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Article
Publication date: 28 June 2011

Alex Wang

This study seeks to examine how consumers perceive the visually primed disclosure in a pharmaceutical company's advertisement and form their attitudes toward the…

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1663

Abstract

Purpose

This study seeks to examine how consumers perceive the visually primed disclosure in a pharmaceutical company's advertisement and form their attitudes toward the disclosure, perceived corporate social responsibility (CSR) practices and attitudes toward the pharmaceutical company.

Design/methodology/approach

An online study with a convenient sampling consisting of college students is used to manipulate the visual communication of a pharmaceutical company's advertising disclosure for the purpose of examining the effects of visually primed advertising disclosure on attitude toward the disclosure, perceived CSR practices, and attitude toward the pharmaceutical company.

Findings

The results reveal that a visually primed disclosure affects consumers' attitudes toward the disclosure positively. Visual priming also enhances consumers' perceived CSR practices and attitudes toward the company. This is evident as the impact of attitude toward the disclosure on attitude toward the company is mediated by perceived CSR practices.

Practical implications

Pharmaceutical companies should improve their advertising disclosure practices by enhancing visual communications of their advertising disclosures. Since a mediating relationship between attitude toward the disclosure and attitude toward the pharmaceutical company is materialized by perceived CSR practices, visually primed advertising disclosures perceived as socially responsible practices can facilitate advertising effectiveness and enhance consumers' attitudes toward the pharmaceutical company.

Originality/value

This paper adds value to the existing literature on pharmaceutical marketing and CSR practices, and promotes the effective management of advertising disclosures by reinforcing their communications through visual priming.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 5 no. 2
Type: Research Article
ISSN: 1750-6123

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Article
Publication date: 4 October 2011

Alex Wang

This research aims to probe the relevance of CSR by testing the relations among consumers' attitudes toward firms' advertising disclosures, attitudes toward CSR practices

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1301

Abstract

Purpose

This research aims to probe the relevance of CSR by testing the relations among consumers' attitudes toward firms' advertising disclosures, attitudes toward CSR practices, perceived trust toward firms, attitudes toward firms, and behavioral intentions.

Design/methodology/approach

This study uses an online survey with a convenient sampling consisting of college students. In particular, this study uses mobile phone companies' advertising disclosures in general as the focus of its survey questions.

Findings

The results reveal that consumers' positive attitudes toward firms' advertising disclosures enhance their attitudes toward firms' CSR practices and perceived trust toward firms, whereas consumers' attitudes toward CSR practices mediate the effect of their attitudes toward advertising disclosures on enhancing their perceived trust toward firms. Moreover, consumers' attitudes toward firms mediate the effect of their perceived trust toward firms on enhancing their behavioral intentions.

Practical implications

Despite the inherent limitations of this study, which have to be confirmed in future research, the results may encourage firms to practice their advertising disclosures responsibly. Moreover, the results of this study may help investigate the extent to which firms may benefit from reinforcing their advertising disclosures.

Originality/value

This paper adds value to the existing literature on CSR and promotes the effective management of socially responsible business through implementing more responsible advertising practices.

Details

Social Responsibility Journal, vol. 7 no. 4
Type: Research Article
ISSN: 1747-1117

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Article
Publication date: 1 January 1991

Larry S. Lowe and Allen Kruger

This study addressed the advertising practices and advertisingthemes of a random sample of 269 US motel operations. Motel advertisingpractices were advertising to sales…

Abstract

This study addressed the advertising practices and advertising themes of a random sample of 269 US motel operations. Motel advertising practices were advertising to sales ratios, agency use, media use, satisfaction with advertising, dominant advertising themes, perceptions of advertising effectiveness, and comparative advertising levels. Data were analysed using motel operation attributes including location, number of motels in the system, number of rooms, average daily room rate, and organisational affiliation. Both chain and independent operations were included in the study.

Details

International Journal of Contemporary Hospitality Management, vol. 3 no. 1
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 10 January 2020

Ahmed Kamassi

The purpose of this study is to gain knowledge about Muslim consumer’s perceptions toward advertising practices.

Abstract

Purpose

The purpose of this study is to gain knowledge about Muslim consumer’s perceptions toward advertising practices.

Design/methodology/approach

The approach taken was qualitative methodology, using phenomenological method. The qualitative data through semi-structured interviews have been collected from 20 Muslim consumers, 9 participants were women and 11 were men. The interviews lasted between 45 and 60 min. Furthermore, documentation technique was used to cast further insight into the advertising practices and to corroborate other forms of evidence.

