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1 – 10 of over 1000
Article
Publication date: 10 February 2012

Marc Mazodier, Pascale Quester and Jean‐Louis Chandon

Sport events organizers have recently undertaken to disclose to the general public instances where firms have conspired to ambush the official sponsors. In doing so, they have…

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Abstract

Purpose

Sport events organizers have recently undertaken to disclose to the general public instances where firms have conspired to ambush the official sponsors. In doing so, they have sought to sensitise audiences to sponsors' valuable contribution. However, what is the effect of such disclosure on ambush marketers' brands? This study aims to answer this question, using an experimental approach.

Design/methodology/approach

Two successive experiments were conducted. The first study used a student sample (n=120) and a fictitious brand. The second study used a before‐and‐after experiment with control groups (n=480), using four real brands and print disclosure articles. Data was collected from six French metropolitan areas and analysed using Repeated Measure ANOVA and MANOVA.

Findings

Ambush marketing disclosure is associated with lower attitudes towards the ambusher's brand. Two variables moderate this effect: involvement in the event and attitude towards sponsorship, both of which worsen the negative influence of ambush disclosure on audiences' attitudes.

Research limitations/implications

While the empirical work reflects one national context and one specific sport event, these findings are the first to empirically support the notion that disclosure of ambush practices adversely impacts ambushers' brand.

Practical implications

These results offer official sponsors and event organisers an effective alternative strategy to legal protection, with demonstrated effects on the core target audience of the event.

Originality/value

The literature has alluded to possible perverse effects of ambush marketing. This study is the first to draw an analogy with corrective advertising to test and demonstrate the impact of ambush disclosure on ambushers' brands.

Details

European Journal of Marketing, vol. 46 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 10 April 2017

William Bellew, Adrian Bauman, Becky Freeman and James Kite

Conceptual advancement underpins the progress of social marketing and countermarketing research but has been neglected in recent years. This paper aims to describe a new…

Abstract

Purpose

Conceptual advancement underpins the progress of social marketing and countermarketing research but has been neglected in recent years. This paper aims to describe a new integrative framework of social countermarketing (SCM) concepts, techniques and defining characteristics, based on research tracing the conceptual evolution of the field and contrasting commercial (profit-focused) and social (public good-focused) countermarketing.

Design/methodology/approach

This paper undertook searches of electronic databases to examine how socially oriented countermarketing has been characterised in the research literature. Search terms included “countermarketing”, “critical marketing”, “de-marketing” and “counter-advertising”. Broad inclusion criteria allowed consideration of reports, conference and media outputs, as well as peer-reviewed articles published since 1971. Selected marketing journals were searched individually.

Findings

After screening of 408 initial search results, 80 studies were retained and full papers retrieved. Main ideas, definitions, scope, concepts and terms used were mapped to identify the common and distinguishing features, as well as higher-order organising themes. This led to the development of a new conceptual framework for SCM comprising eight domains.

Research limitations/implications

The integrative conceptual framework offers a foundation for future research and SCM practice.

Originality/value

This paper introduces a framework designed to advance the conceptual basis of SCM research and practice with particular reference to the field of public health and disease prevention.

Details

Journal of Social Marketing, vol. 7 no. 2
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 1 June 1990

Howard Johnson

It is undoubtedly the case that advertising plays a significant part in modern economic life in most societies and many view it as an essential part of the operation of a free…

