The Influence of Informational and Emotional Advertising Appeals on Advertising Effectiveness – Consumers’ Perspective on the Over-the-Counter Product Advertisements in Finland

Consumers face enormous amounts of promotional messages daily whereas the pharmaceutical companies among other industries spend considerable time and money developing effective advertising strategies. There are multiple possible ways to appeal the target customer in order to increase the effectiveness of the advertisement. In spite of the various possibilities to categorize persuasive communication, the informational and the emotional appeals are the typical approaches. This study assesses the influence of the informational and emotional advertising appeals on the advertising effectiveness in the context of OTCs in Finland. The research method applied in this study is a quantitative survey. The data consists of 461 responses from the target population of 18–80 years old Finnish speaking consumers. The results from the marketing research indicate that the positive correlations of the emotional appeals are much stronger than the positive correlations of the informational appeals relating to the advertising effectiveness. However, on average the Finnish consumers experience the OTC advertisements relying on the informational appeals more effective than the OTC advertisements relying on the emotional appeals. Furthermore, within emotional appeals there is a much greater variety in the experienced advertising effectiveness not providing as stabile and consistent experienced advertising effectiveness compared to the informational appeals. Thus, the OTC advertisement relying more on the emotional appeals are much more risky in terms of advertising effectiveness. There are also differences with the experienced advertising effectiveness between the Finnish consumer groups and the information can be utilised when designing tailored OTC advertisements. The Finnish men consider humorous advertisements more effective than the Finnish women. In addition, the people living outside Uusimaa Region experience higher advertising effectiveness with the advertisements relying more on the informational advertisements compared to the people living in Uusimaa Region. In similar vein, the people with lower education experience higher advertising effectiveness with the advertisements relying more on the informational advertisements compared to the people with high education. Additionally, the older generation perceive an OTC advertisement with a middle-aged celebrity more effective than the younger consumers

Licenciamento zero: da mudança legal à mudança organizacional

A Administração Pública Portuguesa tem sentido necessidade de se modernizar e, na procura desse objetivo, têm sido criados diversos programas de simplificação administrativa em Portugal. No âmbito de um desses programas – o Simplex, surgiu o programa Licenciamento Zero que visa reduzir os procedimentos necessários ao licenciamento de determinadas atividades económicas. O presente trabalho pretendeu demonstrar como se projetou legalmente a implementação do Licenciamento Zero e como se procedeu a implementação organizacional desta medida, procurando identificar as principais dificuldades da sua implementação. Pretendeu-se ainda conhecer os procedimentos de licenciamento antes do projeto Licenciamento Zero, e compará-los com a realidade posterior à sua implementação. Para isso, fez-se um foco na área da publicidade. Por fim, procurou-se compreender quais as vantagens desta desmaterialização, desburocratização e modernização administrativa para as empresas, bem como compreender quais as consequências positivas e negativas sentidas pelas entidades responsáveis pelo licenciamento, nomeadamente a Câmara Municipal de Vagos.

Gestão de trajetos fora de estrada

Anualmente, realizam-se no país inúmeras iniciativas de Todo-Terreno Turístico (TTT) onde são automaticamente registadas as coordenadas de Global Positioning System (GPS) por aplicações de dispositivos móveis. Este tipo de informação pode ser utilizada, quer para fins de divulgação turística, quer por outro tipo de entidades que necessitem de circular nesses caminhos rurais, tipicamente no meio da montanha. Entre outras, são registadas a posição, velocidade e altitude do veículo, o que permite obter informações relevantes, tais como, se o percurso se encontra transitável ou qual a velocidade recomendada. Por exemplo, durante os combates a incêndios, os bombeiros e proteção civil poderão saber se estes percursos são utilizáveis no planeamento dos combates a incêndios com reduzida probabilidade de complicações relativa ao acesso dos veículos, melhorando assim o tempo de resposta. O presente documento discute como poderá ser concebida uma aplicação web mapping, de código aberto, que permita a partilha, utilização e valorização de dados relativos aos percursos todo-terreno dos praticantes de TTT. O presente documento descreve como a aplicação desenvolvida no âmbito da dissertação de mestrado permite selecionar e ordenar possíveis trajetos que incluem os trajetos de TTT, apresentando as caraterísticas do terreno de modo a auxiliar a tomada de decisão por membros das corporações de Bombeiros. Será igualmente apresentada a interface atual da aplicação que inclui um mapa dinâmico e um gestor de pontos de referência.

