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). [...]
[...] This is why, more than a mere link between the ads and the context, we tried to find an accurate implication between the context of happy ads, and the impact on memory and brand image, and to answer this research question : are happy ads more effective in a comedy or in a drama ? After studying former research on this topic, and carrying experimentation on the problem of the effectiveness of happy ads in comedies and dramas, we were able to draw these conclusions: first, even if the context does not have a great influence on the evaluation of the happy ad itself (ie whether or not people like the spot), the happy ad induces a much better brand image in a comedy context, probably because it does not break their emotional involvement in the program. [...]
[...] A questionnaire to evaluate the impact of each context on the memorization and the efficiency of the happy ad Therefore, we made two different versions of our experiment, called versions A and depending on the fact of screening either the comedy or the drama All the participants were undergraduates studying at HEC, i.e. classmates that were asked to take part in our experiment. Each member of the Lindt team was in charge of one of the two versions of experiment and had to make it with a few volunteers. [...]
[...] The impact of program environment on recall of humorous television commercials [online]. Journal of advertising. Spring79, Vol Issue p17-21. Available on Business Source complete.
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