Gordon E. Miracle

The Impact of Information Level on the Effectiveness of U.S. and Korean Television Commercials

Abstract The authors report the findings of an experiment comparing the effectiveness of television commercials with varied levels of information content (high vs. low) in the United States and the Republic of Korea. Cultural differences were used as a basis for the hypotheses. Consistent with expectations based on those cultural differences, the U.S. subjects responded more favorably to commercials with high information levels than did the Korean subjects.

Culture and Advertising Executions: A Comparison of Selected Characteristics of Korean and US Television Commercials

More than 2,000 Korean and US television commercials were analysed to determine how soon, how long and how many times the brand, company name and product are presented. These variables represent important decisions that must be made by those who create television commercials. Significant differences between US and Korean television advertising were found. Cultural differences are identified that: (1) suggest reasons for differences in television advertising between countries and (2) provide guidance for international advertising managers who supervise creative personnel doing advertising in Korea and the US.

The Effects of Anthropomorphic Agents on Advertising Effectiveness and the Mediating Role of Presence

ABSTRACT The purposes of this research were to contribute to advertising theory and practice. The theoretical contributions are to understanding and predicting the relationships between presence and advertising effectiveness employing an anthropomorphic agent in the Web advertisement. Knowledge of these relationships can also guide advertising practice, especially to prepare messages that communicate effectively. Results of an experiment indicate that an anthropomorphic agent on the Web site can increase a sense of social presence and telepresence to influence some of the advertising effectiveness measures to be more favorable. The study concludes with specific managerial implications and limitations.

THE EFFECTIVENESS OF COMPARATIVE ADVERTISING IN KOREA AND THE UNITED STATES : A Cross-Cultural and Individual-Level Analysis

Using subjects from Korea and the United States, this study reports the results of an experiment designed to discover links between national culture, self-construals, and the effectiveness of comparative advertising. First, the effect of national culture on comparative advertising effectiveness was investigated. Then, using self-construals as individual-level variables in a path model, the study investigated their mediating effects on the influence of national culture on the effectiveness of comparative advertising. Results indicated not only that national culture influences the effectiveness of comparative advertising, but also that self-construals have mediating effects on attitudes toward the advertisement (Aad) for both indirect comparative advertising and noncomparative advertising. Thus, the study goes beyond the post hoc explanations that so many studies have used to link differences in the effectiveness of advertising to cultural variability, and thereby contributes to theory on the mediating effects of self-construals. The findings also have implications for advertising managerial practices and public policy on the regulation of advertising. But perhaps the main contribution of the study is a research design using self-construals to demonstrate how individual-level variables can mediate the influence of national culture on advertising effectiveness.

A Comparative History of Advertising Self‐regulation in the UK and the USA

Until the late 19th century, the controls on advertising in Britain and the US depended on complying with laws relating to defamation and on the ethical values of advertisers and media proprietors. During the 20th century, concerns about public safety from dangerous products or services, recognition of the need to safeguard people from misleading or untrue claims, and attempts to strike a balance in the interests of fair trading have led to movements for both self‐regulation, as well as some legal restrictions on marketing and advertising practices. Differences in British and American practices have arisen from the nature of the legal systems and the cultural mores of the respective societies.

An Historical Analysis to Explain the Evolution of Advertising Agency Services

Abstract Young people interested in careers in advertising often ask: Do advertising agencies offer good career opportunities? What functions do agencies perform, and why? How will agencies evolve in the future? This article traces the evolution of services that advertising agencies perform and identifies major factors that explain such evolution. The reader may wish to perform the same kind of analysis to predict or anticipate future evolution of advertising agencies. The intent is not only to explain or predict changes, but also to exhibit “systems thinking” which is appropriate for the historian.

A two-nation experiment to investigate the relationships among national culture, individual-level cultural variables and consumer attitudes toward advertising websites and the brand

This research investigated how the attitudes of Japanese and US consumers toward three types of advertiser websites, and their attitudes toward the brand advertised on them, compared to the attitudes of consumers with independent and interdependent self-construals toward the same websites and brand. The three types of websites were informative, socially interactive, and entertaining. Some of the results confirmed previous research; some did not. For example, Japanese consumers tend to have a more positive attitude than US consumers toward a socially interactive advertiser website; consumers with an interdependent self-construal also tended to have a more positive attitude toward the website. But regardless of the type of website, US consumers had a more positive attitude toward the brand. To some extent both national culture and individual-level variables were found to be useful predictor variables for consumer attitudes toward advertiser websites and brands. The results suggested numerous additional directions for further research.

Examining the Relationships Among National Culture, Individual-Level Cultural Variable and Consumer Attitudes

Abstract An advertisers website can be a key factor in being successful in effective marketing communication. As owned media, it is expected to achieve broad and different communication objectives, from providing potential consumers with product information to building a strong brand with existing customers. Whether the communication strategy is successful depends on well it complies with the internet usage of consumers. Furthermore, internet usage is influenced by cultural characteristics. Therefore, this paper examines the relationships between internet usage and cultural factors: dimension of individualism, collectivism and self construal, and hypothesizes these relationships.

An Algorithm to Assess the Potential for Standardizing International Advertising Messages

This paper develops a framework for determining whether advertising messages can be standardized across national boundaries. An algorithm to help make such decisions is proposed. Globalism and the driving forces behind it are discussed to provide background. Then the issues of standardization in international marketing, and in particular international advertising messages, are discussed. The managerial applications of the algorithm involve development of an expert system based on the algorithm using the PATHBUILDER expert system development shell. Finally, recommendations for needed future research are made.

A Comparison of Advertising Self-Regulation in the UK and the USA

Abstract The UK and the USA have well-established systems of advertising self-regulation. This article examines selected similarities and differences of the ASA/CAP Committee System (UK) and the NAD/NARB system (USA), and recommends certain features of the British system for possible adoption by the NAD/NARB. This comparison should interest: (1) those involved directly in self-regulation or government regulation of advertising, (2) advertising and marketing managers and senior executives of multinational companies and their advertising agencies, (3) legislators and government officials, and (4) leaders of consumer groups. Comparative analysis can be a powerful tool with which to identify and crystalize issues, and to understand the nature of ones own system, as well as to suggest reasonable alternatives to improve it. Comparative analysis also invites future research in each national market to confirm, modify, or reject its conclusion.