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Book part
Publication date: 29 December 2016

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Advertising in New Formats and Media
Type: Book
ISBN: 978-1-78560-312-9

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Article
Publication date: 1 February 1999

Jeffrey Goldstein

Psychological research is frequently cited in discussions about children and advertising. This paper reviews some of the issues and some of the research that has a bearing…

Abstract

Psychological research is frequently cited in discussions about children and advertising. This paper reviews some of the issues and some of the research that has a bearing on them. The research is not nearly as substantial, clear, reliable or relevant as is often supposed. There is little evidence that children are especially vulnerable to advertising, or that advertising has a direct effect on their behaviour. Youth fads often precede, rather than follow, advertising. Debates about the age at which children recognise and understand commercials are fruitless. Most discussions omit advertising's appeal and use as entertainment, a way to manage mood, and a source of information on how to satisfy personal needs.

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International Journal of Advertising and Marketing to Children, vol. 1 no. 2
Type: Research Article
ISSN: 1464-6676

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Article
Publication date: 12 September 2019

Cristina Sánchez-Blanco

This paper aims to clarify whether J. Walter Thompson (JWT)’s planning and research tradition gave rise to the concept of Account Planning. In addition, it seeks to…

Abstract

Purpose

This paper aims to clarify whether J. Walter Thompson (JWT)’s planning and research tradition gave rise to the concept of Account Planning. In addition, it seeks to analyse the different planning methodologies that preceded Account Planning to highlight how it emerged at JWT London. A further goal is to understand the impact of Account Planning, which sought to achieve effective advertising through detailed consumer insight and has transformed the multinational JWT as a whole and the advertising sector in general.

Design/methodology/approach

The methodology is based mainly on the analysis of primary research conducted on original files donated to Duke University Library (North Carolina, USA) by the multinational J. Walter Thompson.

Findings

Account Planning emerged in 1968 in London as a consequence of the research and planning tradition that already existed at JWT. JWT’s corporate culture established the importance of the Account Planning approach that was valued by advertisers and spread to all offices. The planning tools used by the multinational today are updated versions of those that were designed from 1960 onwards.

Research limitations/implications

The historical approach taken here precludes an analysis of the current reality of Account Planning. In future research, it would be useful to carry out in-depth interviews with professionals to explore how they apply planning tools that represent updated versions of those that were developed 50 years ago.

Originality/value

This paper’s main interest lies in the fact that it is based on original, unpublished sources, an approach that makes it possible to reassess previous findings.

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Journal of Historical Research in Marketing, vol. 12 no. 1
Type: Research Article
ISSN: 1755-750X

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Article
Publication date: 20 August 2018

Ravi Parameswaran and Krishna Parameswaran

The purpose of this paper is to attempt to trace the origins and early history of the development of the market research practice in India. It covers the period 1955-1975.

Abstract

Purpose

The purpose of this paper is to attempt to trace the origins and early history of the development of the market research practice in India. It covers the period 1955-1975.

Design/methodology/approach

A search of key terms in databases such as Google Scholar and ABI-INFORM indicated there was limited data in the public domain on the subject and that the information gleaned was not adequate to trace the birth of the market research practice in India. As there was very little recorded history, the researchers decided to initiate a recording of the history using the available literature, on the reminiscences of the authors and, to a limited extent, contemporaries of the pioneers in the field.

Findings

The origins of market research in India can be traced to its supporting role in gauging the efficacy of advertising. Examination of the history of advertising leads to the conclusion that marketing research arrived in India in the decade of the 1950s, initiated by Burmah-Shell’s needs for market research. S. H. Benson (London) Ltd was selected to undertake the pioneering market research that led to the birth of Indian Market Research Service, headed by Krishnaier Parameswaran. Marketing research in India presented numerous challenges (that were overcome) because the operating environment was very different than in advanced countries.

Research limitations/implications

Because of the paucity of information in the literature, this investigation as per the authors’ knowledge represents the first attempt to record the birth and early history of marketing research in India. The recording of history is limited by the fact that many of the early pioneers and collaborators are no longer alive and because of the difficulty in retrieving archival mostly proprietary information.

