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The purpose of the present study is to examine the effectiveness of tourist shuttle bus advertising for the corporate brand image of gaming and hospitality operators.

Grounded in the theoretical framework of Message Response Involvement (MRI) theory, a multilevel design with hierarchical modeling was adopted to examine the hypothesized paths between consumers’ message processing components and corporate brand equity. The moderating effects of shuttle bus design were also investigated. The data were collected via a self-administered questionnaire from 595 tourists visiting Macao.

The results indicated that advertising effectiveness (i.e., corporate brand equity) was largely dependent on consumers’ motivation and ability to process information. When design was included as a moderator, it enhanced the influence of consumers’ motivation to process information on advertising effectiveness.

The findings highlight the importance of tourist shuttle buses as an advertising platform in the hospitality and gaming industry and depict important aspects of consumers and executional cues that corporations should focus on improving shuttle bus advertising effectiveness.

This study examines an underexplored, yet frequently used, advertising channel – the shuttle bus. Specifically, it offers a better understanding of transit advertising effectiveness from the corporate level (design) and individual level (consumers’ motivation, ability and opportunity) in the tourism and hospitality industry.

The purpose of this paper is to gain understanding of how young consumers with varying cultural and linguistic backgrounds experience and perceive humorous Business English lingua franca (BELF) mediated communication used in transit contexts.

For the collection of qualitative data, the present study relies on focus group discussions in three European countries. The data were analyzed by the authors by applying the phenomenographic approach as a method.

Young European consumers expressed a preference for humor and playfulness in BELF-mediated communication, yet they can be a challenging group to be informed and entertained with humorous BELF communication, as they differ in their taste of humor due to varying language- and culture-based identities. However, BELF as a communication tool was seen as functional and unproblematic by the informants. These informants perceive the role of resonant – wit type of humor in BELF – messages with noncultural references as fulfilling some of the aims of the messages. Yet, the role of comic – wit humor in BELF – messages with cultural references is more challenging to interpret.

The present results bring original viewpoints on the use of humor in cross-cultural corporate communication via a unique perspective of how young consumers' perceive and value humor in BELF-mediated communication.

The purpose of this paper is to attempt to trace the origins and early history of the development of the market research practice in India. It covers the period 1955-1975.

A search of key terms in databases such as Google Scholar and ABI-INFORM indicated there was limited data in the public domain on the subject and that the information gleaned was not adequate to trace the birth of the market research practice in India. As there was very little recorded history, the researchers decided to initiate a recording of the history using the available literature, on the reminiscences of the authors and, to a limited extent, contemporaries of the pioneers in the field.

The origins of market research in India can be traced to its supporting role in gauging the efficacy of advertising. Examination of the history of advertising leads to the conclusion that marketing research arrived in India in the decade of the 1950s, initiated by Burmah-Shell’s needs for market research. S. H. Benson (London) Ltd was selected to undertake the pioneering market research that led to the birth of Indian Market Research Service, headed by Krishnaier Parameswaran. Marketing research in India presented numerous challenges (that were overcome) because the operating environment was very different than in advanced countries.

Because of the paucity of information in the literature, this investigation as per the authors’ knowledge represents the first attempt to record the birth and early history of marketing research in India. The recording of history is limited by the fact that many of the early pioneers and collaborators are no longer alive and because of the difficulty in retrieving archival mostly proprietary information.

In determining the future of a practice, it is important to know the history of the practice. It helps determine whether history proceeds in a random manner or whether it proceeds following some discernable patterns. In an area that has been ahistorical, this research identifies the origins of the practice. It is hoped that other researchers build upon this construction of the early history of marketing research in India based on their experiences and knowledge of the pioneering companies and practitioners and using sound historiographical tenets.

Many nations have restrictions on advertising in certain product categories. This paper examines product category restrictions on advertising in four large East Asian markets: Japan, Taiwan, the People’s Republic of China, and South Korea. Product categories included in this study include alcohol, cigarettes, ethical drugs, contraceptives, personal hygiene products and undergarments. The authors describe regulatory policy in these categories and use Albaum et al.’s framework for assessing environmental factors in advertising to assess the logic behind the regulation. A wide range of regulations is found across the four countries and it is concluded that a complex web of factors underlies the regulations. Implications for managers are provided.

