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Article
Publication date: 9 August 2011

Robert Mittelman and Leighann C. Neilson

Child sponsorship programs have been accused of representing children in the developing world in a manner described as “development porn”. The purpose of this paper is to…

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Abstract

Purpose

Child sponsorship programs have been accused of representing children in the developing world in a manner described as “development porn”. The purpose of this paper is to take an historical approach to investigating the use of advertising techniques by Plan Canada, a subsidiary of one of the oldest and largest child sponsorship‐based non‐governmental development agencies, Plan International, during the 1970s. This time period represents an important era in international development and a time of significant change in the charitable giving and advertising industries in Canada.

Design/methodology/approach

The authors conduct a content analysis on an archival collection of 468 print advertisements from the 1970s.

Findings

A description of the “typical” Plan Canada fund‐raising ad is presented and shown to be different, in several aspects, from other advertisements of the time period. It was determined that Plan Canada's advertisement did not cross the delicate line between showing the hardship and realities of life in the developing world for these children and what became known as “development porn”.

Originality/value

There has been little previous research which focuses specifically on the design of charity advertisements. This paper presents a historically contextualized description of such ads, providing a baseline for further research. It also raises important questions regarding the portrayal of the “other” in marketing communications and the extent to which aid agencies must go to attract the attention of potential donors.

Details

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

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Book part
Publication date: 22 November 2012

Leighann C. Neilson and Robert Mittelman

Purpose – Child sponsorship programs have been accused of representing children from the developing world in a manner described as “development porn” in their marketing…

Abstract

Purpose – Child sponsorship programs have been accused of representing children from the developing world in a manner described as “development porn” in their marketing communications, and of operating in such a way as to reinforce beliefs that people in the global South are powerless, dependent on help from the developed North. This research takes a critical, historical approach to investigating the marketing practices of Plan Canada, a subsidiary of one of the oldest and largest child sponsorship-based development agencies, in order to evaluate outcomes of charitable giving at the social and ideological level.

Methodology – We adopted a consumer storytelling theoretical lens to conduct narrative analysis of letters written by donors upon their return from visiting their sponsor children.

Findings – We reveal how even if aid recipients are treated with respect in marketing communications, ideological outcomes which reinforce Northern hegemony may still result.

Social implications – Although charitable acts by individuals are commonly encouraged and lauded, marketers may play a role in perpetuating negative outcomes that result from this consumer action, such as reinforcing notions of cultural difference and superiority.

Originality/value of paper – Only a few researchers have investigated the social and ideological outcomes of charitable giving. We investigate the outcome of charitable giving on the donor and recipient communities and relationship between these communities. Models of charitable giving need to be revised to include these outcomes.

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Book part
Publication date: 22 November 2012

Abstract

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Research in Consumer Behavior
Type: Book
ISBN: 978-1-78190-022-2

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Article
Publication date: 9 August 2011

Leighann Neilson and Stanley J. Shapiro

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400

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Details

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

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Article
Publication date: 30 September 2020

Leighann Neilson and Erin Barkel

This paper aims to present a history of the marketing of hope chests in the USA, focusing in particular on one very successful sales promotion, the Lane Company’s Girl…

Abstract

Purpose

This paper aims to present a history of the marketing of hope chests in the USA, focusing in particular on one very successful sales promotion, the Lane Company’s Girl Graduate Plan. The Girl Graduate Plan is placed within its historical context to better understand the socioeconomic forces that contributed to its success for a considerable period but ultimately led to decreased demand for the product.

Design/methodology/approach

The history of the marketing of hope or marriage chests draws upon primary sources located in the Lane Company Collection at the Virginia Museum of History and Culture. Secondary sources and images of advertising culled from Google image searches provided additional insight into the operation of the company’s Girl Graduate Plan.

Findings

While the Lane Company benefitted in the form of increased sales, profit and brand awareness and loyalty from prevailing socio-economic trends, which supported the success of its Girl Graduate Plan, including targeting the youth market, this promotion ultimately fell victim to the company’s failure to stay abreast of social changes related to the role of women in society.

Research limitations/implications

Like all historical research, this research is dependent upon the historical sources that are accessible. The authors combined documents available from the Virginia Historical Society archives with online searches, but other data sources may well exist.

