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Article
Publication date: 21 March 2008

Peter A. Schneider

Abstract

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Journal of Consumer Marketing, vol. 25 no. 2
Type: Research Article
ISSN: 0736-3761

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Journal of Consumer Marketing, vol. 17 no. 2
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 1 September 1998

A.H. Walle

Literary art is often embraced by a people because it provides answers to life’s questions and showcases idealized heroes who function as respected role models. By…

Abstract

Literary art is often embraced by a people because it provides answers to life’s questions and showcases idealized heroes who function as respected role models. By analyzing the popularity of universally loved literary masterpieces, it becomes possible to gain a greater understanding of how a specific people respond in uniform fashion to symbolic communications. In order to examine this phenomenon, parallels between Virgil’s The Aeneid (which was addressed to ancient Romans just as the Empire was being established) and Owen Wister’s The Virginian (which provided a symbolic hero for the USA at exactly the time when that country was emerging as an industrialized world power) will be compared. Significantly, in many cases, almost all members of a culture react to stimuli in parallel, universal, or identical ways. This tendency is important for marketers who seek to influence a wide and diverse market in similar ways. The implications of this analysis are of value to strategic planners who want to understand how consumers respond to symbolically charged products.

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Management Decision, vol. 36 no. 7
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 1 March 2001

Ralph Tench

Competence in written communication has been described as a fundamental underpinning of contemporary undergraduate education by both educational advisors and agencies…

Abstract

Competence in written communication has been described as a fundamental underpinning of contemporary undergraduate education by both educational advisors and agencies. This article focuses on students’ perceptions of their own writing styles and skills. These opinions have been considered in the context of the desires and expectations of practitioners in public relations for high standards of grammar, variety in copywriting style and a high degree of accuracy in writing. Students’ perceptions of the learning environment for this vocational academic discipline also suggest a receptiveness to the integration of alternative pedagogues in the form of information technology.

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Education + Training, vol. 43 no. 2
Type: Research Article
ISSN: 0040-0912

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Article
Publication date: 2 September 2021

Ouidade Sabri

Brands have increasingly used self-mockery in advertisements. Although previous insights from the social science literature assert that self-mockery is an effective…

Abstract

Purpose

Brands have increasingly used self-mockery in advertisements. Although previous insights from the social science literature assert that self-mockery is an effective strategy to boost brand closeness, the paper aims to show a more contigent view of self-mockery efficiency in an advertising context.

Design/methodology/approach

Two experiments were conducted.

Findings

This study shows that self-mockery helps build brand purchase intention through brand closeness only when self-mockery is based on a weak negative claim rather than a strong negative claim and that this influence occurs only for consumers with prior positive brand attitudes.

Practical implications

Marketing managers should consider self-mockery as a valuable brand-building strategy, especially if the main goal of the brand is to develop brand closeness among consumers with prior positive brand attitudes.

Originality/value

First, the current research is the first to provide empirical support for the mediating role of brand closeness to explain how self-mockery influences brand purchase intention. Second, this study qualify previous results and the popular idea that self-mockery may systematically help build brand closeness. This study demonstrates that this effect is conditional on the strength of the negative attribute claim disclosed and consumers’ prior brand attitudes.

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

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Article
Publication date: 1 August 1988

A. H. Walle

A close reading of the Gospels of The New Testament reveal that the various authors were clearly aware of certain key principles of marketing and advertising which we have…

Abstract

A close reading of the Gospels of The New Testament reveal that the various authors were clearly aware of certain key principles of marketing and advertising which we have rediscovered in the twentieth century. Specifically, the pros and cons of “global” vs. “local” marketing and copywriting were understood and the authors made conscious choices to cater to various target markets. In addition, the basic techniques of public relations and lobbying were clearly understood and consciously applied. The examples presented are not isolated analogies quoted out of context; the various authors clearly comprehended the basic principles of marketing and overtly orchestrated them in thoughtful and coherent ways. A study of The New Testament, therefore, reveals the significant degree to which ancient people were aware of advertising and marketing techniques. How marketing, as a discipline, can help other scholars interpret the events they study is described.

