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1 – 10 of over 38000This special “Anbar Abstracts” issue of the Journal of Product & Brand Management is split into six sections covering abstracts under the following headings: Marketing strategy;…
Abstract
This special “Anbar Abstracts” issue of the Journal of Product & Brand Management is split into six sections covering abstracts under the following headings: Marketing strategy; Customer service; Pricing; Promotion; Marketing research, customer behavior; Product management.
Interactive media strategies and digital tools have enabled advertisers to target children with promotional offers and creative appeals.
Abstract
Purpose
Interactive media strategies and digital tools have enabled advertisers to target children with promotional offers and creative appeals.
Design
Based on theories related to metaphors in advertisements, cognitive comprehension by children, promotional appeals, and presentation techniques, the research for this study comprised a content analysis of 1,980 online banner advertisements with reference to use of metaphors, promotional appeals, creative content, and selling techniques.
Findings
The research study concludes that online advertising to children, in contrast to traditional advertising vehicles, is characterized by (a) a vibrant visual metaphor, (b) surfeit of animated content, (c) interactive features, (d) myriad product types, and (e) creative content for a mixed audience of adults and children.
Originality
This study argues that the impact and content of the Internet as a new advertising medium are distinctly different from traditional characteristics of television and print.
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This paper aims to describe the development of forms of advertising on radio and internet when they were new media and propose a model of periodization through which the two…
Abstract
Purpose
This paper aims to describe the development of forms of advertising on radio and internet when they were new media and propose a model of periodization through which the two histories can be understood and appreciated.
Design/methodology/approach
Two narrative histories were constructed based on data collected from numerous public and private, historical and contemporary and primary and secondary materials. The methodology of New Historicism informed the research.
Findings
When the two histories are viewed through the model, many similarities in terms of milestones and markers become apparent.
Research limitations/implications
Perhaps when the next new electronic mass medium is invented, a future researcher may look back on this model and consider whether it applies.
Practical implications
For practitioners who consider history a relevant source of knowledge and inspiration, this research offers a way of organizing and understanding the history of internet advertising.
Social implications
Today’s consumers, especially Millennials, continue to seek to avoid advertising on the internet. The use of ad blockers poses a significant threat to the business models of online content providers. This research demonstrates that resistance to advertising is nothing new and that it may be, in the end, futile.
Originality/value
The model is an original creation, based on an original view of history, and offered as a lens through which to understand this history.
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Although advertising has always been regarded, and with very good reasons, as a branch of the more inclusive subject of marketing, it has enough specialized reference sources of…
Abstract
Although advertising has always been regarded, and with very good reasons, as a branch of the more inclusive subject of marketing, it has enough specialized reference sources of its own to deserve a separate treatment. The fact that it is not comparatively a new discipline may be understood from a recent publication entitled How It Was in Advertising, 1776–1976, which originally came out as the bicentennial issue of Advertising Age. This compilation contains an historical narrative of personalities and agencies involved in the advertising business in the United States. It includes interesting facts, observing, for example, that the most revolutionary figure in 18th century advertising, none other than Ben Franklin, was the first on record to tap the potentials of the women's market by offering benefit copies. Since those days, advertising has grown into a multibillion dollar industry, big enough to attract the attention of Federal regulatory agencies.
The purpose of the chapter is to understand advertising attention in new formats. More specifically, it argues that new advertising formats might force advertising practitioners…
Abstract
Purpose
The purpose of the chapter is to understand advertising attention in new formats. More specifically, it argues that new advertising formats might force advertising practitioners and researchers to reframe the challenges of gaining attention as one of understanding advertising approach rather than advertising avoidance.
Methodology/approach
The chapter is conceptual and builds on a review of literature on advertising attention, advertising avoidance, and advertising approach.
Research/practical implications
The chapter concludes with a review of future research directions. More specifically, it points out implications of shifting perspective from advertising avoidance to advertising approach for advertising practitioners and researcher alike.
Originality/value
The chapter offers a novel perspective on advertising attention in new advertising formats. In doing so, it hopes to stimulate more research on consumers’ willingness to approach (rather than avoid) advertising.
