Advertisement Effectiveness for Print Media: A Conceptual Model
The objective of present research paper is to highlight
the importance of measuring advertisement effectiveness in print
media and to develop a conceptual model for advertisement
effectiveness. The developed model is based on dimensions on which
advertisement effectiveness depends and on the dimensions which are
used to measure the effectiveness. An in-depth and extensive
literature review is carried out to understand the concept of
advertisement effectiveness and its various determinants in context of
print media. Based on the insights gained, a conceptual framework
for advertisement effectiveness is presented. The model is an attempt
to uncover the relatively less explored area of advertisement
effectiveness in Indian advertising scenario. It is believed that present
work will encourage scholars and academicians to further explore the
area and will offer conceptual assistance and a fresh direction in the
domain of advertisement effectiveness.
[1] M.T. Bendixen, “Advertising Effects and Effectiveness”, European
Journal of Marketing, Vol. 27, No. 10, 1993, pp. 19-32.
[2] S. Alshaali and U. Vars hney, “On the Usability of Mobile Commerce”
International Journal of Mobile Communications, Vol. 3(1), 2005, pp.
29-37
[3] R. Jeffrey, “Missing from the Indian Newsroom,” in the Hindu, April 9,
2012.
[4] A. S. Raghunath, “5 Reasons Why Print Media Still Relevant in India”
in www.mxmindia.com, September 11, 2012.
[5] D. Starch, “Testing the Effectiveness of Advertisements”, Harvard
Business Review, 2009, pp. 464-475.
[6] J.N. Sheth, “Measurement of Advertising Effectiveness: Some
Theoretical Considerations”, Journal of Advertising, Vol. 3(1), 1974, pp.
6-11.
[7] G. Robert and H. Wallace, “Advertising Communication: TV vs. Print”,
Journal of Advertising Research, Vol. 14, No. 5, 1974, pp. 19-32.
[8] C. Sherman and P. Quester, “The Influence of Product/Nudity
Congruence on Advertising Effectiveness”, Journal of Promotion
Management, Vol. 11, Issue 2/3, 2005, pp. 61-89.
[9] K. Fam and R. Grohs, “Cultural Values and Effective Executional
Techniques in Advertising”, International Marketing Review, Vol. 24,
No. 5, 2007, pp. 519-538.
[10] R. Palanisamy, “Impact of Gender Difference on Online Consumer
Characteristics on Web Based Banner Advertising Effectiveness”,
Journal of Services Research, Vol. 4, No. 2, 2005, pp. 45-74.
[11] Y. Jeong and K. Cynthia, “Impacts of Website Context Relevance on
Banner Advertisement Effectiveness”, Journal of Promotion
Management, Vol. 16, No. 3, 2010, pp. 247-264.
[12] A. Cholinski, “The Effectiveness of Product Placement: A Field Quasi
Experiment”, International Journal of Marketing Studies, Vol. IV, No.
5, 2012 pp. 14-28.
[13] S. Yoo and J. Pena, “Do Violent Video Games Impair the Effectiveness
of In-game Advertisements? The Impact of Gaming Environment on
Brand Recall, Brand Attitude and Purchase Intention”, Cyber
Psychology, Behavior and Social Networking, Vol. 14, No. 7-8, 2011,
pp. 439-446.
[14] C. Norris and A. Colman, “Context Effects on Recall and Recognition of
Magazine Advertisements”, Journal of Advertising, Vol. XXI, No. 3,
1992 pp. 38-46.
[15] P. Quester, “Antecedents of Anti-Smoking Advertisements’
Effectiveness: A Bi-Cultural Study”, Journal of International Consumer
Marketing, Vol. 10, Issue 4, 1998, pp. 29-48.
[16] A. Wray and N. Hodges, "Response to Active wear Apparel
Advertisements by US Baby Boomers: An Examination of Cognitive
versus Chronological Age Factors", Journal of Fashion Marketing and
Management, Vol. 12, No.1, 2008, pp. 8-23.
[17] 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.
[18] 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.
[19] K. Newstead and J. Romaniuk, “The Relative Effectiveness of 15 and
3second Television Advertisements”, Journal of Advertising Research,
Vol. 10, pp.68-77, 2009.
[20] 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.
[21] 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.
[22] 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.
[23] 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.
[24] 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.
[25] 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.
[26] T. Patterson and P. Richards, “Newspaper Advertisement Characteristics
and Consumer Preferences for Apples: A MIMIC Model Approach”,
John Wiley and Sons, Vol. 16, No.2, 2000, pp. 159-177.
[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] 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.
[29] D. Hanssens and B. Weitz, “The Effectiveness of Industrial Print
Advertisements across Product Categories”, Journal of Marketing
Research, Vol. XVII, 1980, pp. 294-306.
[30] 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.
