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1 – 10 of 20The purpose of this study is to respond to the Journal of Historical Research in Marketing special issue call for discussions that can assist advertising and marketing history…
Abstract
Purpose
The purpose of this study is to respond to the Journal of Historical Research in Marketing special issue call for discussions that can assist advertising and marketing history researchers locate primary sources of interest to their research by describing the resources available through the online family history websites Ancestry.com and FindMyPast.com.
Design/methodology/approach
Brief histories of Ancestry and FindMyPast are presented, based on publicly available records and secondary sources. This paper explains the types of data researchers can access via Ancestry.com and FindMypast.com, the costs of access and then provides some examples of how these resources have been used in past research by marketing and advertising historians.
Findings
Family history websites such as Ancestry and FindMyPast can provide researchers with access to a wide variety of data sources, such as census and voting records; immigration records; city directories; birth, marriage and death records; military records; and almanacs and gazetteers, but at a cost. In some cases, paying for digital access to records is more convenient, timely and can cost less than travelling to access these same documents in physical form. Depending on the researcher’s geographical location and the country from which records are sought, this can add up to quite a cost savings. When using these sources, it is wise to determine which database contains more of the records you are searching for; Ancestry tends to have better US and Canadian resources, while FindMyPast covers the UK better.
Originality/value
Researchers interested in conducting advertising and marketing history research need access to primary data sources. Given restricted travel budgets and, indeed, restricted travel under COVID-19 conditions, gaining access to primary sources in digital form can allow researchers to continue their work. At any time, gaining access to digital records without having to travel can speed up the research process. Researchers new to the field, and those with many years of experience, can benefit from learning more about family history databases as primary data sources.
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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 Graduate…
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.
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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 wine…
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.
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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 take an…
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.
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