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Article
Publication date: 29 May 2019

Karthik Selvanayagam and Varisha Rehman

This paper aims to, first, analyze the transformation of the Indian market by extending Sreekumar and Varman’s (2016) work on history of marketing in India into the…

Abstract

Purpose

This paper aims to, first, analyze the transformation of the Indian market by extending Sreekumar and Varman’s (2016) work on history of marketing in India into the post-colonial era; second, trace the emergence and adoption of various media technologies in the post-colonial Indian market; third, identify the evolving trends in marketing practices alongside the penetration of these media technologies in the market; and finally, argue the need for mindful adoption of marketing practices in the Indian market, rather than direct replication of Western practices.

Design/methodology/approach

The historical perspective on the post-colonial Indian market is done through extant literature review and analysis of marketing practices by iconic brands in the Indian market.

Findings

This research reveals that the adoption of Western marketing practices by brands in the Indian market has led to increasing materialistic consumption patterns among consumers. Furthermore, such practices in the social media technology era impose individualistic values in the Indian consumers, contrary to the cultural values of the country. Therefore, this research posits the need for mindful marketing practices to be adopted for the Indian market.

Social implications

This research shows warning signs of growing materialistic values among Indian consumers and the implications of marketing strategies on the society as a whole.

Originality/value

This study is a first of its kind in highlighting the transformation of the post-colonial Indian market by integrating actual marketing campaigns over this period with literature to present the various issues in the current state of the market.

Details

Journal of Historical Research in Marketing, vol. 11 no. 3
Type: Research Article
ISSN: 1755-750X

Keywords

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Article
Publication date: 7 March 2016

Michelle Phillipov

The increasing frequency with which food and beverage producers feature in mainstream media, including television cooking shows, provide opportunities and pitfalls for…

Abstract

Purpose

The increasing frequency with which food and beverage producers feature in mainstream media, including television cooking shows, provide opportunities and pitfalls for using media to promote artisan food and beverage businesses. The purpose of this paper is to evaluate these, as experienced by a group of food and beverage producers who appeared on the popular Australian television show, Gourmet Farmer.

Design/methodology/approach

Findings are based on semi-structured interviews with 14 of the producers featured on the show, plus textual analysis of relevant segments of the show.

Findings

While all of the producers felt that food television offered a good promotional tool, those who were most familiar with the practices of media production and whose businesses offered experiences through which viewers could access (or imagine) a “taste” of the Gourmet Farmer life tended to be more satisfied than those who were less familiar with the practices of media production and who expected a greater focus on their products and production practices.

Practical implications

The development of media skills is essential for artisan producers to get the best outcomes when using media to promote their businesses.

Originality/value

The experiences of food and beverage producers using food television to promote their businesses have not previously been the subject of thoroughgoing research. This paper offers new insights into how artisan producers can best capitalize on the opportunities offered by food media.

Details

British Food Journal, vol. 118 no. 3
Type: Research Article
ISSN: 0007-070X

Keywords

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Article
Publication date: 1 February 2006

Kara Chan and James U. McNeal

The current study aims to examine how media ownership, media usage and attention to advertising vary among urban and rural children in Mainland China and also to collect…

Abstract

Purpose

The current study aims to examine how media ownership, media usage and attention to advertising vary among urban and rural children in Mainland China and also to collect information about the contexts of media usage and time spent on various activities including media usage.

Design/methodology/approach

A survey of 1,977 urban and rural children ages six to 13 in the four Chinese cities of Beijing, Guangzhou, Nanjing and Shanghai, and in the rural areas of the four provinces of Heilongjian, Hubei, Hunan, and Yunnan, was conducted in March 2003 to May 2004. Questionnaires were distributed through 16 elementary schools and local researchers were selected and trained to administer the data collection.

Findings

Media ownership and media exposure were high for television, children's books, cassette players, VCD players and radios among both urban and rural samples. In general, media ownership, exposure and usage were higher among urban children than among rural children. However, television ownership and television exposure were slightly higher among rural children than among urban children. The urban‐rural gap between media ownership and media exposure was more prominent for new media such as DVD and computer/internet. Chinese children had low to medium attention to advertising. Rural children reported a higher attention to television commercial than urban children, while urban children reported a higher attention to other forms of advertising than rural children. Media usage by sex and by age group was also reported.

