THE INFLUENCE OF SOCIAL MEDIA ADVERTISING ON PURCHASE BEHAVIOUR TOWARDS FAST-MOVING CONSUMER GOODS: A LITERATURE REVIEW

Traditional advertising is the main media employed by marketers in the FMCG sector to affect consumers decisions. However, people are exposed to plenty of advertising media from various forms and different channels every day, especially from social media. Therefore, digital advertising should be more powerful than traditional advertising in this era. This paper seeks to study when consumers choose daily necessities, whether these advertisements affect their decisions, and whether social media advertising effectively influences consumers purchase decisions. In order to promote the development of digital and social media advertising research in the FMCG sector, this paper proposes further research directions.

Create-ing Business: Understanding Professional Tension in an Advertising Agency

<p>The purpose of this research is to concentrate on aspects of organisation culture in an advertising agency and how they help us in understanding professional tensions and conflicts. To do so I have looked within advertising agencies and endeavoured to understand their organisational dynamics. Advertising business is known for stress and tension (Kover and Goldberg, 1995). From the tension of 'pitching' Is a key step in winning a client account, here several agencies are invited to respond in person to the advertise brief. This is an important stage to demonstrate potential and add value to the product or client. Based on aesthetic values the client the makes a judgement to pass the responsibility to pass the responsibility to develop an advertisement for the product for a client to the development of an advert, the agency goes through a variety of stages where conflict, stress, internal politics and tension influence the outcome. One such tension which this research attempts to understand is the ongoing professional tussle between the creative division of an advertising agency and management. This tension between the two bodies has been studied by advertising research however these studies have only attempted to describe the conflicts that exist as well as suggest what the advertising industry can do in an attempt to tackle these scenarios. Alternatively this research applies concepts of Organisational Behaviour (OB) such as culture and identity to grasp the reasons behind this professional tension. It also recognises a strong link between identity and culture. Therefore the research challenges the common view of organisational culture, that is, it portrays culture as a form of normative control unlike the conventional notion of culture as the means of unison and conformity without resistance within an organisation. This approach will examine what role culture plays in the professional lives of an advertising agency. To analyse the role of culture as a form of control I developed a methodology that targets multiple facets of organisational culture. This research is based on a case study of an Aotearoa, New Zealand based advertising agency (pseudonym Organisation B). It involved the use of various research approaches including story or narrative analysis and rich pictures to capture the core assumptions, values and beliefs that sometimes surfaced as resistance within this agency. As a result of completing this case study I achieved some understanding of reasons that may trigger tension within an agency. I learnt of the normative and bureaucratic forms of controls used within this contemporary organisation and the rationale behind their development which I have referred to as the overarching story of Organisation B. This research also provides a new dimension to advertising research by focusing on the role of organisational culture and identity in fostering professional conflicts within an agency. This research has emphasized the role of organisational culture as a control mechanism for those in management positions. In this particular agency this is achieved via the development of a 'laid back' and 'casual' culture which is carefully designed by the owners of the business thus providing them an opportunity to curtail any resistance originating within the culture. Nevertheless, members of this agency continue to channel their resistance by striving towards the ideal creative identity. The implications of the findings to the larger advertising industry suggest that: i) Growing advertising agencies need to consider fractional views embedded in their organisational structures and realise that cultural change does not happen in isolation. ii) The research also proposes that having a strong culture is not synonymous to success and unity among a workforce. iii) There is a need to maintain a balance between creativity and strategic planning, as they are both crucial in an advertising industry.</p>

