THE
QUASI EXPERIMENTAL STUDY OF THE INFLUENCE OF ADVERTISING CREATIVITY AND
EXPOSURE INTENSITY TOWARD PURCHASING ACTION WITH AIDA APPROACH
Ramdan Budiawan
Faculty of Management and Business
Bogor Agricultural University, Bogor, Indonesia
E-mail: ramdanb@gmail.com
Arif Satria
Faculty of Human Ecology
Bogor Agricultural University, Bogor, Indonesia
E-mail: arifsatria@gmail.com
Megawati Simanjuntak
Faculty of Human Ecology
Bogor Agricultural University, Bogor, Indonesia
E-mail: mega.juntakipb@gmail.com
Submission: 23/08/2016
Revision: 31/08/2016
Accept: 03/10/2016
ABSTRACT
Advertisement is one of
marketing communication forms made by companies to reach sales goal of certain
product. Advertising creativity is one of important factors that determine the
success of television advertisement. Furthermore, the exposure intensity is
also a determining factor to make television viewers draw their attentions to
television advertisements. In
this research, AIDA model is used to measure the viewers’ response toward the advertisement.
AIDA (Attention, Interest, Desire and Action) model is one of popular response
hierarchy models for marketer as guidance to implement the marketing
communication activities. This research analyzes the influence of advertising
creativity and exposure intensity toward purchasing action as the final
stage of consumer in deciding product purchased. The
research applied quasi experimental study to 80
respondents as the target market of the advertised product, which is ice cream
premix from Haan brand. The experiment was done in 2 treatments: treatment 1 is
one advertising exposure and treatment 2 is three advertising exposures. The
Mann Whitney difference test with SPSS program showed no significant
differences between one exposure and three exposures. The SEM PLS analysis
showed that advertising creativity influenced significantly to attention,
interest, desire and action in buying product.
Keywords: Advertising Creativity, Advertising
Exposure Intensity, Attention, Interest, Desire, Action
1. INTRODUCTION
Consumer need is a very powerful motivation for company to produce product or develop existing product to fulfill
what consumers want. The core of business basically starts from the
emerging needs of two parties, consumers that need products since they
cannot produce, and producers that are able to fulfill the needs of consumers to obtain
return for the service. One of the ways to create consumer needs is to provide marketing strategy through advertising concepts.
A creative advertising concept is considered effective
to dig the consumer needs for a certain product. TV advertisement still become the
mainstay for marketing campaign. It is expected that by using
research data, good advertising campaign will be produced. Most advertising
costs are expended for top line advertisement, where media plays important
roles.
The
limited budget Advertisements of several companies could be optimized by formulating effective advertising concepts. An eeffective TV advertisement functioning as
marketing communication media is expected to influence the consumer attitude.
The consumer attitude is an important factor to consumer decision making
(OKTORIYANA; SUMARWAN; HARTOYO, 2014).
Based
on AIDA model (STRONG, 1925), an advertising promotion needs
sufficient information about behavioral
patterns,
needs, and market segments.
The concept aims to make
consumers capable of buying continuously. Any efforts
of advertisement with persuasive language attempt to make consumers consume,
without considering their social status. AIDA model is one of response
hierarchy models that popular for marketing as guidance in implementing the
marketing activities.
During
the informational message receiving, society or target should pass formulation
stages of AIDA concept. First is attention which indicates that the information or media should be able to
attract the target. Second is interest which means that the information or
media used relates with how the consumer put interest and further desires. Third, is desire which signifies that the
used information or media should be able to drive target’s desire to posses or enjoy
the product. Last is action which represents the used information or media should have a persuasive power for buyer candidates to do
purchasing action as soon as possible
(ROFIQ; ARIFIN; WILOPO, 2013).
The
goal of the research is to analyze the creativity
of TV advertising concept,
intensity of advertising exposure and attention, interest, desire, action to
buy products. The problems that will be responded in
the research are:
1.
What
are the differences of attention,
interest, desire, and action to buy product based on advertising exposure
intensity?
2.
How
much do creativity and intensity of
advertising exposure influence attention, interest, desire and action to buy products?
3.
What
are direct and indirect factors that influence purchasing action?
2. LITERATUR
REVIEW AND FRAMEWORK
2.1.
Advertising Creativity, Exposure
Intensity and AIDA
Creativity is the capability to present new
ideas. Creativity is always used in advertising, because through creativity
advertisements will be able to give information, to persuade, to remind, and to improve values of a product. A creative advertisement is able to differentiate itself
from the mass usual advertisements, different and unusual advertisements.
