{"title":"Improving the media mix: how promotional products enhance advertising impact","authors":"Fang Liu, H. LeBlanc, A. Kanso, Richard Nelson","doi":"10.1080/13527266.2022.2054850","DOIUrl":null,"url":null,"abstract":"ABSTRACT Many traditional forms of advertising are losing ground to alternative media. Such a trend represents opportunities for the promotional products medium. However, the effectiveness of promotional products in comparison to other advertising alternatives has not been widely empirically tested. This experiment examines responses to advertising media by employing two sets of seven randomly assigned conditions at two major U.S. universities. The findings revealed statistically significant effective improvements in contrast to television advertising when promotional products were used in credibility perceptions, attitudes towards the advertisement and the product, and behavioural intents such as purchasing intent and referral intent. Additionally, positive effects were observed when promotional products were used in conjunction with television and print advertising compared with television and print advertising alone. Future directions for research are recommended.","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":"29 1","pages":"577 - 596"},"PeriodicalIF":0.0000,"publicationDate":"2023-08-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Marketing Communications","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/13527266.2022.2054850","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
引用次数: 1
Abstract
ABSTRACT Many traditional forms of advertising are losing ground to alternative media. Such a trend represents opportunities for the promotional products medium. However, the effectiveness of promotional products in comparison to other advertising alternatives has not been widely empirically tested. This experiment examines responses to advertising media by employing two sets of seven randomly assigned conditions at two major U.S. universities. The findings revealed statistically significant effective improvements in contrast to television advertising when promotional products were used in credibility perceptions, attitudes towards the advertisement and the product, and behavioural intents such as purchasing intent and referral intent. Additionally, positive effects were observed when promotional products were used in conjunction with television and print advertising compared with television and print advertising alone. Future directions for research are recommended.
期刊介绍：
The Journal of Marketing Communications is a double-blind peer-reviewed journal devoted to publishing research papers and information concerning all aspects of marketing and corporate communication, branding both corporate and product-related, and promotion management. It is a channel for discussing issues such customer relationship management, integrated marketing communication, together with behavioural foundations of marketing communications and promotion management. The Journal will also consider papers in internal marketing and in the corporate communications domain.
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