Originality/value

In determining the future of a practice, it is important to know the history of the practice. It helps determine whether history proceeds in a random manner or whether it proceeds following some discernable patterns. In an area that has been ahistorical, this research identifies the origins of the practice. It is hoped that other researchers build upon this construction of the early history of marketing research in India based on their experiences and knowledge of the pioneering companies and practitioners and using sound historiographical tenets.

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Journal of Historical Research in Marketing, vol. 10 no. 3
Type: Research Article
ISSN: 1755-750X

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Article
Publication date: 18 September 2007

Fernando Fastoso and Jeryl Whitelock

This paper's objectives are firstly to systematically analyse patterns of research in international advertising standardisation (IAS) conducted among managers and secondly…

Abstract

Purpose

This paper's objectives are firstly to systematically analyse patterns of research in international advertising standardisation (IAS) conducted among managers and secondly to suggest fruitful paths for future research in this area.

Design/methodology/approach

Content analysis of academic papers published in major marketing, advertising and international business journals.

Findings

Results show that overall future research would benefit from a unified definition of and measurement procedures for advertising standardisation as only these can ensure the advancement of knowledge in the field. Additionally, more research is needed in order to further explore process issues in advertising standardisation, especially a newly proposed perspective related to the implementation process of the standardisation decision. Finally, an interesting avenue for future research relates to the study of the subjectivity involved in the standardisation decision.

Research limitations/implications

As with all literature reviews, this paper is limited to analysing works in a selection of the top academic journals in the field. However, a careful choice of the most important journals has been made, providing a good reflection of knowledge in the area.

Originality/value

This paper appears to be the first literature review focusing on manager studies in the field of IAS.

Details

International Marketing Review, vol. 24 no. 5
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 1 September 2003

Chris Hackley

This essay refers to working practices in advertising agency research as a source of reflection on representational practices in the wider worlds of consumer research. The…

Abstract

This essay refers to working practices in advertising agency research as a source of reflection on representational practices in the wider worlds of consumer research. The representational conventions of “the essay” allow the paper’s exploratory theme to be developed through the use of several speculative but connected analogies. “Divergence” refers to the differing conventions of representation that obtain within advertising agencies. The counterpoint between artistic representation and empirical fact that was a foundation of Oscar Wilde’s writing is used to indicate an important aspect of this divergence. Finally, the hermeneutic circle of consumer research is offered as an integrating perspective. The essay thus explores divergence in the representational practices of advertising and consumer research in order to explore the preconditions for convergence.

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Qualitative Market Research: An International Journal, vol. 6 no. 3
Type: Research Article
ISSN: 1352-2752

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Book part
Publication date: 4 December 2009

David N. Bibby

This study explores the relationship between brand image and brand equity in the context of sports sponsorship. Keller's (1993, 2003) customer-based brand equity models…

Abstract

This study explores the relationship between brand image and brand equity in the context of sports sponsorship. Keller's (1993, 2003) customer-based brand equity models are the conceptual inspiration for the research, with Faircloth, Capella, and Alford's (2001) conceptual model – adapted from the work of Aaker (1991) and Keller (1993) – the primary conceptual model. The study focuses on the sponsorship relationship between the New Zealand All Blacks and their major sponsor and co-branding partner, adidas. The sporting context for the study was the 2003 Rugby World Cup held in Australia. Data were collected from two independent samples of 200 respondents, utilizing simple random sampling procedures. A bivariate correlation analysis was undertaken to test whether there was any correlation between changes in adidas' brand image and adidas' brand equity as a result of the All Blacks' performance in the 2003 Rugby World Cup. Results support the view that Keller (1993, 2003) proposes that brand image is antecedent to the brand equity construct. Results are also consistent with the findings of Faircloth et al. (2001) that brand image directly impacts brand equity.

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Perspectives on Cross-Cultural, Ethnographic, Brand Image, Storytelling, Unconscious Needs, and Hospitality Guest Research
Type: Book
ISBN: 978-1-84950-604-5

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Article
Publication date: 24 September 2020

Shu-Chuan Chu, Tao Deng and Hong Cheng

This study aims to provide an assessment of the existing literature on the role of social media advertising in hospitality, tourism and travel (HTT) as well as an agenda…

Abstract

Purpose

This study aims to provide an assessment of the existing literature on the role of social media advertising in hospitality, tourism and travel (HTT) as well as an agenda for future research.

