Rodrigo Uribe

Comparative advertising effectiveness in Latin America: evidence from Chile

Purpose – The purpose of this study is to test the viability of comparative advertising in Chile.Design/methodology/approach – Data were collected via controlled experimentation. The study employed a 3 (comparative advertising intensity: noncomparative, indirect comparative, and direct comparative)×2 (product category involvement: low, high)×2 (sponsor brands relative market share: market leader, other brand) between‐subjects factorial design.Findings – The results suggest that direct and indirect comparative advertisements are not more effective than noncomparative advertisements in Chile. Additionally, data do not support the idea that the effect of comparative advertising intensity is moderated by the product category involvement and/or by the sponsor brands relative market share. Since comparative advertising was not shown to be more effective than noncomparative advertising, the authors hypothesize that it is due to cultural biases and the novelty of comparative advertising in Latin America, as exp...

The effects of TV unhealthy food brand placement on children. Its separate and joint effect with advertising

This paper examines the effect of unhealthy food brand placement on children across different age groups (9, 12 and 15 year-old children). Results show that both brand awareness, and the behavioral disposition (toward junk food and McDonalds) increased when children were exposed to this marketing technique (in comparison with the control group). In the case of age, older groups (12-15) performed better in brand awareness, but scored lower in behavioral disposition than the 9-year-old group. Moreover, the joint use of advertising and placement (synergy) increased the effect of these communication tactics on children. Results are discussed in terms of previous results of the studies providing evidence of the influence of promotional tools of junk food on children.

Research Note : Sample size in content analysis of advertising: The case of Chilean consumer magazines

In the absence of studies addressing how to sample advertising in content analysis in a reliable manner, this paper aims to determine the most efficient way to select from a year’s worth of issues for conducting content analysis of advertising in terms of sample size and type. This article specifically examines the cases of three Chilean consumer magazines: Qué Pasa (a weekly news magazine), Cosas (a bimonthly celebrity/interview magazine), and Paula (a monthly women’s magazine). Results show that the most efficient sample size depends on the magazine type/frequency (ranging from 6 to 12) and that stratified random sampling is more efficient than the use of a simple random method.

Los Estudios de Opinión y su Influencia en las Preferencias de las Personas

Resumen es: Este articulo revisa la evidencia existente sobre la influencia que las encuestas tienen en la manifestacion de preferencias tanto en terminos de asumir...

Developing campaigns in the context of a disaster

Purpose – The purpose of this paper are to determine: how disasters are used as a theme in advertising; how the public evaluates different ways of using disasters in advertising; what dimensions directly affect these evaluations; and what aspects should be taken into account by an organization that wants or need to develop a campaign after a disaster. Design/methodology/approach – This paper presents two studies examining the relationship between catastrophes and advertising in the context of the February 2010 earthquake in Chile. The first study scrutinizes the characteristics of print ads that used this event as their main theme. The second study evaluates the reactions of consumers to different types of post-catastrophe ads. This issue was explored in a survey on the attitudes toward and credibility of these ads and in a qualitative examination, which explored the reasons for the interviewees’ evaluation. Findings – The first study identified nine types of advertisements as the most used by advertisers...

Examining the “Decoy” Effect in Substitute and Related Products: Evidence from Chile (Extended Abstract)

Neoclassical economics is based on the premise that models that characterize rational behavior also characterize actual human behavior. Despite its theoretical appeal, the economic theory of the consumer behavior has not found widespread application in marketing. One reason is that many marketing variables fall into the category that behavioral economics refer to as framing. Behavioral economists have shown that often choice depend on the way the problem is presented as much as on the objective characteristics of it. However, within traditional economic theory framing should not alter behavior (Thaler 1987; Bateman et al. 2008; Kahneman 2010).

Should I say it in English? Exploring language effects on print advertising among Latin American bilinguals

ABSTRACT Despite the extensive research conducted on language standardization in advertising across several countries, little attention has been given to the use of English versus Spanish and code-switching when advertising to Latin American bilingual consumers. We propose that stereotypes about English speakers and code-switching have potential to help determine which language is most effective in print advertising. The results of experiments conducted in Chile, Ecuador, and Mexico show that the effects of language-related stereotypes on the persuasiveness of English ads vary across different countries. In the case of Chile, English may be persuasively superior, depending on the favourableness of the stereotype of individuals that code-switch. Differently, print ads in English are functionally equivalent, in terms of ad attitudes, to Spanish and code-switching ads in Mexico, and superior in Ecuador, regardless of the favourability of the language-related stereotypes. Suggestions for advertising practice and future research are offered.

Comparing children's explicit and implicit understanding of advertising and placement on TV

ABSTRACT Although product placement is a frequently used promotional tool in local and international productions, particularly in combination with advertising, its study has been almost neglected in Latin America. This paper examines the explicit (verbal) and implicit (cued) understanding of advertising and placement in a sample of 9-, 12- and 15-year-old children from Chile. The results showed a more sophisticated comprehension of advertising in comparison with product placement. They also revealed that age is positively correlated with a more sophisticated understanding of both placement and advertising. Finally, significant differences were observed when comparing the use of verbal and cued methods. The results are discussed in terms of prior literature and their practical implications.

Advertising concepts in posters of the main Chilean political campaigns (1989–2013): the same ideas with different words

In a context in which political posters remain as very relevant form of promoting candidates, particularly looking for low-involved political audiences, this chapter seeks to examine the development of ideas expressed in the print advertising of the main political campaigns in Chile in the new democracy (meaning post-Pinochet era). After examining some basic uses of posters in the political world, this article focuses on the specific analysis of the main concepts of them used in the different presidential campaigns. The examination of big ideas of these posters is relevant because they tend to express and summarize the main notions of used by the presidential candidates. Results show that Chilean political campaigns have used (in a direct or indirect manner) a similar perspective over time (a 25 years of time span). It is interesting that the different candidates have used the idea to solve the concrete difficulties or needs (as opposite to “political” ones) of citizens as main appeal to seduce electorate.

Developing campaigns in the context of a disaster: Content of and reactions to advertising following the earthquake in Chile on February 27, 2010

Purpose – The purpose of this paper are to determine: how disasters are used as a theme in advertising; how the public evaluates different ways of using disasters in advertising; what dimensions directly affect these evaluations; and what aspects should be taken into account by an organization that wants or need to develop a campaign after a disaster. Design/methodology/approach – This paper presents two studies examining the relationship between catastrophes and advertising in the context of the February 2010 earthquake in Chile. The first study scrutinizes the characteristics of print ads that used this event as their main theme. The second study evaluates the reactions of consumers to different types of post-catastrophe ads. This issue was explored in a survey on the attitudes toward and credibility of these ads and in a qualitative examination, which explored the reasons for the interviewees’ evaluation. Findings – The first study identified nine types of advertisements as the most used by advertisers...