Exploring the role of the reading situation and the cognitive type of individual on the impact of advertising

Article Abstract:

The effectiveness of an advertisement is influenced both by the cognitive type of individual reading the advertisement and by the context in which it is read. Article further discusses a study into the role of contextual clues in processing ads, and concludes that contextual clues may passively induce low need for cognition people to take either a peripheral or a central route to persuasion. By contrast, it does not appear that high need for cognition people are influenced by contextual cues: they generally took a central route to persuasion.

Psychological aspects, Analysis, Motivation research (Marketing)

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How car advertising works

Article Abstract:

A study of advertising in the car industry can provide valuable information about the effectiveness of advertising in general, as cars are a high-profile consumer product. Recent research has focused on the perceptive and persuasive qualities which are vital if an advertising campaign is to be successful. The most important issues seem to be the age of the consumer and the make of car he or she currently owns.

Automobiles

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Mercedes advertises car 18 months before it's available

Article Abstract:

Automobile maker Mercedes Benz has launched an advertising campaign for a car that will not be available for 18 months. Advertisements for its Mercedes A Class have been rolled out in the Netherlands, Germany, Austria, Luxembourg, Switzerland and the Czech Republic. Production for the new, small, city car is expected to be 200,000 units/y.

Motor vehicles and car bodies, Autos, Compact, Foreign-Make Autos, Product introduction, Brief Article, Daimler-Benz AG, Mercedes-Benz A-Class (Automobile), Compact cars, Foreign cars

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