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Full-Text Articles in Marketing
Everyday Advertising Context: An Ethnography Of Advertising Response In The Family Living Room, Laknath Jayasinghe, Mark Ritson
Everyday Advertising Context: An Ethnography Of Advertising Response In The Family Living Room, Laknath Jayasinghe, Mark Ritson
Mark Ritson
Consumer research largely examines television advertising effects using conventional psychological accounts of message processing. Consequently, there is an emphasis on the influence of textual content at the expense of the everyday interpersonal viewing contexts surrounding advertising audiences. To help restore this theoretical imbalance an ethnographic study was conducted in eight Australian homes to explore the influence of everyday viewing contexts on advertising audiences. This article examines how the everyday advertising contexts of social interaction, viewing space, media technology use, and time impact consumer responses to television advertising texts. Advertising viewing behavior in the family living room is framed within broader …
Meaning Matters: Polysemy In Advertising, Stefano Puntoni, Jonathan Schroeder, Mark Ritson
Meaning Matters: Polysemy In Advertising, Stefano Puntoni, Jonathan Schroeder, Mark Ritson
Mark Ritson
No abstract provided.
Should You Launch A Fighter Brand?, Mark Ritson
Should You Launch A Fighter Brand?, Mark Ritson
Mark Ritson
Everything you ever need to answer the question - should you launch a fighter brand to take on (and out) low cost competition
Managerial And Customer Costs Of Price Adjustment: Direct Evidence From Industrial Markets, Mark Zbaracki, Mark Ritson, Daniel Levy, Shantanu Dutta, Mark Bergen
Managerial And Customer Costs Of Price Adjustment: Direct Evidence From Industrial Markets, Mark Zbaracki, Mark Ritson, Daniel Levy, Shantanu Dutta, Mark Bergen
Mark Ritson
No abstract provided.
Shattering The Myth Of Costless Price Changes, Mark Bergen, Mark Ritson, Shantanu Dutta, Danny Levy, Mark Zbaracki
Shattering The Myth Of Costless Price Changes, Mark Bergen, Mark Ritson, Shantanu Dutta, Danny Levy, Mark Zbaracki
Mark Ritson
No abstract provided.
Pricing As A Strategic Capability, Mark Bergen, Shantanu Dutta, Mark Ritson, Mark Zbaracki
Pricing As A Strategic Capability, Mark Bergen, Shantanu Dutta, Mark Ritson, Mark Zbaracki
Mark Ritson
No abstract provided.
Paddy Barwise, & Mark Ritson (2000), “ In Brand.New, Ed. Jane Pavitt, Princeton, Nj; Princeton University Press, 70-97., Paddy Barwise, Mark Ritson
Paddy Barwise, & Mark Ritson (2000), “ In Brand.New, Ed. Jane Pavitt, Princeton, Nj; Princeton University Press, 70-97., Paddy Barwise, Mark Ritson
Mark Ritson
No abstract provided.
The Social Uses Of Advertising, Mark Ritson, Richard Elliott
The Social Uses Of Advertising, Mark Ritson, Richard Elliott
Mark Ritson
Advertising research has focused exclusively on the solitary subject at the expense of understanding the role that advertising plays within the social contexts of group interaction. We develop a number of explanations for this omission before describing the results of an ethnographic study of advertising's contribution to the everyday interactions of adolescent informants at a number of English high schools. The study reveals a series of new, socially related advertising-audience behaviors. Specifically, advertising meanings are shown to possess social uses relating to textual experience, interpretation, evaluation, ritual use, and metaphor. The theoretical and managerial implications of these social uses are …
Post-Structuralism And The Dialectics Of Advertising: Discourse, Ideology, Resistance, Richard Elliott, Mark Ritson
Post-Structuralism And The Dialectics Of Advertising: Discourse, Ideology, Resistance, Richard Elliott, Mark Ritson
Mark Ritson
No abstract provided.