Abstract

It is undoubtedly the case that advertising plays a significant part in modern economic life in most societies and many view it as an essential part of the operation of a free market system. Yet it is also the case that our knowledge of how exactly it works and whether the vast amounts spent on it are justified is still uncertain. Lord Leverhulme, the founder of Lever Brothers, is credited with the famous aphorism — ‘one half of advertising does not work but nobody knows which half’ and that perhaps sums up the situation very well. One thing that is generally accepted is that some protection must be provided both to consumers and trade competitors from false or misleading advertising which can lead to market distortions and economic loss to purchasers. Increasingly controversial, however, is the scope and extent of legal and voluntary controls on advertising. In the advertising industry fears are rising about the volume of both national and EEC proposals to restrict or limit advertising and as we move from the '80s, a decade of conspicuous consumption in which advertising flourished, to the caring '90s where environmental issues are to the fore, the advertising industry faces major challenges. Advertising as a whole is facing severe economic and legal challenges after the massive expansion of the 1980's — it is estimated that there was a 4% fall in real terms in UK advertising expenditure in the first quarter of 1990 and an estimated 5% fall in the second quarter. Clients are becoming more demanding and the cosy cartel arrangement whereby advertising agencies made a 15% standard commission on a client's expenditure has gone — commissions are down to 12%‐13% or being replaced by fixed fees. It has been estimated by the Advertising Association that proposed legal restrictions could lead to a loss of £1 bn in revenue for the industry. Multi‐farious pressure groups are campaigning against drink advertising, cigarette advertising and sexism in adverts. The advertising industry's concerns are reflected in a recent report by the Advertising Association — ‘A Freedom Under Threat — Advertising in the EC’. The report indicates a number of areas where legislative controls have been introduced or are proposed to be introduced over the next few years and expresses the fear that controls may be going too far in limiting freedom of ‘commercial speech’. Martin Boase, chairman of the Advertising Association writes in his introduction to the report:

Details

Managerial Law, vol. 32 no. 6
Type: Research Article
ISSN: 0309-0558

Article
Publication date: 1 April 1976

Johan Arndt

This review of normative and descriptive advertising research studies concludes that the studies have resulted in few great ideas. In spite of a quantitatively impressive research…

Abstract

This review of normative and descriptive advertising research studies concludes that the studies have resulted in few great ideas. In spite of a quantitatively impressive research tonnage, the studies are unsystematic, the methods are often weak in validity, and the results are often irrelevant to the problems of advertising.To improve the state of the art, more emphasis on theory building is necessary. In particular, more attention should be directed toward formulating appropriate “models of man” and toward developing meaningful categories of the functions played by advertising. In addition, advertising studies would benefit by more breadth in behaviour, more breadth in space, and more breadth in time.

Details

European Journal of Marketing, vol. 10 no. 4
Type: Research Article
ISSN: 0309-0566

Keywords

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 that is…

1078

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

Keywords

Article
Publication date: 1 January 1989

Mushtaq Luqmani, Ugur Yavas and Zahir Quraeshi

More competitive now than a few years ago, the Saudi Arabian markethas changed considerably into one marked by more vigorous advertising.Advertising content and regulation in this…

2590

Abstract

More competitive now than a few years ago, the Saudi Arabian market has changed considerably into one marked by more vigorous advertising. Advertising content and regulation in this influential, conservative Middle East country is discussed. The commentary emphasises that since religion has such a pervasive and abiding influence, it is imperative that advertising should be compatible with religious standards. In addition, advertising should be sensitive to other cultural norms and responsive to changing governmental priorities.

Details

International Marketing Review, vol. 6 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 10 October 2008

Tony Jaques

When two 14‐year‐old New Zealand schoolgirls challenged the advertising claims of Ribena blackcurrant drink – owned by global giant GlaxoSmithKline – they triggered a sequence of…

4881

Abstract

Purpose

When two 14‐year‐old New Zealand schoolgirls challenged the advertising claims of Ribena blackcurrant drink – owned by global giant GlaxoSmithKline – they triggered a sequence of events which led to prosecution, public opprobrium and international damage to an iconic brand. The purpose of this paper is to explore the case and identify lessons for future management practice.

Design/methodology/approach

Some of the fundamental principles of issue management, post‐crisis discourse and corporate apologia are to recognize the problem early, to promptly institute a strategic response plan and corrective action and, if necessary, to apologise genuinely and without delay. The paper assesses the case against the theoretical basis of each of these principles and comparable cases. A senior executive of the company concerned was interviewed about some management aspects.

Findings

Despite early indications of a problem which had potential impact around the world, a major global corporation responded inadequately to a local situation and, as a result, suffered prolonged embarrassment at the hands of two teenagers and unnecessarily severe damage to its brand and international reputation.

Originality/value

By in‐depth analysis of a recent case, the paper underlines valuable lessons in terms of prompt management intervention, consistent strategy and effective apologia. It also illustrates the danger of poor management of a brand extension and the risk of contagion facing multinational organizations where adverse outcomes in one small regional market can rapidly damage a global reputation.