Research limitations/implications

Three of the four surveyed urban cities were highly advanced in terms of their economies and advertising development compared with all other Chinese cities.

Practical implications

The study should serve as an advertising media‐planning guideline for marketers and advertisers in China. It can help marketers select the right type of media to reach a specific age‐sex profile of urban and rural Chinese children. Television, the internet and children's print media can be good potential media for promotion to urban children. TV, children's books, cassette tapes, VCDs and radios can be good potential media for promotion to rural children.

Originality/value

This paper offers insights for designing media strategies to disseminate market information to urban as well as rural children in China.

Details

Journal of Consumer Marketing, vol. 23 no. 2
Type: Research Article
ISSN: 0736-3761

Keywords

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Article
Publication date: 28 March 2008

Carla Ruiz Mafé and Silvia Sanz Blas

To analyse key drivers of television dependency and its impact on teleshopping adoption.

Abstract

Purpose

To analyse key drivers of television dependency and its impact on teleshopping adoption.

Design/methodology/approach

The applicability of the media dependency scale is tested in the Spanish market. The impact of demographics, television exposure and television affinity on television dependency is analysed together with behavioural changes deriving from television dependency (willingness to teleshopping).

Findings

Data analysis shows that the media dependency scale needs to be adapted to the Spanish market and Spanish televiewers show intermediate levels of television dependency. Dependent televiewers are mainly mature, feel high‐television affinity and have high levels of exposure as televiewers. Television dependency determines teleshopping adoption, with the most relevant factor being that of searching guides for decision taking and fun.

Practical implications

This research enables companies to know the different objectives which television can help consumers to attain and, therefore, what aspects to highlight in their direct marketing strategies. Television agents should exploit the dimensions television offers to increase individual dependency and message effectiveness. The significant influence that “decision taking and fun” exerts on willingness to teleshopping shows managers that program contents become a key tool to increase future television purchases.

Originality/value

Despite dramatic online differences were discovered between television dependent and non‐dependent consumers, very limited research has been conducted to examine them. There are still no enough studies that analyse the background and effects of television dependency on the non‐purchasing televiewers behaviour. This paper analyses the background of television dependency and its influence on future purchase intentions of non‐buyer Spanish televiewers.

Details

Direct Marketing: An International Journal, vol. 2 no. 1
Type: Research Article
ISSN: 1750-5933

Keywords

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Article
Publication date: 1 June 2006

Kara Chan and James McNeal

This study investigates household access to traditional and new media, media exposure, time spent on media and other activities, and attention to advertising among rural…

Abstract

Purpose

This study investigates household access to traditional and new media, media exposure, time spent on media and other activities, and attention to advertising among rural children in mainland China.

Design/methodology/approach

A survey of 1,008 rural children ages six to 13 in four Chinese rural provinces was conducted in March 2003. Questionnaires were distributed through elementary schools. The number of students in each school varied from 150 (in Heilongjiang) to 575 (in Yunnan). All the schools were situated in counties with population of less than 131,000. A national research company was appointed to administer the data collection.

Findings

Ninety‐eight percent of rural Chinese children have access to television and 71 percent have access to children’s books. Access to other broadcast and print media was under 50 percent. Most of the media consumption was in‐home. Rural children spent most of the time playing with friends, study and watching television. Older children spent more time on media and other activities than younger children. Boys spent more time on electronic games, radio and videotapes than girls. Respondents reported that they sometimes watched television commercials while they seldom attended to advertisements in all other media.

Originality/value

This paper offers insight to design media strategies to disseminate product information to rural children in China.

Details

Young Consumers, vol. 7 no. 3
Type: Research Article
ISSN: 1747-3616

Keywords

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Article
Publication date: 6 February 2017

Madhupa Bakshi and Prashant Mishra

The purpose of this paper is to map the variables that affect the customer-based brand equity (CBBE) of media channels (television news) in an emerging market context.

Abstract

Purpose

The purpose of this paper is to map the variables that affect the customer-based brand equity (CBBE) of media channels (television news) in an emerging market context.

Design/methodology/approach

The study adopted structural equation modelling (SEM) to investigate the causal relationships between CBBE and the variables that affect brand equity for television news channels.

