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Publication date: 17 September 2020

Brian T. Ratchford

The 2016 presidential campaign in the United States was marked by widespread interference by Russian agents. The interference was especially prominent in digital media…

Abstract

The 2016 presidential campaign in the United States was marked by widespread interference by Russian agents. The interference was especially prominent in digital media. This indicates the possible need for better regulation. To investigate the problem, I examined the legal and regulatory history of US Federal campaign regulation. While these regulations require various disclosures and disclaimers, and set some spending limits, they do not cover advertising messages. More to the point, the disclosure and disclaimer requirements for digital ads are limited and easily circumvented. Possibly because of this, political advertising in digital media has increased dramatically in recent years. I examine current proposals for improved regulation and make recommendations for changes in Federal regulation and in oversight by nonpartisan groups.

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Continuing to Broaden the Marketing Concept
Type: Book
ISBN: 978-1-78754-824-4

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Article
Publication date: 4 June 2019

Raef Abdennadher, Lazhar Ayed and Bronwyn P. Wood

This paper aims to investigate the impact of political advertising on voter attitude and the processes of decision-making in the specific context of the inaugural…

Abstract

Purpose

This paper aims to investigate the impact of political advertising on voter attitude and the processes of decision-making in the specific context of the inaugural democratic experience of post-revolutionary Tunisia.

Design/methodology/approach

The study was conducted in Tunisia, where the target respondents included Tunisian’s eligible to vote during the presidential campaign of October 2014. The study uses questionnaires for data collection using a convenience sampling technique.

Findings

The major findings of the study are that the persuasion power of advertising has a direct impact on voter involvement, trust and attitude towards voting. Specifically, involvement significantly influences a voter’s attitude. The hypothesis on the impact of trust on attitude, and the hypothesis related to the mediating role of trust and involvement were rejected.

Research limitations/implications

The study recommends specialists in political advertising and politicians themselves give consideration to the trust and involvement considerations of the Tunisian voter, to enhance and optimize the quality and credibility of political advertising in the future.

Practical implications

The research offers some interesting findings for professionals in political advertising, for companies operating in political research, or advertising agencies. In this context, advertising agencies need to give prescient consideration to the trust of the voter by developing a credible and believable discourse.

Social implications

In the context of a nascent democracy, it is very important to educate people so they become familiarized with the practices of democracy, and to give them the ability to make the right choice. The study recommends specialists in political advertising and also politicians give consideration to the trust and involvement considerations of the Tunisian voter, to enhance and optimize the quality and credibility of political advertising.

Originality/value

This research paper related to political advertising can be used to formulate appropriate political advertising strategies and to ameliorate and optimize the advertising discourse in the context of a nascent democracy.

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Journal of Islamic Marketing, vol. 10 no. 3
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 1 February 1980

Ken Judge and Roger Hampson

A characteristic feature of advanced industrial societies in the western world is the considerable growth of social welfare expenditures. This phenomenon is illustrated in…

Abstract

A characteristic feature of advanced industrial societies in the western world is the considerable growth of social welfare expenditures. This phenomenon is illustrated in Tables I and II which indicate the scale of increase which has taken place in the UK and the USA since the early 1950s. Expenditures trebled in the UK between 1953 and 1977, and grew almost sixfold between 1950 and 1975 in the USA. Not too much account should be taken of the different patterns of growth because of the historical differences in the development of social policy in each country. Moreover, their population growth has differed significantly.

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International Journal of Social Economics, vol. 7 no. 2
Type: Research Article
ISSN: 0306-8293

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Article
Publication date: 1 September 2000

Karen A. Hartman

This selective annotated bibliography presents a snapshot of research published between 1990 and 1999 that has studied negative political advertising, primarily in the…

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Abstract

This selective annotated bibliography presents a snapshot of research published between 1990 and 1999 that has studied negative political advertising, primarily in the USA. Political scientists, psychologists, communication theorists and marketing scholars have used experiments, surveys, and case studies to examine the impact of this type of advertising on voter beliefs and behavior. The author categorizes the literature by broad themes such as typologies, effects of negative ads, media coverage of political campaigns, and actual candidate behavior, and provides descriptive annotations of representative articles in each category. In addition, several scholarly books that discuss negative political advertising are annotated. Since the focus of this bibliography is on social science research, articles from the popular literature are not included.

