effectiveness of advertising research paper

We performed a survey and utilized exploratory factor analysis to determine which characteristics significantly influenced how people perceived social media advertisements. Structural Equation Modelling was used to investigate the effect of customer characteristics on purchase intention.

These findings provide quantitative evidence for the effectiveness of advertising and major advertising tools, provide empirical generalizations for researchers and practitioners, and suggest a new contingency for the applicability of hierarchy of effects models.

This study investigates advertising effectiveness of creative TV advertisements (Ads) for high involvement products. The majority of such studies have been conducted using low involvement...

Across three studies, the authors evaluate the relative effectiveness of print ads versus digital ads. In Study 1, using eye tracking and biometric measures during exposure, the authors find stronger encoding and engagement for print ads over digital ads.

New data and experimentation platforms open the door for firms and researchers to measure true causal effects of advertising on a variety of consumer behaviors, such as purchases. We dissect the new metrics and methods currently used by industry researchers, attacking the question, "How hard is it to reliably measure advertising effectiveness?"

We assess the effectiveness of these different advertising types by comparing them in terms of two commonly employed outcome measures of firm performance: a short-term measure, with current period sales as our proxy, and firm value as a measure of long-term performance, with Tobin's q as our proxy.

This research employed multilinear regression analysis to develop a model, which explains the influence of three marketing communication channels: blog/vlog, social network, and advertising...

Within the empirical literature, our work is related to a set of papers that perform meta-analyses of published advertising elasticities with the objective of drawing gener-alizable conclusions about advertising effectiveness (Assmus et al. (1984), Sethuraman et al. (2011), Henningsen et al. (2011)). These studies report meta-analytic means on

This study investigates how features of brand content influence social media advertising effectiveness by integrating the stimulus-organism-response model and classic advertising...

The key literature is summarized around six themes: (1) online advertising effectiveness; (2) online advertising mechanisms; (3) creative elements in online advertising; (4) the role of context in online advertising; (5) online personalization; and (6) search advertising.