The relationship of the visual element of an advertisement to service

quality expectations and source credibility

Kenneth et.al(2006), have found that:
• For marketers of services, rather than products, the visuals are more of a problem.
Because of the unique characteristics of services, they must look for innovative
ways to design advertisements that communicates the full benefits and attributes.
• It must be assured that right message is being conveyed to right people, not just
entertaining them but persuading them to buy.
• Right people must be engaged to convey a particular type of message, you should
think in which add there must be a celebrity and in which there must be a
common man to convince customers, so that people may trust at you.

Advertising effects and effectiveness

Bendixen(1992) suggested that:
• The creative devices and context of an advertisement determine whether or not
that advertisement is effective.
• Medium also plays an important role in effecting and convincing people.
• Newspaper advertisement is substantially less effective than outdoor, cinema and
radio advertisements.

What makes a brand name familiar?

Bogart et.al (1973), suggested that:
• The rationale of advertising is not just to make brands familiar-it is to sell them.
• Products bought often and products heavily adver- tised are the most familiar.
However, a brand high in purchase frequency is apt to be high in advertising, and
vice versa.
• Products whose brands are memorable usually had a lot of advertising behind
them.

Identifying the components of effective service advertisement

Mortimer (2008) has found that:
Emotional, rational and both appeals (at times) are being adapted in advertising a service,
but the most successful one is emotional appeal. This implies that consumers do not need
a rational or logical reason for choosing to buy a service, rather they are attracted by an
emotional appeal.

Setting Promotional Goals: A Communications’ Relationship

Model
Jones (1994) suggested that:
 • People concerned with advertising and promoting products may be guilty at times
of looking for the “big advertisement” rather than the best long-term strategy.
• Long term strategies are that: How can firm’s image be incorporated into
immediate advertisements or promotions? Is advertisement consistent with
desired company image?

Product comprehension and promotional strategies

Graeff (1995) has found that:
• Advertisement must be a positive thing towards society development.
Advertisement must be relating product to the consumer’s self-concept. In
addition to your intended message in an add, relate it with some positive things
like with health, life at home and work together.
• To develop effective communication and promotional strategies, marketers need
to understand consumers’ comprehension processes.
• Product comprehension is more than merely extracting the direct literal meaning
of advertised product information.

Do emotional appeals work for services?

Matilla (1999) has found that:
• Rational appeals employing truthful information are less effective than emotional
appeals in creating positive attitudes.
• In particular, a message strategy based exclusively on price information may not
be an effective strategy for shaping customer expectations among consumers who
have a limited experience with a service.
• Advertisements in which price information is fairly given, received highest scores
in terms of information content, yet they failed to generate positive attitude in the
minds of customers towards the service brand.
• The amount of affect generated by an advertisement had a direct influence on the
likeability.

The importance of service quality determinants in advertising a

professional service: an exploratory study
Kenneth et.al (1996) suggests that:
• The content of an advertisement is, after the selection of appropriate media, the
most important element in determining its effectiveness.
• For professional services, advertising has become more important--------either
because the slackening of regulations has made it possible or because advertising
is viewed as a way to establish knowledge about the firm.
• Professional service companies are unwilling to use professional advertising
agencies or designers, they worry much about price rather than service quality, so
they often fall short to present a clear message
• Syed Karamatullah Hussainy (2008) has suggested that advertisers of products
may use humorous appeals if the purpose of advertisement is to attract attention,
but there is a need of further research on this topic.

• According to Mirza Jan (2005), young people are bombarded with thousands of
advertisement messages from different mass media, many of these messages
include much violent and sexual content that is usually attractive to young people
because they are largely intended target audience. These messages badly effect
our youth.

• Louis et. al, (1986) had suggested that the elderly may have viewed medicinal
drugs ads as a symbol of health, see these ads positively. And whereas, young’s
subjects may have viewed these ads as a symbol of illness.

• According to Graeme Galloway (2009) expected that lower sensation seeker will
like ads containing humor more than the non humorous ads.

• Amy Nutt (2009), as suggested that the purpose of advertisement is to promote a

product or service in order to increase sales and create a branding of product so
that a customer loyalty base will be established. Without effective and targeted
advertising, a business cannot succeed.

• Andrew Smith (2008), in his point of view colour plays a vital role in packaging
as is easily observed in a supermarket. He says the colour of a package transforms
it into an effective silent persuades: it captures attention, exhibits the products and
differentiate it.

