
Remembering the brand and the message: the moderating influence of advertising strategy, branding strategy, and product involvement on brand and USP recall
No full textThe role of fear, threat and efficacy in threat appeals: putting fear back in the danger control response
No full textMarketing research with SPSS
No full textIn the past, there have been Marketing Research books and there have been SPSS guide books. This book combines the two, providing a step-by-step treatment of the major choices facing marketing researchers when using SPSS. The authors offer a concise approach to analysing quantitative marketing research data in practice. Whether at undergraduate or graduate level, students are often required to analyse data, in methodology and marketing research courses, in a thesis, or in project work. Although they may have a basic understanding of how SPSS works, they may not understand the statistics behind the method. This book bridges the gap by offering a introduction to marketing research techniques, whilst simultaneously explaining how to use SPSS to apply them
How to pass the courvoisier? An experimental study on the effectiveness of brand placements in music videos
No full textPurpose: The current study examines the effectiveness of brand integrations in music videos by taking into account the impact of both brand placement characteristics (i.e., brand prominence, valence of artist-brand relationship) and audience characteristics (i.e., artist connectedness).
Methodology: A 2 (Prominence: prominent vs. subtle) by 2 (Valence: Positive vs. negative) by 2 (Connectedness: high vs. low) between-subjects experimental design is used. Each respondent first watched one music video via YouTube in which one branded product was placed either prominently or subtly. To manipulate the valence of the artist-brand relationship respondents were instructed to read a magazine article that revealed either a positive or negative attitude of the artist towards the placed brand. 220 young adults participated in this study.
Findings: This study shows that prominent placements appear to be beneficial for the attitude towards the integrated brand when an individual is strongly connected to the artist in the music video, while subtle placements are beneficial both when an individual is weakly or strongly connected to the artist. Further, negative celebrity-brand relationships do not seem to affect brand attitudes in a negative way.
Implications: Embedding the brand in a music video gives marketers and advertisers the chance to reach consumers in a new, creative way. But this study shows that the advertiser should pay attention to the way in which the brand is integrated. Further, negative celebrity information does not seem to affect brand attitudes in a negative way. This makes the music video a very interesting medium for advertisers
Defend the Indefensible:Helping children cope with the implicit influence of online game advertising
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The effectiveness of in-game advertising : an analysis of the impact of game context and player involvement on brand awareness
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