دانلود مقاله ISI انگلیسی شماره 2187
ترجمه فارسی عنوان مقاله

مسیرهای عملکردی و تجربی برای ترغیب : تجزیه و تحلیل تبلیغات در بازارهای در حال ظهور در مقابل بازارهای توسعه یافته

عنوان انگلیسی
Functional and experiential routes to persuasion: An analysis of advertising in emerging versus developed markets
کد مقاله سال انتشار تعداد صفحات مقاله انگلیسی
2187 2013 11 صفحه PDF
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : International Journal of Research in Marketing, Volume 30, Issue 1, March 2013, Pages 46–56

فهرست مطالب ترجمه فارسی

چکیده

مقدمه

اچارچوب مفهومی و فرضیه  توسعه

روش های کاربردی و تجربی در تبلیغات

تفاوت پردازش تبلیغ در سراسر بازارها

درخواست های آگهی اجتماعی و فرهنگی و اثرشان در بازار

اطلاعات

توصیف داده ها از آگهی های بازرگانی تلویزیون

داده های پاسخ مصرف کننده

اطلاعات قضاوت کارشناسان

نتایج مصالح
ترجمه کلمات کلیدی
- بازارهای نوظهور - توسعه بازارها - ماتریالیستی - تجدید نظر تبلیغاتی - بازاریابی تجربی - بازاریابی کارکردی - پست ماتریالیسم
کلمات کلیدی انگلیسی
Emerging markets,Developed markets,Materialist,Postmaterialist,Advertising appeals, Experiential marketing,Functional marketing
ترجمه چکیده
تبلیغات تجارت های در حال ظهور نسبت در بازارهای توسعه یافته متفاوت میباشد؟ با استفاده از داده ها از 256 آزمون های تلویزیونی تجاری که توسط شرکت چند ملیتی کالاهای پر مصرف (FMCGs) در 23 کشور حال انجام شده ، از نظر ما دو راه متقاعد سازی وجود دارد : یک مسیر عملکردی، که بر ویژگی های و مزایای یک محصول، و یک مسیر تجربی، که تداعی احساس، احساسات و تصورات میباشد . در حالی که در بازارهای توسعه یافته مسیر تجربی عامل عمده متقاعد سازی میباشد ، مسیر عملکردی، عامل نسبی در بازارهای در حال ظهور است. علاوه بر این، ما یک تاثیر دیفرانسیل محلی / جهانی و سنتی / مدرن را پیدا کردیم. این یافته درمیان تجارت های درحال ظهور و بازارهای توسعه یافته برای منظور مستقل نگه داشته نمی شوند. ما در مورد یافته های خود برای تبلیغات در بازارهای نوظهور و برای توسعه یک فرهنگ مصرفی جهانی بحث می کنیم.
ترجمه مقدمه
اهمیت صنعت تبلیغات در بازارهای در حال ظهور (تجارت های در حال رشد) رو به افزایش است . پس از رکود اقتصادی جهانی اواخر2000 که بحران مالی را به دنبال داشت،دوباره هزینه های تبلیغات جهانی رو به افزایش بوده است ، اما این افزایش تا حد زیادی در کشورهای در حال توسعه در آسیا و اقیانوسیه، خاور میانه / آفریقا و منطقه آمریکای لاتین بوده است تا در بازارهای توسعه یافته (تجارت های توسعه یافته) در اروپا، ایالات متحده، استرالیا و ژاپن. با توجه بهگزارش 2011 نیلسن (www.nielsen.com )،تجارت های در حال رشد ادامه میدهد تا منجر به هزینه های تبلیغ جهانی برای سال های زیادی شود ،کالاهای پر مصرف (FMCGs),این دسته به سرعت با بالاترین نرخ مورد انتظاردر حال رشد است.
پیش نمایش مقاله
پیش نمایش مقاله  مسیرهای عملکردی و تجربی برای ترغیب : تجزیه و تحلیل تبلیغات در بازارهای در حال ظهور در مقابل بازارهای توسعه یافته

چکیده انگلیسی

Should advertising be approached differently in emerging than in developed markets? Using data from 256 television commercial tests conducted by a multinational fast-moving consumer goods (FMCGs) company in 23 countries, we consider two routes of persuasion: a functional route, which emphasizes the features and benefits of a product, and an experiential route, which evokes sensations, feelings, and imaginations. Whereas in developed markets the experiential route mostly drives persuasion, the functional route is a relatively more important driver in emerging markets. In addition, we find a differential impact of local/global and traditional/modern. This finding does not hold for individualistic versus collectivistic ad appeals between emerging and developed markets. We discuss implications of our finding for advertising in emerging markets and for the development of a global consumer culture.

