Digital Commons Network^™

Americans, Marketers, And The Internet: 1999-2012, Joseph Turow, Amy Bleakley, John Bracken, Michael X. Delli Carpini, Nora A. Draper, Lauren Feldman, Nathaniel Good, Jens Grossklags, Michael Hennessy, Chris Jay Hoofnagle, Rowan Howard-Williams, Jennifer King, Su Li, Kimberly Meltzer, Deirdre K. Mulligan, Lilach Nir

Chris Jay Hoofnagle

This is a collection of the reports on the Annenberg national surveys that explored Americans' knowledge and opinions about the new digital-marketing world that was becoming part of their lives. So far we’ve released seven reports on the subject, in 1999, 2000, 2003, 2005, 2009, 2010, and 2012. The reports raised or deepened a range of provocative topics that have become part of public, policy, and industry discourse. In addition to these reports, I’ve included three journal articles — from I/S, New Media & Society and the Journal of Consumer Affairs — that synthesize some of the findings and place …

An Exploratory Study Of Successful Advertising Internships: A Survey Based On Paired Data Of Interns And Employers, Pamela K. Morris, Seung-Chul Yoo

Pamela K. Morris

As the job market becomes increasingly competitive, advertising educators must help students develop stronger skills, prepare for career positions and become more attractive to employers. Internships are a way for students to acquire critical real-world proficiencies and stand out in a job search. At the same time, employers benefit from and rely on internship programs, from learning new communication platforms to filling full-time positions. Using data from a field survey, this study provides a new understanding of the key elements and proposes a model for successful advertising internship programs. The investigation is unique, as the analysis pairs data from both …

Skeptics And “The White Stuff” : Promotion Of Cows’ Milk And Other Nonhuman Animal Products In The Skeptic Community As Normative Whiteness, Corey Lee Wrenn

Corey Lee Wrenn, PhD

This article discusses a dairy advertising campaign featuring skeptic Derren Brown. I explore the various health claims made in the ads as well as a report Brown featured on his website that claimed consumption of cow’s milk is linked to longevity. I discuss how dairy consumption is largely linked to race and ethnicity. It is a practice enjoyed primarily by European whites as most nonwhites are lactose intolerant. Lactose intolerance is a normal biological process associated with weaning, but it is medicalized and made deviant because it is not part of the white experience. I also mention comments made by …

The Trends In Dtca And Effects Of Dtca By Pharmaceutical Firms In The United States, Sathorn Preechavuthinant, William K. Willis Drph, Alberto Coustasse Drph, Md, Mba

Alberto Coustasse, DrPH, MD, MBA, MPH

The Direct-to-Consumer Advertising (DTCA) of pharmaceutical firms has been defined as an attempt of pharmaceutical companies to advertise products directly to patients (comsumers). Pharmaceutical DTCA has been criticized due to its inappropriateness and some urged the need to strengthen regulations. The DTCA has an impact on the public from both a benefit and harm concern. The purpose of this study is to investigate the current trend of pharmaceutical DTCA in the US and its effect on patients, physicians, and drug utilization. The methodology used in the research is literature review and semi-structured interview. The pharmaceutical DTCA showed reduction in total …

Marketing The Academic Library With Online Social Network Advertising, Christopher Chan

Mr. Christopher Chan

Facebook is now a ubiquitous part of the lives of many university students across the world. The libraries that serve them now have an opportunity to leverage this online social network to promote their services and resources. However, the effectiveness of a library’s efforts in this area will depend greatly on the number of connections it can make between its users and its Facebook presence. Building on a previous investigation that suggested online advertising might be a cost-effective way to achieve this goal, this paper investigates the relative effectiveness of several different approaches to Facebook advertising. To his end, the …

The-State-Of-Advertising-And-Mass-Media-Where-Are-We-Headed-2165-7912-S2-003.Pdf, Elizabeth Thomas

Elizabeth Thomas

Culture And Metaphors In Advertisements: France, Germany, Italy, The Netherlands, And The United States, Pamela Morris, Jennifer A. Waldman

Pamela K. Morris

Culture and language are intertwined. Metaphors, based on culture, are ubiquitous in thinking and communication. As social artifacts reflecting culture, advertising messages provide an opportunity to compare metaphors in different nations. Goals of this article are to understand how and why advertisers use metaphors and how they differ across countries, as well as how cultural characteristics are used to create compelling ad messages. Using a content analysis of 87 French, German, Italian, Dutch, and American magazine advertisements, this study examines metaphor usage and cultural attributes from four culture-bound product groups: food and beverage, automobiles, insurance/finance, and personal care.