An advertisement which is similar with most existing advertisements will be unable
to breakthrough the crowd of competitive advertisements and unable to attract the
attention of consumers. Although a simple explanation about creativity cannot be
found, Jazz musician Charlie Mingus’ opinion can give a better explanation about
creativity that
is “creativity more than make a difference. Everyone can play something strange. The
difficulty is to be simple as Bach (classical musician maestro). Creating
something simple to be complicated is usual, but making something complicated to be simple is
amazing; that is creativity” (LOU CENTIVRE in SHIMP, 2000).
Defining
an effective advertisement will be easy if we think that an effective
advertisement is an advertisement that is able to reach the expected goals. The
perspective defines the advertising creativity from what outcome obtained
(SHIMP, 2000).
An
effective advertisement is an advertisement that is created for specific
customers, that thinks and understands about the consumer needs. Besides that,
an effective advertisement is an advertisement that is able to communicate
specific benefits, and to suggest specific actions should be taken by
consumers. An effective advertisement understands that people do not buy
products but they purchase the benefits of the products. Furthermore, an
effective advertisement is an advertisement that get attention and is
remembered, and make people do purchasing actions (SCHULTZ; TANNENBAUM in
SHIMP, 2000).
A
creative advertisement has a role in improving public awareness, but an
advertisement cannot be considered successful if it only improves the
awareness. An advertisement should create interest and desire that will drive
the consumers to buy the advertised products. A creative strategy according to
an advertising perspective is a marketing orientation given to creative persons
as guidance in making advertisements. For creative persons, a creative strategy
is often considered as the interpretation of various information about market
product, and the target consumers put into certain position in communication
which can be used to formulate advertising goals (KASALI, 1992).
AIDA is
the most often used formula to plan a comprehensive advertisement, and
implemented at the media selection, advertisement space size, and the position
in the publication media. AIDA model (attention, interest, desire, action) is a
popular response hierarchy model for marketer as guidance in conducting
marketing activities (JEFKINS, 1997).
Several
researches explaining the influence of advertising creativity toward buying
intention argue that: “attitude toward brands can be improved through effective
advertisements in which the creatifity of advertisements and the credibility of
endosers are the two influencing factors” (HANDOKO, 2006).
The
other research shows that there is a connection and a positive influence
between advertising creativity and the needs for uniqueness of consumers’
attitude and interest to buy certain products. On the other hand, the research
also indicates that no significant influence and relationship between
advertisement creativity and needs for recognition of consumers’ attitude and
interest to buy. So, in relation to the advertisement creativity, it indicates
that the factor of need for uniqueness influences more in attitude and interest
to buy compared with the factor of need for cognition (ALAM, 2011).
Research
done by Ranjbarian, Shaemi and Jordan (2011) revealed that TV advertisement of
electrical conservation was effective. TV advertisements can even get
consumers’ attention, create interest and desire to act, and finally can change
behavior effectively.
The
other research related to AIDA carried out by Schaefer, Parker and Haytko
(2011) who analyzed about the consumer perception in China and US about CAES
(Celebrity Athlete Endorsers) in the relation with AIDA showed that CAES
influenced consumers in China and US, Chinese consumers were more affected.
A
research done by Fazri (2009) concerning the exposure level of TVC
advertisement that was effective in cost to produce attention, interest, desire
and action of consumers in Jambi city concluded that to produce consumers’
attention and interest for goods, the TVC advertisement is an effective media.
Furthermore, the advertisement was needed to be exposed three times.
Sharma
(2012) stated that there should be creativity element in advertising. The
creativity was to create something new, unique, and interesting for consumers.
Even the advertisement itself was a creative process. The creativity made the
advertisement become popular to the consumers so that they wanted to buy
certain products.
Mercanti
(2008) stated that an advertisement was considered as creative by consumers if
it included three dimensions: novelty, complexity, and aesthetic. Novelty signified the unexpected second stimulus
association and relevance with the advertisement. Complexity was related to meaningful
advertisements.
Aesthetic indicated a
special design for creative advertisements.
Modig
and Rosengren (2004) stated that creativity in advertisement provided product
quality signals. A creative advertisement might become one of potential
strategies for retailers to decrease consumer price sensitivity.
