ADVERTISING MESSAGES FOR A FINANCIAL SERVICE PROVIDER: CREATION AND ANALYSIS OF THE EFFECTIVENESS
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...
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| Format: | Article |
| Language: | English |
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University of Oradea Publishing House
2024-03-01
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| Series: | Oradea Journal of Business and Economics |
| Subjects: | |
| Online Access: | https://ojbe.steconomiceuoradea.ro/wp-content/uploads/2024/03/OJBE-91-156-164.pdf |
| _version_ | 1827314433339162624 |
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| author | Grigore FUSU |
| author_facet | Grigore FUSU |
| author_sort | Grigore FUSU |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-04-24T22:35:20Z |
| format | Article |
| id | doaj.art-fd5b668853644d3f92de2370b687da9e |
| institution | Directory Open Access Journal |
| issn | 2501-3599 |
| language | English |
| last_indexed | 2024-04-24T22:35:20Z |
| publishDate | 2024-03-01 |
| publisher | University of Oradea Publishing House |
| record_format | Article |
| series | Oradea Journal of Business and Economics |
| spelling | doaj.art-fd5b668853644d3f92de2370b687da9e2024-03-19T11:49:07ZengUniversity of Oradea Publishing HouseOradea Journal of Business and Economics2501-35992024-03-0191156164http://doi.org/10.47535/1991ojbe190ADVERTISING MESSAGES FOR A FINANCIAL SERVICE PROVIDER: CREATION AND ANALYSIS OF THE EFFECTIVENESSGrigore FUSU0Alexandru Ioan Cuza University of Iaşi, Faculty of Economics and Business Administration, Doctoral School of Economics and Business Administration, Iaşi, RomaniaThe 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.https://ojbe.steconomiceuoradea.ro/wp-content/uploads/2024/03/OJBE-91-156-164.pdfadvertising testingcreativity in advertisingfacebook ads testingfinancial company advertising |
| spellingShingle | Grigore FUSU ADVERTISING MESSAGES FOR A FINANCIAL SERVICE PROVIDER: CREATION AND ANALYSIS OF THE EFFECTIVENESS Oradea Journal of Business and Economics advertising testing creativity in advertising facebook ads testing financial company advertising |
| title | ADVERTISING MESSAGES FOR A FINANCIAL SERVICE PROVIDER: CREATION AND ANALYSIS OF THE EFFECTIVENESS |
| title_full | ADVERTISING MESSAGES FOR A FINANCIAL SERVICE PROVIDER: CREATION AND ANALYSIS OF THE EFFECTIVENESS |
| title_fullStr | ADVERTISING MESSAGES FOR A FINANCIAL SERVICE PROVIDER: CREATION AND ANALYSIS OF THE EFFECTIVENESS |
| title_full_unstemmed | ADVERTISING MESSAGES FOR A FINANCIAL SERVICE PROVIDER: CREATION AND ANALYSIS OF THE EFFECTIVENESS |
| title_short | ADVERTISING MESSAGES FOR A FINANCIAL SERVICE PROVIDER: CREATION AND ANALYSIS OF THE EFFECTIVENESS |
| title_sort | advertising messages for a financial service provider creation and analysis of the effectiveness |
| topic | advertising testing creativity in advertising facebook ads testing financial company advertising |
| url | https://ojbe.steconomiceuoradea.ro/wp-content/uploads/2024/03/OJBE-91-156-164.pdf |
| work_keys_str_mv | AT grigorefusu advertisingmessagesforafinancialserviceprovidercreationandanalysisoftheeffectiveness |