Design/methodology/approach

Covering a 15-year time span (2004–2019), this study is focused on journal papers archived in two academic databases in social sciences: Business Source Complete and Communication and Mass Media Complete. Each of the 192 papers collected was coded for 8 major variables: journal, year of publication, research topic, country studied, type of social media investigated, method, theoretical underpinning and key findings.

Findings

Three major topic areas are identified in this study: use of social media from consumer’s perspective, use of social media from organization’s perspective and effects of social media.

Research limitations/implications

Although a few prior papers have provided a literature review of social media in tourism and hospitality, no review-based papers have ever examined social media as an advertising vehicle in the context of HTT. Most reviews to date have been limited to general social media studies, without much advancement of theory building in advertising research.

Originality/value

To the best of the authors’ knowledge, this paper represents the first theoretical review of academic research on social media advertising in HTT. The review concludes by suggesting a theoretical framework for studying social media advertising in HTT and offering an agenda for future research.

Details

International Journal of Contemporary Hospitality Management, vol. 32 no. 11
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 6 September 2019

A. Ben Oumlil and Joseph L. Balloun

Researchers emphasized that only a small effort has addressed the beliefs and attitudes of millennials toward advertising. The purpose of this study is also to respond to…

Abstract

Purpose

Researchers emphasized that only a small effort has addressed the beliefs and attitudes of millennials toward advertising. The purpose of this study is also to respond to researchers’ recognition of the dearth of cross-national advertising and globalization studies in emerging markets. To fill this theoretical gap in the literature, this study aims to assess attitudinal differences and similarities, as well as the underlying structures of the attitude toward advertising in general (AG), of millennial consumers from developed and emerging markets (USA, UK, France, Spain and Morocco).

Design/methodology/approach

Data were obtained from millennials through self-administered survey questionnaires. It drew from findings of previous research and theoretical development by Bauer and Greyser, Pollay and Mittal, Sandage and Leckenby, Muehling, Durvasula and Netemeyer, and Andrews, Lysonski and Durvasula. Various statistical analyses were used to explore differences and similarities in AG.

Findings

The paper concludes that the two-factor solution framework of AG is inadequate. Research results also indicated that millennials from each of the five different countries studied did not indicate overwhelmingly favorable or unfavorable AG. This study found eight factors/constructs (i.e. promote bad things as good, product information, social role and image, hedonism/pleasure, good for the economy, materialism, falsity and “not interpretable”) as descriptors of the millennials from the five nations’ AG.

Research limitations/implications

The differences in advertising beliefs and attitudes among samples in the five countries studied may be because of such factors as historical values, practices and regulations. Cultural values and dimension may influence millennials’ perceived AG and need to be taken into consideration.

Practical implications

Academicians and practitioners in the advertising field need to appreciate the country’s cultural peculiarities. In understanding the advertising preferences of millennial consumers in these five markets, marketing and advertising executives may have localized their advertising messages for each studied market, resulting in different responses from these millennial consumers.

Originality/value

Millennials need not be conceptualized as a single niche market. While the focus of most of research in the determinants of AG had been within the Western business/consumer construct, the goal is to include assessment of AG in a non-Western, emerging market. This paper addresses the dearth in determinants of AG research in North Africa and other emerging markets.

Details

Young Consumers, vol. 21 no. 1
Type: Research Article
ISSN: 1747-3616

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Article
Publication date: 1 March 1992

Boxing Not so Clever In this first issue of what will be a regular review of the world's marketing literature, it is a challenge to an editor to extricate a theme from…

Abstract

Boxing Not so Clever In this first issue of what will be a regular review of the world's marketing literature, it is a challenge to an editor to extricate a theme from such an abundance of riches.

Details

Marketing Intelligence & Planning, vol. 10 no. 3
Type: Research Article
ISSN: 0263-4503

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