Advertisement Effectiveness: A Review and Research Agenda
In today’s highly competitive, dynamic and
technology driven business circumstances, marketers are under
steady pressure to deliver the best. Organizations are continuously
improving and upgrading themselves to meet customer expectations
and demands. Technology has not only changed the way in which
business is done in modern times but has also transformed the way to
reach out to target audience. Marketers have identified most recent
media options to communicate and convince potential customers.
Numerous scholars have studied the research domain of advertising
and have tried to recognize different measures of advertisement
effectiveness in context of various media. The objective of this paper
is to critically review accessible literature on advertisement
effectiveness in context of varied advertising media, recognize major
gaps in the literature and identify future research prospects on the
basis of critical analysis of literature.
[1] M.T. Bendixen, “Advertising Effects and Effectiveness”, European
Journal of Marketing, Vol. 27, No. 10, 1993, pp. 19-32.
[2] G. A. Akerlof, “The Market of ‘Lemons’: Quality Uncertainty and the
Market Mechanism,” The Quarterly Journal of Economics, vol. 84 (3),
August 1970, pp. 488–500.
[3] C. Shapiro, “Premiums for High Quality Products as Returns to
Reputations,” The Quarterly Journal of Economics, vol. 42, no. 4, Mar.
1983, pp. 247–2608.
[4] D. Starch, “Testing the Effectiveness of Advertisements”, Harvard
Business Review, 2009, pp. 464-475.
[5] J.N. Sheth, “Measurement of Advertising Effectiveness: Some
Theoretical Considerations”, Journal of Advertising, Vol. 3(1), 1974, pp.
6-11.
[6] Alpert et al., “The Impact of Repetition on Advertisement
Miscomprehension and Effectiveness”, Journal of Advances in
Consumer Research, Vol. 8, No. 2, 2001, pp. 130-135.
[7] S. Hudson, C.L. Hung and L. Padley, “Cross-National Standardization
of Advertisements: A Study of the Effectiveness of TV Advertisements
targeted at Chinese Canadians in Canada”, International Journal of
Advertising, 21, 2002, pp. 345-366.
[8] Reading et al., “Effectiveness of Telescopic Advertisements Delivered
via Personal Video Recorders”, Journal of Advertising Research, Vol.
10, No.6, 2006, pp. 217-228.
[9] K. Newstead and J. Romaniuk, “The Relative Effectiveness of 15 and 30
Second TV Advertisement”, Journal of Advertising Research, March
2010, pp. 68-76.
[10] B. Ranjbarian, A. Shaemi and S. Y. Jolodar, “Assessing the
Effectiveness of Electric Conservation Advertisements in Isfahan
Channel Television”, International Business Research, Vol. 4, No. 3,
2011, pp. 194-200.
[11] J. Hofacker and T. Murphy, “World Wide Web Banner Advertisement
Copy Testing”, European Journal of Marketing, Vol. 32, No. 7/8, 1998,
pp. 703-712.
[12] Newman et al., “Banner Advertisement and Website Congruity Effects
on Consumer Website Perceptions”, Industrial Management and Data
Systems, Vol. 104, No. 3, 2004, pp. 273-281.
[13] K. Lees and J. Healey, “A Test of the Effectiveness of a Mouse Pointer
Image in Increasing Click Through for a Web Banner Advertisement”,
Marketing Bulletin, Vol. 16, 2005 pp. 1-6.
[14] Alijani et al., “Effectiveness of Online Advertisement Factors in
Recalling a Product”, Academy of Marketing Studies Journal, Vol. 14,
No. 1, 2010, pp. 1-11.
[15] L. Percy, “Are Product Placements Effective?” International Journal of
Advertising, Vol. 25 Issue 1, 2006, pp.112-114.
[16] C. Russel, “Investigating the Effectiveness of Product Placements in
Television Shows: The Role of Modality and Plot Connection
Congruence on Brand Memory and Attitude”, Journal of Consumer
Research, Vol. 29, Issue 3, 2002, pp. 306-318.
[17] S. Lai-man and S. Wai-yee, “Predicting the Effectiveness of Product
Placement: A Study on the Execution Strategy and Impacts on Hierarchy
of Effects”, Oxford Business and Economics Proceedings, 2008, pp. 1-
25.