Practical implications

This history investigates how one manufacturer, a leader in the North American industry, collaborated with furniture dealers to promote their products to young women who were about to become the primary decision makers for the purchase of home furnishings. As such, it provides an historical example of the power of successful collaboration with channel partners. It also provides an example of innovation within an already crowded market.

Social implications

The hope chest as an object of material culture can be found in many cultures worldwide. It has variously represented a woman’s coming of age, the love relationship between a couple and a family’s social status. It has also served as a woman’s store of wealth. This history details how changing social values influenced the popularity of the hope chest tradition in the USA.

Originality/value

The history of the marketing of hope chests is an area that has not been seriously considered in consumption histories or in histories of marketing practices to date, in spite of the continuing sentimental appeal for many consumers.

Details

Journal of Historical Research in Marketing, vol. 12 no. 4
Type: Research Article
ISSN: 1755-750X

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Article
Publication date: 11 March 2014

Leighann Neilson and Judith Madill

This paper aims to report on a study of wine regions in five countries that assessed whether and how wineries use their web sites to provide information to and attract…

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1750

Abstract

Purpose

This paper aims to report on a study of wine regions in five countries that assessed whether and how wineries use their web sites to provide information to and attract wine tourists.

Design/methodology/approach

Content analysis of winery web sites from wine regions in five countries (Australia, Canada, Chile, France, USA) was conducted.

Findings

While the majority of wineries in the study utilized web sites to provide information to consumers, there were significant differences in the effectiveness with which they did so. Wineries desiring to attract tourist visitors should ensure that basic information content is present (e.g. hours of operation, directions to the winery). Although some wineries have begun to engage consumers on mobile platforms, more can be done to ensure access to information at all stages of the tourist visit process.

Research limitations/implications

Due to time and budget constraints, the study evaluated the web sites in only some wine regions of five wine-producing countries. Future researchers can build on this study by evaluating winery web sites in additional wine regions and countries.

Practical implications

The authors identify practical ways in which wineries can enhance the information they provide via their web sites to attract winery visitors and augment cellar door sales.

Originality/value

Previous research has examined winery web sites at the level of the destination marketing organization or individual winery within a country; the authors look at individual winery web sites in international comparison. Wineries seeking to attract tourists to their cellar door operations can thus evaluate their online communications in comparison with national and international competitors and best practices.

Details

International Journal of Wine Business Research, vol. 26 no. 1
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 9 August 2011

Barry E.C. Boothman

The purpose of this paper is to appraise the spread of supermarkets in Canada during the mid‐twentieth century. It examines how corporate chains altered the organization…

Abstract

Purpose

The purpose of this paper is to appraise the spread of supermarkets in Canada during the mid‐twentieth century. It examines how corporate chains altered the organization of distribution, reconfigured shopping experiences, and promised gains realized through greater business volume.

Design/methodology/approach

The paper utilizes a mix of primary and secondary sources to compare how companies responded to opportunities for mass marketing that emerged in the post‐war era. The perspective is grounded in the theory of managerial capitalism, which was originally elaborated by Alfred D. Chandler.

Findings

The paper highlights how mass food retailing in Canada shared some attributes normally associated with the rise of managerial capitalism, but it also reviews the variations and highlights the difficulties faced by firms despite their jump to giant size. In particular, it stresses how the leading companies did not build secure positions.

Research limitations/implications

Corporate archives in Canadian retailing either did not survive or remain inaccessible. The essay therefore draws upon a mix of sources including company publications and government investigations. The paper highlights the inability of companies to realize permanent gains commonly associated with large firm size or mass retailing. It stresses that there was no one “model” of corporate development.

Originality/value

This paper illustrates the complexities associated with developing strategic leadership in retailing and therefore should be valuable to educators and practitioners.

Details

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

Keywords

Content available
Article
Publication date: 27 April 2012

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373

Abstract

Details

Journal of Historical Research in Marketing, vol. 4 no. 2
Type: Research Article
ISSN: 1755-750X

Content available
Article
Publication date: 2 November 2012

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282

Abstract

Details

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

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Article
Publication date: 27 January 2012

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337

Abstract

Details

Journal of Historical Research in Marketing, vol. 4 no. 1
Type: Research Article
ISSN: 1755-750X

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