Narrative transportation in global brand content

People understand life and events around them through narratives. Narratives are a new way for marketers to convey messages to consumers about their brands and products. Brand narratives are an effective way to reach out to people due to their influential nature. Narratives have a power to change beliefs and attitudes, making them relevant and interesting for any marketer. The power of narratives has to do with narrative transportation, which narratives can trigger in people. A transported person is more likely to perceive brand or product in a more positive light. The creators of the narrative are able to influence the content of the narrative through message factors that work as antecedents for narrative transportation. This study explored narrative transportation qualities of well established advertisements. The study uses qualitative content analysis to analyze and identify narrative transportation antecedents among Cannes Lion grand prix winners in the film category between years 2005 to 2015 (15 in total). The narrative transportation antecedents are identifiable characters, imaginable plot and verisimilitude, which were used in the analysis of the data. The study analyzes the winners to make judgment on whether they can trigger narrative transportation or not. It was found that the Cannes Lion grand prix winner advertisement mostly had identifiable narratives in them. In most of the advertisement (ten out of fifteen) at least two out of three antecedents were found, thus most of them are able to trigger narrative transportation. The study also found that most narratives in the advertisement were able to be linked to the main brand narrative of the advertiser. In four of the advertisements the link to the brand narrative was not able to be established. The study concludes by discussing certain factors and aspects of the advertisements that were identified to further enhance the narrative transportation qualities of the advertisement.

Nutrition and health claims in products directed at children via television in Spain in 2012

Objective: To describe the use of nutrition and health claims in products directed at children via television in Spain and to analyse their nutrient profile. Methods: A cross-sectional study of television food advertisements over 7 days in five Spanish television channels popular among children. The products were classified as core, non-core or miscellaneous, and as either healthy or less healthy, according to the United Kingdom Nutrient Profile Model. We registered all claims contained on the product (packaging and labelling) and its advertisement. We calculated the frequency distributions of health and nutrition claims. Results: During the 420 hours of broadcasting, 169 food products were identified, 28.5% in the dairy group and 60.9% in the non-core category. A total of 53.3% of products contained nutrition claims and 26.6% contained health claims; 62.2% of the products with claims were less healthy. Low-fat dairy products were the food category containing the highest percentage of health and nutrition claims. Conclusion: Over half of all food products marketed to children via television in Spain made some type of nutrition or health claim. Most of these products were less healthy, which could mislead Spanish consumers.

Consumerism in urban Russia in the 1880s and 90s: Exploring conceptions of time, space, and modernity through bicycle and watch advertisements

This paper discusses the urban consumer culture in Moscow and Petersburg during the 1880s and 1890s and uses the consumption of bicycles and watches as a lens through which to explore changing perceptions of time and space within the experience of modernity at the end of the nineteenth century. Specifically, I argue that the way in which consumers and merchants constructed a dialogue of meaning around particular objects; the way in which objects are consumed by a culture gives insight into the values, morals, and tenure of that culture. The paper preferences newspaper ads and photographs as the mouthpieces of merchants and consumers respectively as they constructed a dialogue in the language of consumerism, and explores the ways in which both parties sought to assign meaning to objects during the experience of modernity. I am particularly interested in the way consumers perform elements of cultural modernity in photographs and how these instances of performance relate to their negotiation of modernity. The paper takes as its focus large section of the urban Russian population, much of whom can traditionally be called “middle class” but whose diversity has led me to the adoption of the term “consumer community,” and whose makeup is described in detail. The paper contributes to the continuing scholarly discourse on the makeup of the middle class in Russia and the social boundaries of late tsarist society. It speaks to the the developing sensibilities and values of a generation struggling to define itself in a rapidly changing world, to the ways in which conceptualizations of public and private space, as well as feminine and masculine space were redefined, and to the developing visual culture of the Russian consumer society, largely predicated on the display of objects to signify socially desirable traits. Whereas other explorations of consumer culture and advertisements have portrayed the relationship between merchants and consumers as a one-sided monologue in which merchants convince consumers that certain objects have cultural value, I emphasis the dialogue between merchants and consumers, and their mutual negotiation of cultural meaning through objects.

Map of New York, places of interest and general information concerning the city /

Shows subways, elevated lines, and streetcar lines in Manhattan south of 120th Street.

