The Cognitive Impression of Advertisement - Book Report/Review Example

?Summary – Journal of Advertising Article – Review – Journal of Advertising This article d “Journal of Advertising” written by Taiwanese named Chingching Chang was composed for Taiwanese University. The article focuses on advertising subject and has an abstract and well - defined content. This is interesting as it gives a lively opening to the article. The article focus on the cognitive impression of advertisement and the impact it have on the media. The article initiates with an advertisement where a man go for higher studies in France and get his education and marries a Parisienne woman and settles there. The article focuses on the point that the imagery advertisement has far more result producing than verbal form of advertisement. The article also pinpoints on the product evaluation factor in advertisement as it reveals the attributes of a product to the consumer. The author here is trying to put the fact in the mind of the reader that image fluency is the right way to trigger expectation and dreams in the mind of ad viewers. The article propagates that advertising narratives and mental stimulation are essential factors in advertising. However, highly imaginary advertisement can dilute the very essence of the ad and create uneven results. The author writes that cognitive functioning of an ad viewer helps him in processing information through ad images. Perceptual fluency, Conceptual fluency ,Comprehension fluency , Imagery fluency is also described here , that which helps in recalling information and images related to an advertisement subject. The author also scientifically projects an experiment where the imagery and personal depiction of advertisement is analyzed. The experiment is scientific ,although a common reader could get confused along the way. With questionnaire and equation in the experiment, the author has concluded that human process advertisement information by cognitive stimuli and subjective processing. Article – Summary – Brand Awareness in Business Market The article is about the marketing strategy in relation to customer and the importance of brand in creating niche for business. The author here states that brand is an important criterian in creating market value for a particular business. It is mostly the Business to consumer (B2C) which needs a strong brand to make a good sale of their product. However less brand importance is given by enterprise having Business to business customers. Here it is said that marketing and branding in B2C is giving priority on the risk factor undertook by customers while purchasing a product. These risks are categorized as organizational risk and personal risk. The author writes that sales increase is the main reason for enhancing branding activities in an enterprise. In case of B2B , the brand awareness is given emphasis and the relation between this factor and sales boost is being studied exclusively with the aid of research. A theory is used to study the relation between brand awareness and market performance which ultimately result in the increase of sale. The article presents a hypothesis study as to the effect of moderators on brand awareness and market performance. This study is done by giving important to elements like market characteristics, product homogeneity and technological turbulence. Apart from this from a wider angle, the characteristic of a typical buyer is laid down as buying center size, buying center heterogeneity and time pressure .The study methodology is conducted by collecting data through samples from a small strategic unit within a firm. In the conclusion the study revealed that B2B is based on branding for increased return on sales. Article review - Brand Awareness in Business Marke The article named “Brand awareness in business markets: When is it related to firm performance?” written by Christian Homberg is about brand and marketing strategy of businesses. The article starts by explaining that business with consumer enterprise emphasis on brand marketing while business with business customers does not believe in it.In this article , the author describes business as B2C(Business to consumer) and B2B(business to business).According to article, the B2B enterprises are keen on brand awareness , namely brand name and logo not on brand identity alone. The article lays down an experiment where the brand awareness of B2B companies is deeply studied. The study covers brand awareness, with market performance and return on sales. Different moderating variables in the study of brand awareness are laid down where the hypothesis based on product homogeneity and technological turbulence is conducted. Here, it could be noticed that B2B is more discussed rather than B2C. The article also reflects on the moderating effect on the characteristics of typical buyer. It is done on the basis of buying center size, the buying center homogeneity and time pressure. Here, the author performed a methodological experiment where the brand importance of a strategical business unit is analyzed. Here data collection and sample are taken to understand the result and outcome of the study. The empirical research in the article has given mixed result where it indicates that, the brand awareness is effective in market where there exists technological turbulence. Contrastively speaking, at some points the article is educationally confusing to comprehend and only an expert can understand it well. Here the study concludes that brand awareness causally affects the market performance of a brand. In total, the article successfully studies the brand awareness and its effect on market performance. Conclusively, the article claims that B2C concentrate on branding, while B2B is less depending on it. Article Summary- Creating brand personality with brand awareness. This article speaks about brand personality as an important part of brand image in the marketing strategy of business concerns. It is said in the article that brand personality is more about human characteristics like sincerity and sophistication. However product attributes are more like speed and thinness. It is argued in the article that brand name creation more or less directed towards symbolism and distinctiveness. The author states that it is vital to study about the impact of brand name on brand personality. The article is researching about the formulation of brand name to increase the status of brand personality. For this study, the theory of sound symbolism is employed. The study focuses on the impact of certain sounds and letter in a brand name on brand personality. Here the article also concentrates on BPS (Brand Personality Scale) in order to understand the effects of symbol and sound on brand personality. Different BPS traits are masculinity, feminity, thinness, friendliness and beauty. Here the methodological study is conducted to analyze the BPS and effect of it on brand personality .This study focuses on the ability of brand names to create brand personality with relevance to front and back vowels. Number of contribution arosed from this study which helped managers to create brands which uphold brand personality .Apart from this ,the study warns the managers to retain an appropriate brand name for products which can be extended to the subsequent products of the company. Article Review - Creating brand personality with brand names The article named “Creating brand personality with brand names” by Richard R.Clink describes about brand personality and brand image. The author segregates between brand personality and product attribute in the introductory stage of the article. He propagates that brand image is about