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Consistency and commonality in advertising content: Helping or Hurting?
International Journal of Research in Marketing ( IF 8.047 ) Pub Date : 2022-05-31 , DOI: 10.1016/j.ijresmar.2022.05.004
Maren Becker , Maarten J. Gijsenberg

Scholars and practitioners widely argue that strong, successful brands are built on consistent and unique positioning, which should be reflected in the brands’ advertising. Surprisingly, however, little empirical evidence supports this claim, especially with regard to advertising content. The authors investigate whether and to what extent brands’ advertising content consistency—the similarity in the firm’s own advertising content over time—and commonality—the similarity between the firm’s and competitors’ advertising content—affect brands’ sales. Insights emerge from the analysis of the impact on sales of the content of 247 television ads aired by 33 brands in six consumer packaged goods categories over a four-year period. Results indicate that more than advertising spending, both consistency and commonality in advertising content affect sales, especially with respect to long-term cumulative sales. However, brands differ considerably regarding the direction of the effects. While small brands tend to benefit from increased consistency and commonality in advertising content, large brands tend to suffer from increased consistency. Thus, whether consistency and commonality in advertising content will help or hurt depends on the size of the brand.



中文翻译:

广告内容的一致性和共性:帮助还是伤害?

学者和从业者普遍认为,强大、成功的品牌建立在一致且独特的定位之上,这应该反映在品牌的广告中。然而,令人惊讶的是,几乎没有经验证据支持这一说法,尤其是在广告内容方面。作者调查了品牌广告内容的一致性(公司自己的广告内容随时间的相似性)和共性(公司和竞争对手广告内容之间的相似性)是否以及在多大程度上影响品牌的销售。分析 4 年期间 33 个品牌在 6 个包装消费品类别中播出的 247 个电视广告内容对销售的影响,得出了一些见解。结果表明,广告内容的一致性和通用性不仅会影响广告支出,还会影响销售,特别是在长期累计销售额方面。然而,品牌在效果的方向上存在很大差异。虽然小品牌往往会受益于广告内容一致性和通用性的提高,但大品牌往往会因一​​致性的提高而受到影响。因此,广告内容的一致性和通用性是有益还是有害取决于品牌的规模。

更新日期:2022-05-31
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