Search results

Purpose – Using a framework of intersectionality, this chapter makes visible the realities of women of color who try to form relationships through the use of personal advertising.Methodological/approach – A discursive analysis of race and social class in personal ads using Phrase Tokens, and in-depth interviews with 14 women of color who participated in various forms of personal advertising, present the synergism of race and racism, sex and sexism, and sexuality and heteronormativity, and how these systems continue to pervade interpersonal relations.Finding – Patterns found in both texts and narratives illustrate how establishing relationships among women who are members of heterogeneous collectivities continues to be located in systems of inequality. These data also illustrate how ad placers are unique individuals whose markers of race, class, gender, and sex identity, produce commonalities, yet how their narratives reflect diverse goals, experiences, and responses to those experiences. Women of color convey how personal advertising remains rooted in modern society where people choose their individual affiliations and continue to be defined by their group affiliations.Originality/value of chapter – Though the structural factors and social processes involved in personal advertising are relevant to the formation of interpersonal and social relationships, the phenomenon of personal advertising as a form of courtship has received relatively little attention by sociologists. In rethinking the intersections of race, gender, and social class in personal advertising this chapter includes participants’ voices to more fully understand the motivations for personal advertising, how women ‘do’ identity, and how they experience personal advertising.

An updated version of the original (1985) text, the book covers all aspects of marketing and selling bank services: the role of marketing; behaviour of customers; intelligence, planning and organisation; product decisions; promotion decisions; place decisions; price decisions; achieving sales. Application questions help to focus the readers' minds on key issues affecting practice.

To achieve a full understanding of the role of marketing from plan to profit requires a knowledge of the basic building blocks. This textbook introduces the key concepts in the art or science of marketing to practising managers. Understanding your customers and consumers, the 4 Ps (Product, Place, Price and Promotion) provides the basic tools for effective marketing. Deploying your resources and informing your managerial decision making is dealt with in Unit VII introducing marketing intelligence, competition, budgeting and organisational issues. The logical conclusion of this effort is achieving sales and the particular techniques involved are explored in the final section.

The purpose of this paper is to explore the relationships between determinants and primary antecedents of advertising and attitudes to advertising in the context of European Union accession countries.

Drawing on data from consumer surveys conducted in the major urban areas of Bulgaria and Romania the study conceptualises an extended version of Pollay and Mittal's model of beliefs and attitudes toward advertising. It tests a comprehensive range of attitudes toward the institution of advertising and its instruments in each country to identify similarities and differences in consumer perceptions.

Findings confirm that consumers in the two countries are more positive about advertising as an institution than the instruments used to promote advertising. While product information acquisition is the main personal use of advertising which influences general attitudes to advertising in Bulgaria, the entertaining value of advertising was found the strongest personal use in Romania. No significant differences were found in the attitudes toward the institution and instruments of advertising in the two countries.

As data used in this study come from major urban areas in Bulgaria and Romania this might account for small research bias if the overall population of the two countries is considered. Interview bias were reduced by eliminating the verbal or non‐verbal cues to the respondents. The diverse composition of the two samples and the random selection of respondents have limited the research bias which is often a problem with other studies in Central and Eastern Europe that use predominantly convenience student samples.

The paper suggests that managers should focus on and exploit the overall positive general attitudes toward advertising in Romania and Bulgaria. Marketers should prioritise the informative power of advertising and use it cautiously in view of its perceived manipulative role especially to children. Advertisers need to devote more specific attention to re‐enforce the credibility of the institution of advertising in both countries.

The paper is a result of an original research that has extended theoretical concepts and compared their applicability to comparable EU accession contexts. Its findings suggest that advertising should be adapted to the personal uses and attitudes to advertising in the researched contexts by putting more emphasis on image building in order to increase its persuasive power and raise public trust in the institution and instruments of advertising.

This paper aims to examine the influence of different self-presentation strategies (cultural, personal and informational posts) and interactivity on luxury brands’ social media advertising.

Three pre-tests and a main experiment collected responses from 459 Chinese participants in total.

Cultural posts significantly influenced brand attitudes, interest and purchase intention, and the effects were mediated by perceived reinforcement of the brand’s social media account. Informational posts added to perceived informativeness of the brand’s social media account, but were more likely to trigger a perception that the brand was conservative and distancing itself from consumers. Interactivity increased perceived closeness and reduced perceived inactiveness and conservativeness of the brand’s social media account and subsequently improved brand attitudes. Perception of brand’s social media accountfully mediated the effects of self-presentation strategies and interactivity on brand attitudes, interest and purchase intention.

Self-presentation transfers desirable brand associations to luxury brands, reinforces brand image, and subsequently influences responses to luxury brands. Interactivity largely influences relational perceptions and brand attitudes.

Curating content about brand heritage and culture creates a social media self-presentation that is effective and influential on consumers. Brand and product information satisfies informational needs. Interactivity maintains customer relationship.

A theoretical model of luxury brands’ advertising was generated from the findings.

The objective of this paper is to uncover the underlying dimensions of, and examine the similarities and differences in, personal uses of advertising, perceived socio‐economic effects of advertising, and consumer beliefs and attitudes toward advertising in Bulgaria and Romania. Moreover, it aims to identify the relative importance of the predictors of attitudes toward advertising in the two countries.

