Search results

1 – 10 of over 21000
Book part
Publication date: 24 September 2010

Aimée C. Kaandorp

Consumer-generated advertisements are advertisements made by consumers for brands they love and hate. This study considers why consumers create their own brand commercials…

Abstract

Consumer-generated advertisements are advertisements made by consumers for brands they love and hate. This study considers why consumers create their own brand commercials and how to classify the types of commercials they make. The chapter also discusses the attitude of companies toward consumer-generated advertisements and the effect of companies’ attitudes on the commercials. The study compares two different brands with a different attitude toward consumer-generated advertisements – Starbucks and Chipotle. An active and positive attitude of the company toward consumer-generated advertisements results in more positive advertisements.

Details

Tourism-Marketing Performance Metrics and Usefulness Auditing of Destination Websites
Type: Book
ISBN: 978-1-84950-901-5

Article
Publication date: 18 November 2022

Christian Ott

The purpose of this study is to investigate to what extent the professional identity of accountants, as manifested in a set of advanced cognitive, emotional and social…

Abstract

Purpose

The purpose of this study is to investigate to what extent the professional identity of accountants, as manifested in a set of advanced cognitive, emotional and social intelligence competencies relevant to their professional activities, varies with the respective accounting position.

Design/methodology/approach

The systematically developed, formally clearly structured job advertisements for accounting positions provide content-rich representations of those holding the advertised position and thus contribute to revealing the professional identity. This study conducts a content analysis of 600 profiles of accountants presented in job advertisements of German organizations to identify the characteristic set of advanced cognitive, emotional and social intelligence competencies, juxtaposing different accounting positions at various stages of professional life. German organizations were targeted because they traditionally clearly differentiate between financial accounting and management accounting.

Findings

The job advertisements suggest that accountants develop a multifaceted professional identity reflecting their area of specialization and their level of entry. Financial accountants are more likely to be team-oriented than management accountants, and non-executive accountants are more likely than executive accountants. Analytical thinking seems to characterize management accountants rather than financial accountants. An independent way of working appears to be more pronounced among financial accountants than among management accountants.

Originality/value

This study refines the understanding of the professional identity of accountants by exploring the recruitment of accountants, the initial step of professional socialization. It identifies the most relevant advanced cognitive, emotional and social intelligence competencies based on a broad sample of job advertisements for accounting positions in organizations of different sizes and industries. By contrasting the competencies relevant to different positions and at different stages of their professional lives, it becomes evident that distinct professional identities of accountants coexist. The relevant competencies may be developed during higher education and continuing professional education. They may also be incorporated into individual performance evaluations and used as the basis for promotion decisions.

Details

Accounting, Auditing & Accountability Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0951-3574

Keywords

Article
Publication date: 29 November 2022

Nirma Sadamali Jayawardena, Mitchell Ross, Sara Quach and Debra Grace

The purpose of this study is to investigate visual comprehension in memory for 360-degree video advertisements amongst adolescents under single and repeated viewing conditions.

Abstract

Purpose

The purpose of this study is to investigate visual comprehension in memory for 360-degree video advertisements amongst adolescents under single and repeated viewing conditions.

Design/methodology/approach

This study explored visual comprehension in memory for 360-degree video advertisements using the theoretical assumptions of the social psychology theory of social information processing by Wyer (2003). The authors conducted two experiments over a timeline of three months. In the first experiment, participants watched the 360-degree video advertisement once, and after one week, the same set of participants watched the same advertisement again. The theoretical assumptions in the comprehension unit were used to design the experiments and to explore visual comprehension in memory for 360-degree video advertisements. The data were collected using surveys and interviews through an experimental research design approach. NVivo software was used to analyse the data.

Findings

This study found that while female participants were able to comprehend colours in the visuals better, male participants were better able to comprehend facial expressions presented in the visuals. Further, both female and male participants were able to comprehend locations within the advertisement visuals. It was found that participants understood the plot or the story of the advertisement better after the second viewing than after the first viewing.

Practical implications

The two main contributions from this study are as follows: from a theoretical perspective, the application of a social psychology theory for the advertising sector enables us to gather more insights about the social cognition stages of a human mindset such as information retrieval, judgement, decision making, goal stimulation and short- and long-term memory. In doing so, this study not only explored adolescents' visual comprehension memory of 360-degree video advertisements, but it also contributed to the theory of social information processing by Wyer (2003) by exploring consumer visual comprehension memory. From a practical perspective, the findings of this study provide a solid foundation for future advertising firms or agencies, marketers, and salespeople on how to design effective advertisements using 360-degree video versions in a way that appeals to consumer visual memory.

Originality/value

This paper can be considered as amongst the first studies which combine social psychology with advertising to investigate visual comprehension memory for 360-degree video advertisements amongst adolescents.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 8 March 2013

Wen Chunying

The purpose of this paper is to monitor the changes of delivery of city branding advertisements in China and to try to find a tendency of city branding ads in the delivery…

2490

Abstract

Purpose

The purpose of this paper is to monitor the changes of delivery of city branding advertisements in China and to try to find a tendency of city branding ads in the delivery for the future.

