This study investigates the interactivity construct in terms of its antecedents (i.e., motivations for using the Internet) and consequences (i.e., attitude toward the site, attitude toward the brand, and purchase intention). A structural equation model was developed for an empirical test, based on uses and gratification theory applied to the interactivity context. A sample of 385 college students in the United States and Korea participated in the experiment. The findings suggest that consumers who have high information motivations are more likely to engage in human-message interaction on a Web site, whereas social interaction motivations are more strongly related to human-human interaction. Both human-message and human-human interactions had a positive effect on attitude toward the site, which leads to positive attitude toward the brand and purchase intention.

https://www.jstor.org/stable/pdfplus/4189297.pdf

INTERNET USES AND GRATIFICATIONS: A Structural Equation Model of Interactive Advertising

The three key ad elements (brand, pictorial, and text) each have unique superiority effects on attention to advertisements, which are on par with many commonly held ideas in marketing practice. This is the main conclusion of an analysis of 1363 print advertisements tested with infrared eye-tracking methodology on more than 3600 consumers. The pictorial is superior in capturing attention, independent of its size. The text element best captures attention in direct proportion to its surface size. The brand element most effectively transfers attention to the other elements. Only increments in the text element’s surface size produce a net gain in attention to the advertisement as a whole. The authors discuss how their findings can be used to render more effective decisions in advertising.

https://www.jstor.org/stable/info/30161988

Attention Capture and Transfer in Advertising: Brand, Pictorial, and Text-Size Effects:

Audience segmentation is widely regarded as essential to effective health communication campaign efforts. Nonetheless, its practice is typically ad hoc. The conceptual history and theoretical bases for audience segmentation are reviewed, and typical audience segmentation strategies for health communication efforts are described and critiqued. An analogy is drawn between the methodological problems associated with audience segmentation and those of multivariate classification and taxonomy in botany and zoology. Cluster analytic techniques responsive to these issues are described, as are applications of these techniques for analysis of health communication campaign audiences. Approaches that would permit widespread use of such segmentation strategies are discussed, and recommendations for such efforts are made.

Theory and Method in Health Audience Segmentation

Recent media reports have heralded the end of advertising as we know it. With the increasing penetration of digital video recorders (DVRs), the New York Times and Wall Street Journal both recently ...

From Subservient Chickens to Brawny Men

Corporate annual reports are viewed through the lens of researchers of these documents. The aims are to obtain insight into how researchers view annual reports; to ascertain how the different ways of seeing the annual report relate to each other; and to draw out the gaps in this diverse research in a continuing attempt to understand its role and purpose. Selective examination of a decade of corporate annual report research (1990‐2000) reveals how researchers have sought to find visibility and meaning. Few studies address the document as a whole, in terms of the integration of the messages between the various parts of the report. Explanation of the changing structure and content of annual reports remains divided, largely because of the differing perspectives of researchers. They have revealed diversity in the ways of seeing the annual report and a tension in understanding its overall purpose and role.

Corporate annual reports: research perspectives used

I. ADVERTISING FOUNDATIONS AND ENVIRONMENT. 1. Introduction to Advertising. 2. Advertising and Society: Ethics, Regulation, and Social Responsibility. 3. Advertising and the Marketing Process. II. ADVERTISING BACKGROUND, PLANNING, AND STRATEGY. 4. The Consumer Audience. 5. Account Planning and Research. 6. How Advertising Works. 7. Advertising Planning and Strategy. III. ADVERTISING MEDIA. 8. Media Planning and Buying. 9. Print Media. 10. Broadcast and Interactive Online Media. IV. CREATING ADVERTISING. 11. The Creative Side of Advertising. 12. Copywriting. 13. Design and Production. 14. Direct-Response Marketing. V. INTEGRATING MARKETING COMMUNICATION ELEMENTS. 15. Sales Promotions. 16. Public Relations. 17. Retail and Business-to-Business Advertising. 18. International Advertising. 19. The Integrated Campaign.