[31] J. Santana and A. Palacio, "Magazine Advertising: Factors Influencing
the Effectiveness of Celebrity Advertising”, Journal of Promotion
Management, Vol. 19, No.2, 2013, pp. 139-166.
[32] Clow et al., “The Relationship of the Visual Element of an
Advertisement to Service Quality Expectations and Source Credibility”,
Journal of Services Marketing, Vol. 20, No. 6, 2006, pp. 404-411.
[33] Hudson et al., “Cross-national Standardization of Advertisements: A
Study of the Effectiveness of TV Advertisements Targeted at Chinese
Canadians in Canada”, International Journal of Advertising, Vol. 21,
2002, pp. 345-366.
[34] Wang et al., “Effectiveness of the ‘Made in China’ TV Advertisement”,
Journal of Chinese Economic and Foreign Trade Studies, Vol. 6, No. 1,
2013, pp. 4-18.
[35] R. Manville, “How Much does an Industrial Logotype add to the
Effectiveness of an Advertisement”, Journal of Marketing, Vol. 29,
1965, pp. 57-59.
[36] P. Maheshwari and N. Seth, “Advertisement Effectiveness: A Review
and Research Agenda”, International Journal of Social, Management,
Economics and Business Engineering, Vol. 9, No. 12, 2014.
[37] R.H. Kolbe and M.S. Burnett, “Content Analysis Research: An
Examination of Applications with Directives for Improving Research
Reliability and Objectivity”, Journal of Consumer Research, Vol. 23 (2),
1991, pp. 243-250. [38] A.F. Hays and K. Krippendorff, “Answering the Call for a Standard
Reliability Measure for Coding Data”, Communication Methods and
Measures, Vol. 1 (1), 2007, pp. 77-89.
[39] P.J. Stone, D.C. Dunphy and A. Bernstein, “The Analysis of Product
Image”, The General Inquirer, Cambridge, The MIT Press, 1966.
[40] U.G. Gupta and R.E. Clarke, "Theory and Applications of the Delphi
Technique: A Bibliography (1975-1994)", Technological Forecasting
and Social Change, Vol. 53 (2), 1996, pp. 185-211.
[41] Lunsford et al., "Marketing Business Services in Central Europe: The
Challenge: A Report of Expert Opinion" Journal of Services Marketing,
Vol. 7 (1), 1993, pp. 13-21.
[42] D. Olshfski and A. Joseph, “Assessing Training Needs of Executives
Using the Delphi Technique”, Public Productivity and Management
Review, Vol. 14 (3), 1991, pp. 297–301.
[43] C.W. Holsapple and K.D. Joshi, "An Investigation of Factors that
Influence the Management of Knowledge in Organizations", The
Journal of Strategic Information Systems, Vol. 9 (2), 2000, pp. 235-261.
[44] Neiderman et al., “Delphi Questionnaires versus Information Systems
Management Issues for the 1990s. MIS Individual and Group
Interviews: A Comparison Case, Tech Quarterly, Vol. 15 (4), 1990, pp.
474–500.
[45] E. Teijlingen, E. Pitchforth, C. Bishop and E. Russell, “Delphi Method
and Nominal Group Techniques in Family Planning and Reproductive
Health Research”, Journal of Family Planning and Health Care, Vol. 32
(4), 2006, pp. 249-252.
[46] Attri et al., “Interpretive Structural Modeling (ISM) Approach: An
Overview”, Research Journal of Management Sciences, 2013, ISSN
2319, 1171.
[47] Ravi et al., “Productivity Improvement of Computer Hardware Supply
Chain”, International Journal of Productivity and Performance
Management, Vol. 54 (4), 2005, pp. 239-255.
[48] W. Chin, “Issues and Opinion on Structural Equation Modeling”, MIS
Quarterly, Vol. 22 (1), 1998, pp.23-37.
[49] D. Kaplan, “Structural Equation Modeling: Foundations and
Extensions”, Sage Publications, Vol. 10, 2008.
[50] M.A. Keith, “Principles and Practice of Structural Equation Modeling”,
Structural Equation Modeling: A Multidisciplinary Journal, Vol. 19 (3),
2012, pp. 509-512.
[51] T.L. Saaty, “The Analytic Hierarchy Process”, McGraw-Hill, 1980, New
York.
[52] F. Zahedi, “The Analytic Hierarchy Process – A Survey of the Method
and its Applications”, Interfaces, Vol. 16 (4), 1986, pp. 96-108.
[53] L.G. Vargas, “An Overview of the Analytic Hierarchy Process and its
Applications”, European Journal of Operational Research, Vol. 48 (1),
1990, pp. 2-8.
[1] M.T. Bendixen, “Advertising Effects and Effectiveness”, European
Journal of Marketing, Vol. 27, No. 10, 1993, pp. 19-32.
