Two-sided advertising: A meta-analysis

Article Abstract:

A meta-analysis on the impact of two-sided advertising tests the influence of message structure, marketer and receiver variables on the persuasive impact of two-sided messages and investigates the net-effect of source credibility and the amount of negative information on attitudes towards the brand. Results confirm that the impact of message sidedness depends on variables like amount and placement of negative information, attribute quality and marketers' voluntariness.

United States, Administration of Marketing

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Provocation in advertising: a conceptualization and an empirical assessment

Article Abstract:

A study of provocative appeals in clothing and fashion industry advertisements has been conducted to analyze their overall impact to target consumers. A preliminary empirical assessment of the strategy indicate that it might be a valid method of attracting consumer attention but it also might have a negative dividend in terms of brand image. However, there remains no reason to conclude that consumer behavior is affected by the practice in any significant manner.

Advertising campaigns

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Assessing long-term promotional influences on market structure

Article Abstract:

A decrease in product differentiation among brands can also be attributed to reductions in advertising and increases in price promotions. In eight and a quarter years, product differentiation between the non-premium and premium brands was found to have decreased. Moreover, national brands became more sensitive to the marketing activity for store brands due to the transfer of marketing funds from advertising to promotions.

Market Research, Product differentiation

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