symbolic expression while product attribute is utilitarian in nature. Then further ahead in the article the author launches a theory called ‘sound symbolism’ where brand name is matched up with consumer perception. The author states here that sound symbolism can keep the attention of the consumers. Further the article elaborates that brand image also has brand identity where in brand aligns with human characteristics. In this article the BPS(Brand Personality Scale ) is related to sound symbolism and its linked to human characteristics. Here the author has related BPS to masculinity and feminity where in these attributes stands for ruggedness and sophistication respectively. Here the study focuses on front and back vowels of brand name in the light of BPS. The author conducts a study where fictitious brand names are used to understand the stimuli it aroused in consumers. The study has the main purpose to measure the link between brand name and brand personality with the help of BPS.The study explains that care need to be taken while selecting fictitious brand names when exploring link between brand names and brand personality. Article Summary -The relationship between online chatter and firm value The article details that a decade ago , business activities happened through phone and in face to face encounter but things have changed with the arrival of internet .Nowadays, people engage is business activities and product analyzation with the help of blogs, social media and chat rooms. The article here attempts to understand the link between online chatters and brand value The paper claims that interpersonal communication is a key source of information for online consumers. The study projects a literature review where the connection is made on online communication and market place performance. The first five pages of literature focus on customer online rating of a product and sales return on it ,while the final two papers is number of times a product is demanded by an online customer. The literature review is created so as to understand the link between chatter and stock returns. Different online platforms are scrutinized to collect data for the study of online chatting and stock returns. Models and returns aim at understanding the online chatting process and its relationship with stock return. A deeper examination is also done to evaluate a positive chatter from a negative chatter. The conclusion of the study is that the online chatter has direct link with sales and stock return of a firm. Article Review - The relationship between online chatter and firm value The article “The relationship between online chatter and firm value” written by Leigh Mc Alistar explains about the online interaction and product knowledge and the sale of a product and its price performance. Here the article is trying to link both positive and negative aspect of the activity. The article talks about the role of interpersonal communication in online selling procedure. The article pinpoints that online chatters are creating negative consumer affect and creating higher complaints. The author has laid down a chart which projects the product communication and market place success, which seems to have helped the article to increase its authenticity as a professional article. As the article progress to empirical study, it proceeds to comprehend the online chatter and their connection with sales and whether they bring stock return as expected. Rest of the study focus on data about online chatter and it is felt that this subject is too much discussed in the research work. In the study the result shows that unanticipated shocks bring positivity to stock returns. Furthermore, reverse causation and omitted variables are scrutinized to understand the shock and stock returns to an online chatter. It could be noticed that number of chart and equation in the article is abundant, which make it look complex informative wise. MRP- Paper Review Option (Comm223/Mark201) ARTICLE Author(s): Christian Homberg_, ________________________ Title of the Paper: Brand Awareness in Business Market: When it is related to firm performance._____________________________________ Journal Title, Year, Volume, Number, Pages: Elsevier,2010,27,201-212 Research questions: Is brand awareness an important criteria for business to business customers and business to customer enterprise? Does comprehensive brand awareness pay off in business concerns? Methodology used: Cross industry study with relevance to Product homogenity,technological turbulance and with and buyer characterisitcs like buying centre homogenity ,time pressure in the buying process. Findings:Brand awareness is essential for B2B customer than B2C customer. Implications:Brand awareness is key to business improvement in any business firm which is brand conscious. MRP- Paper Review Option (Comm223/Mark201) ARTICLE Author(s): Richard R. Klink & Gerard A. Athaide Title of the Paper: Creating brand personality with brand names. Journal Title, Year, Volume, Number, Pages: _Springer Science__________________ Research questions: Does creating brand names enhances brand personality and in turn increases the sale of the product? Methodology used: Sound Symbolic theory is used as methodology Findings:Brand personality through brand names increases the effect of brand on the customer mind Implications: Brand personality and its characteristics increases the sale and effectiveness of the brand in the mind of customers. MRP- Paper Review Option (Comm223/Mark201) ARTICLE Author(s): Leigh McAlister & Garrett Sonnier & Tom Shively__________________________________ Title of the Paper: The relationship between online chatter and firm value Journal Title, Year, Volume, Number, Pages: Springer Science,2012,23 : 1-12___________________ Research questions: Does online chatters make the marketing of a product more easy and effective? Does online chatters increase the stock return and sales of a firm? Methodology used: Taking data and sample from various web based sources like online blogs, social media networks and chat rooms Findings: Interpersonal communication thorugh web media does increase sales and stock returns for a organisation. Implications: Communication and ease of it increases product awarenes and increse sales and stock return of a firm. ____________________________________________________________________________________ __________________________________________________________________ MRP- Paper Review Option (Comm223/Mark201) ARTICLE Author(s): _____________________________________ Title of the Paper: _____________________________________ Journal Title, Year, Volume, Number, Pages: ___________________ Research questions: ____________________________________________________________________________________ ____________________________________________________________________________________ __________________________________________________________________ Methodology used: ____________________________________________________________________________________ ____________________________________________________________________________________ __________________________________________________________________ Findings: ____________________________________________________________________________________ ____________________________________________________________________________________ __________________________________________________________________ Implications: ____________________________________________________________________________________ ____________________________________________________________________________________ __________________________________________________________________ Read More