مقدمه انگلیسی

1. Introduction The advertising industry in emerging markets (EMs) is of increasing importance. After the global recession that followed the late-2000s financial crisis, global advertising spending has been on the increase again, but this increase largely stems from the emerging countries in the Asia Pacific, Middle East/Africa, and Latin America regions rather than in the developed markets (DMs) in Europe, the U.S., Australia and Japan. According to a 2011 Nielsen's report (www.nielsen.com), EMs will continue to lead global ad spending for many years to come, with fast-moving consumer goods (FMCGs) representing the category with the highest expected rate of growth. Prior research has enriched our understanding of how consumers process and respond to advertisements. However, this research has been conducted almost exclusively in high income, industrialized nations (Burgess & Steenkamp, 2006). There may be important differences in ad processing between DMs and EMs, for example, in the way consumers perceive advertising messages and advertising appeals. Consider an FMCGs company that sells a shampoo, razor, or cleaning product. In EMs, contextual factors affecting the brand (e.g., water availability and purity, bathroom facilities in households, as well as the retail and local selling environment) may be quite different from those in DMs. These factors may affect how consumers perceive the advertisements for these brands—for example, the functional benefits communicated in the ads, the sensory and emotional components, or the various image appeals in the ads. In this research, we empirically investigate whether consumers in EMs process ads differently than consumers in DMs. We focus specifically on the relative effects of functional and experiential routes of ad persuasion. In addition, we investigate the effects of socio-cultural ad appeals on ad processing in EMs and DMs, including perceived referential appeals (local versus global), innovativeness appeals (modern versus traditional), and group-related cultural appeals (individualistic versus collectivistic).

نتیجه گیری انگلیسی

Using an extensive data set from an FMCGs company of 256 television commercials for cleaning brands from 23 countries around the world, we find important ad processing differences between EMs and DMs. In DMs, experiential advertising significantly impacts affect and does not impact cognition. Functional advertising also impacts affect, albeit to a lesser degree. In contrast, in EMs, functional advertising significantly impacts cognition and affect. Both cognition and affect are significant drivers of purchase intent. However, in EMs, experiential advertising has no significant impact on cognition or affect. Thus, in DMs, the experiential route is a more important driver of persuasion; however, the functional route is the key driver of persuasion in EMs. Importantly, these effects are significantly different across DM and EM countries. This supports our overall hypothesis: in DMs, the experiential route best describes the advertising process of persuasion, whereas in EMs, it is the functional route that best describes ad persuasion. Our results also show that, unexpectedly, the functional route influences affect in EMs and, to a lesser degree, in DMs. This result means that functional aspects of the ads, such as product attributes and applications, lead consumers to enjoy the ad and to perceive the brand as attractive. This effect may occur because many products, by their very nature (especially the cleaning products featured herein), offer functionality that creates value, and from this value creation, consumers derive positive affect (Chandy, Tellis, MacInnis, & Thaivanich, 2001). Our second overall hypothesis, which states that global, modern, and individualistic ad appeals are more likely to stimulate affect in DMs, whereas in EMs, such appeals are more likely to stimulate cognition, received only partial support. The effects of local/global and modern/traditional ad appeals are largely supported, whereas we find no effects for individualistic versus collectivistic appeals on the persuasion process. As predicted, the global appeal impacts affect in DMs and impacts cognition in EMs; global appeal also has cognitive effects. This impact, however, is not significantly different across the two country groups. With regards to traditional/modern appeals, as predicted, the modern appeal impacts affect in DMs and impacts cognition in EMs. Importantly, this impact is significantly different across the two country groups.