Positive Effects of Advertising on ..

This paper adds to the literature on advertising creativity as well as the growing body of research on unintended effects of advertising. In three experimental studies we “think outside the ad” and test if there could be unintended, positive effects of advertising creativity. The results show advertising creativity to have a positive influence on consumers’ own creativity as well as their perceptions of media vehicle value. The effects are mediated by processing and perceived creativity. In discussing the results we encourage advertisers not only to take responsibility for avoiding unintended negative effects on consumers, but also explore and factor in potential positive effects that benefit consumers.

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Positive Effects of Advertising - Potential Negative Effects of Advertising

Positive Effects of Advertising on Children - Research Assistance

To summarize, the response function predicts that using time-series aggregate national advertising data probably will lead to finding little or no effect of advertising. Cross-sectional data measuring local variations in advertising are more likely to fall in the upward sloping portion of the advertising response function, and are more likely to lead to finding a positive effect of advertising. Advertising bans, if comprehensive enough, may lead to finding effects of advertising on consumption too. With these predictions in mind I have completed seven studies which use either cross-sectional advertising data, advertising ban data, or cross-sectional counteradvertising data.

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In conclusion, the theory of an industry advertising response function is supported by the empirical results from my own prior studies and reconciles the contrary findings from other prior studies based on aggregated time-series data. Taken together, these empirical studies suggest that time-series advertising data for alcohol and tobacco are not appropriate for measuring the effect of advertising. However, further studies using cross-sectional data are also likely to find positive effects of advertising; studies of advertising bans will find effects if they are comprehensive bans; and studies of counteradvertising are likely to find that counteradvertising reduces consumption.

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There are many positive effects of advertising on society

Theaters were soon joined by drive-ins and other businesses that recognized the positive effects of advertising through changeable outdoor signs.

(1995) found no significant positive effects of advertising on vegetable demand in Norway

Positive & Negative Effects of Advertising | eHow

ABSTRACT: This article adds to the literature on advertising creativity as well as the growing body of research on the unintended effects of advertising. In three experimental studies we “think outside the ad” and test whether there could be unintended, positive effects of advertising creativity. The results show advertising creativity to have a positive influence on consumers’ own creativity as well as their perceptions of media vehicle value. The effects are mediated by processing and perceived creativity. In discussing the results we encourage advertisers not only to take responsibility for avoiding unintended negative effects on consumers but also to explore and factor in potential positive effects that benefit consumers.

The results indicate significant positive effects of advertising exposures

Positive & Negative Effects of Employee Motivation.

This essay discusses the positive effects of advertising on television and other media on children, including the impact made on the development of social, emotional and cognitive skills in children. The essay also presents a brief review of related research on the topic.