Communicating high-tech products - a comparison between print advertisements of automotive premium and standard brands Online publication date: Mon, 30-Nov-2015
by Christian Vincenzo Baccarella; Christian Willi Scheiner; Timm Florian Trefzger; Kai-Ingo Voigt
International Journal of Technology Marketing (IJTMKT), Vol. 11, No. 1, 2016
Abstract: Is there a difference in advertising high-tech products between premium and standard brands? A systematic content analysis of 492 print advertisements from the automotive industry has been conducted, focusing on brand name, logo, and slogan as well as on the amount and types of presented information cues. The findings of this study show that premium brands tend to focus more on corporate branding than standard brands, whereas standard brands place a greater emphasis on product-related branding compared to premium brands. Moreover, premium brands communicate significantly more information per ad than standard brands, and they also differ regarding the types of presented information. This study complements current theoretical and conceptual knowledge with empirical evidence. The findings are particularly valuable for practitioners as they enable marketing decision makers to better review their own advertising strategies.
Online publication date: Mon, 30-Nov-2015
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Technology Marketing (IJTMKT):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email email@example.com