IDEAS home Printed from https://ideas.repec.org/a/ora/jrojbe/v9y2024i1p156-164.html
   My bibliography  Save this article

Advertising Messages For A Financial Service Provider: Creation And Analysis Of The Effectiveness

Author

Listed:
  • Grigore FUSU

    (Alexandru Ioan Cuza University of IaÅŸi, Faculty of Economics and Business Administration, Doctoral School of Economics and Business Administration, IaÅŸi, Romania)

Abstract

The paper presents the process of creating and testing three advertising messages in order to select the most effective way to promote a non-banking financial company on a new targeted market represented by online retailers. As a result of a brainstorming session, three concepts were identified for the advertising message: satisfied entrepreneur, future concept, and the playful entrepreneur. Using each concept, three printed advertising messages were created. To test the advertising messages, research was conducted in two steps. The first step involved testing the messages through a quantitative survey based on a questionnaire administered to a sample of 28 employees of the company. This survey evaluated five dimensions of the prints: identification, relevance, capturing attention, intelligibility, and creativity. The second step aimed to test the efficiency of the prints using the Facebook Ads platform, measuring two metrics: CPM (cost per 1,000 impressions) and CTR (link click-through rate). The results of this research indicate that the advertising message based on the concept of the satisfied entrepreneur registered the best response in both testing methods.

Suggested Citation

  • Grigore FUSU, 2024. "Advertising Messages For A Financial Service Provider: Creation And Analysis Of The Effectiveness," Oradea Journal of Business and Economics, University of Oradea, Faculty of Economics, vol. 9(1), pages 156-164, March.
  • Handle: RePEc:ora:jrojbe:v:9:y:2024:i:1:p:156-164
    DOI: http://doi.org/10.47535/1991ojbe190
    as

    Download full text from publisher

    File URL: https://ojbe.steconomiceuoradea.ro/wp-content/uploads/2024/03/OJBE-91-156-164.pdf
    Download Restriction: no

