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1 – 10 of over 7000
Article
Publication date: 20 May 2021

Matthew A. Lapierre and Eunjoo Choi

This study aims to examine what parents from across the USA know about online advertising/marketing tactics directed at children, their familiarity with these tactics and what…

Abstract

Purpose

This study aims to examine what parents from across the USA know about online advertising/marketing tactics directed at children, their familiarity with these tactics and what they believe about the appropriateness of using these promotional methods to target children.

Design/methodology/approach

The online survey company Qualtrics was used to collect data from 500 parents in the USA. Parents had to have at least one child between the ages of 5 and 14 to participate. To ensure socio-economic diversity, half of the participants had an associate degree or more of schooling while the other half of participants had some college or less. Participants were given vignettes describing 11 different online advertising/marketing tactics and were asked how familiar they were with each tactic, whether they could identify the tactic by name, at what age they believed their child could understand the promotional intent of the tactic and the age that they thought it was ethical to use this tactic with children.

Findings

The results revealed that parents were only moderately familiar with many of these advertising/marketing tactics and had difficulty identifying most of them by name. In addition, parents reported that, on average, most 11-year-old children would understand the purpose of these marketing approaches and that it was ethical to target children with them.

Originality/value

The results of this exploratory study offer researchers some key insights into how American parents perceive online advertising that targets children.

Details

Young Consumers, vol. 22 no. 2
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 1 June 2015

Xiaoling Li, Xingyao Ren and Xu Zheng

This paper aimed to analyze the short- and long-term effects of the breadth and depth of seller competition on the performance of platform companies, and investigated the…

Abstract

Purpose

This paper aimed to analyze the short- and long-term effects of the breadth and depth of seller competition on the performance of platform companies, and investigated the underlying mechanisms of customers’ two-sided marketing tactics on the structure of the competition between sellers.

Design/methodology/approach

A longitudinal research design was adopted by gathering daily market objective data on e-commerce platforms for 250 days, and the dynamic evolution effects was analyzed by using a vector autoregression model which compared the differences between the short- and long-term effectiveness of different customer relationship management (CRM) strategies.

Findings

The breadth of competition amongst sellers improves the performance of platforms, whilst the depth of competition among sellers has a positive effect on the short-term performance. However, it has a negative effect on the long-term performance of their platforms. In both the short and long terms, advertising tactics that attract new buyers contribute more to increases in the breadth of seller competition than those that attract existing buyers do. Subsidies for new sellers decrease the depth of seller competition more than those for old sellers.

Research limitations/implications

Further research could be undertaken to investigate the validity of marketing tactics other than advertising tactics, and thus expand the time windows of the available data.

Practical implications

It is imperative for platform companies to implement effective control over seller competition to balance the interests of the sellers and of themselves.

Originality/value

The dyadic paradigm of CRM research has been extended by considering the perspective of the electronic platform company, how the tactics of exploitation and exploration of two-sided customers impact upon seller competitive structures have been delved into and why new customers have a unique value to platform companies has been identified.

Details

Nankai Business Review International, vol. 6 no. 2
Type: Research Article
ISSN: 2040-8749

Keywords

Article
Publication date: 27 February 2007

Michelle R. Nelson and Hye‐Jin Paek

This research examines global advertising strategies and tactics in a global media brand for a shared audience across seven countries (Brazil, China, France, India, South Korea…

17174

Abstract

Purpose

This research examines global advertising strategies and tactics in a global media brand for a shared audience across seven countries (Brazil, China, France, India, South Korea, Thailand, and USA).

Design/methodology/approach

A content analysis of advertisements in local editions of Cosmopolitan magazine compares the extent of standardization in execution elements (advertising copy, models) across product nationality (multinational, domestic) and category (beauty, other).

Findings

Local editions deliver more multinational than domestic product ads across all countries, except India. Overall, multinational product ads tend to use standardized strategies and tactics more than domestic product ads, although this propensity varies across countries. Beauty products (cosmetics, fashion) are more likely to use standardized approaches than are other products (e.g. cars, food, household goods).

Research limitations/implications

The research only examines one type of magazine and for one type of audience.

Practical implications

A global medium such as Cosmopolitan offers international advertisers an opportunity to reach a shared consumer segment of women with varying degrees of standardization, and that even in Asian countries, some standardization is possible.

Originality/value

This is the first multi‐country study to examine advertising executions for global advertising strategy within a transnational media brand. Unlike previous studies that advise against global strategy in Asia, we find that contemporary advertisers are practicing some global advertising strategies, but to varying degrees.

Details

International Marketing Review, vol. 24 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 13 February 2017

Arti D. Kalro, Bharadhwaj Sivakumaran and Rahul R. Marathe

Extant research on comparative advertising has focused only on “market leader” comparisons (a brand targeting the market leader), whereas in the marketplace, “multi-brand”…

2753

Abstract

Purpose

Extant research on comparative advertising has focused only on “market leader” comparisons (a brand targeting the market leader), whereas in the marketplace, “multi-brand” comparisons are more prevalent (Kalro et al., 2010). Moreover, most research focuses on direct comparisons only. Hence, this research aims to investigate the interplay between comparison ad strategy (“market leader”/“multi-brand” comparisons) and comparison ad format (direct/indirect comparisons) on the effectiveness of comparative advertising.