Details

Corporate Communications: An International Journal, vol. 13 no. 4
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 1 April 1998

Debra Harker

Advertising is the most visible element of modern marketing, however it is often accused by its critics of being intrusive and pervasive, and neither of these accusations can be…

9178

Abstract

Advertising is the most visible element of modern marketing, however it is often accused by its critics of being intrusive and pervasive, and neither of these accusations can be refuted by a worldwide industry which spends billions of dollars each year reaching and persuading its target markets through daily bombardment of hundreds, if not thousands, of advertisements in most developed countries. In this article a conceptual framework of “acceptable advertising” is presented, discussed, and used to analyse the regulation of advertising in five countries around the world. The exercise succeeds in enhancing our understanding about how to improve the acceptability of advertising in contemporary societies.

Details

International Marketing Review, vol. 15 no. 2
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 7 September 2010

Denise E. DeLorme, Jisu Huh, Leonard N. Reid and Soontae An

The over‐the‐counter (OTC) drug market is highly competitive, and consumer advertising is a prominent influence in OTC drug purchase and consumption. Given current marketplace…

4468

Abstract

Purpose

The over‐the‐counter (OTC) drug market is highly competitive, and consumer advertising is a prominent influence in OTC drug purchase and consumption. Given current marketplace conditions, it is important to summarize OTC drug advertising research. This paper aims to review the state of the public research literature on OTC drug advertising and provide a research agenda derived from the findings.

Design/methodology/approach

A literature review was conducted to identify the key themes in OTC drug advertising research and secondary data were collected about the regulation, nature, functions, and scope of OTC drug advertising.

Findings

Most pharmaceutical advertising studies have focused on prescription drugs, including the majority of direct‐to‐consumer advertising investigations. OTC drug advertising has received considerably less empirical attention. Since the mid‐1970s, only 24 OTC drug advertising studies have appeared sporadically in the literature. The cumulative findings are interesting and suggestive but dated, fragmented, and incomplete. Though research interest has waned, OTC drug markets and advertising spending have not. Advertising remains a prominent OTC drug purchase and consumption driver, likely spurred on by self‐medication and Rx‐to‐OTC drug switching. The state of the public research, the social and policy implications of self‐medication, and the growing OTC drug market signal that it is time to revisit OTC drug advertising content, processes, and effects.

Originality/value

The paper puts the subject of OTC drug advertising back on the radar of communication, advertising, and pharmaceutical marketing researchers and offers an agenda of research questions derived from the reviewed literature to guide and stimulate future studies.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 4 no. 3
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 3 August 2012

Fred Beard

Although there is considerable scholarly research on advertising self‐regulation in the USA, there is no research at all on the unique problems that comparative advertising

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Abstract

Purpose

Although there is considerable scholarly research on advertising self‐regulation in the USA, there is no research at all on the unique problems that comparative advertising created for those involved in the industry's self‐regulation. This study aims to address this gap in the literature with an historical analysis of the industry's efforts to respond to the widespread adoption of comparative advertising during the twentieth century.

Design/methodology/approach

The study's primary and secondary sources consist of nearly 640 articles collected from historical and contemporary trade journals. The analysis focuses on two research questions: When did calls for the reform and regulation of comparative advertising appear, why did they appear, and who did advertisers believe should be responsible? and Why did advertisers and industry observers believe comparative advertising should be regulated, and what were the consequences of their self‐regulation efforts and initiatives?

Findings

The paper finds that industry calls for comparative advertising reform began to appear during the Depression and peaked during the most contentious period of self‐regulation, the 1970s. The findings show that during the 1930s, members of the industry mostly abandoned their efforts to manage what they considered unfair business practices, including explicit comparative advertising, by shaping government policy. The findings also reveal that the issues of disparagement of competitors and the misappropriation of their brand names and trademarks set the stage for an extraordinary conflict between the industry, its self‐regulators, and the Federal Trade Commission.

Originality/value

The findings offer some new and interesting insights into the consequences that can occur when advertisers choose to employ explicit comparative advertising, or what has been called “the hardest sell of all”; the history of advertising self‐regulation in the USA; and the complex relationships among consumerism, political and economic ideology, and industry self‐regulation.

Details

Journal of Historical Research in Marketing, vol. 4 no. 3
Type: Research Article
ISSN: 1755-750X

Keywords

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