Micael Dahlén

Banner advertisements through a new lens

ABSTRACT This article examines the impact of brand familiarity and internet user experience on banner-ad effectiveness. The results from a large empirical study show that there are major differences between the performances of banner ads for familiar and unfamiliar brands. Advertisements for familiar brands tend to wear out quickly, whereas banner ads for unfamiliar brands need multiple exposures to wear in. Major differences are also found between novice and expert internet users regarding their susceptibility to web advertising. Novice users are more affected by banner ads than are expert users. Implications based on the findings are discussed.

THE MEDIUM AS A CONTEXTUAL CUE: Effects of Creative Media Choice

This paper adds to the research on media-context effects with a study of creative media choice (i.e., creatively choosing a medium to implicitly communicate the message). In an experiment, ads were placed in a creative media choice setting and compared with identical ads in a traditional medium. Employing theories on media-source effects and on cognitive priming and assimilation, it is hypothesized that the creative media choice enhances the perception of target brand associations and increases ad credibility and ad and brand attitudes. The results support the hypotheses. The effects of creative media choice are moderated by congruence, and additional analyses suggest that they may be mediated by surprise.

Could Placing ADS Wrong be Right?: Advertising Effects of Thematic Incongruence

This paper adds to the research on media-context effects with two experimental studies of thematic (in)congruence (i.e., advertising placed in media with themes that are either congruent or incongruent with the advertised brands). We hypothesize that by challenging expectations, placing ads in thematically incongruent media could enhance ad processing. Furthermore, employing theory on information incongruence, we hypothesize that thematic incongruence could enhance advertising evaluations and produce stronger perceptions of existing brand associations. The results support the hypotheses and suggest that effects are moderated by brand familiarity.

Love at First Site? A Study of Website Advertising Effectiveness

ABSTRACT The body of web advertising research has grown continuously during the last few years. Our understanding of the new medium has trailed the increasing web experience among advertisers and consumers. However, there is still one important knowledge gap, namely the communication effects of website advertising. How should websites be designed to attain brand-related communication effects?

When is Advertising Advertising? Comparing Responses to Non-Traditional and Traditional Advertising Media

Abstract This paper investigates how consumers identify advertising. Research on new advertising formats such as advertorials etc. shows that they may be more effective than traditional advertising formats. While building on the underlying assumption that the new advertising formats blur the boundaries between advertising and its surrounding content, this has never been tested directly. We draw upon representation and categorization theory to hypothesize that a new advertising format, such as placing an ad message in a non-traditional advertising medium (which has never previously featured advertising), makes it more difficult to identify the message as advertising. As a result, consumers should activate their advertising schemas to a lesser extent and evaluate the message more favorably. An experiment, in which the ad message was placed in either a traditional or non-traditional medium, confirmed the hypotheses.

Advertising creativity matters

ABSTRACT Could “wasteful” advertising creativity that does not add to the functionality of the advertisement (i.e., it neither enhances recall and liking of the advertising, nor increases comprehension and persuasiveness of the communicated message) be useful? An experimental study shows that it can. By signaling greater effort on behalf of the advertiser and a greater ability of the brand, advertising creativity enhances both brand interest and perceived brand quality. The effects are mediated by consumer-perceived creativity, suggesting that consumers are important judges of creativity. Bringing advertising creativity into new light, the results provide implications for the development, measurement, and positioning of creative advertising.

Let’s be strange: brand familiarity and ad‐brand incongruency

Reports on an experimental study where the effects of ad‐brand incongruency on a familiar brand and an unfamiliar brand, respectively, are measured. Building on theory on information incongruency, tests the notion that ads that are incongruent with the brand image may be more effective in raising brand interest and brand memorability. However, this depends on the familiarity of the brand: the incongruency reinforces the existing associations for a familiar brand by increasing elaboration of the brand message, whereas the incongruent associations may take the upper hand for an unfamiliar brand with weaker existing associations. The results show that ad‐brand incongruency enhances brand attitude and brand memorability and reduces ad memorability for the familiar brand. The only significant effect of ad‐brand incongruency for the unfamiliar brand is a reduced brand memorability.

A Disaster Is Contagious: How a Brand in Crisis Affects Other Brands

ABSTRACT Negative publicity is increasing in frequency to become part of the everyday lives of consumers and everyday business of brands. Previous research reports several negative effects on the focal brand and tests strategies to cope with ones own brand crisis. But one question needs examining: how does a brand crisis affect the product category and competing brands? This article reports two studies showing that a brand crisis changes consumer perceptions and the game rules of the entire product category. The effects on competing brands differ depending on similarity to the brand in crisis. Implications for advertising, positioning, and tracking are reported in the studys findings.

To Challenge or Not to Challenge: Ad-Brand Incongruency and Brand Familiarity

This study adds to the research on information incongruency in advertising by investigating the effects of ad-brand incongruency, that is, ads that are incongruent with the brand and its associations. A total of 728 (302 + 426) students participated in two experimental studies where ad congruency was manipulated for a familiar brand and an unfamiliar brand. The results showed that ad attitude and ad credibility were lowered whereas brand attitude was enhanced for the familiar brand. The effects were not significant for the unfamiliar brand. However, the associations from the incongruent ad were sustained at a delay for the unfamiliar brand but not for the familiar brand. Based on this, the authors argue that advertising should challenge familiar brands but not unfamiliar brands.

Effects of ad-brand incongruency

Abstract In this article, we add to the research on information incongruency in advertising with two studies of ad-brand incongruency. In the first study, subjects were exposed to either an ad that was congruent with the brand schema or an ad that was incongruent with the brand schema. Comparisons showed that the incongruent ad produced a lower ad attitude and ad credibility, but a higher brand attitude and more sophisticated processing of brand-related information. In the second study, the results of ad-brand incongruency on ad attitude, ad credibility and brand attitude were tested at one and two ad exposures. Furthermore, the impact of two moderating variables were tested: need for cognition (NFC), and attitude toward advertising. Theoretical and managerial implications from the two studies are discussed.