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https://ruomo.lib.uom.gr/handle/7000/1492
Title: | Metaphors and Body Copy in Online Advertising Effectiveness |
Authors: | Hatzithomas, Leonidas Manolopoulou, Aikaterini Margariti, Kostoula Boutsouki, Christina Koumpis, Dimitrios |
Type: | Article |
Subjects: | FRASCATI::Social sciences::Economics and Business::Business and Management |
Keywords: | Advertising Metaphors Internet Attitudes |
Issue Date: | 2021 |
Publisher: | Taylor & Francis |
Source: | Journal of Promotion Management |
Volume: | 27 |
Issue: | 5 |
First Page: | 642 |
Last Page: | 672 |
Abstract: | The present study elaborates on the effect of visual and verbal metaphors in online advertising effectiveness. It suggests that the advertising copy execution (hard-sell vs. soft-sell) moderates the relationship between the metaphors used and consumers’ ad and brand evaluations. One laboratory and two real-world experiments using Google Ads provide the empirical underpinnings of the study. The findings suggest that a metaphor, in the presence of a soft-sell rather than a hard-sell copy, leads to positive attitudes and increases click-through rate (CTR), while a literal advertisement improves attitudes and CTR when it incorporates a hard-sell rather than a soft-sell copy. Pertinent managerial implications with respect to the design of effective online advertisements are underlined. |
URI: | https://doi.org/10.1080/10496491.2021.1880520 https://ruomo.lib.uom.gr/handle/7000/1492 |
ISSN: | 1049-6491 1540-7594 |
Other Identifiers: | 10.1080/10496491.2021.1880520 |
Appears in Collections: | Department of Business Administration |
Files in This Item:
File | Description | Size | Format | |
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Metaphors and Body Copy in Online Advertising.pdf | Metaphors and Body Copy in Online Advertising Effectiveness | 330,53 kB | Adobe PDF | View/Open |
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