Bird's eye view of Watkins, N.Y. /

Oriented with north toward the upper right.

How can commercial media literacy change the influence of product placement on children

Field lab in marketing

The Promise of Access: Hope and Inequality in the Information Economy

In 2013, a series of posters began appearing in Washington, DC’s Metro system. Each declared “The internet: Your future depends on it” next to a photo of a middle-aged black Washingtonian, and an advertisement for the municipal government’s digital training resources. This hopeful discourse is familiar but where exactly does it come from? And how are our public institutions reorganized to approach the problem of poverty as a problem of technology? The Clinton administration’s ‘digital divide’ policy program popularized this hopeful discourse about personal computing powering social mobility, positioned internet startups as the ‘right’ side of the divide, and charged institutions of social reproduction such as schools and libraries with closing the gap and upgrading themselves in the image of internet startups. After introducing the development regime that builds this idea into the urban landscape through what I call the ‘political economy of hope’, and tracing the origin of the digital divide frame, this dissertation draws on three years of comparative ethnographic fieldwork in startups, schools, and libraries to explore how this hope is reproduced in daily life, becoming the common sense that drives our understanding of and interaction with economic inequality and reproduces that inequality in turn. I show that the hope in personal computing to power social mobility becomes a method of securing legitimacy and resources for both white émigré technologists and institutions of social reproduction struggling to understand and manage the persistent poverty of the information economy. I track the movement of this common sense between institutions, showing how the political economy of hope transforms them as part of a larger development project. This dissertation models a new, relational direction for digital divide research that grounds the politics of economic inequality with an empirical focus on technologies of poverty management. It demands a conceptual shift that sees the digital divide not as a bug within the information economy, but a feature of it.

The effects of celebrity endorsement on the consumers’ perceptions towards global brands

Brands are those lifestyles which consumers chose to buy in order to gain the value offered by the company, in order to be part of the community created through the brand equity elements and validated in the purchase of the products. Companies have understood how important it is to build a strong brand and many of them spend millions on aligning the brand with the design and style of the products, projecting the face and values of the company into the advertising campaigns. One of the most popular methods is through endorsement, placing a renounced celebrity and leveraging on the positive feedback of those customers that also follow the activities of the star whose face is on the cover of the marcom campaign. Celebrities have been used for a very long time to promote brands, sell products and services. Research has shown that those spokesmen of a brand who are more attractive can improve the statistics of recall and appeal more interest to the promotion campaign, as well as influence more on customer’s intention of buying the product (Kahle and Homer, 1985). The main purpose of this research is to investigate how celebrity endorsements influence the brand equity dimensions (brand loyalty, brand awareness, perceived quality and brand associations) as well as stimulate consumers’ word-of-mouth through brand identification, growth in interest and the advertising memorability. The hypotheses were tested with the aid of Structural Equation Modelling (SEM) in the PLS (Partial Least Squares) software. The survey is comprised of a target group of 589 respondents, from three countries – Brazil, Moldova and Portugal. Results evidence that the Attitude towards the Celebrity influences different Brand Equity dimensions and affects brand identification, growth in advertisement interest and advertising memorability, generating positive word of mouth (or negative, depending on the type of advertisement and reputation). Based on these findings we suggest further investigation in this area with the possibility to gain more data about the different fields of marcom and the different types of CE which are more appropriate for the given type of business.

Revisión sistemática de la literatura de las intervenciones diseñadas para el comportamiento de automedicación no responsable

La automedicación no responsable se ha convertido en un problema de salud pública global en las últimas décadas, por sus consecuencias individuales (por ejemplo, la intoxicación) y colectivas (por ejemplo, la resistencia microbiana a los antibióticos). Las intervenciones orientadas a este comportamiento han sido aisladas y muy diferentes. Aunque se tiene evidencia de que su aplicación puede traer beneficios en diferentes poblaciones, no se halló en la literatura una compilación sistemática de dichas intervenciones. El objetivo de la presente revisión es sistematizar la literatura científica sobre las diferentes alternativas de intervención del comportamiento individual de automedicación no responsable. En cuanto al método, la revisión de literatura involucró la búsqueda sistemática de “automedicación” e “intervención” en las bases de datos académicas internacionales con contenidos de psicología, suscritas por la Biblioteca de la Universidad del Rosario. Como resultado se encontró que las intervenciones orientadas al comportamiento de automedicación no responsable se pueden clasificar en dos grandes grupos: (a) intervenciones regulatorias, con dirección “arriba hacia abajo”, que suponen una acción de los Estados nacionales por medio de sus legislaciones o de entidades internacionales (por ejemplo, Organización Mundial de la Salud); y (b) intervenciones educativas, con dirección “abajo hacia arriba”, que suponen acciones con individuos y comunidades con el fin de enseñar acerca del uso adecuado de los medicamentos. Se concluye acerca de la necesidad de complementar ambos tipos de intervención, los cuales, si bien demuestran resultados positivos, aisladamente son insuficientes para contrarrestar integralmente este fenómeno creciente y complejo.