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Reference Services Review, vol. 28 no. 3
Type: Research Article
ISSN: 0090-7324

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Article
Publication date: 9 April 2020

Camelia Catharina Pasandaran and Nina Mutmainnah

The purpose of this paper is to test hypotheses on the effects of native advertising on young media consumers. First, it aims to discover whether the young audience…

Abstract

Purpose

The purpose of this paper is to test hypotheses on the effects of native advertising on young media consumers. First, it aims to discover whether the young audience activates news-based schema or advertising schema when exposed to different themes of native advertising. Second, this research tests whether there is a relationship between the theme of native advertising and the credibility of the media in which it is placed and the ability of young media consumers to recognize the advertising. Third, it attempts to seek a possible relationship between the recognition of native advertising and the credibility of the advertiser.

Design/methodology/approach

An experimental study was carried out using 186 university students in the greater Jakarta area whose ages ranged between 18 and 22 years. Participants were randomly assigned to six groups (2 × 3 experimental design) and asked to respond to a set of questions related to their awareness of native advertising. They were also asked their opinions on the advertiser’s credibility before and after they were told that the content was native advertising.

Findings

Results show that most of these young media consumers could not spot native advertising and have difficulties in recognizing political native advertising. The findings also point out a more profound decline in advertiser credibility among groups exposed to political native advertising compared to nonpolitical native advertising.

Research limitations/implications

Results show that most of these young media consumers could not spot native advertising and have difficulties in recognizing political native advertising. The findings also point out a more profound decline in advertiser credibility among groups exposed to political native advertising compared to non-political native advertising.

Originality/value

This research shows that the theme of the native advertising has a significant influence on the ability of media consumers to recognize native advertising. The results indicate that non-commercial native advertising is highly deceptive. This finding is valuable for the improvement of advertising regulation, especially on non-commercial native advertising.

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Young Consumers, vol. 21 no. 1
Type: Research Article
ISSN: 1747-3616

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Article
Publication date: 9 August 2018

M. Garrett Roth

The purpose of this paper is to view political candidates as products in a market competing over quality via advertising. Consequently, the Austrian argument against…

Abstract

Purpose

The purpose of this paper is to view political candidates as products in a market competing over quality via advertising. Consequently, the Austrian argument against restrictions on product advertising can be applied to political markets as well. The foremost conclusion is a disproportionately negative effect of campaign finance restrictions on lesser-known incumbents and third-party candidates. A counterargument is also presented that campaign finance restrictions may solve a prisoner’s dilemma.

Design/methodology/approach

The author provides an initial test of these hypotheses with data from US Senate races occurring before and after the passage of the McCain-Feingold Act of 2002.

Findings

Empirical results show a strong incumbency advantage, but no disproportionate harm to lesser-known candidates or third parties from the passage of the act.

Originality/value

The paper provides a new perspective on the role of the political candidate and purpose of campaign advertising. The first pass empirics suggest, however, that only a major revision in campaign advertising rules could significantly alter the predictors of challenger vote shares.

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Journal of Entrepreneurship and Public Policy, vol. 7 no. 3
Type: Research Article
ISSN: 2045-2101

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Article
Publication date: 6 April 2010

Claire Robinson

The purpose of this paper is to relate manifest market orientation to the achievement of electoral objectives.

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Abstract

Purpose

The purpose of this paper is to relate manifest market orientation to the achievement of electoral objectives.

Design/methodology/approach

The paper presents an analysis of advertising content against a framework of criteria drawn from key marketing concepts using examples from recent New Zealand general elections.