Findings

From Muslim consumer perceptions, this qualitative research has generated factors that may be considered in advertising practices. These factors consist of social values (family, tradition and culture), Islamic ethics and rules and regulations. In addition, several practices regarding advertising production were extracted to guide marketers when targeting Muslim consumers.

Research limitations/implications

The generalizability of the findings was limited because of convenience sampling and the small sample size.

Originality/value

This study contributes to the knowledge in the field by exploring factors and practices that should be considered in advertising practices when targeting Muslim consumers.

Details

Journal of Islamic Marketing, vol. 12 no. 1
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 10 July 2021

Marie Carpenter and Patrick Luciano

The purpose of this paper is to analyze the level and forms of advertising in the French telecommunications sector between 1952 and 2002 in order to understand the…

Abstract

Purpose

The purpose of this paper is to analyze the level and forms of advertising in the French telecommunications sector between 1952 and 2002 in order to understand the transformation of the leading organization in the sector and its succesful adoption of increasingly sophisticated practices. The context of increased market orientation is examined to investigate how such practices emerge.

Design/methodology/approach

Extensive historical study of primary source material and secondary sources was conducted to develop acomparison of three eras. For each era, major changes in relation to advertising and promotional practices are identified along with key contextual elements to understand the relative importance of internal or external influences on the adoption of market-oriented practices.

Findings

Initially, advertising and promotional practices studied were introduced gradually within the state-run organization (1952–1973). They subsequently became increasingly important and systematic (1974–1985) before finally becoming those of a modern organization (1986–2002) in the competitive sphere. In addition to single institutional messages aimed at either consumer or business markets, more abstract forms of communication were used over time and publicity was increasingly targeted at different segments.The French telecommunications sector was aware of the necessity to engage in advertising and promotional activities prior to the existence of competition in its main consumer market. Adoption of such customer-oriented practices was more pronounced initially in the business segment. Advertising and promotional activities to consumers became increasingly significant as the administration modernized and developed innovative services. This growth in promotion and in its sophistication accelerated within the new competitive environment following deregulation and, in particular, with the growth of the mobile sector. Both the external environment and internal organizational transformations thus need to be taken into account when analyzing growing adoption of advertising and promotion.

Originality/value

This systematic study of the introduction of advertising and promotional practices in the French telecommunications sector highlights how public organizations can introduce practices linked to market orientation. In the organization studied, the fact that increased advertising and promotional activity was driven by organizational transformation in the second of the three eras studied indicates the importance of investigating internal influences and external factors such as competition.

Details

Journal of Historical Research in Marketing, vol. 13 no. 2
Type: Research Article
ISSN: 1755-750X

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Article
Publication date: 27 January 2012

Alex Wang

This study seeks to examine how consumers perceive a pharmaceutical company's advertisement through visual priming of the disclosure featured in the advertisement.

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1557

Abstract

Purpose

This study seeks to examine how consumers perceive a pharmaceutical company's advertisement through visual priming of the disclosure featured in the advertisement.

Design/methodology/approach

An online study with a convenience sample consisting of college students is used to examine the effects of a visually primed pharmaceutical advertising disclosure on attitude toward responsible advertising practice, trust toward the advertisement and attitude toward the advertisement.

Findings

The results reveal that consumers form better attitudes toward responsible advertising practice and higher levels of trust toward the advertisement when the disclosure is visually primed in the advertisement. However, visual priming of the disclosure may not enhance consumers' attitudes toward the advertisement. Further evidence indicates that allergy status, a motivation factor, has the main effect on attitude toward the advertisement. When consumers have allergies, they tend to form better attitudes toward the advertisement.

Research limitations/implications

Despite the inherent limitations of this study that have to be confirmed in future research, this study suggests that visual priming of advertising disclosure may enhance consumers' attitudes toward advertising practice and trust toward the advertisement. However, consumers' attitudes toward the advertisement are enhanced directly by personal relevance to the advertisement instead of visual priming.

Practical implications

Based on the results of this study, the study provides a more realistic and socially responsible advertising disclosure practice for attracting consumer attention and processing toward pharmaceutical advertising.

Originality/value

This paper adds value to the existing literature on corporate social responsibility and promotes the effective management of socially responsible business through two main approaches: adopting visual priming of pharmaceutical advertising disclosure; and implementing more responsible pharmaceutical advertising practices.

