Isabella C. M. Cunningham

The Effectiveness of Standerdized Global Advertising

Abstract International advertisers are often faced with the problem of whether and to what extent they should change their messages from one country to another. Some advertisers feel that messages can be standardized across countries, while others believe adaptation is usually necessary. The study reported in this paper tests the acceptability of standardized advertising. Groups of consumers from three foreign countries are tested to determine whether they perceive the same product attributes important in the purchase of two common convenience products as a comparable group of consumers in the United States. The findings indicate substantial and consistent differences between the Americans and the other groups which suggest the inadvisability of standardized global advertising in these cases and perhaps in general.

The Impact of Program Environment on Recall of Humorous Television Commercials

Abstract This study investigated the possible effect of television program types on the recall performance of humorous television commercials. An experimental design was developed to test the relative performance of the same humorous and non-humorous ads in three different contextual environments—situation comedy, action/adventure, and documentary. The findings indicate that the recall performance of commercials and of the product or service promoted are both affected by the program environment within which the ads appear.

Selling : the personal force in marketing

The Modern Salesperson Selling and the Marketing Effort Setting Objectives: The First Step in Self-Management Territory Management Strategies Developing Account and Call Strategies Understanding the Buyer as an Individual Different Approaches to Selling The Contact Sending Messages Supporting Your Message: Visual Aids and Demonstrations Securing Feedback Adjusting to the Prospect Handling Objections Closing and Post-Sale Activities Different Types of Selling Situations Using the Telephone in Selling The Legal and Ethical Dimensions of Selling Career Management.

Household Purchasing Decisions: How do American and Dutch Consumers Differ?

Investigates husband/wife influence on purchasing decisions for a variety of goods and services in the Netherlands and in the USA. Reveals that there are substantial differences between the two countries, with the US wife having a greater autonomous role than the Dutch. Indicates that this could have a major influence on promotion, product and distribution strategy decisions for international marketers.

Comparing Brand Placements And Advertisements on Brand Recall And Recognition

ABSTRACT Despite the popularity of brand placements in television programming, little is known about their effectiveness when they are used separately compared with when they are combined with television commercials. The current study confirmed that brand placements in television sitcoms elicit lower levels of recall than, but similar levels of recognition to, a 30-second advertisement during a commercial break in the show. The study suggests that the ability of consumers to remember specific brands might be enhanced by a combination of brand placements and television commercials. This can be explained by the beneficial synergy effects of using a mixture of promotional tactics.