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Guanxiong Huang and Hairong Li
As an extension to Assael’s (2011) review on media synergy, this chapter examines the latest evolvement of media synergy research in the past 10 years by integrating studies from…
Abstract
Purpose
As an extension to Assael’s (2011) review on media synergy, this chapter examines the latest evolvement of media synergy research in the past 10 years by integrating studies from a wide range of leading journals.
Methodology/approach
We searched a total of 17 major journals in advertising, communication, and marketing from 2005 to 2014 and identified a total of 42 articles on media synergy. These studies were reviewed to assess the current status of media synergy research.
Findings
Studies of inter-media interaction at the individual level provide mixed support for a media synergistic effect, and the occurrence of this effect demands certain boundary conditions. Research on multi-media engagement has been gaining momentum in the past few years and is a promising subject in media synergy research.
Research implications
We envision two growing approaches in future media synergy research: the neuroscientific approach and the data mining approach.
Originality/value
This chapter posits that media synergy research has evolved in the most recent years to a new phase, which is multi-media engagement. Hence, this chapter extends Assael’s work in terms of explicating media synergy in the context of social media engagement and identifying research gaps in current literature.
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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.
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Gayle Kerr, Kathleen Mortimer, Sonia Dickinson and David S. Waller
The purpose of this study is to examine the concept of consumer power, in particular the power or bloggers in the online environment and how this might be applied to the…
Abstract
Purpose
The purpose of this study is to examine the concept of consumer power, in particular the power or bloggers in the online environment and how this might be applied to the regulation of advertising.
Design/methodology/approach
Utilising Denegri‐Knott's (2006) four on‐line power strategies, a content analysis of weblogs of Tourism Australia's “Where the bloody hell are you?” advertising campaign is undertaken. Blogger behaviour towards this controversial campaign is documented and consumer power strategies are examined.
Findings
This study reveals that bloggers are circumventing the traditional self regulatory process by distributing information, opinion, and even banned advertising material, thereby forming power hubs of like‐minded people, with the potential to become online pressure groups, augmenting the traditional powers of consumers in the self regulatory process.
Research limitations/implications
Limitations include a single case context and its exploration of a single media tool (weblogs). Also, bloggers are not representative of the general public, but do provide an alternative to the general category of complainants.
Practical implications
The paper provides evidence that bloggers are defacto regulators in the online environment providing judgements on advertising campaigns, supporting those with like‐minded views and disciplining others, and even making banned advertisements publicly available. Advertisers should be mindful of this activity in developing campaigns, especially in formulating controversial campaigns aimed to be disseminated online.
Originality/value
The paper is the first to relate consumer power in the online environment to self‐regulation. It is also first to study a new group of advertising complainants – the bloggers.
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Focusing on the early development of the three major forms of local advertising employed by independent department stores across the USA – newspapers, radio, and television – this…
Abstract
Purpose
Focusing on the early development of the three major forms of local advertising employed by independent department stores across the USA – newspapers, radio, and television – this paper examines continuity in the industry's commercial use of new technologies.
Design/methodology/approach
The research draws on different types of primary sources, including department store financial records and correspondence, retailing trade literature, industry publications, newspaper advertisements, and radio advertisement transcripts.
Findings
The local and regional markets of the independent department store, and to some extent, department store chains, required local advertising, something best served by newspapers in the period under study. While many retailers embrace the commercial potential of radio and television as they appear in the 1920s and late 1930s, respectively, others are reluctant to divert their advertising budget away from newspapers. Trade writers for the department store industry and radio and television reveal tension between the National Retail Dry Goods Association, with its progressive orientation and professionalizing goals, and the more traditional merchants these experts are trying to modernize. The paper also suggests, perhaps as a subject for future research, that as radio and television lost their local orientation and became increasingly commercialized and national, independent department store advertising would not have been able to compete with department store chains.
Originality/value
Although much has been written about national advertising, cultural, and business historians have conducted little research on local advertising, the type typically employed by independent department stores. This paper provides an introduction to the three major advertising formats most often used by independent department stores as each medium first emerged as a potential selling tool.
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