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    Different Markets, Different Communication Strategies? A Comparison of the Communication Effects of Alcohol Advertisements in Belgium and Poland

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    Publication type
    Journal article
    Author
    De Pelsmacker, Patrick
    Geuens, Maggie
    Publication Year
    1998
    Journal
    International Marketing Review
    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.
    Keyword
    Advertising
    Knowledge Domain/Industry
    Marketing & Sales
    URI
    http://hdl.handle.net/20.500.12127/724
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