[2] S. Alshaali and U. Vars hney, “On the Usability of Mobile Commerce”
International Journal of Mobile Communications, Vol. 3(1), 2005, pp.
29-37
[3] R. Jeffrey, “Missing from the Indian Newsroom,” in the Hindu, April 9,
2012.
[4] A. S. Raghunath, “5 Reasons Why Print Media Still Relevant in India”
in www.mxmindia.com, September 11, 2012.
[5] D. Starch, “Testing the Effectiveness of Advertisements”, Harvard
Business Review, 2009, pp. 464-475.
[6] J.N. Sheth, “Measurement of Advertising Effectiveness: Some
Theoretical Considerations”, Journal of Advertising, Vol. 3(1), 1974, pp.
6-11.
[7] G. Robert and H. Wallace, “Advertising Communication: TV vs. Print”,
Journal of Advertising Research, Vol. 14, No. 5, 1974, pp. 19-32.
[8] C. Sherman and P. Quester, “The Influence of Product/Nudity
Congruence on Advertising Effectiveness”, Journal of Promotion
Management, Vol. 11, Issue 2/3, 2005, pp. 61-89.
[9] K. Fam and R. Grohs, “Cultural Values and Effective Executional
Techniques in Advertising”, International Marketing Review, Vol. 24,
No. 5, 2007, pp. 519-538.
[10] R. Palanisamy, “Impact of Gender Difference on Online Consumer
Characteristics on Web Based Banner Advertising Effectiveness”,
Journal of Services Research, Vol. 4, No. 2, 2005, pp. 45-74.
[11] Y. Jeong and K. Cynthia, “Impacts of Website Context Relevance on
Banner Advertisement Effectiveness”, Journal of Promotion
Management, Vol. 16, No. 3, 2010, pp. 247-264.
[12] A. Cholinski, “The Effectiveness of Product Placement: A Field Quasi
Experiment”, International Journal of Marketing Studies, Vol. IV, No.
5, 2012 pp. 14-28.
[13] S. Yoo and J. Pena, “Do Violent Video Games Impair the Effectiveness
of In-game Advertisements? The Impact of Gaming Environment on
Brand Recall, Brand Attitude and Purchase Intention”, Cyber
Psychology, Behavior and Social Networking, Vol. 14, No. 7-8, 2011,
pp. 439-446.
[14] C. Norris and A. Colman, “Context Effects on Recall and Recognition of
Magazine Advertisements”, Journal of Advertising, Vol. XXI, No. 3,
1992 pp. 38-46.
[15] P. Quester, “Antecedents of Anti-Smoking Advertisements’
Effectiveness: A Bi-Cultural Study”, Journal of International Consumer
Marketing, Vol. 10, Issue 4, 1998, pp. 29-48.
[16] A. Wray and N. Hodges, "Response to Active wear Apparel
Advertisements by US Baby Boomers: An Examination of Cognitive
versus Chronological Age Factors", Journal of Fashion Marketing and
Management, Vol. 12, No.1, 2008, pp. 8-23.
[17] 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.
[18] 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.
[19] K. Newstead and J. Romaniuk, “The Relative Effectiveness of 15 and
3second Television Advertisements”, Journal of Advertising Research,
Vol. 10, pp.68-77, 2009.
[20] 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.
[21] 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.
[22] 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.
[23] 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.
[24] 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.
[25] 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.
[26] T. Patterson and P. Richards, “Newspaper Advertisement Characteristics
and Consumer Preferences for Apples: A MIMIC Model Approach”,
John Wiley and Sons, Vol. 16, No.2, 2000, pp. 159-177.
[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] 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.
[29] D. Hanssens and B. Weitz, “The Effectiveness of Industrial Print
Advertisements across Product Categories”, Journal of Marketing
Research, Vol. XVII, 1980, pp. 294-306.
[30] 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.
[31] J. Santana and A. Palacio, "Magazine Advertising: Factors Influencing
the Effectiveness of Celebrity Advertising”, Journal of Promotion
Management, Vol. 19, No.2, 2013, pp. 139-166.
[32] Clow et al., “The Relationship of the Visual Element of an
Advertisement to Service Quality Expectations and Source Credibility”,
Journal of Services Marketing, Vol. 20, No. 6, 2006, pp. 404-411.
[33] Hudson et al., “Cross-national Standardization of Advertisements: A
Study of the Effectiveness of TV Advertisements Targeted at Chinese
Canadians in Canada”, International Journal of Advertising, Vol. 21,
2002, pp. 345-366.
[34] Wang et al., “Effectiveness of the ‘Made in China’ TV Advertisement”,
Journal of Chinese Economic and Foreign Trade Studies, Vol. 6, No. 1,
2013, pp. 4-18.
