REVIEW OF RESEARCH ON ADVERTISING

According to the results gathered by MSDW, the Internet leads magazines, newspapers, and television in brand recall in different aspects:
1) consumers showed such ability to recall the brand: Internet – 27% ; Magazines 26%; Newspapers 23%; TV 17%;
2) Consumers were more interested in learning more about a product after seeing the advertising: in Internet – 44%; magazines and TV – about 20 %;
3) In generating brand awareness such results were get: 14% by Internet, television 36%and magazines 29% ;
The last aspect of the research was cost effectiveness of Internet advertising is $3.50 and the author made a conclusion that “online advertising is a cost effective branding vehicle especially when it comes to generating brand recall and brand interest”. (Hislop 2001, p.20)

The second article is “Advertising attitudes and advertising effectiveness”
The topic of the research was how print advertising is influenced by consumers attitudes towards advertising. So the author stated that “media factors significantly influence advertising performance”.
The research was conducted to determine the most effective creative executions and media dollars allocations. Also individual personality variables and attitudinal orientations have received less attention as factors influencing advertising, because researchers have not evaluated how attitudes affect response to specific advertising, but only to advertising in general.
The main objectives of the research were to show that:
– consumers with favorable attitudes towards advertising in general would recall more advertisement;
– consumers who are more favorable towards advertising are more effected and persuaded by it.
The topic of the research that is the influence of attitudes to advertising on its effectiveness is an important topic to study, because its results are important for marketers and may be applied in practice.

The research has showed that:
– 45% of respondents think that advertising keeps them up-to-date about products and services;
– 90 % of respondents think that advertising does not show the real information on the products, and also 89% think that advertising is more manipulative than informative;
– 86 % of respondents consider advertising too annoying, but nevertheless 84% said they enjoyed to watch it.
The results of this research are generally in line with other researches that vary in methods, but they all show similar positive reactions to the advertising in general, but negative reaction to its deceptive and manipulative nature. (for example research made by Shavitt, Lowrey and Haefner, 1998). Also the author points research of Mittal (1994) who found that TV advertising were significantly less positive reaction among respondents and printed advertising.
These finding show that individual attitudes towards advertising really influence the reaction on particular advertising. The author points such factors of respondents attention to advertising:
– the rate of like/dislike to watch advertising;
– belief that advertising helps to stay informed about latest products and services;
– the opinion about advertising being false and manipulative.
One of the important aspects of the research was to determine the relation between individual advertising orientation and advertisement effectiveness. So the study showed that buying interest was found to be influenced of 5 advertising believes (among 6 covered in the research).
At the end the author shows the practical importance of the research and possible implications. In general he concludes that the results of the study show that people perceive advertising differently and the complexity of the interaction between advertising and its audience