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The impact of congruency and contrast on the effectiveness of happy ads

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  1. Introduction.
  2. Theoretical framework.
  3. Research questions.
  4. Hypotheses.
  5. Research design.
  6. Results.
    1. Analysis of the results concerning evaluations.
    2. Analysis of the questionnaire two days later.
  7. Marketing implications.
  8. Limits of our experiment.
    1. The experiment.
    2. About the 'neutral' ads we selected.
    3. The 'Lenovo problem'.
    4. Order of the ads.
    5. Advertised products.
  9. How to improve further experiments.
  10. Conclusion.
  11. References.

Big companies have more and more interest in improving the image of their brand to increase their sales but also their profits and there are several reasons for this: According to Malinvaud, using ads enable the brand differentiate itself from its competitors, so this is for a company a way to avoid a price competition (the products are not homogeneous anymore). Thanks to globalization new opportunities are given to companies to export their products, so ads are important for companies which come in new markets, and the power of negotiation of a firm (against supermarket like Wal-Mart for instance) increases when the brand is demanded by customers, and then the company has a biggest margin room to negotiate the prices of its products. Ads became a major stake for companies and marketers try to increase the efficiency of their ads. In our study we will focus on the way to optimize the efficiency of happy ads and with this aim we will try to determinate the impact of the context (happy or sad) in which happy ads are broadcast.

[...] As we had already mentioned, volunteers were asked to fill again the same questionnaire some time later in order to test the effectiveness of the ad and the impact of the context on it as time goes by. Results Analysis of the results concerning the noticeable spots People who watched Friends and Grey's Anatomy were pleased to write down which spots they found outstanding. For the Grey's Anatomy's episode of the people quoted Danish, and no one mentioned one of the three other ads. [...]


[...] TV channels have another way to take advantage of these results: they can make a price discrimination according ads, that is to say grand a lower price to the happy ads broadcasted in a sad program, and demand a higher one for the others (for instance, neutral ads broadcasted in the same break). It wills incentive firms either to create neutral ads (which would then pay a higher price for the minute) or to negotiate their ads to be broadcasted in a happy programme (and firms would then pay more). [...]


[...] One of the main parameters that appear as crucial for the effectiveness of the ad is the congruency and the contrast between the program and the ad. Be it for humorous ads, or other kind of ads, the researchers studied the effects of the relationship between the mood of the ad and the mood of the program during which it is broadcasted. P. de Pelsmacker, M. Guens, and P. Allckaert (2002), J.H. Murphy, I. Cunningham, and G.B. Wilcox (1979) dealt with this issue. [...]

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