Findings

The analysis revealed that localization, ideology, credibility and entertainment are the variables that influence CBBE of television news channels (media brands). Subsequent analysis using SEM indicated that apart from the sole negative impact of entertainment, all the variables had positive impact on brand equity.

Research limitations/implications

This study is confined to one of the metros of emerging market hence it cannot be generalized. Also the variables that indicate brand equity have been tested only for television news channels hence they may not hold true for other form of television stations.

Practical implications

For marketers of news channels this study identifies the factors that they need to focus on if they want to garner the equity of the brand in an emerging market scenario.

Social implications

The content factors identified that influence television news brand equity are reflections of the social requirements of an emerging market. It indicates what the audiences in such markets expect from their television news channels and is part of the social discussion.

Originality/value

The study contributes to brand equity literature by finding the antecedents that can influence any media brand in the emerging market scenario.

Details

Marketing Intelligence & Planning, vol. 35 no. 1
Type: Research Article
ISSN: 0263-4503

Keywords

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Book part
Publication date: 29 December 2016

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…

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.

Details

Advertising in New Formats and Media
Type: Book
ISBN: 978-1-78560-312-9

Keywords

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Article
Publication date: 17 August 2012

Kelty Logan, Laura F. Bright and Harsha Gangadharbatla

The purpose of this paper is to compare female students' perceptions of the value of advertising on social network sites (SNSs) to their perceptions of the value of…

Abstract

Purpose

The purpose of this paper is to compare female students' perceptions of the value of advertising on social network sites (SNSs) to their perceptions of the value of television advertising.

Design/methodology/approach

An online questionnaire was fielded among students from three major universities in the USA, as well as SNSs (Facebook, LinkedIn, and Twitter). The final sample (n=259) was comprised of female students who had used social media and television during the past month. The authors developed two structural equation models using Amos 18 statistical software.

Findings

The analysis indicated that Ducoffe's Ad Value model does not provide a good fit for assessing advertising value in social media or television. While Irritation was a factor in assessing Attitude toward advertising, the respondents assessed ad value on the basis of Entertainment (higher for social media) and Informativeness (higher for television).

Research limitations/implications

In examining the relative importance of each component of Ducoffe's model, it is clear that Entertainment and Informativeness play key roles in assessing advertising value for both traditional (television) and non‐traditional media (SNSs). While Irritation did not play a significant role in value assessment, it was found to directly impact attitude towards advertising, a critical juncture in the consumer purchase cycle.

Practical implications

If practitioners seek to interact via SNSs with young female consumers they should focus on providing entertaining content in a format that makes brand engagement seamless while not impeding goals.

Originality/value

This initial investigation provides the impetus for future research about consumers' perceptions of advertising value across all SNSs, in comparison to their traditional counterparts.

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Article
Publication date: 20 November 2017

Wonsun Shin

The purposes of this study are to examine how parents implement discussion-based parental mediation (i.e. active mediation) to influence the way children understand…

Abstract

Purpose

The purposes of this study are to examine how parents implement discussion-based parental mediation (i.e. active mediation) to influence the way children understand advertising on television, computers and smartphones and to investigate factors associated with parental mediation practices.

Design/methodology/approach

A survey was conducted with parents in Singapore whose children were watching television, using computers with internet access and using smartphones.

Findings

The degree to which parents engage in active mediation of advertising is similar across different media. Active mediation of advertising is more a function of parents’ attitudes toward advertising directed to children, parents’ concerns about media influence on their children and parental self-efficacy rather than the age of their children.

Research limitations/implications

The survey was conducted in a single country and did not examine the consequences of parental mediation of advertising. Future research should consider cross-cultural perspectives and investigate the outcomes of parental mediation.

Practical implications

For advertising practitioners, this study argues that it is important to understand how parents view different forms of advertising. For media educators and policy makers, this study suggests that various parental factors should be considered to develop effective guidelines for parents.

Originality/value

This study adds novel insights to the literature on consumer socialization by investigating how parents – the primary socialization agents in children’s development of consumption-related behaviors – help children understand advertising across different media.

Details

Young Consumers, vol. 18 no. 4
Type: Research Article
ISSN: 1747-3616

Keywords

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Abstract

Details

Reality Television: The Television Phenomenon That Changed the World
Type: Book
ISBN: 978-1-83909-021-9

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