Fear appeals: segmentation is the way to go
Article Abstract:
Fear appeal in advertising relates the risks of using or not using a specific product to consumers. Important factors to consider when using fear appeals in advertising are the level of fear, source credibility, type of fear, interest value of communication, relevance and ethics. Market segmentation is also important to determine groups of people for whom fear appeals are effective. This is shown in a survey of 225 male and female students at the secondary and postgraduate levels in Dublin, Ireland, regarding the health consequences of smoking.
Publication Name: International Journal of Advertising
Subject: Business, international
ISSN: 0265-0487
Year: 1992
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Brand globally but advertise locally?: an empirical investigation
Article Abstract:
A framework for simultaneously analyzing brand and advertising standardization strategies is formulated and tested on data collected from brand managers of Canadian firms. Branding and advertising are found to be two independent, but intertwined, decisions made by business firms. Generally, when brand standardization is high, a non-standardized advertising strategy is adopted. The effects of product type and brand age are also considered. Results indicate that companies brand globally and advertise locally.
Publication Name: International Marketing Review
Subject: Business, international
ISSN: 0265-1335
Year: 1992
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