Occupy Wall Street Signs: Visual Reflections Of Hidden Soical Issues, Pamela K. Morris

Pamela K. Morris

From a social action theory perspective, Occupy Wall Street protesters’ signs are grounded examples of grass-roots forces attempting to generate cultural and political change. Using an advertising perspective and contextualizing messages in social and cultural terms, important issues raised by the protesters can be identified and analyzed. Results can enrich discourse of challenges. This paper is an exploratory investigation of 55 Occupy Wall Street signs using content analysis. It attempts to answer questions: How are the Occupy Wall Street protesters communicating their messages through signs; what are the issues; and how do the issues relate to advertising models?

Case Study: Sexism In Advertising And Airlines, Tamilla Curtis, Anke Arnaud Ph.D., Blaise Waguespack

Dr. Anke Arnaud

This case study outlines an ethical dilemma faced by a young female student who is planning to buy airline tickets. Her purchase decision is influenced by cost and advertising strategies. The case discusses advertising ethics, ethical moral philosophies, including teleology and deontology, and sexist advertising with examples from the airline industry. This case will be beneficial for marketing students to discuss the topic of advertising ethics, and for business students to discuss the topic of organizational ethics. Students enrolling in aviation related classes will also benefit from this case. The teaching notes for instructors are available upon request.

Case Study: Sexism In Advertising And Airlines, Tamilla Curtis, Anke Arnaud Ph.D., Blaise Waguespack

Dr. Tamilla Curtis

This case study outlines an ethical dilemma faced by a young female student who is planning to buy airline tickets. Her purchase decision is influenced by cost and advertising strategies. The case discusses advertising ethics, ethical moral philosophies, including teleology and deontology, and sexist advertising with examples from the airline industry. This case will be beneficial for marketing students to discuss the topic of advertising ethics, and for business students to discuss the topic of organizational ethics. Students enrolling in aviation related classes will also benefit from this case. The teaching notes for instructors are available upon request.

Information, Imagery, And The First Amendment: A Case For Expensive Protection Of Commercial Speech, Rodney A. Smolla

Rod Smolla

Not available.

Retrenchment In Higher Education: Public Perceptions And Marketing Implications, Oscar T. Mcknight, Ronald Paugh, Jamie Waltz, Jordan Mcknight

Oscar T McKnight Ph.D.

Many institutions in higher education are actively engaged in the retrenchment process; that is, eliminating, redacting or restructuring administrators, staff, faculty, programs and services in order to achieve financial stability. This research examined public perceptions of retrenchment by conducting a series of modified Delphi groups. Results suggest a public awareness and belief that retrenchment will not impact academic or experiential quality. Presented is REDUCE – a retrenchment strategy and process for university administrators and marketing professionals.

Retrenchment In Higher Education: Public Perceptions And Marketing Implications, Oscar T. Mcknight, Ronald Paugh, Jamie Waltz, Jordan Mcknight

Oscar T McKnight Ph.D.

"Writing Congress - The Electoral Connection," At University Of Georgia, David R. Mayhew

David Mayhew

No abstract provided.

Fighting Childhood Obesity Through Performance-Based Regulation Of The Food Industry, Stephen D. Sugarman, Nirit Sandman

Stephen D Sugarman

That childhood obesity is an alarming public health problem is clear and widely appreciated. What is altogether unclear is what our society should do about it. Some people think the solution lies in using tort law to sue McDonald's, Coca-Cola, and other corporations. We reject that notion. Others believe that government should order specific changes in the behavior of food companies and school officials--and yet, there is little reason for confidence that these "command and control" strategies will make a difference. Instead, we propose "performance-based regulation" of the food industry. This is analogous to the approach our country is now …

Sex And Shock Jocks: An Analysis Of The Howard Stern And Bob & Tom Shows, Lawrence Soley

Lawrence Soley

Studies of mass media show that sexual content has increased during the past three decades and is now commonplace. Research studies have examined the sexual content of many media, but not talk radio. A subcategory of talk radio, called “shock jock” radio, has been repeatedly accused of being indecent and sexually explicit. This study fills in this gap in the literature by presenting a short history and an exploratory content analysis of shock jock radio. The content analysis compares the sexual discussions of two radio talk shows: Infinity’s Howard Stern Show and Clear Channel’s Bob & Tom Show.