Advertising: Principles & Practice

I. UNDERSTANDING IMC. 1. Marketing Communication. Marketing Communication. IMC: A Blueprint For Success in Marketing Communication. A Closing Thought: Revolution and Evolution. 2. The Marketing Mix and IMC. The Marketing Concept. The Product Mix. The Distribution Mix. The Price Mix. A Closing Thought: You Cannot Communicate. 3. Organizing for Integrated Marketing Communication. Importance of the Organization's Structure. Integrated Marketing and IMC. Marketing Communication and the Organization. Organizing to Use Marketing Communication Activities. The IMC Organization. A Closing Thought: Putting the Press on Bad Press. 4. Marketing Communication Strategy and Planning. Strategic Planning. Marketing Research. The Marketing Plan. Hierarchy of Effects Models. The Marketing Communication Plan. Strategic IMC Decisions. A Closing Thought: Every Company Is a Communicator. II. THE IMC SITUATION. 5. The Sociocultural Environment. Cultures and Subcultures. Demographic Changes. Demographic Groupings. Social Class. Groups that Influence. 6. Decision Making in the New Marketplace. The Psychological Background. Consumer Decision-Making Processes. Recognizing Needs and Problems. Information Search and Processing. Identifying and Evaluating Alternatives Purchase and Postpurchase Behavior. Organizational Market Behavior. A Closing Thought: Build or Break Customer Loyalty? 7. The Legal, Ethical, and Global Environment. Marketing Communication and Government Regulation. Marketing Communication and the Law. Marketing Communication's Responsibility to Society. Self-Regulation of Marketing Communication. Marketing Communication and the Global Environment. A Closing Thought: All Actions and Communications Must Be Fair. 8. The Marketing Communication Process. Basic Features of Marketing Communication. The Communication Process. Types of Communication Systems. Characteristics of the Source. Message Variables. Audience Factors. A Closing Thought: Make the Communication Relevant. III. THE TOOLS OF IMC. 9. Advertising. What Is Advertising? What Does Advertising Do? How Advertising Works. Creating the Advertisement. What Makes an Effective Ad? A Closing Thought: Clutter Busting. 10. Sales Promotion Defining Sales Promotion. Sales Promotion in the Marketing Communication Mix. Sales Promotion Strategy. The Sales Promotion Mix. Trade Sales Promotion: Sales Force. Consumer Sales Promotion. A Closing Thought: Working the Promotion Puzzle. 11. Public Relations. What is Public Relations? The Role of Public Relations. Understanding PR's Publics. Types of Public Relations. Managing Public Relations. Integrating Public Relations. Tools of Public Relations. A Closing Thought: Fitting in PR. 12. Communicating Through Direct Marketing. The World of Direct Marketing. The Process of Direct Marketing. Direct-Marketing Media Tools. 13. Personal Selling. Personal Selling and the Marketing Communication Mix. The World of Personal Selling. Managing a Sales Force. A Closing Thought: The Sales Force of the Future. 14. Marketing Communication that Crosses the Lines. Sponsorships. Merchandising. Other Marketing Services. A Closing Thought: Word-of-Mouth Marketing. IV. MEDIA OF IMC. 15. IMC Media. Media Developments. Print Media. Broadcast Media. Out-of-Home Media. Supplemental and New Media. A Closing Thought: Putting It All in Perspective. 16. Developing the Media Plan. Marketing and Media Planning. Creating a Strategy. Choosing Tactics. Computer Technology and Media Planning. A Closing Thought: Keeping Media Under One Roof. V. IMC APPROPRIATION, EVALUATION, AND CAMPAIGN PLANNING. 17. Developing the IMC Appropriation. Planning for Marketing Communication and Budgeting. Determining Appropriations for Advertising. Determining Appropriations for Other Forms of Marketing Communication. Marketing Analysis: The Budgetary Ideal. 18. Measuring IMC Performance. Marketing Communication in Perspective. Measuring Advertising Performance. Measuring the Performance of Sales Promotion. Measuring the Performance of Public Relations. Measuring the Performance of Direct Marketing. Measuring the Performance of Personal Selling. Evaluating Other Types of Marketing Communication. A Closing Thought: The Search for a Universal Measure. 19. Campaign Planning. Planning a Campaign. Situation Analysis. Strategic Decisions. The Marketing Mix. Marketing Communication. The Budget. Message Design. Media/Message Delivery Systems. Evaluation. Continuing the Consistency. A Closing Thought: A Success Story. Appendix: Roma's Pizza. Notes. Glossary. Company/Brand/Name/ Subject Index.

Introduction to marketing communication : an integrated approach

Advertising : principles and practice, 6th ed

Как организовать эффективную рекламную кампанию или PR-акцию? Каким образом, имея ограниченный бюджет, достичь наибольшего воздействия на аудиторию? Какие средства массовой информации использовать в борьбе за потребителя? Предлагаемая книга поможет разобраться в этих и других вопросах, касающихся продвижения товаров, услуг и идей. Авторам удалось не только комплексно и последовательно изложить имеющиеся подходы к маркетинговым коммуникациям, но и помочь читателю самостоятельно приспособляться и побеждать в постоянно меняющейся рыночной среде, свободно ориентироваться в мире продуктов, потребителей и конкурентов. Четкая структура, большое количество иллюстрированного материала и практических примеров делают книгу как увлекательным учебником для студентов, так и прекрасным руководством для маркетологов, специалистов по связям с общественностью, работников рекламных агентств.

John Burnett

Papers

Advertising: Principles & Practice

Introduction to marketing communication : an integrated approach

Advertising : principles and practice, 6th ed

Маркетинговые коммуникации. Интегрированный подход