Revisión de la literatura científica sobre publicidad de medicamentos de venta libre y comportamiento del consumidor

El consumo de medicamentos es un asunto que actualmente se ha convertido en una preocupación a nivel global, ya que no todos los medicamentos están sujetos a prescripción médica, y esto implica que su consumo dependa de otras fuentes de información, como la publicidad masiva o el consejo de personas legas, entre otros. Esta revisión se basó en la publicidad y el impacto que tiene esta frente al consumidor. La presente revisión se dividió en dos categorías dado la relevancia del tema, en la primera se encuentra las características de los medicamentos de venta libre donde se evidenció cómo funciona el sector de la industria farmacéutica, las características de los medicamentos en general y los riesgos del abuso de este comportamiento. Así mismo, en la segunda categoria se habló sobre la publicidad y mercadeo de ventas libres donde se evidenció el alto impacto que tiene la publicidad en el consumidor, las restricciones que hay en el contexto nacional e internacional.

THE ELDERLY IN TWO ADVERTISING: A DISCURSIVE ANALYSIS

 The advertisements are a discursive genre that are meant to promote a brand, product or service attracting investors and / or customers. Its constitution strategies are varied: ranging from humor to the controversy. This feature allows each advertisement reaches the public in a different way, generating empathy, moving reviews, discussions etc. Because of this social relevance, this study aims to analyze two advertisements of Havaianas sandals, aired on television and the internet, in the months of August and September 2009. These pieces had as main character an elderly: (i) in the first interaction situation with his granddaughter; and (ii) the second to the viewer. In the latter, referred to the answer given by the public on the contents of the first piece. The interest in these parts is related to the controversy generated about the old character and his speech. From the interactionist perspective, based on the conceptual framework of Bakhtin and his Circle, proposes to examine the discursive process initiated by the enunciation of these parts in order to describe elements rooted in shared social knowledge about the elderly. Thus, we mobilized the concepts of dialogism, interaction and axiological concepts of discourse. The analysis of the specimens shows that the representation of the elderly as a partner responsible for a more liberal discourse on emotional and sexual life is not yet part of the social horizon of the Brazilian public. His appearance generates dialogue with the public (albeit to receive criticism) that concerns this brand interactions.

AND THEY LIVED HAPPY FOREVER AND EVER: the dialogical relationship in a advertising campaign by O Boticario

According to Bakhtin, the discourse is always the result f intercrossing with other texts and from them the collective aspect from the “I”, tagged by voices which join to each other in the discourse. One of the ways of putting different voices into the discourse is the stylization. In it, there’s the imitation of another discursive materiality, that implies a dialogue whose effects of meaning are convergent among them. As an effect, it’s gotten a bivoiced discourse in which echoes are listened from the discourse which stylizes and also from the one which was stylized. Based on this, this paper has as an objective to find out the dialogue, made by the stylization, that the chosen advertising campaign maintain with some of the known fairy tales. The theoretical foundation will be Bakhtin’s studies and reflexions (1997; 1998; 2011) about the language dialogical character and studies from people who studied his studies, such as Brait (2005; 2010), Fiorin (2006a; 2006b), among others. The research methodology was, based in the balkintinian dialogism concept, in the reading and search for the dialogical relationship and texts which have the advertising style in relation to the childish tales. As a result, it was gotten the confirmation that the advertisement is always a memory from other texts by its intertextual and interdiscoursive characteristics. So, when the speaker created the campaign from already known voices, id arouse an expectation in the interlocutor, with whom, a dialogue will be held that, consequently, will result in a response. In this case, the interlocutor interest by the announced product.