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Article
Publication date: 1 April 1992

Peter Kim

Examines the effectiveness of advertising in the light of the shiftof marketing budgets in favour of promotions. Discusses the reasons forthis shift and summarizes studies…

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Abstract

Examines the effectiveness of advertising in the light of the shift of marketing budgets in favour of promotions. Discusses the reasons for this shift and summarizes studies which show that advertising does work, especially during recessions. Concludes that advertising should not be neglected since, unlike promotions, it both raises sales in the short term and builds brands in the long term.

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Journal of Consumer Marketing, vol. 9 no. 4
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 1 December 2006

Herbert Jack Rotfeld

The purpose of this article is to examine US cinema audiences' reactions to advertising. Cinema advertising and other failures of customer relations management by movie…

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3053

Abstract

Purpose

The purpose of this article is to examine US cinema audiences' reactions to advertising. Cinema advertising and other failures of customer relations management by movie exhibitors explains how consumers are discouraged from going to a cinema to see newly released movies. To avoid commercials, consumers increasingly turn to VCR rentals, DVD purchases and computer downloads, all of which feed production company profits at the expense of the movie theater owners.

Design/methodology/approach

Historical observations on the origins and growth of cinema advertising in the USA, coupled with notes on the overall decline of the cinema viewing experience.

Findings

Cinema advertising swiftly grew from “underused” to commonplace in the early 1980s, while losing track of theater owners' early concerns for potential harm to the viewing experience for ticket purchasers. The presence of advertising is not in itself the cause for consumer dislike of the theater experience, but the increasing quantity of messages are often poorly written or produced, previously seen by audiences ad nauseam on television and written for a small target group of cinema audiences while boring or offending the rest.

Practical implications

There are limits to consumer tolerance of ambush media vehicles, and a failure to take this consumer abuse into account contributes to a loss of customers. In a similar vein, over commercialization of over‐the‐air radio encourages consumers to use subscription systems, satellite radio or other forms of in‐car entertainment. Increasing television advertising clutter is a major factor in declining ratings for programs, as well as decreased attention to advertising messages by audiences that remain.

Originality/value

A call to action for movie theaters to see ticket sales as a function of factors other than the appeal of the latest blockbusters, with overuse of advertising discouraging repeat customers.

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Journal of Consumer Marketing, vol. 23 no. 7
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 1 February 2000

Alan K.M. Au

Investigates whether there is any room for church advertising in Hong Kong. The research was a cross‐sectional survey and questionnaires were used as the instrument to…

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1192

Abstract

Investigates whether there is any room for church advertising in Hong Kong. The research was a cross‐sectional survey and questionnaires were used as the instrument to collect the required data. The results clearly demonstrated that church advertising should be further developed. But, the clergy should be more cautious in using advertising because the study found that not all kinds of church advertising received the same level of acceptance among Christians, non‐Christians, and even the clergy.

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Marketing Intelligence & Planning, vol. 18 no. 1
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 1 January 1967

WILLIAM KELLY

Automated expense control systems using computers are feasible and have been of great utility in exercising cost control and imp ementing sophisticated auditing procedures…

Abstract

Automated expense control systems using computers are feasible and have been of great utility in exercising cost control and imp ementing sophisticated auditing procedures for advertising expenditures. As a tool of managment, provision of current information in great detail has enabled advertising and product managers to take corrective action quickly and decisively as emergency situations develop. It has facilitated advance planning, and has made possible an effective follow‐up on the progress of the advertising plan as it is worked out during the budgetary period. Surveillance by several independent offices—advertising, product managment, advertising control—makes it less probable that over‐charges, omissions and the like will go undetected. Smaller organisations could certainly benefit from such an advertising control system, but it has become a “must” for the large, decentralised, multi‐product company where because of their number, marketing programs can easily get ”lost in the shuffle“.

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Management Decision, vol. 1 no. 1
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 1 November 2002

Herbert Jack Rotfeld

The power of advertising is presumed and people behind most public service advertising campaigns see advertising itself as the solution. An advertising campaign that aims…

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3376

Abstract

The power of advertising is presumed and people behind most public service advertising campaigns see advertising itself as the solution. An advertising campaign that aims to serve a social goal faces many pragmatic obstacles. Advertising professionals contribute to this problem. Just because advertising sometimes can help generate consumer interest in specific brand names does not also mean that every advertised effort will get people to make significant changes in their behavior. The Advertising Council, “dedicated to using the great resources of the advertising industry” to serve the public interest is the largest producer of public service mass communications, campaigns in the USA. Free public service work from anyone is admirable and the Advertising Council’s dedication to public service is a wonderful credit to business groups supporting it. In other countries that lack the traditions of the US Advertising Council, the advertising‐based campaigns draw on government tax funds or limited resources of a public group.

