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Advertising adstock or advertising carry-over is the prolonged or lagged effect of advertising on consumer purchase behavior. Adstock is an important component of marketing-mix models . The term "adstock" was coined by Simon Broadbent. [ 1 ]
Advertising increasingly invades public spaces, such as schools, which some critics argue is a form of child exploitation. [2] Advertising frequently uses psychological pressure (for example, appealing to feelings of inadequacy) on the intended consumer, which may be harmful.
Attitude toward the ad is defined as "a predisposition to respond in a favorable or unfavorable manner to a particular advertising stimulus during a particular exposure occasion." [ 1 ] After Mitchell and Olsen (1981) and Shimp (1981) introduced the importance of the Aad construct, research on the causal relationships among Aad and other ...
A major deficiency of the AIDA model and other hierarchical models is the absence of post-purchase effects such as satisfaction, consumption, repeat patronage behaviour and other post-purchase behavioural intentions such as referrals or participating in the preparation of online product reviews. [10]
Carroll's YouTube video is an example of the multiplier effect, and how consumer experiences are shared through user-generated content (UGC) networks and word of mouth communication. [32] Research shows customers are more likely to pass on negative experiences, and therefore, such interactive platforms have a significant impact on purchase ...
Celebrities and large companies, especially major music labels, have used YouTube as a focused advertising tool for targeted mass marketing and audience growth by placing banner ads and by contracting with video producers for embedded-product marketing. Conversely, individuals have partnered with advertisers to grow their own audiences, the ...
An annoyance effect (or nuisance or irritation effect [a]) is a reference to the impact or result of an annoying stimulus, which can be a strategic aspect of an advertisement intended to help a message stick in the minds of consumers. References to annoyance effects have been referred to as annoyance dynamics.
These are personal selling, advertising, sales promotion, direct marketing, publicity, word of mouth and may also include event marketing, exhibitions and trade shows. [2] A promotional plan specifies how much attention to pay to each of the elements in the promotional mix, and what proportion of the budget should be allocated to each element.