Football is the world's most popular sport and the role of football on campus is of interest to university public relations (PR) and management professionals tasked with operations, promotions and reputation management. The purpose of the study is to explore similarities and differences in the structure and promotion of football on campus in the USA and the UK.

The authors completed this case study research by focusing on two related cases using cross-case pattern identification. Consistent with case study research, data collection methods were combined. Depth interviews with PR and management professionals at USA and UK universities were supported by archived documents, published media and social media accounts.

Football maintains a high level of popularity among students on campus, but each country's approach reveals different models and competitive market forces. In the USA, varsity football faces competition from popular revenue-producing sports (e.g. American football and men's basketball), but growth in the overall game, which is assisted by international influences, indicates future advancement opportunities. In the UK, football is the dominant campus sport with unique ties to professional football and high growth potential for the women's game. The lack of a fan-based model indicates the possibility for structural change, but stiff competition exists with the historically popular and well-developed professional game.

A well-known limitation of case study research is the absence of generalizability, and each case has aspects that are unique to the research (Lucas et al., 2018). That applies in this instance as well. Variance is expected to exist between, and among universities and, based on this data, this is not possible to generalize to other universities. However, future survey research could use these results to help with the development of research questions using quantitative methods.

Sports PR research using the case model with professional teams has been conducted, but the authors found no published PR research comparing the structure and promotion of football at USA and UK universities. The outcomes can help with future research inquiries and theory development and are instructive for professionals working in the field.

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.

Many senior business people in the USA believe that some 90% of all advertising does not do what it is intended to do. The common reasons are the basic ineptitude of many people charged with creating advertising, objectives and goals inadequately set, advertising created primarily to win awards for creative excellence, ignorance of basic rules, and lack of a comprehensive advertising work plan. Enumerates 28 types of advertising media, with suggestions on how to package an advertising message. Then, through six basic rules and three supplements provided, a 15‐item outline for an advertising work plan, and a 60‐tip checklist of practical pointers, shows the reader how to create advertising copy that does not have to be sent back for endless revision, and can significantly contribute to customer volume and business profits.

The purpose of this paper is to draw upon the resource‐based view (RBV) of the firm in order to assess the “who, when, where, and how” questions about use of resources in shaping market positioning by global and local firms in a transitional economy (TE).

The paper utilizes a longitudinal case‐study approach to present and discuss resource asymmetry between global and local advertising agencies operating in Hungary.

RBV proves to be valuable theory, revealing an interesting and unexpected range of sources and types of resources that are being used to advantage by local and global agencies competing in Hungary. Earlier historical asymmetries in resource endowments contributed to a notable division between global and local agencies according to market sector. Specific resources, such as reputation, access to global resources, and use of Western‐style business practices, proved beneficial to global firms after Hungarian market liberalization in 1989, while interpersonal relationships have emerged as a valuable resource, regardless of context.

Use of a convenience cross‐sectional sampling method may contribute to some halo effects and personal bias. Additionally, results may be limited in their applicability only to the advertising industry and to Hungary as a specific TE. Future research should validate these findings in other industries and other TEs.

Findings from this study offer marketing managers operating in TEs fresh insights into how asymmetries in resource endowments at various points in an infant industry's life cycle act to influence choice of market positioning strategies and subsequent success of firms competing in the industry.

This paper provides rich detail of the advertising industry in Hungary, suggesting directions for study of advertising industries in other TEs, not only in Eastern Europe. Results from this study increase confidence in the generalizability of RBV theory by demonstrating its usefulness and flexibility when applied to an unusual context in terms of time and space.

Some background to the removal of advertising restrictions in the accounting profession are provided and the literature on accountants′ attitudes to advertising reviewed. The findings of a survey among UK chartered accountancy firms on their promotional practices following the removal of restrictions are presented. Firm size was found to have a significant effect on advertising activities, with larger firms more likely to advertise, employ the services of advertising agencies, devote greater resources to advertising and to evaluate its effectiveness. Personal service emerged as important both as a criterion in the selection of advertising agencies and as an ingredient in the advertising messages developed, which tended to have a high informational content. Finally, a heavy reliance on print media was found to exist.