Create-ing Business: Understanding Professional Tension in an Advertising Agency

<p>The purpose of this research is to concentrate on aspects of organisation culture in an advertising agency and how they help us in understanding professional tensions and conflicts. To do so I have looked within advertising agencies and endeavoured to understand their organisational dynamics. Advertising business is known for stress and tension (Kover and Goldberg, 1995). From the tension of 'pitching' Is a key step in winning a client account, here several agencies are invited to respond in person to the advertise brief. This is an important stage to demonstrate potential and add value to the product or client. Based on aesthetic values the client the makes a judgement to pass the responsibility to pass the responsibility to develop an advertisement for the product for a client to the development of an advert, the agency goes through a variety of stages where conflict, stress, internal politics and tension influence the outcome. One such tension which this research attempts to understand is the ongoing professional tussle between the creative division of an advertising agency and management. This tension between the two bodies has been studied by advertising research however these studies have only attempted to describe the conflicts that exist as well as suggest what the advertising industry can do in an attempt to tackle these scenarios. Alternatively this research applies concepts of Organisational Behaviour (OB) such as culture and identity to grasp the reasons behind this professional tension. It also recognises a strong link between identity and culture. Therefore the research challenges the common view of organisational culture, that is, it portrays culture as a form of normative control unlike the conventional notion of culture as the means of unison and conformity without resistance within an organisation. This approach will examine what role culture plays in the professional lives of an advertising agency. To analyse the role of culture as a form of control I developed a methodology that targets multiple facets of organisational culture. This research is based on a case study of an Aotearoa, New Zealand based advertising agency (pseudonym Organisation B). It involved the use of various research approaches including story or narrative analysis and rich pictures to capture the core assumptions, values and beliefs that sometimes surfaced as resistance within this agency. As a result of completing this case study I achieved some understanding of reasons that may trigger tension within an agency. I learnt of the normative and bureaucratic forms of controls used within this contemporary organisation and the rationale behind their development which I have referred to as the overarching story of Organisation B. This research also provides a new dimension to advertising research by focusing on the role of organisational culture and identity in fostering professional conflicts within an agency. This research has emphasized the role of organisational culture as a control mechanism for those in management positions. In this particular agency this is achieved via the development of a 'laid back' and 'casual' culture which is carefully designed by the owners of the business thus providing them an opportunity to curtail any resistance originating within the culture. Nevertheless, members of this agency continue to channel their resistance by striving towards the ideal creative identity. The implications of the findings to the larger advertising industry suggest that: i) Growing advertising agencies need to consider fractional views embedded in their organisational structures and realise that cultural change does not happen in isolation. ii) The research also proposes that having a strong culture is not synonymous to success and unity among a workforce. iii) There is a need to maintain a balance between creativity and strategic planning, as they are both crucial in an advertising industry.</p>

Effect of Demonetization on Advertising, Research & Development and Human Resource Intensities and its Impact on Firm’s Performance

Investing in advertising, research and development (R&D) and human resource management and development (HRMD) enabled firms to achieve competitive advantage and improve profitability. Indian economy witnessed the event of ‘Demonetization’ in November 2016 that created short term cash shortage. The study aimed at understanding the relationship of advertising, R&D and HRMD intensities on firm performance (proxied with return on assets). The effects of demonetization on these variables were explored. Financial data of listed Indian firms, over the years 2014–2019 was collected from CMIE Prowess database for the analysis using fixed effects panel-data regression. Results indicated significant positive relationship between R&D and advertising intensity with firm’s performance pre-demonetization, while reduced effect post-demonetization. HRMD intensity had a negative relationship pre as well as post-demonetization on firm’s performance. The results provided insights for managers and decision-makers on the impact of cash resource allocation on R&D, HRMD and advertising expenditures in creating firm value.

Advertising as Institution: Charles Wilp and German Television, 1950–1970

This chapter proposes a self-reflexive view vis-à-vis the Charles Wilp Collection at Deutsche Kinemathek, a collection dedicated to the work of one of Germany’s best-known (and most notorious) advertisers of the 1960s and 1970s. After critically reviewing the notion of institution as it is used in advertising research, the main part of the text provides a historical account of Wilp’s work and proposes a definition of screen advertising and an analytical heuristics for describing moving image advertisements.

Hotel virtual reality advertising: a presence-mediated model and gender effects

Purpose This paper aims to examine the effectiveness of two types of hotel commercials [virtual reality (VR) versus traditional commercials] by proposing and testing a presence-mediated model along with gender effects. Design/methodology/approach An experimental design is used to test the proposed hypotheses. Data were collected in China, and the Shangri-La hotel brand was chosen. University students were randomly assigned to watch either a hotel VR commercial or a hotel traditional video commercial. One HTC Vive VR headset was provided to those participants in the hotel VR commercial group. Findings The study revealed that VR commercials generate a higher level of vividness and interactivity among customers, which positively influence attitudes toward the ad, brand attitude and booking intention. Moreover, the findings showed that in the virtual environment, women, as compared to men, are influenced more by VR. Originality/value This research is the first to bring the presence model and gender effects together to better understand the effectiveness of VR in hospitality advertising research.

Neuroimaging Techniques in Advertising Research: Main Applications, Development, and Brain Regions and Processes

Despite the advancement in neuroimaging tools, studies about using neuroimaging tools to study the impact of advertising on brain regions and processes are scant and remain unclear in academic literature. In this article, we have followed a literature review methodology and a bibliometric analysis to select empirical and review papers that employed neuroimaging tools in advertising campaigns and to understand the global research trends in the neuromarketing domain. We extracted and analyzed sixty-three articles from the Web of Science database to answer our study questions. We found four common neuroimaging techniques employed in advertising research. We also found that the orbitofrontal cortex (OFC), the ventromedial prefrontal cortex, and the dorsolateral prefrontal cortex play a vital role in decision-making processes. The OFC is linked to positive valence, and the lateral OFC and left dorsal anterior insula related in negative valence. In addition, the thalamus and primary visual area associated with the bottom-up attention system, whereas the top-down attention system connected to the dorsolateral prefrontal cortex, parietal cortex, and primary visual areas. For memory, the hippocampus is responsible for generating and processing memories. We hope that this study provides valuable insights about the main brain regions and processes of interest for advertising.