Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity

Guitart Ivan A.; Gonzalez Jorge; Stremersch Stefan

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Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity

机译：宣传优质的非优质产品：广告投放对广告弹性和品牌资产的影响

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Non-premium brands occasionally emulate their premium counterparts by using ads that emphasize premium characteristics such as superior performance and exclusivity. We define this practice as "advertising up" and develop hypotheses about its short- and long-term impact on advertising elasticity and brand equity respectively. We test the hypotheses in two large-scale empirical studies using a comprehensive dataset from the automotive industry that includes, among others, the content of 2317 television ads broadcast over a period of 45 months. The results indicate that advertising up increases (decreases) short-term advertising elasticity for non-premium products with a low (high) market share. The results also show that an intensive use of advertising up over time leads to long-term improvements (reductions) in brand equity for expensive (cheap) non-premium products. Furthermore, an inconsistent use of advertising up leads to reductions in brand equity. The results imply that managers of non-premium products with a low market share can use advertising up to increase advertising effectiveness in the short run. However, advertising up will only generate long-term improvements in brand equity for expensive non-premium products. Finally, to avoid long-term reductions in brand equity, advertising up should be consistently used over time. (C) 2018 The Authors. Published by Elsevier B.V.

机译：非优质品牌有时会通过使用强调优质特征（如卓越性能和排他性）的广告来模仿其优质竞争对手。我们将这种做法定义为“广告化”，并就其对广告弹性和品牌资产的短期和长期影响分别提出假设。我们使用来自汽车行业的综合数据集在两项大规模的实证研究中检验了这些假设，其中包括（其中包括）在45个月内播放的2317个电视广告的内容。结果表明，对于市场份额低（高）的非高级产品，广告的短期广告弹性增加（减小）。结果还显示，随着时间的推移，大量使用广告会导致长期（提高）减少（昂贵）非昂贵产品的品牌资产。此外，广告使用不一致会导致品牌资产减少。结果表明，市场份额较低的非优质产品的经理可以利用广告来提高短期广告效果。但是，投放广告只会对昂贵的非优质产品带来长期的品牌资产改善。最后，为避免品牌资产长期减少，应随着时间的流逝不断使用广告。（C）2018作者。由Elsevier B.V.发布

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《International Journal of Research in Marketing》 |2018年第3期|471-489|共19页
作者
Guitart Ivan A.; Gonzalez Jorge; Stremersch Stefan;
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作者单位

EM Lyon Business Sch, Ecully, France;

Univ Navarra, IESE Business Sch, Pamplona, Spain;

Univ Navarra, IESE Business Sch, Pamplona, Spain;

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原文格式 PDF
正文语种 eng
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关键词
Advertising up; Television advertising; Advertising content; Advertising strategy; Advertising elasticity; Brand equity;

机译：广告投放;电视广告;广告内容;广告策略;广告弹性;品牌资产;

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机译：广告效果如何？从品牌广告弹性的荟萃分析中总结
2. Exploring Advertising Equity: How a Brand's Past Advertising May Affect Consumer Willingness to Approach Its Future Ads [J] . Sara Rosengren, Micael Dahlen The Journal of Advertising . 2015,第1期

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3. Understanding Online Interruption-Based Advertising: Impacts of Exposure Timing, Advertising Intent, and Brand Image [J] . Chan J. C. F., Jiang Z., Tan B. C. Y. Engineering Management, IEEE Transactions on . 2010,第3期

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5. The Role of Advertising in Building Brand Equity within Low Involvement Products [D] . Nuweihed, Wael. 2018

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6. The Potential Cost-Effectiveness and Equity Impacts of Restricting Television Advertising of Unhealthy Food and Beverages to Australian Children [O] . Vicki Brown, Jaithri Ananthapavan, Lennert Veerman, 2018

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7. Teenagers and young adults are increasingly using social networks as a means to interact and participate in constructing a multiple speech. Companies take direct options with followers in networks and use these virtual structures to approach their target. The purpose of this paper is to study, using empirical and observational methodology, how to build «Coca-Cola» brand image in «Tuenti», followed by the network over the public sector. Among other things, we will see how involved the brand and how followers, what are the issues that are introduced on the inputs and through what kind of formats. In conclusion, we noted that the interest in the brand of free speech to let the followers is just a strategy, the actual entries of «Coca-Cola» are very rare but they all have a high effect, a language that challenges the user to activate and resume his speech so directed. Moreover, there is no mechanism differentiating between information, entertainment and advertising, which combined with continued exposure to advertising impacts across different formats, leads us to propose the need for media education to encourage responsible use critic and social networks by young people. [O] . Carmen Lazo, Marta, Martínez Rodrigo, Estrella, Sánchez Martín, Lourdes 2013

机译：青少年和年轻人越来越多地使用社交网络作为交互和参与构建的手段多个演讲。公司直接选择网络中的关注者并使用这些虚拟结构接近他们的目标。本文的目的是使用经验和观察方法研究如何在«Tuenti»建立«可口可乐»品牌形象，随后是公共部门的网络。除其他外，我们将看到品牌及其追随者的参与程度，以及在投入和投入上引入的问题通过什么样的格式。总之，我们注意到对自由言论品牌的兴趣让追随者只是一个策略，«可口可乐»的实际条目是非常罕见的，但它们都有很高的效果，一种语言，挑战用户如此指示激活和恢复他的演讲。而且，没有机制区分信息，娱乐和广告之间，以及持续接触广告不同形式的影响，使我们建议需要媒体教育来鼓励负责任的使用评论家和年轻人的社交网络。

Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity

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