Anonymous Speech And Section 527 Of The Internal Revenue Code, Donald B. Tobin

Donald B. Tobin

No abstract provided.

How And When Advertising Can Influence Memory For Consumer Experience, Kathryn A. Braun-Latour, Michael S. Latour, Jacqueline E. Pickrell, Elizabeth F. Loftus

Kathryn A. LaTour

Recent "paradigm shifting" research in consumer behavior dealing with reconstructive memory processes suggests that advertising can exert a powerful retroactive effect on how consumers remember their past experiences with a product. Building on this stream of research, we have executed three studies that incorporate the use of false cues with the aim of shedding new light on how post-experience advertising exerts influence on recollection. Our first experiment investigates an important but yet unexplored issue to advertisers who are perhaps reticent about embracing this paradigm: Does the false cue fundamentally change how consumers process information? After finding that when the false …

Postexperience Advertising Effects On Consumer Memory, Kathryn A. Braun

Kathryn A. LaTour

Past research suggests that marketing communications create expectations that influence the way consumers subsequently learn from their product experiences. Since postexperience information can also be important and is widespread for established goods and services, it is appropriate to ask about the cognitive effects of these efforts. The postexperience advertising situation is conceptualized here as an instant source-forgetting problem where the language and imagery from the recently presented advertising become confused with consumers’ own experiential memories. It is suggested that, through a reconstructive memory process, this advertising information affects how and what consumers remember. Consumers may come to believe that their …

Responsibility Messages In Alcohol Advertising - Just One More Selling Tool?, Sandra C. Jones, Kirsten Brighten

Sandra Jones

Abstract presented at the Australasian Professional Society on Alcohol and other Drugs Conference 2013, 24-27 November 2013, Brisbane, Australia

Regulation Of Alcohol Advertising: Policy Options For Australia, Sandra C. Jones, Ross Gordon

Sandra Jones

A systematic search of academic databases was conducted to identify all refereed papers published between 1990 and 2012 on the regulation of alcohol advertising in Australia and three comparison countries (New Zealand, Canada and the UK). This paper reviews the codes that apply to alcohol advertising in each of the four countries, research into the effectiveness of these codes, and the small body of research into consumer attitudes towards alcohol advertising regulation. This review adduces considerable evidence that alcohol advertising influences drinking behaviours, and that current regulatory systems based on co-regulation and voluntary regulation (as is the case in Australia) …

Health Claims And Food Advertising: Comparison Of Marketing And Nutrition Experts' Ratings Of Magazine Advertisements, Sandra C. Jones, Peter Williams, Linda C. Tapsell, Kelly L. Andrews

Peter Williams

To determine the nature and differences in expert opinion from the fields of nutrition and marketing on the use of health claims in the 30 most frequently appearing Australian magazine food advertisements, a survey was conducted with 28 nutritionists and 21 marketing experts in Australia and New Zealand. The experts assessed the advertisements with respect to the accuracy of the nutrition claims, the tactics and intentions of the advertising strategy and the accessibility of the nutrition information to lay consumers. Of 28 advertisements where a claim was identified, for only one did more than 90% believe the claim to be …

How Coviewing Reduces The Effectiveness Of Tv Advertising, Steven Bellman, John R. Rossiter, Anika Schweda, Duane Varan

John Rossiter

In the present study – a naturalistic laboratory experiment – coviewing of TV commercials reduced their effectiveness (delayed proven ad recall) from 63%, obtained by single viewers, to 43%, for both coviewers. During coviewing, the ‘mere presence of another’ apparently distracts each coviewer’s attention from the screen. The reduction in TV ads’ effectiveness due to coviewing is equivalent to the loss from channel-change zapping, which reduces ad recall to 45%. More deleterious but less prevalent modes of digital video recorder-enabled ad avoidance are skip-button zapping, which reduces recall to 35%, and moderately fast zipping (X 8 fast forward), …