Bellman
et al. (2010) believing
in two notions about minimum effective frequency of ordinary TV advertisement or
minimalist stated
that the minimum frequency is one, while the repetitions stated
that the minimum frequency should be higher. The general rules used by repetitions indicated that there were three
sufficient exposures. In early 1970s, Krugman stated that the fist exposure triggerred the cognitive curiosity,
second exposure produced evaluation and third
exposure produced action.
Makienko
(2011) stated that there were two opinions about the optimal amount of
exposures to maximize consumer responses to advertisement related to its role
in market. The first opinion stated that advertisement was a persuasive and
communicative tool that was able to convince the consumers to buy the
advertised products after one exposure. While other opinion stated that
advertisement had insignificant influence and was saved as memory and due to
that fact, it should be repeated to create several effects to consumers. This
opinion suggested that advertiser should
focus on the frequency.
Bach
and Lund (2007) stated that the goal of marketing communication was to create
consumer responses, in which an individual would pass through a series of
response levels that was seen as a hierarchy effect. The widely used method is
AIDA (attention, interest, desire, action). Through the model, we could assume
that individuals would be interested in the products before allocate their
attentions.
Sadeh
et al. (2013) stated that the messages revealed through
media to communicate with consumers should follow AIDA model framework, that is
attracting receiver attention, encouraging their desire and finally directing
to their action. Different media causes different reaction depending on their
unique effects on the receivers.
2.2.
Research Framework
The researcher want to know
how far the influence of advertising creativity toward attention, interest,
desire and action to buy product, then it is made model or conceptual framework that support
the research hypothesis. The independent variable in the research was
advertising creativity and the dependent variables were attention, interest,
desire and action to buy product. Model or conceptual framework in the research
can be seen in figure 1.
Figure 1:
Research framework
3. RESEARCH METHOD
The research is about the influence of
advertising creativity and exposure intensity on purchasing action using AIDA
approach carried out by quasi experimental method in several mother
communities that comply with the target market of ice cream premix produced by Haan brand
in Bogor and Bandung area. The research and experiment were done during
February and March of 2016.
The
model used in the research was a predictive relationship model and to analyze
the proposed research hypothesis, PLS-SEM or partial least square path modeling
was applied. The second method used to analyze the differences of two treatments applied in the research experiment was a SPSS program. In the quasi experiment, the data was collected by giving questionnaires to the research subjects
in three experiments. There were 80 collected
questionnaires used and processed as the research data.
The dependent variable of this research was the decision of purchasing action. The independent variables were influence, advertising creativity and exposure intensity.Then
there were variables that serve as independent and dependent variables. They were attention, interest, and desire. As part of the advertising creativity, there were 3 dimensions measured in
this research,
namely: advertising themes, advertising jingles and advertising slogans. The SEM model of the
research can be seen in figure 2.
Figure 2:
SEM PLS Model of Research
4. RESULTS AND DISCUSSION
4.1.
Descriptive analysis of research
variables
The
research instruments include various questions made for 25 indicators that
consist of 10 questions of advertising creativity, 4 indicators representing
advertising theme, 3 indicators signifying
advertising jingle, and 3 indicators representing advertising slogan. The other 5 indicators are
from attention variable, 4 indicators are from interest variable, 4 indicators
are from desire variable and 2 indicators are from action variable. The results
can be seen from
the replies of the
research subjects given in table 1 below.
The
advertising theme as a part of the parameters in creativity work served as
independent variable in this reaseach. From experiments conducted using 1
exposure treatement or 3 exposures treatment, indicators that have the highest
score is the indicator of advertisement as reminder of the product advantage
and the lowest one is the indicator of advertisement which is being different
from other advertisements. The result has concluded that TV viewers mostly give
their attention to the product advantage aired in the advertisement. Only few
spectators consider that the advertisement should be different from other
advertisements.
Table 1:
Average score of dimension indicators and research variables
Dimension
in the advertising creativity variable which is the advertising jingle in this
research are measured by 3 indicators: to make the brand easy to remember, to communicate the information of the products, to perceive producsts as interesting and joyful. From the three indicators, at treatment
of 1 exposure, the highest score was on communicating product information
indicaor. While at treatment of 3 exposures, the highest score was on
perceiving fun and interesting object indicator.
The
third dimension in measuring the advertising creativity was advertisement
slogan that was measured by 3 indicators, interesting sentences that can steal
viewers’ attention, easy-to-remember sentences and influential ability to make
consumer use the product. From both treatment, either the experiment using1
exposure or the esperiment using 3 exposures, the highest indicator was
influential ability to make consumers use the product.
