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Article

David B. Jones

Presents a communications relationship model for setting promotionalgoals. The model divides promotional objectives into short, mid‐ andlong‐range goals and helps present…

Abstract

Presents a communications relationship model for setting promotional goals. The model divides promotional objectives into short, mid‐ and long‐range goals and helps present advertising and related promotional tools as an ongoing process. Its focus is primarily on how advertising and related communications engineer situations and the importance of gearing advertisements that maximize subsequent advertisements′ effectiveness. The model has multiple uses and can be used by different advertising stakeholders such as advertising designers, sellers and managers, as well as end users.

Details

Journal of Consumer Marketing, vol. 11 no. 1
Type: Research Article
ISSN: 0736-3761

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Article

Brian Young

Although there is an extensive literature on the child's understanding of the intent behind advertising, children's understanding of the promotional nature of advertising…

Abstract

Although there is an extensive literature on the child's understanding of the intent behind advertising, children's understanding of the promotional nature of advertising and marketing has been neglected. Promotional is defined as making positive claims about the product. Children aged from 4 to 9 years of age were presented with television commercials with different endings and asked which ending should be used when the ad is shown on TV. Results show that 4–5‐year‐olds chose the fun option that shows the product in a bad light but by 5–6 years of age children are rejecting this option in favour of the promotional ending and by 7–8 years less than 10% chose the fun option. These findings should inform the debate about regulating advertising to children as such regulation is based on children being able to distinguish advertising from programming.

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International Journal of Advertising and Marketing to Children, vol. 2 no. 3
Type: Research Article
ISSN: 1464-6676

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Article

Béatrice Parguel, Pauline De Pechpeyrou, Ouidade Sabri‐Zaaraoui and Pierre Desmet

Using a classification of benefits and costs of promotional offers along three routes – economic, informational and affective – this paper aims at evaluating, from the…

Abstract

Purpose

Using a classification of benefits and costs of promotional offers along three routes – economic, informational and affective – this paper aims at evaluating, from the consumer's point of view, the relative perceptual disadvantages of separate‐item bundles compared to pre‐wrapped bundles.

Design/methodology/approach

The marketing literature and a qualitative study based on 18 consumers permits the identification of the relative perceived costs and benefits associated with separate‐item bundles and for hypotheses to be derived. An experiment on a sample of 120 adult consumers was then set up to test these hypotheses.

Findings

The findings suggest that consumers associate separate‐item bundles with higher economic benefit but also with higher inspection costs. From a more global perspective, there is no loss of interest in separate‐item bundles compared to pre‐wrapped bundles.

Research limitations/implications

Focusing the research on separate‐item bundles clarifies the way consumers evaluate promotions. Its qualitative phase gives support to the relevance of an “informational route”, beyond the traditional utilitarian and hedonic routes. Its quantitative phase confirms the importance of cognitive biases in consumers' perceptions of promotions.

Practical implications

The numerous advantages of separate‐item bundles for manufacturers and retailers and their attraction to consumers should lead to an increasingly intensive use in promotional campaigns. Besides, the quality of in‐store communication is the most important factor of the success of separate‐item bundles, which provides the opportunity to propose meaningful recommendations for practitioners.

Originality/value

If the strengths and weaknesses of separate‐item bundles have already been studied from a managerial point of view, to the authors' knowledge, no research has focused on separate‐item bundle efficiency from the consumer's point of view.

Details

Journal of Product & Brand Management, vol. 16 no. 5
Type: Research Article
ISSN: 1061-0421

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Article

T. Christopher Greenwell, Dustin Thorn and Jason Simmons

This study examines how Mixed Martial Arts (MMA) events are marketed in order to understand the role of violence in promoting events. Researchers examined 134 pieces of…

Abstract

This study examines how Mixed Martial Arts (MMA) events are marketed in order to understand the role of violence in promoting events. Researchers examined 134 pieces of promotional artwork and 57 promotional news releases by MMA organisations across North America, Asia and Europe and found that 18 (13.4%) pieces of promotional artwork used violent text or imagery. Violent text was found in 12 (21%) of the 57 news releases. Violence was typically limited to smaller or European organisations. Results illustrate an evolution of the sport, suggesting violence may no longer be necessary to promote events.