Details

Corporate Communications: An International Journal, vol. 17 no. 1
Type: Research Article
ISSN: 1356-3289

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Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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Article
Publication date: 1 August 1996

Greg Harris

Reports on a study which investigated why multinational companies standardize the advertising executions deployed throughout the various national markets in which they…

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3892

Abstract

Reports on a study which investigated why multinational companies standardize the advertising executions deployed throughout the various national markets in which they operate. Economies of scale and belief in international consumer and market convergence were found to be of less influence than had been indicated in prior studies. Rather the indications were that policy on international advertising is influenced by a broad range of organizational and strategic issues, particularly a perceived need for increased central control over the marketing policies of the national subsidiaries. In some instances it could be argued that standardization is a consequence, or even a means of, increased central control, rather than resulting from detailed analysis of the specific costs and benefits of standardization. Also finds that there are many forms of standardization and the motives of the sampled companies concerned varied to some extent, according to the form and degree of standardization practised.

Details

Management Decision, vol. 34 no. 6
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 8 May 2009

Steve Dix and Ian Phau

The purpose of this paper is to compare the perceptions of agencies, advertisers, and media consumers on the blurring practices commonly used to confuse editorial and advertising.

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1219

Abstract

Purpose

The purpose of this paper is to compare the perceptions of agencies, advertisers, and media consumers on the blurring practices commonly used to confuse editorial and advertising.

Design/methodology/approach

A self‐administered questionnaire was mailed out to three sample groups, namely advertisers, agencies, and media consumers: 100 questionnaires were mailed to advertisers, 400 to agencies and 1,000 to media consumers. The response rate by group was 10, 11.75, and 24.5 percent, respectively.

Findings

The findings did not substantiate the concerns that blurring practices are misleading to stakeholders in the industry. Advertisers in particular showed positive attitudes towards blurring practices. It is also revealed that there are few significant differences in the attitudes towards regulation of blurring practices among the three sample groups. However, there are differences in perception across sample groups towards the various types of blurring practices.

Research limitations/implications

Limitations to the paper include the differences in time frame, market size, as well as location from which the samples were drawn. Future research could investigate media executives. Furthermore, the paper is only a snapshot across different blurring practices. Potentially, a specific blurring practice could be monitored over time to provide deeper insights.

Practical implications

The results of this paper offer both advertisers and agencies a guide to shifts in the perceived role of advertising blurring practices across a 15 year period. Moreover, it also provides advertising stakeholders with a consumers' view of such blurring practices, highlighting the extent and direction to which consumers deviate from the industry perspective. Such insights offer a useful yardstick to assist advertising decision makers on the relevance of using a blurred advertising approach as a strategic or tactical advertising initiative.

Originality/value

With its replication and extension focus, the restricted originality in this paper is compensated by its comparative insights into advertising blurring practices among advertising stakeholders.

Details

Marketing Intelligence & Planning, vol. 27 no. 3
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 16 November 2015

Ross D. Petty

The purpose of this article is to examine the US history of advertising regulation, both formal and informal and public and private – particularly focused on advertising

Abstract

Purpose

The purpose of this article is to examine the US history of advertising regulation, both formal and informal and public and private – particularly focused on advertising that is likely to mislead consumers about attributes, characteristics or performance of advertised products.

Design/methodology/approach

This research examines both primary sources such as legal challenges and contemporary writings as well as secondary sources.

Findings

Although early court decisions were reluctant to find advertising to be dishonest, the Post Office was the first government agency to challenge blatantly false advertisements through criminal prosecution. At the end of the 1800s, the nascent advertising industry developed an interest in regulating truthfulness to enhance advertising credibility. It proposed a model state criminal code and advertising clubs, followed by local Better Business Bureaus, began to informally resolve advertising dispute. In 1914, the Federal Trade Commission (FTC) was established with authority to prevent unfair methods of competition which it used to challenge advertising that was likely to injure competitors. This authority was later expanded to cover advertising that was likely to mislead consumers regardless of competitive injury. The FTC experimented with trade association advertising provisions and expanding its concepts and tools overtime until a period of retrenchment in the 1980s that set the foundations of modern advertising regulation.

Originality/value

This is the first treatment of advertising regulatory history that simultaneously covers and compares various sources of advertising regulation to develop a comprehensive exposition of advertising regulation history.

Details

Journal of Historical Research in Marketing, vol. 7 no. 4
Type: Research Article
ISSN: 1755-750X

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