[18] S. Law and K. Braun, “I'll have What She's Having: Gauging the Impact
of Product Placements on Viewers”, Psychology and Marketing, Vol.
17, No. 12, 2000, pp. 12-32.
[19] M. Yang and D. Ewoldsen, “The Effectiveness of Brand Placements in
the Movies: Levels of Placements, Explicit and Implicit Memory and
Brand Choice Behavior”, Journal of Communication, Vol. 57, 2007, pp.
469-489.
[20] R. Manville, “How Much does an Industrial Logotype add to the
Effectiveness of an Advertisement”, Journal of Marketing, Vol. 29,
1965, pp. 57-59.
[21] S. Schleifer and W. Dunn, “Relative Effectiveness of Advertisements of
Foreign and Domestic Origin”, Journal of Marketing Research, Vol. V,
1968, pp. 296-299.
[22] D. Hanssens and B. Weitz, “The Effectiveness of Industrial Print
Advertisements across Product Categories”, Journal of Marketing
Research, Vol. XVII, 1980, pp. 294-306.
[23] B. Loken and B. Pitney, “Effectiveness of Cigarettes Advertisements on
Women: An Experimental Study”, Journal of Applied Psychology, Vol.
73, No. 3, 1988, pp. 378-382.
[24] Gronhaug et al., “Factors Moderating Advertising Effectiveness as
Reflected in 333 Tested Advertisements”, Journal of Advertising
Research, Vol. 10, Issue 4, 1991, pp. 42-52.
[25] P. Patterson and T. Richards, “Newspaper Advertisement Characteristics
and Consumer Preferences for Apples: A MIMIC Model Approach”,
John Wiley & Sons, Vol. 16, No.2, 2000, pp. 159-177.
[26] D. Silvera and B. Austad, “Factors Predicting the Effectiveness of
Celebrity Endorsement Advertisements”, European Journal of
Marketing, Vol.38, 11/12, 2004, pp. 1509-26.
[27] Keshari et al., “Constituents of Advertising Effectiveness: A Study of
Select Service Advertising”, Journal of Services Research, Volume 12,
No.2, 2013, pp. 111-127.
[28] Petty et al., “Central and Peripheral Routes of Advertising Effectiveness:
The Moderating Role of Involvement”, Journal of Consumer Research,
Vol. 10, 1983, pp. 135-146.
[29] B. Wu and S. Newell, “Evaluating the Impact of Advertising
Characteristics on Recall during the Super Bowl: A Two Year
Comparison”, The Marketing Management Journal, Vol. 13 (2), 2002,
pp. 122-128.
[30] T. K. Panda, “Effectiveness of Product Placements in Indian Films and
its Effect on Brand Memory and Attitude with Special Reference to
Hindi Films”, The IUP Journal of Brand Management, Vol. 6(3), 2004,
pp. 45-62.
[31] D. Alain, “The Influence of Message Format on Effectiveness of Print
Advertisements for Tourism Destinations”, International Journal of
Advertising, Vol. 26 (4), 2007, pp. 505-525.
[32] K. Blonde and I. Roozen, “An Explorative Study of Testing the
Effectiveness of Product Placement Compared to 30-sec Commercials”
Journal of Communication, Vol. VI, 2011, pp. 36-58.
[33] P. Homer, “Product Placements: The Impact of Placement Type and
Repetition on Attitude” Journal of Advertising, Vol. 38 (3), 2009, pp.
21-31.
[34] S. Kureshi and V. Sood, “In-film Placement of Product Brands in Hindi
Films: Practice and Preferences” South Asian Journal of Management,
Vol. 19 (2), 2010, pp. 37-60.
[35] Z. Erdogan, “Celebrity Endorsement: A Literature Review”, Journal of
Marketing Management, Vol. 15, 2010, pp. 291-314.
[36] R. Raj, “Role of Surrogate Advertisements: Impact on Recall of Parent
Product and Attitude Formation”, Marketing: Delivering Value in
Turbulent Times, Vol. 44, 2011.
[37] Cengiz et al., “Source Characteristics and Advertising Effectiveness”
International Journal of Advertising, Vol. 30 (5), 2011, pp. 889-914.
[1] M.T. Bendixen, “Advertising Effects and Effectiveness”, European
Journal of Marketing, Vol. 27, No. 10, 1993, pp. 19-32.