• Daniel et. al, (2007), they have found one aspect of advertisement that contribute
to the effectiveness is how the elements are used and matched against the purpose
of the advertisement. They have dissected advertisement and broken them down
into these different elements -space, text, pictures, colour, sound, movement and
entertainment value. In their point of view there are the factors that influence the
effectiveness of an advertisement.

• Reginald B. Collier (1998), in his point of view, a commercial’s likeability and

memorability are meaningless as measure of sales effectiveness. There is only one
criterion which is the commercial sales effectiveness.

• Nam-Hyun Um (2008) suggested the celebrity endorsement has impact on the

product purchase.

• Brett A.S. Martin (2003) has studied the impact of gender on mood effects in
relation to attitude toward the ad and brand attitudes. Specifically gender, mood
 state and ad effective tone are posited to interact. In his point of view combination
of mood and effective tone of males and females for attitude toward add. Females
and sad mood are more related to processing.

• According to James J. kellaris and Ronald C. Rice (1993) that gender moderates
the loudness, such that females respond to music in ads at lower volume.

• Mark et. Al (2005), their study provide empirical support for the notion that when
music is used to evoke emotion in ads congruent with the symbolic meaning of
product purchase ,the dislikelihood of purchasing enhanced.

• Jerry B. Gotlieb and Dan Sarel (1991) had suggested that when the credibility of
the source communicating the new brand price was high, established brand price
in a rival advertisement have an effect on perceived quality of the new bran.
Conversely when the source communicating the new brand price is low,
established brand price has a little impact on the perceived quality of the new
brand had no impact on the perceived quality.

Article name: Standardization and Adaption In

Television Advertising.
Authors names: Jonas kanntoft
Johan neglan
Year: 2007

Review:
• Use emotional appeal for conveying message when target market is
young.

• Use English language when target market is young.

• Environment should match with product.
• It is more beneficial to advertise globally as to decrease
cost, one brand image. In this focus on humor and family
culture.
Article name: Children’s’ perception of TV-
advertising.

Authors names: Maria ersson

Ulrika kobin

Year: 2006
Review:
• Behavior towards parents such as begging and
negotiating evolves when a child catches interest for a
product shown on TV.
• Children interest for a product shown on tv depends on
peers.
• Reality must match which is shown in advertisement.
• Children have the ability to differentiate between reality
and fiction.

Article name: The subject of celebrity

endorsement: what it was what it has become?

Authors names: Johanna jansson rajakaski

Regina simonsson

Year: 2006

Review:
• There is a lot of information about celebrity endorsement but someone need to fill
the gap in how companies choose their celebrities, as well as how the process is managed
throughout the endorsement period.

Article name: Product placement (The effect of

modalities in television)

Authors names: Daniel Edstrom

Per jervfors
Year: 2006

Review:
• The type of character and relationship is important for how we relate
to the product

• Visual placement is more important than the audio

placement.
• There must be strong relationship with the program in
order to create the symbolic value.
• Environment should match with product.
• Character should be consent for viewer in order to
create positive attitude.

Article name: THE ROLE OF PR (in the introduction

stage of new brand)

Authors names: Daniel axelsson

Henrik Nordberg

Tutor name: Karl erik gustafsson

Date: June 2005
Review:
• Advertising cost more.

• Due to short time message does not deliver properly.

• Only role of advertising is to maintain brand.
• Advertising companies focus on the creative ads to win award
rather than main purpose of advertising.
• Advertising is communicator of brand not represents the firm.
• Positioning should be clear.
• Advertising is only for creating awareness not increase sale.
• There is dilemma between creative ads and effective
advertisement.
 • Effectiveness depends on human response on
communication.

Article name: Mobile advertisement

Authors names: Faisal iddris
Year: 2006
Review:
• Push strategy is mobile advertisement creates low response.
In this level of involvement of end user is very low. Reason is
that advertising message is push on the customers instead of
them to request.
• Pull strategy in mobile advertisement creates high response.
In which level of involvement and interaction between the case
companies and end users is very high. This is because
consumers pull the advertisement towards themselves by
requesting for particular information.

