The researcher will focus on an issue like the impact of internationalization on advertising, theme effects and ad/context congruency etc in order to address key deliverables in the assignment. Quality of advertisement might vary over the time and alteration of themes might affect the effectiveness of the advertisement. According to these scholars, the quality of the advertisement is an intangible and relative measure which has an indirect link with the themes of the advertisement. For example, these Bass, Bruce, Murthi and Majumdar (179– 195) used advertisement example of a fast food joint which has changed its theme over the course of time in order to remain relevant and effective.
Bass, Bruce, Murthi and Majumdar (179– 195) found that repetition of the same advertising theme in a longitudinal manner might decrease the effectiveness of the advertisement. In such context, MacInnis, Rao and Weiss (391– 407) found that effectiveness of the advertisement is decided by the existence of pooling effects like emotional appeal, logical appeal, sense of benefits etc in the promoted advertisement. For example, Chandy, Tellis, MacInnis and Thaivanich (399– 414) gave examples of argument based advertisement themes in consumer durables sector and stated that effectiveness of the advertisement gets increased when marketers compare the benefits of offering with product/service offering of other brands. Considering the research work of Aaker (137-161), the effectiveness of advertisement might also be affected by the congruency of attitude towards the brand among customers.
In simple words, the effectiveness of the advertisement can be measured in a multitude of processes such as whether people can recall the advertisement or not, whether sales of the company has increased by the advertisement or not, whether the positive brand image has been created by the advertisement or not etc.
Aaker (137-161) found that the presentation style of the advertisement might decide whether customers can connect their attitude with advertisement presentation or not.
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