How The Roles Of Advertising Merely Appear To Have Changed, John R. Rossiter, Larry Percy

John Rossiter

This article is a commentary on the theme of the 2012 ICORIA Conference held in Stockholm, which was about 'the changing role of advertising'. We propose that the role of advertising has not changed. the role of advertising has always been, and will continue to be, to sell more of the branded product or service or to achieve a higher price that consumers are willing to pay than would obtain in the absence of advertising. What has changed in recent years is the notable worsening of the academic-practitioner divide, which has seen academic advertising researchers pursuing increasingly unrealistic laboratory studies, …

Visual Creativity In Advertising: A Functional Typology, John R. Rossiter, Tobias Langner, Lawrence Ang

John Rossiter

There are many ways in which the visuals of an advertisement can be made "creative." In this article, we propose a new typology of visual creative ideas. The typology is functlonal in that the first type, literal product or user visuals, which are "noncreative" in the usual sense gain selective attention, by a product category-involved audience. The other three types, in contrast, are "creative" and can force reflexive attention among low-involved audiences. These are called pure attention getters, including the innate erotic, baby, and direct-gaze schemas, and the learned shock, celebrity, and culture-icon and subculture-icon schemas; distortional attention getters, including …

Indigenous Identity In The Nation Brand: Tension And Inconsistency In A Nation's Tourism Advertising Campaigns, Alan Pomering

Alan Pomering

The purpose of this paper is to discuss one nation's attempts at tourism branding in which elements of Indigenous identity featured as a key element of the brand, arguably impairing persuasion results. The methodology follows a qualitative and interpretivist approach. A recent tourism advertising campaign for Australia is described; observations are made regarding Indigenous Australian identity in relation to the broader national identity; recent international tourist arrival trends are discussed; and connections between this triad are proposed. The campaign under study is also compared with proximate campaigns. The study raises questions about tapping a contested national identity for tourism branding …

Advertising Corporate Social Responsibility: Results From An Experimental Manipulation Of Key Message Variables, Alan Pomering, Lester W. Johnson, Gary Noble

Alan Pomering

Purpose: The purpose of this paper is to examine how social topic information (STI) and corporate social responsibility commitment (CSRC) substantiate the firm's CSR claims and promote message persuasion. Design/methodology/approach: A 2x2 between-subjects experimental design was used to examine the impact of STI and CSRC on output variables using an online sample of 176 participants in Australia. Findings: The study found that manipulation of STI had a statistically significant impact on outcome variables, but that CSRC did not. Research limitations/implications: The study was limited to Australia and used a fictitious brand in the experiment. Practical implications: For marketing communications and …

Advertising Corporate Social Responsibility: Results From An Experimental Manipulation Of Key Message Variables, Alan Pomering, Lester W. Johnson, Gary Noble

Gary Noble

Purpose: The purpose of this paper is to examine how social topic information (STI) and corporate social responsibility commitment (CSRC) substantiate the firm's CSR claims and promote message persuasion. Design/methodology/approach: A 2x2 between-subjects experimental design was used to examine the impact of STI and CSRC on output variables using an online sample of 176 participants in Australia. Findings: The study found that manipulation of STI had a statistically significant impact on outcome variables, but that CSRC did not. Research limitations/implications: The study was limited to Australia and used a fictitious brand in the experiment. Practical implications: For marketing communications and …

The Online Advertising And Tracking Industry: Technology, Business Model, And Market Structure, Henk Lm Kox

Henk LM Kox

This research note provides information on the Internet advertising and tracking industry: market structure, business model, targeting technologies, performance criteria, payment structures, main welfare aspects, and recent market trends.

Owning Mark(Et)S, Mark A. Lemley, Mark P. Mckenna

Mark P. McKenna

Trademark owners regularly rely on claims that the defendant is “free riding” on their mark by making money using that mark, foreclosing an opportunity for the trademark owner to capture that revenue. We analyze those free riding claims and find them wanting. The empirical data shows that defendants in unrelated markets can benefit from using a well‐known mark, but that neither mark owners nor consumers suffer any injury from that use. A legal claim that a defendant is unjustly benefiting by using a plaintiff’s mark is hollow unless it is accompanied by a theory of why that benefit should rightly …