[35] R. Manville, “How Much does an Industrial Logotype add to the
Effectiveness of an Advertisement”, Journal of Marketing, Vol. 29,
1965, pp. 57-59.
[36] P. Maheshwari and N. Seth, “Advertisement Effectiveness: A Review
and Research Agenda”, International Journal of Social, Management,
Economics and Business Engineering, Vol. 9, No. 12, 2014.
[37] R.H. Kolbe and M.S. Burnett, “Content Analysis Research: An
Examination of Applications with Directives for Improving Research
Reliability and Objectivity”, Journal of Consumer Research, Vol. 23 (2),
1991, pp. 243-250. [38] A.F. Hays and K. Krippendorff, “Answering the Call for a Standard
Reliability Measure for Coding Data”, Communication Methods and
Measures, Vol. 1 (1), 2007, pp. 77-89.
[39] P.J. Stone, D.C. Dunphy and A. Bernstein, “The Analysis of Product
Image”, The General Inquirer, Cambridge, The MIT Press, 1966.
[40] U.G. Gupta and R.E. Clarke, "Theory and Applications of the Delphi
Technique: A Bibliography (1975-1994)", Technological Forecasting
and Social Change, Vol. 53 (2), 1996, pp. 185-211.
[41] Lunsford et al., "Marketing Business Services in Central Europe: The
Challenge: A Report of Expert Opinion" Journal of Services Marketing,
Vol. 7 (1), 1993, pp. 13-21.
[42] D. Olshfski and A. Joseph, “Assessing Training Needs of Executives
Using the Delphi Technique”, Public Productivity and Management
Review, Vol. 14 (3), 1991, pp. 297–301.
[43] C.W. Holsapple and K.D. Joshi, "An Investigation of Factors that
Influence the Management of Knowledge in Organizations", The
Journal of Strategic Information Systems, Vol. 9 (2), 2000, pp. 235-261.
[44] Neiderman et al., “Delphi Questionnaires versus Information Systems
Management Issues for the 1990s. MIS Individual and Group
Interviews: A Comparison Case, Tech Quarterly, Vol. 15 (4), 1990, pp.
474–500.
[45] E. Teijlingen, E. Pitchforth, C. Bishop and E. Russell, “Delphi Method
and Nominal Group Techniques in Family Planning and Reproductive
Health Research”, Journal of Family Planning and Health Care, Vol. 32
(4), 2006, pp. 249-252.
[46] Attri et al., “Interpretive Structural Modeling (ISM) Approach: An
Overview”, Research Journal of Management Sciences, 2013, ISSN
2319, 1171.
[47] Ravi et al., “Productivity Improvement of Computer Hardware Supply
Chain”, International Journal of Productivity and Performance
Management, Vol. 54 (4), 2005, pp. 239-255.
[48] W. Chin, “Issues and Opinion on Structural Equation Modeling”, MIS
Quarterly, Vol. 22 (1), 1998, pp.23-37.
[49] D. Kaplan, “Structural Equation Modeling: Foundations and
Extensions”, Sage Publications, Vol. 10, 2008.
[50] M.A. Keith, “Principles and Practice of Structural Equation Modeling”,
Structural Equation Modeling: A Multidisciplinary Journal, Vol. 19 (3),
2012, pp. 509-512.
[51] T.L. Saaty, “The Analytic Hierarchy Process”, McGraw-Hill, 1980, New
York.
[52] F. Zahedi, “The Analytic Hierarchy Process – A Survey of the Method
and its Applications”, Interfaces, Vol. 16 (4), 1986, pp. 96-108.
[53] L.G. Vargas, “An Overview of the Analytic Hierarchy Process and its
Applications”, European Journal of Operational Research, Vol. 48 (1),
1990, pp. 2-8.
@article{"International Journal of Business, Human and Social Sciences:69871", author = "Prateek Maheshwari and Nitin Seth and Anoop Kumar Gupta", title = "Advertisement Effectiveness for Print Media: A Conceptual Model", abstract = "The objective of present research paper is to highlight
the importance of measuring advertisement effectiveness in print
media and to develop a conceptual model for advertisement
effectiveness. The developed model is based on dimensions on which
advertisement effectiveness depends and on the dimensions which are
used to measure the effectiveness. An in-depth and extensive
literature review is carried out to understand the concept of
advertisement effectiveness and its various determinants in context of
print media. Based on the insights gained, a conceptual framework
for advertisement effectiveness is presented. The model is an attempt
to uncover the relatively less explored area of advertisement
effectiveness in Indian advertising scenario. It is believed that present
work will encourage scholars and academicians to further explore the
area and will offer conceptual assistance and a fresh direction in the
domain of advertisement effectiveness.", keywords = "Advertisement Effectiveness, Conceptual Model,
Effectiveness Dimensions, Print Media.", volume = "9", number = "2", pages = "701-6", }
