Different Design Elements Boost Effectiveness Depending on the Type of Ad

• ad creative
• audience effects
• consumer behavior
• creative effects
• effectiveness

Author Bios:

Yuanyuan Zhu (yuanyuan.zhu@uwa.edu.au) is a doctoral candidate at The University of Western Australia. Her research fields are in marketing communications and information system management. Her doctoral research focuses on consumer emotions, advertising design and visual information processing.

Tina Tessitore (t.tessitore@ieseg.fr) is an associate professor of marketing at the IÉSEG School of Management (LEM–CNRS) at the University of Lille, France. Her main research areas are in marketing communications, public policy in marketing and consumer behavior. More specifically, her work focuses on information processing, suspicion, brand placement and disclosures.

Paul Harrigan (paul.harrigan@uwa.edu.au) is an associate professor of marketing at The University of Western Australia and an adjunct professor at the IÉSEG School of Management in Lille. His research expertise is in marketing and information systems, specifically, digital transformation. Harrigan’s research has been published in more than 50 international journal articles and books and has been presented at more than forty international conferences.

Kristof Coussement (k.coussement@ieseg.fr) is a professor of business analytics who founded and chairs the IÉSEG School of Management Excellence Center for Marketing Analytics (ICMA). This is a research center for developing innovation trajectories in data science with companies. His main research interests are all aspects of business analytics with a focus on embedding textual data in predictive modeling contexts.