The paper draws upon findings of previous research and theoretical developments by Bauer and Greyser, Sandage and Leckenby, and Pollay and Mittal. The study uses a stratified random sample of 947 face‐to‐face interviews with adult respondents from major urban areas in Bulgaria (507) and Romania (440). Variables are measured on multi‐item scales as a typical application of the reflective indicator model.

Results show that there are significant differences between Romanian and Bulgarian respondents in terms of their attitudes toward advertising. Romanians are more positive about advertising as an institution than the instruments of advertising. Romanians seem to accept the role of advertising in a free market economy, but have less confidence in advertising claims and techniques. Bulgarian respondents seem more sceptical toward advertising in general and are less enthusiastic about embracing the role of advertising as an institution. Moreover, Bulgarians are highly negative towards the instruments advertising uses to convey its messages to consumers.

The research findings reflect the views of urban dwellers and may not be generalisable to the wider population of the two countries. Interviewer bias was reduced by eliminating verbal or non‐verbal cues to the respondents, and by the use of stratified random sampling.

The paper suggests that the regulatory role of codes of advertising practice and industry regulating bodies should be enhanced, and their ability to protect consumers enforced. Marketing campaigns should be more inclusive to involve diverse social groups and reflect generally‐accepted social norms.

This study reveals that, while general attitudes toward advertising may be similar, attitudes toward the institution and instruments of advertising may differ even in countries with geographic proximity and low cultural distance.

Argues that the general area of commercial sponsorship activity, while attracting increasing interest from marketing practitioners as an important strategic option in marketing communications, has not been the subject of sufficiently rigorous and comprehensive investigation by theoreticians. States the purpose is to establish and consolidate the available body of knowledge combining an overview of the standard conceptual approaches to marketing communication with an examination of the recent academic research in sponsorship, while maintaining a focus on current marketplace practice. Argues for a coherent and structured approach to the management of sponsorship expenditure through the application of a ‘management by objectives’ approach. Parameters are established in terms of a working definition of sponsorship, a review of its commercial development and an overview of current activity. Develops a commercially ration framework within which sponsorship activity may be undertaken. Views objective‐setting as the cornerstone of sponsorship management and outlines a classification of sponsorship objectives that subsumes current practice clarifies the range of potential benefits. Examines the criteria that govern rational sponsorship selection and proposes an evaluation strategy based on stated criteria. Methods of evaluating effects of marketing communications (sponsorship particularly) are examined and new evaluation techniques are advanced to facilitate the implementation of this rigorous scientific approach.

The aim of this paper is to call for an increased focus on the ethics of direct-to-consumer (DTC) prescription drug advertising. This is important, not only to improve DTC prescription drug advertising, but also to inform DTC advertising of future medical advances.

This conceptual paper discusses two examples of medical advances – personal genetic testing services and surgically implanted medical devices – to explain how investigating the research of DTC prescription drug advertising can set the stage for more ethical advertising of future medical advances.

Specific issues related to health literacy, at-risk populations impacted by health disparities, and medicalization of issues common to aging relate to the DTC advertising of prescription drugs and other medical advances. Creative approaches to investigating these issues in the context of prescription drug advertising can enrich the debate about drug advertising, but also prepare researchers, policymakers, and consumers for future advertising of new medical developments.

The value of this paper is its call for increased focus on the ethics of DTC prescription drug advertising, to improve the current marketing environment but also lay the foundation for other healthcare marketing in the future.

The purpose of this paper is to examine the presence of nostalgic advertising in Indian television and its execution with reference to extent of information disclosure, level of involvement, type of products and stages in product life cycle (PLC).

This research uses a content analysis of 700 TV advertisements aired between January-December 2013 from top five Indian TV channels based on their rank according to Gross Viewership in Thousands.

Humour/happiness was the most commonly used emotional appeal and nostalgic ads constituted 12 per cent of the emotional ads in Indian television. “References to past family experiences” was the most commonly used nostalgic element. As hypothesised, nostalgic ads use low information disclosure strategy (vis-à-vis high/medium information disclosure strategy) and are more commonly used for low involvement products (vis-à-vis high involvement products), experience products (vis-à-vis search products), and non-durables (vis-à-vis durables). Also, nostalgic appeals are more commonly used at maturity stage of PLC (vis-à-vis introduction stage).

This is the first research to analyse the content and execution of nostalgic advertising in India. This study is also one of the first to provide a comprehensive framework on nostalgic advertising. The interrelationships among variables such as product category, process of emotional appeal, degree of information disclosure and stage in PLC has not been investigated earlier, in the context of nostalgic advertising. Moreover, this study is the first attempt to present a snapshot of TV ads in India.

The conceptual problem associated with marketing productivity analysis is examined followed by an examination of currrent practice in marketing productivity in the following areas — on the product line, in advertising and promotional mix, in the salesforce, in distribution and in customer activity tracking. It provides UK companies with some guidance on how they can improve their performance measurement using marketing information systems and reorganising existing information for more effective marketing action. The research concentrates on 50 well‐known British companies in oil, chemicals, various engineering disciplines, food, pharmaceuticals, insurance, construction and chain‐store retailing. The findings are based on 28 viable responses, and a further 21 (different) responses from companies which were personally visited. Although the research techniques need to be refined they conclude that the management of resources invested in marketing activities can never be refined to the point where an incremental investment in any specific marketing application can be measured with great accuracy. Yet a great deal of measurement is possible and marketing managers can be well enough informed about the behaviour of marketing inputs so that allocation decisions in future periods will benefit.?