[2] G. A. Akerlof, “The Market of ‘Lemons’: Quality Uncertainty and the
Market Mechanism,” The Quarterly Journal of Economics, vol. 84 (3),
August 1970, pp. 488–500.
[3] C. Shapiro, “Premiums for High Quality Products as Returns to
Reputations,” The Quarterly Journal of Economics, vol. 42, no. 4, Mar.
1983, pp. 247–2608.
[4] D. Starch, “Testing the Effectiveness of Advertisements”, Harvard
Business Review, 2009, pp. 464-475.
[5] J.N. Sheth, “Measurement of Advertising Effectiveness: Some
Theoretical Considerations”, Journal of Advertising, Vol. 3(1), 1974, pp.
6-11.
[6] Alpert et al., “The Impact of Repetition on Advertisement
Miscomprehension and Effectiveness”, Journal of Advances in
Consumer Research, Vol. 8, No. 2, 2001, pp. 130-135.
[7] S. Hudson, C.L. Hung and L. Padley, “Cross-National Standardization
of Advertisements: A Study of the Effectiveness of TV Advertisements
targeted at Chinese Canadians in Canada”, International Journal of
Advertising, 21, 2002, pp. 345-366.
[8] Reading et al., “Effectiveness of Telescopic Advertisements Delivered
via Personal Video Recorders”, Journal of Advertising Research, Vol.
10, No.6, 2006, pp. 217-228.
[9] K. Newstead and J. Romaniuk, “The Relative Effectiveness of 15 and 30
Second TV Advertisement”, Journal of Advertising Research, March
2010, pp. 68-76.
[10] B. Ranjbarian, A. Shaemi and S. Y. Jolodar, “Assessing the
Effectiveness of Electric Conservation Advertisements in Isfahan
Channel Television”, International Business Research, Vol. 4, No. 3,
2011, pp. 194-200.
[11] J. Hofacker and T. Murphy, “World Wide Web Banner Advertisement
Copy Testing”, European Journal of Marketing, Vol. 32, No. 7/8, 1998,
pp. 703-712.
[12] Newman et al., “Banner Advertisement and Website Congruity Effects
on Consumer Website Perceptions”, Industrial Management and Data
Systems, Vol. 104, No. 3, 2004, pp. 273-281.
[13] K. Lees and J. Healey, “A Test of the Effectiveness of a Mouse Pointer
Image in Increasing Click Through for a Web Banner Advertisement”,
Marketing Bulletin, Vol. 16, 2005 pp. 1-6.
[14] Alijani et al., “Effectiveness of Online Advertisement Factors in
Recalling a Product”, Academy of Marketing Studies Journal, Vol. 14,
No. 1, 2010, pp. 1-11.
[15] L. Percy, “Are Product Placements Effective?” International Journal of
Advertising, Vol. 25 Issue 1, 2006, pp.112-114.
[16] C. Russel, “Investigating the Effectiveness of Product Placements in
Television Shows: The Role of Modality and Plot Connection
Congruence on Brand Memory and Attitude”, Journal of Consumer
Research, Vol. 29, Issue 3, 2002, pp. 306-318.
[17] S. Lai-man and S. Wai-yee, “Predicting the Effectiveness of Product
Placement: A Study on the Execution Strategy and Impacts on Hierarchy
of Effects”, Oxford Business and Economics Proceedings, 2008, pp. 1-
25.
[18] S. Law and K. Braun, “I'll have What She's Having: Gauging the Impact
of Product Placements on Viewers”, Psychology and Marketing, Vol.
17, No. 12, 2000, pp. 12-32.
[19] M. Yang and D. Ewoldsen, “The Effectiveness of Brand Placements in
the Movies: Levels of Placements, Explicit and Implicit Memory and
Brand Choice Behavior”, Journal of Communication, Vol. 57, 2007, pp.
469-489.
[20] R. Manville, “How Much does an Industrial Logotype add to the
Effectiveness of an Advertisement”, Journal of Marketing, Vol. 29,
1965, pp. 57-59.
[21] S. Schleifer and W. Dunn, “Relative Effectiveness of Advertisements of
Foreign and Domestic Origin”, Journal of Marketing Research, Vol. V,
1968, pp. 296-299.
