11 pages., Online via UI e-subscription, Researchers investigated the relative effectiveness of comparative and non-comparative advertising in communicating the differentiating attributes of a brand of pasta among the Italian consumer respondents. Results showed that comparative advertising's effect depends on consumers' perceived differentiation among the brands and consumers' level of involvement with the specific product category.
18 pages., Online via UI e-subscription, Investigated the extent to which extenuating factors (excluding those produced by the commercial) affected the extent to which an advertisement was both persuasive and eventually engendered persuasion. Results demonstrated that the combined pre-existing market forces had a greater impact on a commercial's ability to persuade than did the message or creativity in the advertisement itself. Foods were among the products involved in this analysis.
"Experiential marketing can be interpreted many ways, but our approach helps brands create relationships with target audiences through immersive and memorable interactions." Approach used by Osborn Barr Paramore, agri-marketing communications agency, St. Louis, Missouri.
Available online at www.centmapress.org, Results showed that different segments of producers had distinctive purchasing behaviors. Specifically, analytic-oriented producers tended to focus on product performance and less on the relationship with suppliers when buying their inputs. They also tended to be loyal to input brands, rely less on dealers/retailers and salespeople, and they are willing to change suppliers more often than other producers. Intuitive-oriented producers valued more the relationship with the supplier and are interested in contacting the salesperson if they need a product. Balanced-oriented producers declared to be less loyal to brands, but were more stable in terms of not changing input suppliers frequently.
