Different Markets, Different Communication Strategies? A Comparison of the Communication Effects of Alcohol Advertisements in Belgium and Poland
De Pelsmacker, Patrick Geuens, Maggie
De Pelsmacker, Patrick
Geuens, Maggie
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Publication Type
Journal article
Editor
Supervisor
Publication Year
1998
Journal
International Marketing Review
Book
Publication Volume
15
Publication Issue
4
Publication Begin page
277
Publication End page
290
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Abstract
The communication effect of four types of alcohol advertisement, i.e. humorous, warm, erotic and non-emotional, are studied in Belgian and Polish samples of young consumers. Ad recognition, brand attribution, ad evoked feelings, cognitive and affective reactions, attitude towards the ad, the brand and purchase intention, are measured and compared between the Belgian and the Polish group. A lot of similarities between Polish and Belgian subjects emerge. Emotional appeals generate a more positive ad and brand attitude, and humour is the most effective emotional appeal. Basic ad evoked feelings are very similar in both groups. On the other hand, some differences are observed. Erotic ads do a better job in Poland than in Belgium. An evoked irritation leads to negative communication effects only in Belgium, but not in Poland. Polish consumers seem to rely more on cognitive responses to form an attitude towards the brand, while affective responses are more important for Belgium consumers.
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Keywords
Advertising