Details

International Journal of Sports Marketing and Sponsorship, vol. 16 no. 4
Type: Research Article
ISSN: 1464-6668

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Article

Andrew Robson and Lyn Robinson

This study investigated the application in the field of healthcare of a recently developed model of information seeking and communication. The purpose of this paper is to…

Abstract

Purpose

This study investigated the application in the field of healthcare of a recently developed model of information seeking and communication. The purpose of this paper is to test the model’s validity and to identify insights that it may provide.

Design/methodology/approach

To investigate the model’s application to information users, the findings from published literature on physicians’ information behaviour were studied. To investigate its application to information providers, interviews were carried out with staff working for the National Institute for Health and Care Excellence and with employees of pharmaceutical companies. The findings were examined using deductive content analysis.

Findings

The findings endorse the validity of the model, with minor modifications. The model provides practical insights into the behaviour of both users and providers of information and the factors that influence them. It can be used to identify ways in which information behaviour may be positively modified in both finding and communicating healthcare information.

Originality/value

This research demonstrates the practical value of a new model of information behaviour which was developed using insights from earlier models. In doing so it answers criticisms that research in library and information science often fails to build on previous research and that it has little practical usefulness.

Details

Journal of Documentation, vol. 71 no. 5
Type: Research Article
ISSN: 0022-0418

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Article

W. Glynn Mangold, Fred Miller and Gary R. Brockway

Word‐of‐mouth communication (WOM) is a dominant force in the marketplace for services. However, the current body of research provides little insight into the nature of WOM

Abstract

Word‐of‐mouth communication (WOM) is a dominant force in the marketplace for services. However, the current body of research provides little insight into the nature of WOM in the service marketplace. Reports the results of a content‐analytic study that provides insight into WOM’s content and the catalysts by which it is stimulated. The goal was to capture a series of “grounded events” from which broader patterns could be discerned. These grounded events were actual incidents of WOM as described by the recipients of a communication. Three content categories and ten catalyst categories are identified. Implications for managers are addressed.

Details

Journal of Services Marketing, vol. 13 no. 1
Type: Research Article
ISSN: 0887-6045

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Article

Fotini Patsioura, Maro Vlachopoulou and Vicky Manthou

The purpose of this paper is to present an effectiveness conceptual framework to evaluate the overall performance of corporate advertising web sites towards the multiple…

Abstract

Purpose

The purpose of this paper is to present an effectiveness conceptual framework to evaluate the overall performance of corporate advertising web sites towards the multiple advertising, promotional and relationship marketing objectives of their establishment. Specifically, communication, feedback and customer support policies are examined in order to identify their contribution in creating or influencing advertising “effects”.

Design/methodology/approach

Data from a questionnaire‐based survey of 160 undergraduate and postgraduate students within the department of applied informatics are used to accomplish greater understanding of their perceptions and requirements towards the factors in question.

Findings

Findings reveal significant dimensions of the participants' behaviour based on their actions, activities, preferences and intentions. Also, the outcomes show a great impact of the relationship marketing qualitative factors in question on specific advertising effectiveness indicators.

Research limitations/implications

The stimulus materials are limited to two corporate advertising web sites. Further testing to a wider sample of advertising stimulus of different product categories is required.

Practical implications

Effectiveness measures provide to practitioners a factual demonstration of consumers' use and intended use regarding functions and features incorporated by corporate advertising web sites and enable the optimisation of their execution.

Originality/value

The paper introduces a new conceptual framework to support the contribution and significance of relationship marketing factors on the overall performance of corporate advertising web sites. This should be a useful approach for both academic researcher and practitioners.

Details

Benchmarking: An International Journal, vol. 16 no. 3
Type: Research Article
ISSN: 1463-5771

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Article

Dipanjan Goswami, Sakun Boon-Itt, Neera Jain and D.R. Agarwal

The quality and reliability of medical communication for branded drug adoption is extremely critical, not only for safeguarding patient interests but also for ensuring…

Abstract

Purpose

The quality and reliability of medical communication for branded drug adoption is extremely critical, not only for safeguarding patient interests but also for ensuring successful investments by multinational pharmaceutical firms. This paper predicts doctors’ prescribing intentions based on communication relationship among factors for late entrant branded drugs, compared with pioneering brand choice, for treating chronic diseases such as hypertension.

