Lost and found: the information-processing model of advertising effectiveness

Article Abstract:

Research on advertising effectiveness has been based mainly on three models. The hierarchy-of-effects models measure the efficacy of an ad through an hierarchy of effects that include sales effects. The elaboration-likelihood model (ELM), based on socio-psychological studies on persuasion, focuses on consumer behavior. Information-processing model (IPM) is also based on social science studies, but differ from ELM in that it does not limit its focus on the target. It also combines several aspects of the ELM with the hierarchy-of-effects models.

Analysis

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Symbolic role of animals in print advertising: content analysis and conceptual development

Article Abstract:

Print advertisers use targeted consumers' cultural values to connect products with animals. The animals used usually symbolize qualities with which consumers identify. Four animals that are most often used in print ads are the dog, the cat, the horse and the bird. Findings show that the type of animal, whether wild, anthropomorphic or caricatured, varied according to the product category. Ads showing animals and humans together were also determined by the type of product being advertised.

Advertising, Advertising and Related Services, Social aspects, Advertising services, Animals, Animals in advertising, Semiotics, Animal symbolism

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Screening for interactions between design factors and demographics in choice-based conjoint

Article Abstract:

Candidate variables in choice-based conjoint analysis were screened by calculating their weighted correlations against residuals from the last fitting multinomial logit model (MNL). Passing candidate variables were then subjected to diagnostic tests prior to each iteration cycle of the refitted MNL. Application of this stepwise procedure on a larger set of data is illustrated.

Usage, Consumer preferences, Logits

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