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European Journal of Marketing, vol. 22 no. 8
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 6 July 2021

Qingjiang Yao

This study aims to apply and test the effectiveness of message sidedness and conclusiveness in Google Ads advertising.

Abstract

Purpose

This study aims to apply and test the effectiveness of message sidedness and conclusiveness in Google Ads advertising.

Design/methodology/approach

Four field experiments on Google Ad campaigns were conducted on the topics of energy and environment, the water–energy–food nexus, and a Higher-Ed program (at the national and local levels).

Findings

Two-sided search engine advertisements are more effective than one-sided advertisements in national campaigns but less effective in local campaigns. In national campaigns, conclusive search engine advertisements are more effective in increasing impressions and clicks, but inconclusive advertisements are more effective in increasing the click-through rate (CTR); in local campaigns, inconclusive advertisements are more effective when being one-sided, while conclusive advertisements are more effective when being two-sided. Overall, the two-sided and inconclusive advertisement generates the best results in a national campaign, but the one-sided and inconclusive advertisement generates the best results in a local campaign.

Originality/value

As the first to test sidedness and conclusiveness with Google Ads advertising, the paper provides theoretical and practical suggestions to search engine marketers by identifying the effective copywriting strategies, moderating factors and more measurements of effectiveness.

Details

Journal of Research in Interactive Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 7 June 2021

Ying-Feng Kuo, Jian-Ren Hou and Yun-Hsi Hsieh

Netizens refer to citizens of the internet, and code-switching refers to the use of more than one language, style or form of expression to communicate. This study explores…

Abstract

Purpose

Netizens refer to citizens of the internet, and code-switching refers to the use of more than one language, style or form of expression to communicate. This study explores the advertising communication effectiveness of using netizen language code-switching in Facebook ads. Moreover, if a brand is with negative brand images, using positive brand images as a control group, this study investigates not only the advertising communication effectiveness of netizen language code-switching but also its effectiveness of remedying the negative brand images.

Design/methodology/approach

Online experiments were conducted, and data were analyzed using independent sample t-test, MANOVA and ANOVA.

Findings

The results indicate that netizen language code-switching can enhance advertising communication effectiveness in Facebook ads. Furthermore, under a negative brand image, netizen language code-switching has significant effects on improving Facebook advertising communication effectiveness.

Originality/value

This study takes netizens as the research subjects to explore the advertising communication effectiveness of netizen language code-switching in Facebook ads. This study provides further insight into the effect of netizens' culture on Facebook advertising and enriches the existing literature on social media advertising, as well as expanding the application of code-switching. The results of this study provide enterprises a new perspective on the copywriting content design of Facebook ads.

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Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 1 February 1985

Fredrick Michels, Neil Harrison and Douglas Smith

User‐supported software is copywrited and supported by the developer(s) of the software. Users are encouraged to copy and share the software. In return for a “suggested…

Abstract

User‐supported software is copywrited and supported by the developer(s) of the software. Users are encouraged to copy and share the software. In return for a “suggested contribution” payable to the software developer, detailed documentation and user support are available. Many quality programs, of this type, exist. Four programs for the IBM PC are evaluated.

Details

Library Hi Tech, vol. 3 no. 2
Type: Research Article
ISSN: 0737-8831

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Article
Publication date: 1 May 1995

Stuart C. Rogers

Many senior business people in the USA believe that some 90% of alladvertising does not do what it is intended to do. The common reasonsare the basic ineptitude of many…

Abstract

Many senior business people in the USA believe that some 90% of all advertising does not do what it is intended to do. The common reasons are the basic ineptitude of many people charged with creating advertising, objectives and goals inadequately set, advertising created primarily to win awards for creative excellence, ignorance of basic rules, and lack of a comprehensive advertising work plan. Enumerates 28 types of advertising media, with suggestions on how to package an advertising message. Then, through six basic rules and three supplements provided, a 15‐item outline for an advertising work plan, and a 60‐tip checklist of practical pointers, shows the reader how to create advertising copy that does not have to be sent back for endless revision, and can significantly contribute to customer volume and business profits.

Details

Journal of Business & Industrial Marketing, vol. 10 no. 2
Type: Research Article
ISSN: 0885-8624

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