Business Commons^™

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 …

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 …

Thomas Mueller.Jpg

Dr. Thomas Mueller

No abstract provided.

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.

The Effects Of Schema Congruity On Consumer Response To Celebrity Advertising, Tracy Harmon-Kizer

Tracy R. Harmon-Kizer Ph.D.

The trend of celebrity-branded products is on the rise, creating a new domain in which to explore the match-up hypothesis. Moving beyond the celebrity as an endorser, but rather, a brand promoting a brand extension, this article examines how perceived congruence between a celebrity's image and the brand image of products they have developed is related to attitudinal and behavioral measures of advertising effectiveness. Employing a 2 × 3 full factorial design, congruence between the celebrity's image and the brand's image was varied (less vs. more congruent), along with the use of the celebrity's image (present, absent, non-celebrity models) to …

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.

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 …

Consumer Attitude Towards The Spirit Airline Online Advertising, Tamilla Curtis, Blaise Waguespack, Anke Arnaud

Dr. Tamilla Curtis

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 …

Comparing Portrayals Of Beauty In Outdoor Advertisements Across Six Cultures: Bulgaria, Hong Kong, Japan, Poland, South Korea, And Turkey, Pamela Morris

Pamela K. Morris

This research expands scholarship on cross-cultural investigations by examining ideas of beauty through the lens of outdoor advertisements. Using a content analysis method, 293 images of women in outdoor advertisements from six different cultures, including Bulgaria, Hong Kong, Japan, Poland, South Korea, and Turkey, were reviewed through a framework of advertising and consumer culture, globalization, and theories of beauty. The findings revealed that differences across cultures exist and that beauty ideals are culture dependent.

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.

Advertising Wearout Of Shock-Value Anti-Speeding Ads, Jennifer Thornton, John R. Rossiter

John Rossiter

An advertising experiment was conducted to test the advertising wearout of four anti-speeding ads, each with varying underlying "patterns" of fear arousal. The patterns of fear were established beforehand by using a dial designed to track viewers’ reactions in terms of tenseness felt. The advertising experiment involved 284 participants from a first-year University marketing class. Four experimental groups were exposed to the same antispeeding ad each week, for three sequential weeks. Measures were obtained, via a questionnaire, of the participants’ attention paid to the ad, expected effect on speeding behaviour, emotions felt, perceptions of the relevance, believability, realism of the …

Bringing Your Brand To Life, A Chicago Ideas Week Affiliated Presentation, Laurence Minsky

Laurence Minsky

Presented the process for developing the brand foundation elements and then the co-presenters discussed the development of the brand foundation for Midtown Athletic Case as a case study.

How To Succeed In Advertising When All You Have Is Talent, Laurence Minsky

Laurence Minsky

No abstract provided.

Marketing Blackness: How Advertisers Use Race To Sell Products, David Crockett

David Crockett

Marketing blackness, or black cultural identity, involves promotional strategies reliant on persons and other symbolic and material representations socially and historically constructed as black (e.g. speech and phonetic conventions, folklore, style, fashion, music, usage of the body, and the black physical form). This research presents a framework that assesses the strategic role blackness representations play in US advertising. The framework addresses the fundamental question of how advertisers use blackness representations to deliver promises about their products’ benefits, a necessary first step in ultimately understanding their effectiveness and their impact on blackness itself. The framework orders blackness representations along two dimensions …

Floating A University Website: If You're Going To Fish, Bring The Right Bait, Oscar T. Mcknight, Ronald Paugh

Oscar T McKnight Ph.D.

Visual and printed information desired by precollege students were examined using a cluster technique. Significant relationships between the ACT score and student preferences were found. Several recommendations are offered to assist college and university administrators integrate the research and interactivity of the Web into their overall marketing strategy.

Advertising Slogans And University Marketing: An Exploratory Study Of Brand-Fit And Cognition In Higher Education, Oscar T. Mcknight, Ronald Paugh

Oscar T McKnight Ph.D.

It is not uncommon for universities to develop and market their advertising slogan. This study examines institutional advertising slogans, and empirically tests the cognitive component of brand-fit. Findings are indicative of a relationship between cognition and university advertising slogans. Implications for university communications are marketing strategies are discussed.

How To Succeed In Advertising When All You Have Is Talent, Laurence Minsky, Emily Calvo

Laurence Minsky

No abstract provided.