Editor's Des ( Speaker' Box The Advertising Research Foundation

Finding Insights On Hard-to-Reach Targets P339

Digital Engagement P34 1

A. Close Scheinbaum, G. Precourt University of Texas, Austin

NUMBERS PLEASE

• The Future of Retail Is Mobile Trends and considerations for staying compelltlve G. M. Fulgoni

and A . Lipsman. comScore P346

I: (.l~"j ,$TA 3;& 11'.1 I:tf\'.'(') it a;.­• Optimal Media Investment

And Creative Strategies Across Platforms

Conditions for mliitimedia

campaign effectiveness.

J . Snyder and M Garcia-Garcia, ThaARFP352

• Deciphering Campaign Reach: Everyday Conversation Versus Institutionalized WOM What makes people talk about

brands onlil1e and offline'?

L. Groeger and F Buttle,

Macquarie Graduate School of Managomenr P368

I\~ III liiO 4!.jj :t.';I\~13·]:tJiJ,~ 14jl • Cross-Media and

Cross-Channel Behaviors Between Products

Tracking 1,000 consumers' activit y across 17 channels.

H. A. M. Voorveld, E. G. Smit.

P. C NOlj ns. and A. E. Bronner.

Amslordam School of Communication Research P385

CHARITY ADVERTISING

• Shocking People Into Action: Does It Still Work?

Surprise, Inrorost. and

compassion are key to

engage mont. A. Cockrill,

University ofWales Trinity Salilt David and I. Pars nage,

S &C Electric Eu rope Ltd P40 1

[!]I~ Scan for[!]f,tj/ ..:; more about..

theARF[!]t .. .

Agents of Social Change: A Model for Targeting and Engaging Generation Z How a Nonprofit Rebuilt an Ad Campaign to Curb Smoking by Teens and Young Adults

Researchers at Washington. DC-b sed Truth IniliaLive 0 eesaw a throe-phase stlJdy that included recruiting a

national cohort sample-believed to be the first of its kind-of more than 10,000 members of Generation Z. ages 15 to 21 years old. to revive an anti-smoking campalg ll by appealing to Lheir de ire for social change. D. Vallone,

A . Smith. T Kenney, M. Greonberg, E. Hair, J . Cantrell, J . Rath, and R. Koval. P 414

Consumer Response to Gay and Lesbian Imagery: How Product Type and Stereotypes Affect Consumers' Perceptions

Are consumers more, or less. SUppOI live of brands that feature people with diverse sexual orientat ion in their

advertisements'? K Pounders and .Mabry-Flynn (Ul1IVorsity of Texas at AlIStlll) P426

Why Older Adults Show Preference for Rational Over Emotional Advertising Appeals: A U.K. Brand Study Challenges the Applicability of Socioemotional Selectivity Theory

L. Sudbury ·Ri ley (UniVersity of Uverpooll and L. Edgar (T he Big Window Consulting)'s Andings valiuate conventional

adVice to use factual, rational appeals hen targeting older adults versus their younger counterparts. P441

Framing Advertisements to Elicit Positive Emotions and Attract Foster Carers: An Investigation Into Advertising Effects on High-Cognitive-Elaboration Donations

Appeals that tr igger po itive emoLions, rather than negative emotions such as guilt, arc more effective in

advertisements about foster care. Processing motivation and preexisting at titudes p lay crit ical ro les. M. Randle, L. Miller, and J. Stirling (Un ivers it y ofWoliongongl, with S. Dol nica r (UniverSity ofQueensland).P456

,

LIBRARY AND LEARNING aNTER

(cON1EN1S EDITOR 'S DESK Finding Insights on Hard-to-Reach Targets

Geoffrey Precou rt ........ ........ ...... .......... . ...... . . . ........ .. .. .. .. .. ..... 339

SPEAKER'S BOX Digital Engagement: Opportunities and Risks for Sponsors Consumer-Viewpoint and Practical Considerations for Marketing via Mobile and Digital Platforms Angeline Close Scheinbaum .. ... .... . .. ........ ... . ..... .......... ... . ............... 341

NUMBERS, PLEASE

The Future of Retail is Mobile: How Mobile Marketing Dynamics Are Shaping the Future of Retail Gian M. Fulgoni and Andrew Lipsman . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . ... ... 346

ARTICLES Advertising across Platforms: Conditions for Multimedia Campaigns A Method for Determining Optimal Media Investment and Creative Strategies across Platforms Jasper Snyder and Manuel Garcia-Garcia .......... .. . .. ... . . . .... .... ...... . ............ 352

Deciphering Word-of-Mouth Marketing Campaign Reach: Everyday Conversation versus Institutionalized Word of Mouth Lars Groeger and Francis Buttle .. . .... ............... ....... ... . ..... .... . ............ 368

Consumers' Cross-Channel Use in Online and Offline Purchases: An Analysis of Cross-Media and Cross-Channel Behaviors between Products Hilde A. M. Voorveld, Edith G. Smit, Peter C. Neijens, and A. E. (Fred) Bronner .................... 385

Shocking People Into Action: Does It Still Work? An Empirical Analysis of Emotional Appeals in Charity Advertising Antje Cockrill and Isobel Pa rsonage ...... ............ ...... ..... . .... ..... . ...... ...... 401

HARD-TO-REACH TARGETS

Agents of Social Change: A Model for Targeting and Engaging Generation Z across Platforms How a Nonprofit Rebuilt an Advertising Campaign to Curb Smoking by Teens and Young Adults D. Vallone, A. Smith, 1. Kenney, M. Greenberg, E. Hair, J. Cantrell , J. Rath, and R. Koval ..... ........ 414

Consumer Response to Gay and Lesbian Imagery: How Product Type and Stereotypes Affect Consumers' Perceptions Kathrynn Pounders and Amanda Mabry-Flynn ..... . . ............ ...... ...... .. . . .. . .. .... 426

Why Older Adults Show Preference for Rational Over Emotional Advertising Appeals: A U.K. Brand Study Challenges the Applicability of Socioemotional Selectivity Theory to Advertising Lynn Sudbury-Riley and Lisa Edgar .. . ........... . . .. . . . ........................... ..... 441

Framing Advertisements to Elicit Positive Emotions and Attract Foster Carers: An Investigation Into the Effects of Advertising on High-Cognitive-Elaboration Donations Melanie Randle, Leonie Miller, Joanna Stirling, and Sara Dolnicar ...................... .. ..... 456

NEXT Coming in March 2017: Why Television Still Matters . . ...... . .................. . . . . .. 470

.. 4 FEB 07 · ,.l,~ n:LlJU" ..•.•.•..•••..••...•.•••.•••.•

Cover illustration © iStockphoto.comj FotograpfiaBasica ... 4 FE 2017", j1'n,,. .............................

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