Comparing advertising avoidance across television viewing devices
Traditionally, television advertising avoidance has been studied in the context of the in- home television set. But today, people are spreading their television consumption across multiple devices, including the PC, laptop, tablet, and smartphone. The literature documents ad avoidance behaviours associated with television viewing on in-home television sets, such as channel switching, fast-forwarding, and so on. However, the online television viewing devices used by viewers nowadays may feature new or different ad avoidance behaviours than the ones currently documented for traditional television viewing. To date, no research exists that allows media and advertising practitioners to compare the rate and types of television ad avoidance, and hence the relative effectiveness, of all television viewing devices. This thesis investigates systematically, for the first time, how different devices used for television viewing differ in terms of their types and rates of ad avoidance.
What happens when brands stop advertising? Documenting long-term sales trends
Maintaining an advertising presence is expensive and it can be difficult to link advertising investments with financial returns to justify continued spending. Hence at times, some brands stop advertising, sometimes for long periods. This thesis addresses the question that follows: What happens to sales when a brand stops advertising?
What Matters in Media? An investigation of media decision makers’ perceptions of value
There is currently no simple way for a marketer to compare the value of an advertising spot on TV versus on radio or Facebook. Academic research to date has provided little guidance, and media options are becoming more complex, with a vast array of media vehicles in each platform fighting for the attention of consumers, and the budgets of marketers.
This research explores media value using the Cost Per Thousand (CPM) metric, which reflects the average price paid to (potentially) reach 1000 people.
How do mental availability metrics respond to advertising?
For a brand’s advertising to be effective it is commonly agreed that it must affect consumer memory. Far more contentious is how to measure this effect. This thesis focuses on the memory construct of mental availability, which is defined as the propensity of a brand to be noticed or come to mind for individuals in buying or consumption situations. Literature explains that memory largely determines selection when faced with a brand choice. The relevance of a brand’s mental availability for marketers is therefore to ensure the brand has presence in the minds of consumers, and is linked to relevant cues encountered in buying and consumption situations.
Advertising Two Brands – Studying the Effects of Co-advertising on Ad & Brand Memorability
To have any effect, advertising must attract attention and communicate the brand in a memorable way. However, it has always been difficult for advertisers to command the attention of their audience. It is reported that only 40% of viewers recall an advertisement they are exposed to. Of those who pass the hurdle of noticing the ad, less than half can correctly identify the brand. These figures suggest that a large portion of advertising is ineffective, either because it is not seen or remembered by consumers. Marketers can overcome such challenges by partnering with a different brand, if the presence of the partner brand attracts attention to the ad and enhances memory of the brand.
Advertising is one of the essential elements of the marketing mix and marketers are under increased pressure to measure and improve advertising’s financial returns. Studies that have examined the effect of advertising on sales have often found that advertising creative execution is the primary contributor. The development of quality advertising creative, therefore, presents a major opportunity to influence consumer behaviour and gain better returns on advertising spending.
Branding variation: an industry and consumer examination
Branding elements like colours, logos, typeface and slogans encourage brand recognition and noticing. Yet increasingly variations to existing branding elements can be seen in advertising with little or no knowledge of what the effects are on consumer recognition. It is unknown why these variations occur but it appears that they have; something that has not been previously studied. As such, this thesis investigates branding element variation; its prevalence and typicality. This thesis documents managers' behaviours and beliefs regarding such variation and tests managerially acceptable branding element variations on consumers‘ ability to recognise the brand in advertising.
Do brand users really pay more attention to advertising?
Advertising effectiveness measures provide a tool for marketers and researchers to measure and evaluate their brand’s advertising. Researchers have found when using these measures that brand users are more likely to respond to questions about their brand’s advertising, than non-users (Harrison 2013; Rice & Bennett 1998; Romaniuk & Wight 2009). This is commonly referred to as “usage bias” and is considered an empirical generalisation, as the pattern has been observed in multiple studies (Hammer & Riebe 2006; Harrison 2013; Romaniuk & Wight 2009; Sharp, Beal & Romaniuk 2001, 2002). - This thesis is concerned with this usage bias effect and extending the empirical generalisation to new contexts of different advertising awareness measures and advertising likeability. Advertising awareness uses memory retrieval methods to identify the awareness of a commercial in a respondent’s memory.
Attribute Elicitation Procedures: A Comparison of Four Techniques
Brand attributes are features that characterise a product or service (Keller 1993). Attributes are used to assess the performance and potential of a brand by measuring areas of Customer Based Brand Equity (CBBE), such as a brand’s image. Attributes also affect the validity of results obtained by marketing measures. For use in these measures, attributes need to be elicited from consumer memory.
There are few recent comparative elicitation studies in marketing literature (comparative examples include, Bech-Larsen & Nielsen 1999; Steenkamp & Van Trijp 1997). A lack of recent literature means new techniques have not been compared to past approaches. This thesis expands on current literature by replicating and extending past comparisons of elicitation procedures, testing four methods for eliciting attributes.
Assessing the value of neurophysiological measurement for advertising pretesting
It is hoped that pretesting can achieve two things. First, that it can identify if an advertising execution is likely to be sales effective; this is an Evaluation task. Ideally it would also predict how sales effective the execution is (i.e. by how much), but this would be a difficult objective. The second task that pre-testing should achieve is to identify how the execution is working; this is a diagnostic task. This thesis set out to determine whether current biometric measures offer a better alternative to traditional, self-report measures for both tasks: Evaluative and Diagnostic.
