International Advertising and Communication: Current Insights and Empirical Findings

476 Pages·2006·5.86 MB·English

by  Barbara Mueller (auth.)

Sandra Diehl, Ralf Terlutter (eds)
International Advertising and Communication
GABLER EDITION WISSENSCHAFT
Forschungsgruppe
Konsum und Verhalten
Herausgegeben von
Professor Dr. Gerold Behrens,
Universität Wuppertal,
Professorin Dr. Sigrid Bekmeier-Feuerhahn,
Universität Lüneburg,
Professor Dr. Franz-Rudolf Esch,
Justus-Liebig-Universität Gießen,
Professorin Dr. Andrea Gröppel-Klein,
Europa-Universität Viadrina, Frankfurt/Oder,
Professor Dr. Lutz Hildebrandt,
Humboldt-Universität zu Berlin,
Professor Dr. Klaus Peter Kaas,
Universität Frankfurt/Main,
Professor Dr. Bruno Neibecker,
Universität Karlsruhe (TH),
Professor Dr. Thorsten Posselt,
Universität Leipzig,
Professor Dr.Christian Schade,
Humboldt-Universität zu Berlin,
Professor Dr.Volker Trommsdorff,
Technische Universität Berlin,
Professor Dr.Peter Weinberg,
Universität des Saarlandes, Saarbrücken
Die Forschungsgruppe „Konsum und Verhalten“, die von Professor
Dr.Werner Kroeber-Riel begründet wurde, veröffentlicht ausgewähl-
te Ergebnisse ihrer Arbeiten seit 1997 in dieser Reihe. Im Mittelpunkt
steht das Entscheidungsverhalten von Abnehmern materieller und
immaterieller Güter bzw.Dienstleistungen.
Ziel dieser Schriftenreihe ist es, Entwicklungen in Theorie und Praxis
aufzuzeigen und im internationalen Wettbewerb zur Diskussion zu
stellen. Das Marketing wird damit zu einer Schnittstelle interdiszi-
plinärer Forschung.
Sandra Diehl, Ralf Terlutter (eds)
International Advertising
and Communication
Current Insights and Empirical Findings
Deutscher Universitäts-Verlag
Bibliografische Information Der Deutschen Bibliothek
Die Deutsche Bibliothek verzeichnet diese Publikation in der Deutschen Nationalbibliografie;
detaillierte bibliografische Daten sind im Internet über <http://dnb.ddb.de> abrufbar.
1. Auflage Juni 2006
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wären und daher von jedermann benutzt werden dürften.
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Druck und Buchbinder: Rosch-Buch, Scheßlitz
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Printed in Germany
ISBN-10 3-8350-0455-7
ISBN-13 978-3-8350-0455-9
Preface
Worldwide, international communication, and in particular international ad-
vertising have become critical areas in communication research. The growing
globalisation of markets requires firms to take an increasingly international
orientation in developing communication policies. The goal of this book is to
contribute to more systematic research in this field.
Renowned communication researchers from around the globe have contrib-
uted to the making of this book. The contributors hail from countries throughout
Europe, as well as from the U.S., Asia and Australia. This international mix of
authors offers the reader a comprehensive overview of current thinking and
cutting-edge research in the area of international advertising and communica-
tion. The text includes cross-cultural investigations, as well as studies represent-
ing the respective countries of the researchers. Several of the contributions are
expanded papers from the 4th ICORIA (International Conference on Research in
Advertising; www.icoria.org), which took place at Saarland University in Saar-
bruecken in 2005.
The book addresses a number of important areas of communication re-
search: advertising and communication effects; advertising and information
processing; communication and branding; emotional, social and individual
aspects of communication; communication and new media; international adver-
tising and, finally, perspectives on the future of international advertising. De-
spite the great variety of issues covered, all papers are united in their desire to
move international communication research forward.
We wish to thank all the authors for their willingness to contribute to this
endeavour. We would also like to thank our colleague, Jennifer Karos, who
handled the formatting of the book. It is our hope that readers find the text both
enjoyable and stimulating. If the material presented in this book generates con-
structive debates and subsequent investigations, then we have accomplished our
goal.
Saarbruecken, March 2006
Sandra Diehl Ralf Terlutter
[email protected] [email protected]
Contents
Part I: Advertising and Communication Effects
Barbara Mueller
The role of product involvement in advertising message perception
and believability..............................................................................................3
Flemming Hansen, Jørgen Kai Olsen, and Steen Lundsteen
Interview based STAS and the effect of print advertising............................23
Edith Smit, Peter Neijens, and Marijntje Stuurman