Design/methodology/approach

The quantitative research methods used in this paper study the advertisements with city image messages in 13 China Central Television (CCTV) channels that appeared between the year of 2007 to 2010 – a total of 320,653 advertisements. This paper is based on several data sets: advertisement producers, regional distribution of producers, advertisement time slots, types of advertisings, and other such categories. In addition, they have also studied city branding advertisings from international producers in terms of channel selections, program choices, and media outlet choices and so forth.

Findings

Through an analysis of quantity and total duration of city image advertisements, it can be concluded that first‐tier cities have been reducing the broadcasting of city image ads domestically yearly, and third‐tier cities are proving to be a significant power in producing city branding advertisements. Significantly, the eastern littoral region has surpassed the central and west region both in the duration and in growth rate of city branding advertisements. Moreover, between 2007 and 2010, a total of nine foreign cities have produced city branding advertisements on CCTV channels. Unlike cities in China, international cities have scattered their ads widely across different periods of one day.

Practical implications

Finally, based on analysis of advantages and disadvantages in city image advertisements strategies applied by those advanced cities at home and abroad, this author hopes this study can offer some scientifically based reference point for other cities.

Originality/value

Based on analysis of advantages and disadvantages in city image advertisements strategies applied by those advanced cities at home and abroad, this study tries to offer some scientifically based reference point for other cities.

Details

Journal of Place Management and Development, vol. 6 no. 1
Type: Research Article
ISSN: 1753-8335

Keywords

Article
Publication date: 1 December 1998

Myung‐Soo Jo

This study examines whether consumers’ receptivity to ethnocentrism‐pitched advertisements differs by country and product category and, if so, why. The two countries…

1287

Abstract

This study examines whether consumers’ receptivity to ethnocentrism‐pitched advertisements differs by country and product category and, if so, why. The two countries surveyed are Australia and India. Australia was chosen as a country where consumers should perceive a high level of foreign threat because it is quite open to foreign products and has a small economy and population. India was chosen as a country where consumers should perceive a low level of foreign threat because it is still tightly closed to foreign products. Findings show that the effectiveness of ethnocentrism‐pitched advertisements differs significantly not only by consumers’ perceptions of foreign threat, but also by consumers’ quality evaluations about domestic products, compared to corresponding foreign ones. Implications for international marketers and domestic manufacturers are discussed.

Details

International Marketing Review, vol. 15 no. 6
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 18 June 2010

Jae‐Young Moon and Jun‐Sik Kwak

The purpose of this paper is to verify the difference in the effect of art‐parody and art‐infusion advertisements depending on the product type and regulatory focus, and…

775

Abstract

Purpose

The purpose of this paper is to verify the difference in the effect of art‐parody and art‐infusion advertisements depending on the product type and regulatory focus, and to expand the boundary of research in the field.

Design/methodology/approach

The paper examines their effect depending on product type and regulatory focus through two experiments. One is the effect of art‐parody and art‐infusion advertisements by product type and the other is the effect of art‐parody and art‐infusion advertisements by regulatory focus.

Findings

Art‐infusion is more effective than art‐parody for utilitarian products in terms of message credibility and brand attitude except for purchase intention although there is no difference between the two types for hedonic products. Participants with promotion focus favor art‐parody advertisement, while participants with prevention focus favor art‐infusion advertisement in terms of cognitive attitude toward advertisement.

Research limitations/implications

This study is conducted as a part of research on art infusion, which is in the primitive stage of development. Therefore, it shall be possible to extend the boundary of research by applying a variety of marketing theories in the future.

Originality/value

The results of this paper imply that the advertising technique must vary depending on the type of focus the target customer values.

Details

Asian Journal on Quality, vol. 11 no. 1
Type: Research Article
ISSN: 1598-2688

Keywords

Article
Publication date: 22 September 2022

Naoki Matsumoto

In relation to institution type and employment status, this study aims to identify the requisite skills, knowledge and attitudes (SKAs) listed in job advertisements for…

Abstract

Purpose

In relation to institution type and employment status, this study aims to identify the requisite skills, knowledge and attitudes (SKAs) listed in job advertisements for Japanese library staff.

Design/methodology/approach

This study collected data on 545 posts advertised on major Japanese librarian job advertisement websites from March 2019 to January 2021. The data included institution type, employment length, application requirements and job descriptions. Job descriptions were classified into 16 categories based on required SKAs. Data were analyzed using content, cross-tabulation and cluster analyses.

Findings

The results demonstrate that 82.2% of job advertisements targeted nonregular employees. The essential SKAs are the client and technical services. The job advertisements for nonregular employees had detailed descriptions of the requisite generic and soft skills and knowledge, whereas these competencies were not specified in the advertisements for regular employees.

