Goal control of attention to advertising: the Yarbus implication

Article Abstract:

The results of an experiment to examine the goal contingency of the informativeness of advertisements are presented. The utility of these results to identify new avenues for research on advertising theory is discussed.

Strategy & planning, Netherlands, Psychological aspects, Interpretation and construction, Planning, Advertising research, Company business planning

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Consumer response to polysemous brand slogans

Article Abstract:

The development of a measure called the Secondary Meaning Access via the Automatic Route Test, to analyze the responses of consumers to brand slogans with multiple meanings, is described.

Analysis, Consumer preferences

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Media transportation and advertising

Article Abstract:

Extent to which media context can influence advertising effectiveness is examined.

Science & research, Public affairs, Advertising Activity, Research, Marketing industry, Media coverage, Advertising effectiveness, Advertising media, Industry forecasts

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