Findings

There is a relationship between parties demonstrating a strong voter orientation in their political advertisements and achievement of electoral success. By viewing advertising as a symptom of parties' broader market orientation, the political marketing factors that differentiate the “winner/s” from the others in an election campaign may be uncovered.

Research limitations/implications

The framework has only been applied to New Zealand Mixed Member Proportional (MMP) election campaigns. To make a more concrete connection between demonstration of market orientation and electoral success the framework needs to be tested in more than one electoral system, in more than one country.

Practical implications

The paper reveals a useful way to relate political advertising content to electoral outcome.

Originality/value

This framework has not been used before in the political advertising or political marketing fields. It strengthens the utility of political marketing explanations in relation to voter‐ and media‐generated explanations of election outcomes.

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European Journal of Marketing, vol. 44 no. 3/4
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 June 1996

David S. Waller and Michael Jay Polonsky

Considers Australian advertising agency executives’ attitudes towards “controversial” clients, by focusing on their attitudes towards political accounts. Examines a sample…

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715

Abstract

Considers Australian advertising agency executives’ attitudes towards “controversial” clients, by focusing on their attitudes towards political accounts. Examines a sample of 101 advertising agency executives from Australia’s 300 largest agencies to determine why some Australian agencies are not willing to accept political accounts. The results, combined with comments from various advertising agency executives and the relevant literature, provide a number of suggestions for agencies who have or are planning to obtain potentially controversial accounts.

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Marketing Intelligence & Planning, vol. 14 no. 3
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 15 February 2016

Andrew D Pressey

The purpose of this paper is to review Advertising in a Free Society – a defence of the advertising industry – by Ralph Harris and Arthur Seldon, and to evaluate its…

Abstract

Purpose

The purpose of this paper is to review Advertising in a Free Society – a defence of the advertising industry – by Ralph Harris and Arthur Seldon, and to evaluate its status as a justifiable forgotten classic of the marketing literature.

Design/Methodology/Approach

Advertising in a Free Society is placed in historical context (the Cold War), summarised and reviewed.

Findings

During the 1950s, as the UK experienced a period of affluence and growing consumerism, the advertising industry was again subject to the criticisms that had been levelled at it by influential scholars in the late nineteenth and early twentieth centuries. Against this context, Advertising in a Free Society deserves to be remembered as one of the earliest defences of advertising and remains highly relevant. Harris and Seldon were leading figures in the Institute of Economic Affairs (IEA), joining shortly after its inception, which became an influential group both in the UK and abroad, influencing policy on free markets.

Originality/Value

Although Advertising in a Free Society attracted few citations (going out of print between its publication in 1959 and 2014 when it was republished by the IEA), and largely forgotten by marketing scholars, it provides a significant source for marketing historians interested in advertising criticism, the growth of the British advertising industry and the role of advertising in democratic societies. A reanalysis of the text situated in its historical context – the height of the Cold War – reveals that the text can be viewed as an artefact of the conflict, deploying the rhetoric of the period in defending the advertising industry and highlighting the positive role that advertising could make in free societies.

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Journal of Historical Research in Marketing, vol. 8 no. 1
Type: Research Article
ISSN: 1755-750X

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Article
Publication date: 1 May 2004

Kim Shyan Fam, David S. Waller and B. Zafer Erdogan

In a constantly changing and increasingly globalized world, religion still plays a significant role in influencing social and consumer behavior. This study will analyze…

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18738

Abstract

In a constantly changing and increasingly globalized world, religion still plays a significant role in influencing social and consumer behavior. This study will analyze what influence religion and intensity of belief has on attitudes towards the advertising of particular controversial products and services. A questionnaire was distributed to 1,393 people across six different countries and resulting in samples of four main religious groups. The results indicated some statistically significant differences between the groups, which can have important implications for global marketers.

Details

European Journal of Marketing, vol. 38 no. 5/6
Type: Research Article
ISSN: 0309-0566

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