Design/methodology/approach

This paper uses four 2 × 2 fully crossed factorial designs (comparison ad format: direct vs indirect and comparison ad strategy: market leader vs multi brand) with established and new brands in two categories: powdered detergents and smart phones. All studies were conducted in metropolitan cities of India.

Findings

By and large, the experiments indicated that direct (indirect) comparisons lowered (heightened) perceived manipulative intent and enhanced (reduced) attitude-toward-the-ad for multi-brand (market leader) comparisons.

Practical implications

Findings suggest that when advertisers use comparative advertising, they may use direct ads when using multi-brand comparisons and use indirect ones when using market leader comparisons. It could also be argued that when advertisers use multi-brand comparisons because of fragmentation in the marketplace, they may directly compare against these multiple brands. When advertisers need to compare against a market leader, they may do so indirectly.

Originality/value

This research is among the first to investigate multi-brand comparisons that are widely used in the industry and that too in the context of both direct and indirect comparison formats.

Article
Publication date: 12 August 2019

Christina Saenger and Doori Song

This paper aims to explore content-related factors that can foster beneficial consumer responses to one kind of native advertising: in-feed sponsored articles. Specifically…

Abstract

Purpose

This paper aims to explore content-related factors that can foster beneficial consumer responses to one kind of native advertising: in-feed sponsored articles. Specifically, studies examine how informational versus entertaining content interact with the content’s brand image congruity to affect brand attitudes through brand trustworthiness and identify the roles played by advertising value and perceived deceptiveness.

Design/methodology/approach

Experimental survey-based research with a between-subjects design was conducted, manipulating the content type (entertaining/informational) and brand image congruity (low/high) and measuring brand attitude, brand trustworthiness, advertising value and perceived deceptiveness. Participants were recruited via Amazon’s MTurk, and data were collected via online surveys in Qualtrics.

Findings

Results reveal that high brand image congruity generates more favorable brand attitudes for informational in-feed sponsored articles, and low brand image congruity generates more favorable brand attitudes for entertaining in-feed sponsored articles, through perceptions of brand trustworthiness. Enhanced brand trustworthiness results from increased advertising value for informational in-feed sponsored articles that are high in brand image congruity. Reduced brand trustworthiness results from increased perceptions of deceptiveness for entertaining in-feed sponsored articles that are high in brand image congruity.

Originality/value

While much academic research on native advertising focuses on its negative aspects, the present research identifies content-related factors that foster beneficial consumer responses to in-feed sponsored articles, including enhanced perceptions of brand trustworthiness and more favorable brand attitudes, due to differences in consumers’ perceptions of advertising value and deceptiveness. Managerially, this work can help branded content creators design effective in-feed sponsored articles.

Details

Journal of Consumer Marketing, vol. 36 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 31 December 2002

Kara Chan, James U. McNeal and Fanny Chan

Examines how much attention urban mainland Chinese children pay to television commercials, their response to different types of commercials, and their perceptions of the quality…

Abstract

Examines how much attention urban mainland Chinese children pay to television commercials, their response to different types of commercials, and their perceptions of the quality of advertised and non‐advertised brands. Classifies the types of commercials seen as funny, animated, public service, celebrity endorsements, and those that increase knowledge, and relates these types to the four age groups of the children studied. Concludes that children pay a decreasing amount of attention to commercials as they get older, and that the link between liking a commercial and impulse buying of its product also lessens; confidence in advertised brands does not increase with age, but confidence in non‐advertised brands decreases with age.

Details

Young Consumers, vol. 4 no. 1
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 24 January 2020

Jeannette Paschen, Matthew Wilson and Karen Robson

This study aims to investigate motivations and human values of everyday consumers who participate in the annual day of consumption restraint known as Buy Nothing Day (BND). In…

2017

Abstract

Purpose

This study aims to investigate motivations and human values of everyday consumers who participate in the annual day of consumption restraint known as Buy Nothing Day (BND). In addition, this study demonstrates a hybrid content analysis method in which artificial intelligence and human contributions are used in the data analysis.

Design/methodology/approach

This research uses a hybrid method of content analysis of a large Twitter data set spanning three years.

Findings

Consumer motivations are categorized as relating to consumerism, personal welfare, wastefulness, environment, inequality, anti-capitalism, financial responsibility, financial necessity, health, ethics and resistance to American culture. Of these, consumerism and personal welfare are the most common. Moreover, human values related to “openness to change” and “self-transcendence” were prominent in the BND tweets.

Research limitations/implications

This research demonstrates the effectiveness of a hybrid content analysis methodology and uncovers the motivations and human values that average consumers (as opposed to consumer activists) have to restrain their consumption. This research also provides insight for firms wishing to better understand and respond to consumption restraint.

Practical implications

This research provides insight for firms wishing to better understand and respond to consumption restraint.

Originality/value

The question of why everyday consumers engage in consumption restraint has received little attention in the scholarly discourse; this research provides insight into “everyday” consumer motivations for engaging in restraint using a hybrid content analysis of a large data set spanning over three years.

