Michael A. Belch

The Effects of Sexual and Non-Sexual Advertising Appeals and Information Level on Cognitive Processing and Communication Effectiveness

Abstract Previous research on the use of either implicit or explicit sexual imagery in advertising has focused mainly on factors such as the gender of the receiver, the product advertised (sexually or non-sexually related), and the type of stimulus presented (double entendre, decorative models, and nudity). Many of the relevant studies have focused on lower-order cognitive processes such as recall and/or recognition. Few, if any at all, examine the higher-order cognitive processes underlying reactions to sexually explicit material. The present study examines the role of visually explicit sexual stimuli in the processing of verbal information in a persuasive message, and the resulting effect on traditional outcome measures of recall, attitudes, and behavioral intentions, as well as higher-order cognitive response measures. In so doing, the study contributes to a greater understanding of sexual- and non-sexual appeals and how they are affected by information level.

A Managerial Investigation into the Product Placement Industry

ABSTRACT This article reports the findings of a managerial investigation of key players in the product placement industry, including placement agents, clients, studios and production companies, and research organizations. The evolution of the product placement industry in North America is reviewed, perspectives on the role and objectives product placements serve in the marketing mix are discussed, and current means of assessing product placement efforts examined. The data provide insights on the relationship-driven industry where power, trust, and commitment play an important role. They also suggest recommendations for how participants should plan, use, and evaluate their placement efforts.

A content analysis study of the use of celebrity endorsers in magazine advertising

This paper presents the results of a content analysis study that examined the use of celebrity endorsers in magazine advertising. Advertisements appearing in 37 different magazines representing eight major classification categories were analysed to gain insight into the prevalence of use of celebrity endorsers in magazine advertising. Only 10% of the magazine ads run during the time period analysed contained a celebrity, which is much lower than estimates of their use often reported in the media. The findings show that the use of celebrities varies by magazine type with their use being highest for sports and teen publications. The use of celebrities also varies by product/service category as does the type of celebrity utilised, such as athletes, actors/actresses, entertainers and supermodels. Celebrity use was based primarily on the source characteristics of popularity/likeability followed by physical attractiveness. Celebrity use based on expertise occurs primarily for athletic products.

An experimental investigation of electronic focus groups

Recently, we began applying Group support systems (GSS) tools to tasks and groups that are uncharacteristic of the GSS research literature. Instead of using GSS tools on tasks requiring a solution, a decision, or any threshold consensus measure, we examined the potential utility that these tools have in the area of marketing research, specifically with focus groups. The results of an experimental study to validate the use of this technique are presented. The results indicate that GSS can offer improvements in the areas of, number of comments, focus on the task, and distribution of participation, while not suffering a loss of participant satisfaction. Additionally the results show some promise that the size of focus groups can be increased through the use of GSS technology.

A segmentation strategy for the 1980’s: Profiling the socially-concerned market through life-style analysis

Life-style analysis was performed to determine the activities, opinions and interests of the socially-ecologically concerned consumer. The more “concerned” consumer was found to be more physically active, family oriented, liberal and self-assured than those not demonstrating such concern, and more rational and deliberate in respect to their consumer behavior.

The Future of Creativity In Advertising

In the rapidly changing marketing environment, more attention is being placed on media than on message factors. Creativity, which has been shown to impact the success of a product seems to be receiving secondary attention from marketers. This research discusses the value of creative advertising, and why marketers may be less focused on message strategies. The study concludes that creativity is not dead, and will continue to remain an important factor in marketing communications into the future.

Bank Involvement with Export Trading Companies

The Federal Export Trading Act of 1982 was designed to facilitate small business involvement in the international trade arena. Specifically, bank affiliated export trading companies (ETCs) represent a potent vehicle for internationally minded smaller firms to gain entree to world markets. This paper identifies and prioritizes the major reasons why banks would consider getting involved in such ventures.

Why Today’s Marketers Are Getting It Wrong

There is no denying that the media landscape has changed, and that marketers must adapt to be successful in the future. Younger consumers (particularly Millennials) have become the center of attention for marketers. The consumer behaviors and the way this group uses media have led to drastic changes in the ways companies and organizations attempt to communicate with them. The result has been a “throwing out of the old, and replace with the new” mentality where traditional methods are no longer considered effective or even relevant. This discussion will explain why this new strategizing may be going in the wrong direction, starting with who is being targeted, the methods used to reach them, and the measurement of the results of these efforts

An Examination of Advertising Execution Related Cognitions as Mediators of Commercial Message Acceptance

Past studies of cognitive responses to advertising messages have focused primarily on thoughts related to the product and/or the message. This study examines the occurrence of thoughts evaluating the execution of the commercial message and their relationship to message acceptance.

A Content Analysis of Prime Time Television Commercials Reflecting Advertising Appeals used in Russia

A content analysis of prime time Russian television commercials examined advertising strategies employed in that country. The analysis examined appeals and information content employed by both Russian and foreign advertisers. Results indicate that foreign advertisers influence and are influenced by the Russian culture.