    File URL: https://libkey.io/http://doi.org/10.47535/1991ojbe190?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Robert Heath & Agnès Nairn & Paul A. Bottomley, 2009. "How effective is creativity? Emotive content in TV advertising does not increase attention," Post-Print hal-02312552, HAL.
    2. Robert E. Smith & Scott B. MacKenzie & Xiaojing Yang & Laura M. Buchholz & William K. Darley, 2007. "Modeling the Determinants and Effects of Creativity in Advertising," Marketing Science, INFORMS, vol. 26(6), pages 819-833, 11-12.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Bilby, Julie & Reid, Mike & Brennan, Linda & Chen, Jiemiao, 2020. "Tiers and fears: An investigation of the impact of city tiers and uncertainty avoidance on Chinese consumer response to creative advertising," Australasian marketing journal, Elsevier, vol. 28(4), pages 332-348.
    2. Rik Pieters & Michel Wedel, 2012. "Ad Gist: Ad Communication in a Single Eye Fixation," Marketing Science, INFORMS, vol. 31(1), pages 59-73, January.
    3. Sander, Julian, 2024. "The Role of Emotions in Investment Decisions: The Effects of Vividness of a Crowdfunding Campaign Video," Thesis Commons 6gptv_v1, Center for Open Science.
    4. Gaetano Miceli & Maria Antonietta Raimondo, 2020. "Creativity in the marketing and consumer behavior literature: a structured review and a research agenda," Italian Journal of Marketing, Springer, vol. 2020(1), pages 85-124, March.
    5. Jiemiao Chen & Xiaojing Yang & Robert E. Smith, 2016. "The effects of creativity on advertising wear-in and wear-out," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 334-349, May.
    6. Kunz, Werner & Schmitt, Bernd & Meyer, Anton, 2011. "How does perceived firm innovativeness affect the consumer?," Journal of Business Research, Elsevier, vol. 64(8), pages 816-822, August.
    7. Manuela Ruzzoli & Aoife McGuinness & Luis Morís Fernández & Salvador Soto-Faraco, 2020. "From cognitive control to visual incongruity: Conflict detection in surrealistic images," PLOS ONE, Public Library of Science, vol. 15(6), pages 1-14, June.
    8. Mazerant, Komala & Willemsen, Lotte M. & Neijens, Peter C. & van Noort, Guda, 2021. "Spot-On Creativity: Creativity Biases and Their Differential Effects on Consumer Responses in (Non-)Real-Time Marketing," Journal of Interactive Marketing, Elsevier, vol. 53(C), pages 15-31.
    9. Bublitz, Melissa G. & Peracchio, Laura A., 2015. "Applying industry practices to promote healthy foods: An exploration of positive marketing outcomes," Journal of Business Research, Elsevier, vol. 68(12), pages 2484-2493.
    10. Wajid, Anees & Raziq, Muhammad Mustafa & Ahmed, Qazi Mohammed & Ahmad, Mansoor, 2021. "Observing viewers’ self-reported and neurophysiological responses to message appeal in social media advertisements," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    11. Dass, Mayukh & Kohli, Chiranjeev & Kumar, Piyush & Thomas, Sunil, 2014. "A study of the antecedents of slogan liking," Journal of Business Research, Elsevier, vol. 67(12), pages 2504-2511.
    12. Shukla, Paurav & Singh, Jaywant & Wang, Weisha, 2022. "The influence of creative packaging design on customer motivation to process and purchase decisions," Journal of Business Research, Elsevier, vol. 147(C), pages 338-347.
    13. Tjaša Alegro & Maja Turnšek, 2020. "Striving to Be Different but Becoming the Same: Creativity and Destination Brands’ Promotional Videos," Sustainability, MDPI, vol. 13(1), pages 1-16, December.
    14. Cheung, Man Lai & Leung, Wilson K.S. & Aw, Eugene Cheng-Xi & Koay, Kian Yeik, 2022. "“I follow what you post!†: The role of social media influencers’ content characteristics in consumers' online brand-related activities (COBRAs)," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    15. Osadchaya, Elena & Marder, Ben & Yule, Jennifer A. & Yau, Amy & Lavertu, Laura & Stylos, Nikolaos & Oliver, Sebastian & Angell, Rob & Regt, Anouk de & Gao, Liyu & Qi, Kang & Zhang, Will Zhiyuan & Zhan, 2024. "To ChatGPT, or not to ChatGPT: Navigating the paradoxes of generative AI in the advertising industry," Business Horizons, Elsevier, vol. 67(5), pages 571-581.
    16. Lee, Jieun & Hong, Ilyoo B., 2016. "Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity," International Journal of Information Management, Elsevier, vol. 36(3), pages 360-373.
    17. Jiemiao Chen & Robert E. Smith, 2018. "The boundaries for ad creativity: effects of type of divergence and brand processing and responses," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 561-576, November.
    18. Simmonds, Lucy & Bellman, Steven & Kennedy, Rachel & Nenycz-Thiel, Magda & Bogomolova, Svetlana, 2020. "Moderating effects of prior brand usage on visual attention to video advertising and recall: An eye-tracking investigation," Journal of Business Research, Elsevier, vol. 111(C), pages 241-248.
    19. Dobin Yim & Timothy Malefyt & Jiban Khuntia, 2021. "Is a picture worth a thousand views? Measuring the effects of travel photos on user engagement using deep learning algorithms," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(3), pages 619-637, September.
    20. Yael Steinhart, 2012. "All that glitters is not gold: The dual effect of activation technique in advertising," Marketing Letters, Springer, vol. 23(1), pages 195-208, March.

    More about this item

    Keywords

    advertising testing; creativity in advertising; Facebook Ads testing; financial company advertising.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ora:jrojbe:v:9:y:2024:i:1:p:156-164. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tomina SAVEANU The email address of this maintainer does not seem to be valid anymore. Please ask Tomina SAVEANU to update the entry or send us the correct address (email available below). General contact details of provider: https://edirc.repec.org/data/feoraro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.