Effects of Using a Nonverbal (Musical) Cue on Recall

and Playback of Television Advertising: Implications
for Advertising Tracking

David W. Stewart, (author of this research paper) has tried to investigate the impact of
the non verbal cues on recalling TV ads. . Traditional studies have just focused on verbal
cues of ads to study the recall and effectiveness of advertisement. But modern studies
have drawn their attention to non verbal (musical) element of ads. It is proved through
research that musical cues play an important role in “image” advertising and advertising
that is intended to be more feeling or emotional in tone and appeal. And advertisement
containing non verbal cues with a blend of images and visuals is more effective and
memorable as concept of “musical image” is well known by psychologist. Music serve
as a retrieval cue to recall the image associated with it so this thing made musical ads
more effective .This research has suggested that the volume, tempo, and type of
background music can influence the consumers' perceptions about product and the
quantity of purchase. Researcher has proved that ad slogan becomes more memorable
when Jingle is used with it. Researcher suggested that non verbal (musical cues)
effectively integrated with verbal elements of ad make the advertising campaign
effective, successful and memorable.
 What makes open vs. closed conclusion
advertisements more persuasive? The moderating
role of prior knowledge and involvement.

In this article impact of closed or open conclusion on effectiveness of ads is investigated.

Researchers concluded that open conclusion advertisements are more persuasive and
effective because in open conclusion ads no conclusion is given in ad and it is left on the
viewers to draw their own conclusion. Viewers may draw a conclusion not intended by
the advertiser .But as open conclusion ads invite the viewers to think about message so
they get more involved and if open conclusion ads require more cognitive energy and
involvement so this way they become more effective. Closed conclusion ads (which
provide a conclusion of ad) are easily understandable but might not be very effective.
Researchers have proved that if viewers have some prior knowledge about the product
than advertisement will be more effective.

A Process Analysis of the Effects of Humorous

Advertising Executions on Brand Claims Memory
Researchers investigated the effect of humorous advertising on the memory of brand
claims .Three different levels of humorous advertising (strong, moderate and low) are
linked with brand claims memory and it is concluded that humorous advertising
facilitates retrieval and recall of brand claims. It is suggested that if strong humor is made
more relevant to brand claims than memory of brand improves. Relevance encourages the
formation of humor-claims links that facilitate encoding and retrieval of the claims. The
results show that strong humor restricts the processing received by the brand claims, but
if relevance of claim and humor will be increased than this processing restriction will be
compensated. in this way through humorous advertising can make your brand more
popular.
 Interference Effects of Contextual Cues in
Advertisements on Memory for Ad Content

This article examined the impact of using similar contextual cues or background stimuli
in ads of different brand or product on consumer memory and this research concluded
that when similar contextual cues (back ground scene, ads visuals and graphics) were
used in ads of different brands than individuals were unable to remember these cues and
even the brand .so researchers suggested that unique and different cues should be used in
ads to distinguish a brand from others and to make the ads more effective.

Cross-advertisement affectivity: The influence of

similarity between commercials and processing
modes of consumers on advertising processing
This article is about the influence of similarity between ads. Due to increasing
volume of product not only the products but their ads are also becoming similar. As
different ads appear on same channels in same pod so in this way they are affecting each
other. Researchers argued that influence of commercial similarity depends on the specific
processing modes that consumers adopt during ad exposure .processing modes according
to author is way in which a viewer process a ad like memorizing a ad ,comparing it with
some other ad or evaluating it. This research proved that during different processing
modes the similarity of ad have different impact. For example if viewer of ad is
evaluating the ads , more cognitive processing of the ad is expected, which might result
in a more systematic comparison between the commercials. Consequently, the context of
the preceding ads is more likely to be used as a comparison standard and therefore a
contrast effect between the ads. In this way this article suggested cross advertisement is
affected by processing modes. Author recommended to use emotional appeal and to test
the ad with an ad of known affective performance in order to make your ad more
appealing.

Suspense and Advertising Responses

In this article the effect of response in advertising is elaborated. And research shows the
results that suspenseful commercials can be easily discriminated from other ads and are
memorable for viewers on long term basis. Actually suspense is cognitive fear and
emotional reaction. As viewers watch a suspenseful ad they show the emotions of fear
and hope and research have proved that these emotions have positive effect on attitude
towards brand which is measure of effectiveness of advertising. So findings of this article
suggest that if ad is suspenseful it becomes more effective as it help to discriminate an ad
of one brand from other.

The brand attitude formation process of emotional and

informational ads

This article is about ads format (emotional or informational). Research show that if
emotional ad format is used than ad will be heightening the positive feelings and reducing
the negative .so this will lead viewers to think more about the credibility of the ad that
whether they should rely on the ad or not.so it could result in both positive or negative
attitude towards ad . And on the other side if informational format will be used than
people will evaluate the ad as more credible as this ad is giving some information about
product and not exaggerating the things as the emotional ads do .Result of this credibility
on ad will obviously lead to positive brand attitude . Process of attitude formation is
opposite in sequence in these two formats which can bring different results.