Titlebook: Advances in Advertising Research XIV; Harder, Better, Fast Alexandra Vignolles,Martin K.J. Waiguny Book 2024 The Editor(s) (if applicable)

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Gudgeon

Advertising: A Friend, a Foe, or a Frenemy in Building Healthy Media-Audience Relationships,udiences and generate a profit from that loyalty. Content that serves the desired experiences of the audience is the most important ingredient in the relationship. But what about the role of advertising? Some audiences are advertising avoiders and in certain instances they will pay for an ad-free ex

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Primacy Effect on Instagram Stories,fectiveness of advertising. Previous television research has found that primacy effects (being placed in earlier commercial pods rather than later commercial pods) lead to better brand recall. The aim of this article is to show if primacy effects are also occurring on Instagram stories. The article

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Analyzing Verbal Content of Political Spots in the 2020 U.S. Presidential Election,ntial election to identify similarities and differences. The findings showed that Biden focused more on policy issues than personal image in his ads, while Trump utilized both issues and personal image in his advertising. The study revealed that Biden was less aggressive than Trump in his approach,

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instate

Marketing Client Perceptions of the Advertising Agency Development Process: Understanding Dispositio focus on dispositional factors in making attributions for why some ads are better than others. This contrasts with those who work for advertising agencies, who put more emphasis on the situational factors leading to more creative work. We explore these issues by surveying large US-based marketing

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Made to Impress: Examining the Influence of Tailored Advertising Disclosures on Persuasion Knowledgof attention they receive from the audience. To address this challenge, this study examines the effects of tailoring disclosures employing cue-based personalization to increase their individual relevance. Using a between-subjects experimental design, we test the effects of tailored and non-tailored

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Consumer Hypocrisy: When Purchasing Behaviors Are not as Ethical as They Seem,face ethical and unethical versions of products. Recent research suggests Gen Zs and Millennials may be more prone to consumer hypocrisy than older generations. We examined the self-perceptions of four generational cohorts (. = 402) as ethical versus unethical consumers, as well as their purchase in

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