Details

European Journal of Marketing, vol. 54 no. 2
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 August 1997

Nikolaos Papavassiliou and Vlasis Stathakopoulos

In the international marketing literature the issue of advertising standardization has ignited a lively and heated debate among academics and managers alike. However, the decision…

29624

Abstract

In the international marketing literature the issue of advertising standardization has ignited a lively and heated debate among academics and managers alike. However, the decision whether to standardize or not cannot be considered a dichotomous one. Develops a comprehensive framework to capture the relevant factors that determine the selection of the appropriate international advertising strategies and tactics. More specifically, first identifies three broad sets of factors (“local”, “firm” and “intrinsic”) which influence international advertising decisions. Then proposes that the standardization and adaptation of international advertising strategies represent the polar ends of a continuum of transitional stages. Finally, discusses the ways and the degree to which international advertising strategies can be adapted to different situations.

Details

European Journal of Marketing, vol. 31 no. 7
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 12 December 2017

Harminderjit Kaur and Bikramjit Singh Hundal

The purpose of this paper is to cover the gap from the previous literature with regard to the cognitive and the behavioural component of attitude of consumers. The literature was…

2472

Abstract

Purpose

The purpose of this paper is to cover the gap from the previous literature with regard to the cognitive and the behavioural component of attitude of consumers. The literature was scant in examining the influence of the mostly used traits on the purchase behaviour and the switching behaviour of consumers. Therefore, this research paper examines the impact of different marketing strategies used by the advertisers on the components of the attitude of the consumers.

Design/methodology/approach

First, the perception of the consumers towards the traits was measured by the factor analysis approach. Second, the impact of the traits on the purchase behaviour of consumers was scrutinized using regression analysis, and then descriptive statistics approach was used to analyse the switching behaviour and the most important tactic used in the advertisement.

Findings

The results indicate that repeated exposure, comparison of products and sexual appeals has a significant impact on the mind of consumers which determines the influence of advertising tactics. Further, the results evaluated that information, pricing element, image of company and sexual appeal are the other important traits influencing the cognitive attitude of consumers. The consumers switch to the advertised products which indicate the behavioural change with the impact of advertisement.

Research limitations/implications

This research paper is suffering from some limitations as the area of research is restrained to the urban population of three districts of Punjab only, i.e. Amritsar, Jalandhar and Ludhiana, because of which the results cannot be generalized for other areas. Due to the changing behaviour and the attitude, income level and media, the response of the consumers in the present study may not be relevant in the future period. The study was confined to the working women consumers only and does not represent the whole population.

Practical implications

This research paper provides an insight to the marketers. The managers can measure how by using appropriate tactics can they make their advertising more effective. In case of unfamiliar products, the attitude of consumers to accept or to avoid the product is influenced by the tactics used by the marketers. It was recommended that the marketers must use the appropriate tactics to make their products/brands more pertinent and important among the consumers.

Originality/value

This research paper examines the impact of TV advertisement of beauty products on the components of the attitude of the urban working women consumers. This study presents the influence of the various marketing strategies used in the advertisement to influence the purchase and the switching behaviour of consumers.

Details

Journal of Asia Business Studies, vol. 11 no. 4
Type: Research Article
ISSN: 1558-7894

Keywords

Article
Publication date: 5 September 2016

Vanessa Boudewyns and Pamela A. Williams

The purpose of this study is to describe the trends and practices of comparative prescription drug advertising by examining the types of comparative claims made in…

Abstract

Purpose

The purpose of this study is to describe the trends and practices of comparative prescription drug advertising by examining the types of comparative claims made in direct-to-consumer (DTC) and direct-to-physician (DTP) print advertisements.

Design/methodology/approach

The authors conducted a content analysis of 54 DTC and DTP print prescription drug advertisements (published between 1997 and 2014) with comparative claims.

Findings

Efficacy-based comparisons appeared in 64 per cent of advertisements, and attribute-based comparisons appeared in 37 per cent of advertisements. Most advertisements made direct (vs indirect) references to competitors (85 per cent), compared the advertised drug to a single (vs multiple) competitor (78 per cent), focused exclusively on one type of comparison claim (i.e. efficacy-, risk- or attribute-based) (70 per cent) and did not contain data-driven visual aids (82 per cent). Some differences between DTC and DTP advertisements emerged. More DTP than DTC advertisements included data-driven visual aids (82 per cent vs 0 per cent, respectively), included numerical data (88 per cent vs 53 per cent) and conveyed statistical significance (52 per cent vs 12 per cent).

Research limitations/implications

The study used a convenience sample rather than a random sample of advertisements; thus, the findings might not be generalizable to all pharmaceutical DTC and DTP advertisements. Examining the tactics that advertisers use to educate and influence consumers and physicians sets the foundation for future studies that examine the effects of their exposure to comparative claims. Suggestions for future research are discussed.

Originality/value

This study is the first to examine and statistically compare the comparative advertising tactics used in both consumer and physician prescription drug advertisements.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 10 no. 3
Type: Research Article
ISSN: 1750-6123

Keywords

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