Group 1

Presentation

1.Phú Thuỳ Xuân Mai 3. Đặng Phúc Nam

2.Bùi Quốc Việt 4. Lê Ngọc Tuyền
 What we'll discuss
• Rajagopal, & Behl, R. (Eds.). (2021).
Entrepreneurship and Regional Development
• Tellis, Gerard J. (2004). Effective Advertising:
Understanding When, How, and Why Advertising
Works.
• Kirmani, A. (2013). Advertising repetition as a
signal of quality: If it's advertised so much,
something must be wrong. Journal of Advertising,
26(3), 77–86.
1.Rajagopal, & Behl, R. (Eds.). (2021). Entrepreneurship and Regional
Development.

Objective
Effect of
Exaggerated
Claims on Brand
Evaluation
Theory and Key concepts
• Processing
Exaggerated Claims
• Is belief independent
of comprehension?
Method / Measurement
Directly after viewing
the ads, participants
were asked to provide a
credibility rating for the
advertisement.
Participants used a 10
point scale anchored
with “not at all
credible” (0) to “very
Key findings & Policies
As expected, the
attribute beliefs (good
food, good service) and
the inference (being
expensive) did not vary
with puffery level or
interruption condition.
 2. Tellis, Gerard J. (2004).
Effective Advertising:
Understanding When, How,
and Why Advertising Works.
 Objectives
Why Firms Persist With
Ineffective Ads?
Theory/Key concepts

Competitive Pressure
Key findings & Policies
Advertisers may be caught in a perceived
prisoner's dilemma when they try to prevent
their competitors from gaining market share
through advertising. Some firms advertise
not out of fear of losing market share, but
simply because they fear they will lose sales
if they do not.
3. KIRMANI, A. (2013). ADVERTISING
REPETITION AS A SIGNAL OF QUALITY: IF
IT'S ADVERTISED SO MUCH, SOMETHING
MUST BE WRONG. JOURNAL OF
ADVERTISING, 26(3), 77–86.
HTTPS://DOI.ORG/10.1080/00913367.1997.106
73530
 OBJECTIVE
• The study objective was to show that
advertising repetition may be used as a
signal of quality, and that the quality
inference is different from the traditional
information processing effects of repetition
on persuasion
THEORY/KEY CONCEPTS
Advertising Repetition as a Signal of
Quality: If It's Advertised So Much,
Something Must Be Wrong
 METHOD / MEASUREMENT
Overview and Stimuli:
A study about their reactions to
foreign media
Design and Manipulations:
Assess non-cost-related differences
between the color and the black and
white versions of the target ad
 Repetition may affect perceptions Provide a better understanding of
Key findings & Policies

about the manufacturer's effort the underlying reasons for the

and credibility. relationship between perceived
advertising costs and perceived
brand quality.

Varying ads has been The type of product may

shown to be more effective make a difference
 THANK YOU
FOR LISTENING
Don't hesitate to ask any questions!