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Journal of Consumer Marketing, vol. 19 no. 6
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 1 September 2005

Jeremy Preston and Martin Paterson

Introduces the Food Advertising Unit (FAU), a coalition of multinational food companies, advertising agencies and the broadcast media which operates under the auspices of…

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1169

Abstract

Introduces the Food Advertising Unit (FAU), a coalition of multinational food companies, advertising agencies and the broadcast media which operates under the auspices of the Advertising Association as a centre for information and research on advertising for children; and the Food and Drink Federation (FDF) which represents the UK food and soft drinks industry. Reports research on the effect of television advertising of food products on children which suggests that there is only a slight direct effect, but the November 2005 White Paper is prioritising new restrictions on food and soft drink advertising to children, and the industry accepts the need for advertising code changes and for a holistic approach to behavioural change through education. Describes the work of the Food and Soft Drink Advertising and Promotions Forum, led by the Department of Health. Outlines positive approaches under way by individual companies such as Turner Broadcasting as well as by public service broadcasting. Argues that there must be proportionality in new government restrictions, given that their positive effects on children’s health may be far smaller than their adverse effects on the industry.

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Young Consumers, vol. 6 no. 4
Type: Research Article
ISSN: 1747-3616

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Article
Publication date: 1 May 1979

C.T. Gilligan and D.E.A. Holmes

Editors' Note The following article reports an empirical study designed to find out whether productson which a great deal of money is spent in advertising are on the whole…

Abstract

Editors' Note The following article reports an empirical study designed to find out whether products on which a great deal of money is spent in advertising are on the whole of a higher quality than products less heavily advertised. The results, whilst not absolutely conclusive, indicate that this is not the case. A heavily advertised product is just as likely to be poor quality as any other.

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Management Decision, vol. 17 no. 5
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 1 September 2002

Kathleen Mortimer

This paper examines two fields of research, services advertising theory and advertising theory. These two areas would seem to be obvious stable‐mates, yet an overview of…

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16368

Abstract

This paper examines two fields of research, services advertising theory and advertising theory. These two areas would seem to be obvious stable‐mates, yet an overview of the literature identifies very little commonality. The paper explores the reasons for this disparity and proposes that the integration of general advertising models into the services advertising literature may provide a useful underpinning for future research. To illustrate this point, the FCB grid is examined in the context of services. The grid provides a practical framework for classification and amalgamates a number of disparate fields of study. It also discloses subject areas which may be fundamental to our understanding of services advertising but have yet to be explored, such as the impact of involvement on advertising strategy and the similarities, which may exist, between certain groups of goods and services.

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Journal of Services Marketing, vol. 16 no. 5
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 1 January 1991

Despite objections, “one of the more durable empirical relationships uncovered in statistical investigations of firm and industry profitability, is the tendency for…

Abstract

Despite objections, “one of the more durable empirical relationships uncovered in statistical investigations of firm and industry profitability, is the tendency for profitability to be relatively high in high‐advertising consumer goods industries.”

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Studies in Economics and Finance, vol. 14 no. 1
Type: Research Article
ISSN: 1086-7376

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Article
Publication date: 1 March 1974

John Nielsen

The growth in retailer advertising in recent years has been “explosive”, jumping from £16.9m in 1972 (total Press and TV advertising expenditure) to £31.7m last year. In…

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1050

Abstract

The growth in retailer advertising in recent years has been “explosive”, jumping from £16.9m in 1972 (total Press and TV advertising expenditure) to £31.7m last year. In some ways retailers are in an enviable position in that they can rapidly measure the results of their advertising. But the important thing is to build and maintain consumer loyalty on a long term basis. John Nielsen, the writer of this article, is Development Director of Osborne Advertising, an advertising agency with broad interests but a strong representation in the retail sector, with seven retailer clients in the food, garden furniture, electrical, jewellery, footwear and fashion fields.

Details

Retail and Distribution Management, vol. 2 no. 3
Type: Research Article
ISSN: 0307-2363

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