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Full-Text Articles in Public Relations and Advertising
Duplicity In Alternative Marketing Communications, Cristina Nistor, Taylan Yalcin, Ekin Pehlivan
Duplicity In Alternative Marketing Communications, Cristina Nistor, Taylan Yalcin, Ekin Pehlivan
Business Faculty Articles and Research
In the past couple of decades, following the advancements in communication technologies, alternative marketing communications such as consumer generated content, influencer marketing and native advertising, have emerged as a viable and gainful tactic. These alternative marketing communications blur the boundaries between the roles of consumer and marketer. The possibility of duplicity and deception in marketing relationships is fueled by the ambiguity of these roles and the lack of clarity in persuasion knowledge when alternative marketing communications are utilized. In this paper, we illustrate the various types of duplicity in marketing relationships that use alternative marketing communications. We adopt a conceptual …
How Super Are Video Supers? A Test Of Communication Efficacy, Noel Murray, Lalita A. Manrai, Ajay K. Manrai
How Super Are Video Supers? A Test Of Communication Efficacy, Noel Murray, Lalita A. Manrai, Ajay K. Manrai
Business Faculty Articles and Research
Interest in the role of video supers-superimposed video presentations of verbal information-has grouwn among consumers, advertisers, the television networks, and public policymakers, as supers have become prevalent in television commercials. The authors empirically address the communications efficacy of video supers in a sample of 200 different commercials that contain video supers Drawing on a theory of modality effects, the authors examine the comprehensive of video supers relative to commercial content. The authors develop hypotheses and analyze structural determinants of video super comprehension, such as presence of a voice-over, rate of presentation, and presentation size. The findings are supportive of the …