At
Attention variable which was the first response of the research subject on
advertising creativity, the highest score of treatment using1 exposure was the
practical product advantage indicator, while for treatment using 3 exposures
the highest score was the 2 in 1 product advantage indicator. From the results,
it can be seen that the practicability product advantage and 2 in 1 product
advantage were the the two
factors that attract the viewers the most.
Other
variable which was the response parameter of consumers on advertising
creativity was interest variable or variable of consumer interest generating.
From the experiment of treatment using either1 or 3 exposures, the highest
indicator was generating interest because easily produced. It showed that the
advertisement was successful in delivering messages to consumers. The ice cream
is easy to make.
For
action variable, the highest indicator of the treatment using 1 exposure was
the statement that expressed the willingness to recommend the products to other
people and for the treatment using 3 exposures, the highest score was on the
statement of willingness to buy the advertised products.
4.2.
Evaluation of Fit Model
4.2.1. Assess the outer model or measurement model
There
are three principles of data analysis using
SmartPLS to assess the outer model, namely: convergent validity, discriminant
validity and composite reliability.
1) Convergent Validity
Convergent
validity of the measuring model with
reflexive indicator was assessed based on the correlations between item score or
component score which estimated by PLS software.
The individual reflexive size was considered high if it correlates more than 0.70 with the
measured variable. But according to Chin (1998) in Ghozali (2008) for initial
stage research the value measurement scale of loading factor of 0.5 to 0.6 was
considered as sufficient. this research applied loading factor of 0.5.
The processing results by
using SmartPLS at 1 exposure treatment, the outer model value or correlations between variable with other
variable shows that almost all indicators have loading factor
value more than 0.50 except JI5 of 0.495. So, the indicator was removed. Model figure of SEM PLS
after one insignificant indicator was removed given in figure 3.
Figure 3: SEM PLS Model of 1
exposure treatment after elimination
At the dimension of
advertising theme, the most significant influence was T13 indicator, which made the advertisement difference from other advertisements. At the dimension of advertisement jingle, the most significant was J16 indicator that was the
ability to communicate product information. For the
advertising slogan, the significant one is S19 indicator that was easy-to-remember sentences.
For attention, A13 was a significant variabel which indicated that product was interesting because children like it. The most significant indicator at the interest variable was I19,
product generates interest because it was economical. For desire, , D21 was the most significant variable which indicated that the desire to try would
be generated because the product was
suitable for the needs. For action, which was the indication of consumer
purchasing decision, the most significant variabel was the willingness to
recommend the product to other people. it showed the subject strong
desire toward the product.
For treatment of 3 exposure,
the all loading factor value more than 0.5 as given in figure 3. The outer
model value or correlation among variable has fulfilled convergent validity
because all indicators have loading factor value more than 0.50. The strongest
indicator was perceived as interesting and fun object. The strongest indicator
at the advertising slogan dimension is easy-to-remember sentences. The processing by using SmartPLS produced
model as given in figure 4.
Figure 4: SEM PLS model of 3
exposures
At
other variable, that was attention variable, the strongest indicator was
interesting because it was a family product. At the interest variable the
strongest indicator was interest generating due to economical aspect, while for
desire variable, the strongest indicator was interest generating due to the
need suitability. The consumer statement toward buying intention indicator
scored more than 0.9 each. It showed that the consumer desire to buy the
product was strong.
Discriminant validity was an indicator measurement with
the latent variable. The discriminant validity measurement was done by looking
at the AVE root square for each variable.
If the AVE root square value for each variable > 0.5, then it could
be concluded the construct has good a discriminant validity. The discriminant validity
test in the research produced AVE root square value >0.5 for all variables and dimensions.
3) Composite Validity
Validity and reliability criteria
could also be seen from the reliability value of variable and average variance
extracted (AVE) of each variable. A variable could be perceived as high
reliability if the composite reliability value was above 0.70 and AVE was above
0.50. The test results for the research informed that all variables fulfilled
the composite reliability because the value was above 0.7, as the recommended value.
Based
on the entire evaluation results concerning convergent validity, discriminant
validity, composite reliability that has been explained above, it could be
concluded that the indicators as the latent measurement variables were valid
and reliable measure.
4.2.2. Inner Model
Inner
model or structural model test
was carried out to know
the relationship among variables, which are the significance value and R square
of the research model. The structural model was evaluated by using R-square for
dependent variable of t-test and significance of structural path
parameter coefficient. Figure 4 showed the estimation results of R-square by
using SmartPLS program.