It’s all about catching the reader’s attention.................................................43
Franz-Rudolf Esch, Simone Roth, and Kristina Strödter
The effect of the integration of different acoustic and visual stimuli
depending on target groups involvement .....................................................69
Bas van den Putte
A comparative test of the effect of communication strategy, media
presence, and previous purchase behaviour in the field of fast
moving consumer goods...............................................................................89
Part II: Advertising and Information Processing
Larry Percy
Unconscious processing of advertising and its effects upon attitude
and behaviour..............................................................................................109
Mandy Klerkx and Lex van Meurs
Processing outdoor posters: product- and brand recognition in a
splitofa second...........................................................................................123
Renske van Enschot, Hans Hoeken, and Margot van Mulken
Rhetoric in advertising: attitudes towards schemes and tropes in
textandimage.............................................................................................141
Contents VIII
Dieter Ahlert, Peter Kenning, and Hilke Plassmann
A window to the consumer's mind: application of functional brain
imaging techniques to advertising research................................................163
Part III: Communication and Branding
Tobias Langner, Franz-Rudolf Esch, and John R. Rossiter
Creating powerful brand names..................................................................181
Kerstin Weihe, Gunnar Mau, and Günter Silberer
How do marketing-events work? Marketing-events and brand
attitudes ......................................................................................................199
Patrick Hartmann and Vanessa Apaolaza Ibáñez
Effects of green brand communication on brand associations and
attitude ......................................................................................................217
Part IV: Emotional, Social and Individual Factors and
Communication
Heribert Gierl and Silke Bambauer
Effects of mood and argument strength on product evaluation in a
personal sales conversation.........................................................................239
Wim Janssens and Patrick De Pelsmacker
How do people react to mixed emotions in an ad/medium context
setting?Themoderating roleof discomfortwith ambiguity......................257
Sandra Diehl and Ralf Terlutter
Media-based and non media-based factors influencing purchase
behavior and differences due to consumers’ personality............................279
Fred Bronner
Increasing family democracy and the implications for advertising.............301
Krystie Wong and Kara Chan
A gender portrayal of children’s television commercials in
mainland China...........................................................................................319
Contents IX
Young Sook Moon and Kara Chan
Gender portrayals and the gender of nations: an extended study in
Asian cultures..............................................................................................343
Part V: Communication and New Media
Greg Kiss and Franz-Rudolf Esch
Effects of interactive and imagery-strong websites....................................361
Shintaro Okazaki
Comparative evaluation of American brands' websites in Europe:
what do they standardise?...........................................................................379
Matti Leppäniemi, Heikki Karjaluoto, Jaakko Sinisalo, and Jari Salo
Integrated marketing communications in mobile context...........................397
Part VI: International Advertising
Ralf Terlutter, Sandra Diehl and Barbara Mueller
The GLOBE study – applicability of a new typology of cultural
dimensions for cross-cultural marketing and advertising research.............419
Shintaro Okazaki and Charles R. Taylor
Towards an understanding advertising standardisation in the
European Union: a theoretical framework and research propositions........439
Dirk Temme
Assessing measurement invariance of ordinal indicators in
cross-national research................................................................................455
Guido Purper and Peter Weinberg
Retail advertising: an empirical comparison between German and
French consumers.......................................................................................473
Contents X
Part VII: Outlook on International Advertising
Charles R. Taylor
The future of international advertising research: suggestions for
moving the discipline forward....................................................................491
Aboutthe Authors 507
Part I
Advertising and Communication Effects