Design/methodology/approach

The constructs were validated with structural equation model for a sample set of 151 doctors from private hospitals in the National Capital Region of India.

Findings

This research reveals communication drivers and draws on theory to suggest that the doctor’s behavioural prescription intentions, subject to social influence from their colleagues, leads to lower adoption responses.

Research limitations/implications

Given that limitations on sample size are often unavoidable, this study reveals that, due to the availability of substituting brands, alternate therapeutic routes and lack of availability of a practical guide for prescription, a communication model needs to be developed and validated.

Practical implications

Furthermore, managers of pharmaceutical firms should differentiate between the effects of direct and indirect communication–integration efforts for minimizing uncertainty in drug adoption in the context of the fragmented and unpredictable Indian market.

Originality/value

A late entrant may lose its dominant market share to alternate brands from other suppliers due to communication gaps in an unstructured market, leading to low adoption intentions. The study provides business theorists, drug marketers and health-care professionals with unique insights into specific communication drivers of prescribing decisions, aimed at ensuring reliable and appropriate drug adoption in Indian markets.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 10 no. 1
Type: Research Article
ISSN: 1750-6123

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Book part

Alexandros Kouris

The chapter introduces a model of destination branding and reports a project that applied the model to examine the current image of Greece. The project was undertaken on…

Abstract

The chapter introduces a model of destination branding and reports a project that applied the model to examine the current image of Greece. The project was undertaken on behalf of the Greek national tourism organization by a binational consortium. Through conducting primary and secondary research on the public perception and self-portrayal of Greece, the project team found the current brand image and identity not to be in accordance with the country's reality. Indeed, although the brand image elements currently expressed are relevant, they represent only a small portion of a much larger existing offering. To that end, the team proposed new branding strategies based on the model, offering a series of recommendations on how to implement the strategies.

Details

Tourism Branding: Communities in Action
Type: Book
ISBN: 978-1-84950-720-2

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Article

Achchuthan Sivapalan and Charles Jebarajakirthy

Enhancing retailing service quality (RSQ) serves as a basic strategy for gaining competitive advantage in the retailing industry and enables retailers to make a loyal…

Abstract

Purpose

Enhancing retailing service quality (RSQ) serves as a basic strategy for gaining competitive advantage in the retailing industry and enables retailers to make a loyal customer base. The purpose of this paper is to propose and empirically investigate a comprehensive mechanism for enhancing customer loyalty to retail stores via service quality practices. This study suggests information on retailers can be the antecedent of the RSQ and its dimensions, thereby proposing a comprehensive mechanism for enhancing customer loyalty to retailers.

Design/methodology/approach

The data were collected using questionnaire surveys from 2,375 customers of three main supermarkets in Sri Lanka. After testing the measurement model, two structural models were run to test hypotheses.

Findings

The findings showed that the RSQ positively influenced customer loyalty. From all the RSQ dimensions, the store’s physical aspects, personal interaction and policy had a significant influence on customer loyalty. The findings also demonstrated that information on retailers contributes to enhancing a customer’s favorable evaluation of the supermarket’s physical aspects, personal interaction and retailing policy.

Research limitations/implications

This study was conducted with supermarket customers in one country using the cross-sectional data. Hence, the model should be replicated among retail customers in other countries with the longitudinal data.

Practical implications

Practically, this study recommends to retailers which dimensions of service quality they need to focus to enhance customer loyalty to their business. The study furthermore recommends certain dimensions that need to be emphasized while retailers design their promotional and communication programs.

Originality/value

Information on retailers has been suggested as an antecedent for enhancing supermarkets’ service quality practices. Thus, this study proposes a comprehensive mechanism for enhancing customer loyalty to retailers via service quality practices.

Details

Marketing Intelligence & Planning, vol. 35 no. 7
Type: Research Article
ISSN: 0263-4503

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