Figure
5: R-square value
From
figure 4, for treatment of 1 exposure, R-square value of attention construct was 0.377 that means 37.7 percent of advertising
creativity variance could be explained by attention variable while the
remaining was explained by other variables. The
interest variable had R-square of 0.745 that means 74.5 percent of variant
creativity of advertisement and attention could be explained by interest
variable, while the remaining was explained by other variables. If the value of R-square was high, the ability of the independent variable to explain
the dependent variable
was also high, so that the
structural equation was better. The desire
variable had R-square of 0.598 that meant 59.8 percent of variant of the
advertising creativity and interest could be explained by desire variable,
while the remaining was explained by other variables.
Action variable had R-square of 0.633 that meant 63.3 percent of advertising
creativity variable and desire could be explained by action variable while the
remaining was explained by other variables.
For the
R-square of 3 exposures treatment, attention construct had R-square of 0.375
that meant 37.5 percent of advertising creativity variable could be explained
by attention variable while the remaining was explained by other variables. Interest variable had R-square of 0.505 that meant 50.5 percent of advertising creativity variable
and attention could be explained by interest variable and the remaining was
explained by other variables. Desire variable had R-square value of 0.709
that meant 70.9 percent of desire variable could explain the
advertising creativity variable and interest variable while the remaining was
explained by other variables. Action variable had R-square of 0.681 that meant 68.1 percent of advertising creativity variable
and desire variable could be explained by action variable and the remaining was
explained by other variables.
4.3.
Hyporesearch testing
For hyporesearch testing 1
(H1), measuring the differences between 2 treatments using 1 exposure and 3
exposures, Mann Whitney U test with SPSS program was carried out. The data
analysis using Mann Whitney U test obtained the results as given in table 2.
Table 2. Difference test of
Independent T-test
From table 2 above, it could
be seen that the results of difference tests for variable with p value>0.05
were at the dimension of advertising slogan, attention variable, interest
variable, desire variable and action variable. For advertising creativity,
advertising theme, advertising jingle the p value was <0.05. It showed that
the research subject that obtained 3 exposures had more influence at
advertising theme and jingle. The average showed that all values at 3 exposures
were higher than 1 exposure. This meant that all variables concerning
advertising creativity, attention, interest, desire, action to buy product were
all better at 3 exposures although in the t-test they showed no significant
differences.
In the second hyporesearch
test (H2), it showed that creativity and intensity of advertising exposure
influenced directly and significantly toward attention, interest, desire, and
action to buy product. And in the third hyporesearch (H3) using Smart PLS, it
was revealed that creativity and advertising exposure intensity influenced
indirectly and significantly toward attention, interest, desire, and action to
buy product. From the data processing using SmartPLS the results were obtained
as given in figure 6.
Figure 6: SEM PLS model of
the advertising creativity influence toward AIDA
The result analysis of
SmartPLS program showed that the creativity influenced positively and
significantly upon attention, interest, desire, and action to buy product at
the treatment using 3 exposures. At the treatment using1 exposure the
creativity did not influence interest and desire directly. It showed that the
research subjects who watch the ice cream of Haan brand only once did not
generate interest and desire to the product.
In SEM PLS model testing,
indirect influence of advertising creativity is applied to interest, desire and
action variables, and direct influence was applied only to attention. The
result analysis of SmartPLS using 1 exposure showed that advertising creativity
influenced indirectly and significantly upon interest, desire, and action.
While at 3 exposures, indirect influence of the creativity only showed
significance at the desire and action variables.
5. CONCLUSIONS AND SUGGESTIONS
Based on the results then it
can be concluded that no significant differences at the treatment to the
subjects in the form of exposure intensity of once or 3 times. It showed that
the result of giving 1 exposure was almost similar with 3 times exposures. So,
the management while doing marketing strategy by using advertisement on
television, should increase numbers of television programs to air with low
intensity to reach more viewers rather than airing it on few television
programs with high intensity. It was useful for limited budget company.
Advertising creativity
influenced directly and significantly upon attention, interest, desire and
action to buy product. Advertising creativity influenced indirectly and
significantly upon interest, desire, and action to buy product. It showed that
ice cream of Haan brand as object in the research was appropriate to be aired
in television as marketing communication strategy to increase the attention,
interest, desire and action to buy.
For
the research it is suggested that the advertising measurement method applied in
this research can be used to test the next advertising concept that is going to
be aired or carried out as marketing communication strategy. However it is
better to create animation similar to the real advertising concept before the
real one produced. This will cut down any additional costs of production when
there is any correction toward the concept as the result of measurement.
