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Advertising & Media ChannelsTable of Contents
Week 1.........................................................................................................................................3
Article 1: Commentary: ‘’Half my Digital Advertising Is Wasted…’’ (Pritchard, 2021)..........3
Article 2: Path to Purpose? How online customer journeys differ for hedonic versus
utilitarian purchases (Li et al., 2020)...................................................................................4
Article 3: Advertising effectiveness for multiple retailer-brands in a multimedia and
multichannel environment (Danaher et al., 2020)...............................................................8
Week 2.......................................................................................................................................11
Article 4: Advertising’s sequence of effects on consumer mindset and sales (Valenti et al,
1999)................................................................................................................................11
Article 5: Mind-set metrics in market response models: an integrative approach
(Srinivasan et al., 2010)....................................................................................................16
Article 6: How advertising works: what do we really know? (Vakratsas & Ambler, 1999)..18
Week 3.......................................................................................................................................22
Article 6: How well does advertising work? Generalizations from meta-analysis of brand
advertising elasticities (Sethuraman et al., 2018).............................................................22
Article 7: Seeding as part of the marketing mix: word-of-mouth program interactions for
fast-moving consumer goods (Dost et al., 2018)...............................................................26
Article 8: Managing advertising campaigns for new product launches (Fischer, 2018)......29
Article 9 Advertising and Word-of-Mouth effects on pre-launch consumer interest and
initial sales of experience products (Kim & Hanssens).......................................................32
Week 4.......................................................................................................................................34
Article 10: Does offline TV advertising affect online chatter? (Seshadri & Tellis 2017).......34
Article 11: Immediate responses of online brand search and price search to TV ads (Du et
al., 2019)..........................................................................................................................38
Article 12: Mobile advertising: A framework and research agenda (Grewal et al., 2016). .42
Article 13: Behaviourally targeted location-based mobile marketing (Bernritter et al.,
2021)................................................................................................................................45
Article 14: A meta-analysis of the effects of brands’ owned social media on social media
engagement and sales (Liadeli et al., 2023)......................................................................49
Week 5.......................................................................................................................................52
Article 15: The impact of advertising creative strategy on advertising elasticity (Dall’Olio &
Vakratsas, 2022)..............................................................................................................52
Article 16: The impact of international and emotional television ad content on online
search and sales (Guitart & Stremersch, 2021).................................................................56
,Article 17: A meta-analysis of humor in advertising (Eisend, 2007)...................................60
Article 18: A meta-analysis of when and how advertising creativity works (Rosengren et
al., 2020)..........................................................................................................................63
,Week 1
Article 1: Commentary: ‘’Half my Digital Advertising Is Wasted…’’ (Pritchard, 2021)
Positive benefits from digital ads:
- Creativity has expanded beyond the constraints of the 30-second TV ad.
- Anything discoverable can now be found instantly through search engines.
- Shopping for new products has never been easier or more frictionless through e-
commerce.
- We can connect with people and engage the consumers we serve in novel and
entertaining ways we never thought possible.
Negative side of this revolution:
- Massive inefficiencies resulting in media waste.
- Outright fraud.
- Issues of brand safety.
Viewability is the opportunity to see an ad. Having a common standard for assessing digital
ad viewability is important for conducting business transparently and comparatively across
platforms. The Media Ratings Council (MRC) proposed a common viewability standard for
digital ads in 2014. Display or banner ads would be considered viewable when 50% of pixels
were on the user’s screen for .5 seconds. Videos would be considered viewable when 50% of
the video was on the user’s screen for 2 seconds.
Every marketer should insist that every digital platform and publisher provide third-party,
MRC accredited viewability measurement.
A consumer needs to view an ad at least once a week to register awareness of the brand’s
message. At most, an ad generally needs to be viewed three times a week to lead to a
purchase. Ad frequency of more than three times a week is generally considered wasteful.
Marketers should establish clear reach and frequency targets for digital media to avoid
annoying excess frequency and wasted spending. Marketers should always insist on third-
party, MRC-accredited measurement of audience reach and frequency from digital media
providers.
Ad fraud occurs when ads are not served to consumers, but instead are served to ‘’invalid
traffic’’, often called bots that mimic human online activity on fraudulent sites where
payment for ads goes to criminals.
Marketers should continue to call for third-party, MRC-accredited validation of anti-fraud
on all platforms and publishers, including the big digital platforms.
Persistent lack of transparency throughout the media supply chain is one of the main
causes of digital waste and inefficiency. Advertisers do not have sufficient information.
Marketers should demand that validated pilots are implemented and ready to scale across
the industry within the next year.
Harmful online content is another prevalent form of digital media waste.
All marketers need to insist that digital platforms urgently apply content standards
properly so we can spend time together on creating value.
, Article 2: Path to Purpose? How online customer journeys differ for hedonic versus utilitarian
purchases (Li et al., 2020)
A customer journey is the series of actions a customer takes to arrive at the moment of
purchase. Several path-to-purchase information channels have garnered considerable
attention, including search engines, social media, review sites, deal sites, and retailer product
pages. Marketing managers continue to wrestle with how to best allocate resources for a
variety of product offerings across an array of online touchpoints at different stages of the
customer journey. Consumer search behaviours are driven by six needs: the need for surprise,
help, reassurance, education, thrill, or the need to be impressed.
This study uses a hedonic-utilitarian (H/U) perspective to explore information channel usage
patterns across customer journeys.
Research questions:
1. Do consumers use digital information channels differently for H/U purchases?
2. How does this usage vary over the customer journey?
3. Does this usage vary between converted and unconverted sessions?
We find that consumers making hedonic purchases tend to utilize social media and product
page views on the target retailer’s website more extensively than people engaging in
utilitarian purchases. By contrast, consumers making utilitarian purchases tend to use search
engines, third-party reviews, deal sites, and product page views on the competing retailer’s
website more frequently than those engaging in hedonic purchases.
The H/U perspective emphasizes the bidimensional consumer attitudes toward brands and
consumption that stem from affective and instrumental motives. Hedonic consumption is
based on the consumer’s experience of shopping, emotional attachment, focusing on fun,
playfulness, enjoyment, excitement, and the need for surprise.
By contrast, utilitarian consumption is often more goal-directed and pertains to the need to
complete specific tasks efficiently and effectively.
The H/U perspective affords at least three opportunities to enrich and enhance insights gained
through the S/E vantage point of purchases:
1. The theoretical underpinnings for H/U draw from cognitive/social psychology. These
affective-cognitive trade-offs have the potential to complement the utility-centric
information-seeking view adopted by the S/E perspective. When processing
information about the product, consumers process hedonic products more holistically
than utilitarian products.
2. The H/U perspective enables customer-centric thinking by quantifying the H/U
characteristics of product categories or brands from the customer’s perspective.
3. The hedonic and utilitarian dimensions are independent. The bidimensional analysis
allows for granular assessment of the role of purpose in the customer journey.
A survey highlighted the notions that:
1. The same product category can have varying H/U perceptions across different
retailers.
2. The same retailer can have different H/U characteristics for its product categories.
The plots reinforce the potential value of considering the hedonic and utilitarian dimensions
separately to allow for more nuanced analysis between retailer categories in the four
quadrants, as well as between the ones along the same diagonals.
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