[22] D. Hanssens and B. Weitz, “The Effectiveness of Industrial Print
Advertisements across Product Categories”, Journal of Marketing
Research, Vol. XVII, 1980, pp. 294-306.
[23] B. Loken and B. Pitney, “Effectiveness of Cigarettes Advertisements on
Women: An Experimental Study”, Journal of Applied Psychology, Vol.
73, No. 3, 1988, pp. 378-382.
[24] Gronhaug et al., “Factors Moderating Advertising Effectiveness as
Reflected in 333 Tested Advertisements”, Journal of Advertising
Research, Vol. 10, Issue 4, 1991, pp. 42-52.
[25] P. Patterson and T. Richards, “Newspaper Advertisement Characteristics
and Consumer Preferences for Apples: A MIMIC Model Approach”,
John Wiley & Sons, Vol. 16, No.2, 2000, pp. 159-177.
[26] D. Silvera and B. Austad, “Factors Predicting the Effectiveness of
Celebrity Endorsement Advertisements”, European Journal of
Marketing, Vol.38, 11/12, 2004, pp. 1509-26.
[27] Keshari et al., “Constituents of Advertising Effectiveness: A Study of
Select Service Advertising”, Journal of Services Research, Volume 12,
No.2, 2013, pp. 111-127.
[28] Petty et al., “Central and Peripheral Routes of Advertising Effectiveness:
The Moderating Role of Involvement”, Journal of Consumer Research,
Vol. 10, 1983, pp. 135-146.
[29] B. Wu and S. Newell, “Evaluating the Impact of Advertising
Characteristics on Recall during the Super Bowl: A Two Year
Comparison”, The Marketing Management Journal, Vol. 13 (2), 2002,
pp. 122-128.
[30] T. K. Panda, “Effectiveness of Product Placements in Indian Films and
its Effect on Brand Memory and Attitude with Special Reference to
Hindi Films”, The IUP Journal of Brand Management, Vol. 6(3), 2004,
pp. 45-62.
[31] D. Alain, “The Influence of Message Format on Effectiveness of Print
Advertisements for Tourism Destinations”, International Journal of
Advertising, Vol. 26 (4), 2007, pp. 505-525.
[32] K. Blonde and I. Roozen, “An Explorative Study of Testing the
Effectiveness of Product Placement Compared to 30-sec Commercials”
Journal of Communication, Vol. VI, 2011, pp. 36-58.
[33] P. Homer, “Product Placements: The Impact of Placement Type and
Repetition on Attitude” Journal of Advertising, Vol. 38 (3), 2009, pp.
21-31.
[34] S. Kureshi and V. Sood, “In-film Placement of Product Brands in Hindi
Films: Practice and Preferences” South Asian Journal of Management,
Vol. 19 (2), 2010, pp. 37-60.
[35] Z. Erdogan, “Celebrity Endorsement: A Literature Review”, Journal of
Marketing Management, Vol. 15, 2010, pp. 291-314.
[36] R. Raj, “Role of Surrogate Advertisements: Impact on Recall of Parent
Product and Attitude Formation”, Marketing: Delivering Value in
Turbulent Times, Vol. 44, 2011.
[37] Cengiz et al., “Source Characteristics and Advertising Effectiveness”
International Journal of Advertising, Vol. 30 (5), 2011, pp. 889-914.
@article{"International Journal of Business, Human and Social Sciences:68606", author = "Prateek Maheshwari and Nitin Seth and Anoop Kumar Gupta", title = "Advertisement Effectiveness: A Review and Research Agenda", abstract = "In today’s highly competitive, dynamic and
technology driven business circumstances, marketers are under
steady pressure to deliver the best. Organizations are continuously
improving and upgrading themselves to meet customer expectations
and demands. Technology has not only changed the way in which
business is done in modern times but has also transformed the way to
reach out to target audience. Marketers have identified most recent
media options to communicate and convince potential customers.
Numerous scholars have studied the research domain of advertising
and have tried to recognize different measures of advertisement
effectiveness in context of various media. The objective of this paper
is to critically review accessible literature on advertisement
effectiveness in context of varied advertising media, recognize major
gaps in the literature and identify future research prospects on the
basis of critical analysis of literature.
", keywords = "Advertising, Advertising Media, Competition,
Effectiveness Measurement.", volume = "8", number = "12", pages = "3918-5", }