REFERENCES
ALAM, F.
(2011) Pengaruh Kreativitas Iklan, Need
For Uniqueness & Need For Recognition Terhadap Sikap dan Minat Membeli
Konsumen. Research (Master of Management). Semarang, Indonesia. University
of Diponegoro.
BACH, M.; LUND, A. (2007) Low attention advertising processing in B2B
markets. . Journal of Business &
Industrial Marketing, v. 22, n. 5, p. 342-348
BELLMAN, S.; SCHWEDA, A.; VARAN, D. (2010) Minimum effective frequency for
interactive television ads. Journal of Direct, Data and Digital Marketing
Practice, v. 11, n. 4, p. 281-301.
FAZRI, A. (2009)
Measure the effective TVC Exposure to Generate Impact of Attention, Interest,
Desire and Action at Consumer of Jambi City. Modern Marketing Management Journal, v. 1, n. 1, p. 25-26.
GHOZALI, I. (2008) Structural
Equation Modeling: Metode Alternatif Dengan Partial Least Square. Semarang,
Indonesia : Badan Penerbit Universitas Diponegoro.
HANDOKO, R. S. (2006) Analisis Pengaruh Kredibilitas Endorser dan Kreatifitas Iklan Terhadap
Efektivitas Iklan Yang Mempengaruhi Sikap Terhadap Merk (Studi Kasus Iklan
Televisi Pada Konsumen Sepeda Motor Honda di Kota Semarang). Research
(Master of Management). Semarang, Indonesia. University of Diponegoro.
JEFKINS, F. (1997) Periklanan edisi ketiga. Jakarta, Indonesia : Penerbit Erlangga
KASALI, R. (1992) Manajemen Periklanan Konsep dan aplikasinya di Indonesia. Jakarta,
Indonesia : Pustaka Utama Grafitti.
MODIG, E.;
ROSENGREN, S. (2014) Can advertising creativity affect product perceptions and retailer
evaluations?. Journal of Product & Brand Management, v. 23, n. 6, p. 452-461.
MAKIENKO, I. (2011)
Effective frequency estimates in local media planning practice. Journal of Targeting, Measurement and
Analysis for Marketing, v. 20, n. 1, p. 57-65.
MERCANTI (2008) Consumers’
perception of the creativity of advertisements: development of a valid
measurement scale. Recherche et Applications en
Marketing, v. 23, n. 4, p. 97-99
OKTORIYANA,
A.; SUMARWAN;
HARTOYO (2014) Perumusan Strategi Pemasaran Fry Counter
dengan Pendekatan Model AIDA. Jurnal Ilmu Keluarga dan Konsumen., v. 7, n. 2, p. 103-112.
RANJBARIAN,
B.; SHAEMI, A.; JOLODAR,
S. (2011) Assessing the Effectiveness
of Electric Conservation Advertisements in Isfahan Channel Television. International Business Research v. 4, n. 3, p. 194-199
ROFIQ, A.; ARIFIN, Z.; WILOPO
(2013) Pengaruh Penerapan AIDA (Attention, Interest, Desire, Action) Terhadap
Keputusan Pembelian (Survey Pada Pembeli Kartu Perdana IM3 di Lingkungan
Mahasiswa Fakultas Ilmu Administrasi Universitas Brawijaya Angkatan 2012). Jurnal Administrasi Bisnis, v. 3, n. 1, p. 16-23.
SADEH, D.; NOORAIE,
M.;
HAJIKARIMI, B. (2013) Billboard advertising optimization by using imperialist competitive
algorithm (Case study: Tehran city). African Journal of Business Management, v. 7, n. 36, p. 3706-3713
SCHAEFER, A.; PARKER, S.; HAYTKO, D. (2011) Chinese and U.S.
consumers’ perceptions of the effectiveness of celebrity athlete endorsers. Journal of
Management and Marketing Research.
SHARMA, P. (2012) Advertising Effectiveness: “Understanding the
Value of Creativity in Advertising”, a Review Study in India. Online Journal of Communication and Media
Technologies v. 2, p 2-5
SHIMP, T. A. (2000) Advertising, Promotion, and Other Supplemental
Aspects of Integrated Marketing Communications,(5th ed). Hinsdale (US):
Dryden Press
STRONG, E.
(1925) The Psychology of Selling and
Advertising, McGraw-Hill, New York