Originality/value

To the best of the author's knowledge, this is the first comprehensive study on job advertisements in Japanese libraries. This serves as a benchmark for the content and methods of continuing education for librarians. It also demonstrates the impact of Japan's social and historical environment on job advertisements and related research.

Article
Publication date: 30 August 2022

Richard Freeman, Ben Marder, Matthew Gorton and Rob Angell

The purpose of this study is to understand the effect of increasing the intensity of sexual or violent content on consumer responses to online video advertisements, with a…

Abstract

Purpose

The purpose of this study is to understand the effect of increasing the intensity of sexual or violent content on consumer responses to online video advertisements, with a particular emphasis on sharing intentions.

Design/methodology/approach

The paper uses a between-subjects experimental design across two studies using new to the world online video advertisements as stimuli.

Findings

Study 1 finds that increasing the intensity of sexual and violent humor improves advertisement effectiveness amongst men but leads to significantly more negative attitudes toward the advertisement and brand amongst women. Study 2 identifies gender and humor type as moderators for sharing intentions in the presence of audience diversity. While men are more likely to publicly share sexual and violent humor advertisements, social anxiety mediates intentions to share sexual humor advertisements in the presence of greater audience diversity.

Practical implications

The paper offers insights to practitioners regarding the use of risqué forms of humor as part of a digital marketing strategy.

Originality/value

Drawing on and extending benign violation theory, the paper introduces and verifies a theoretical model for understanding consumer responses to the use of risqué forms of humor in online advertisements. It identifies how audience diversity affects sharing intentions for sexual and violent humor-based advertisements on social media.

Details

Information Technology & People, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 8 September 2022

Chi Kit Chan and Anna Wai Yee Yuen

This study scrutinizes the convergence between commercial advertising and the political vision of social movement in media advertisements. This study deliberates how…

Abstract

Purpose

This study scrutinizes the convergence between commercial advertising and the political vision of social movement in media advertisements. This study deliberates how commercial advertisement could be compatible with movement discourses and social resistance. Such hybridization between commercial narration and movement discourses is different from political advertising sponsored by political and civic organizations. This study uses an advertising campaign in Hong Kong which expressed outcry against police search on an outspoken media as a case study to conceptualize advertising activism with the thematic analysis of the movement discourses shown in printed advertisements. This study aims to engage with scholarly dialogue surrounding social movement studies and discuss how movement discourses could hybridize with commercial advertisement.

Design/methodology/approach

This study examines the discourses and textual features of an advertising campaign initiated by the public instead of political elites and social movement organizations in Hong Kong, in which various individual citizens, anonymous participants, business enterprises and civic organizations expressed their anger over a police search against an outspoken media (Apple Daily) by Hong Kong police. This bottom-up advertising campaign shows how the narration of commercial advertising could be hybridized with the activism for social resistance, which is conceptualized as advertising activism in this paper.

Findings

Based on the textual features and discourses embedded in the advertisements, this study investigates the printed advertisements mushroomed in Apple Daily since the police search in August 2020 by the thematic analysis under the concept of advertising activism: frame construction, identities mobilization and decentered solidarity. Advertising activism differs from commercial and political advertising from two ways. Firstly, its advertisements are cosponsored by numerous nonpolitically well-known individuals or organizations. Secondly, advertising activism feature with hybridization between commercial narration and political or movement discourses. Discourses of advertising activism aim to mobilize the commercial identity of consumers for noncommercial means by their consumption behaviors.

Originality/value

The findings illustrate a hybridization of commercial narration and movement discourses stemming from social movement and identity politics, which is coined by our conceptualization of advertising activism. While commercial and political advertising focus on business promotion and political messages, respectively, advertising activism demonstrates multiple layers of cultural meanings on the consumption behaviors which hybridize with political and movement discourses. The authors hope this study could unleash further intellectual dialogue on the social role of advertising in social movement and how movement discourses “spillover” from social events to the commercial advertisement.

Details

Social Transformations in Chinese Societies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1871-2673

Keywords

Book part
Publication date: 27 November 2014

Debashis ‘Deb’ Aikat

Interactive media strategies and digital tools have enabled advertisers to target children with promotional offers and creative appeals.

Abstract

Purpose

Interactive media strategies and digital tools have enabled advertisers to target children with promotional offers and creative appeals.

Design

Based on theories related to metaphors in advertisements, cognitive comprehension by children, promotional appeals, and presentation techniques, the research for this study comprised a content analysis of 1,980 online banner advertisements with reference to use of metaphors, promotional appeals, creative content, and selling techniques.

Findings

The research study concludes that online advertising to children, in contrast to traditional advertising vehicles, is characterized by (a) a vibrant visual metaphor, (b) surfeit of animated content, (c) interactive features, (d) myriad product types, and (e) creative content for a mixed audience of adults and children.

Originality

This study argues that the impact and content of the Internet as a new advertising medium are distinctly different from traditional characteristics of television and print.

1 – 10 of over 21000