Showing papers in "Journal of Promotion Management in 2012"
TL;DR: In this article, the authors identify and discuss the growing popularity of social media and explore its potential impact on marketing practices and especially marketing public relations, and explore the potential impact of marketing practices on public relations.
Abstract: The organizational long term success of promotional campaigns and the integration of marketing communications are affected by the effective use of information communication technologies, including the use of the Internet. Today, the Internet implementation in the marketing process is inexpensive, delivers instant international reach, offers great real time feedback, and reaches millions of people for whom the web is the center of virtually all communications. With social media on a rise, some may say that traditional marketing practices as we know it is phasing out. However, it may also be assumed that they are not necessarily phasing out, but are rather supported by a stronger sibling—that of social media. The aim of this research is to identify and discuss the growing popularity of social media and explore its potential impact on marketing practices and especially marketing public relations.
133 citations
TL;DR: This paper found that nostalgic ads are capable of inducing greater levels of self-reflection and advertising involvement than non-nostalgic ads, and that these effects were more pronounced when a "personal" nostalgia-themed ad (eliciting "a yearning for a realized, realized, lived past" was used, as opposed to when an "historical" nostalgia theme was used.
Abstract: This study seeks to offer additional insights regarding why positive “nostalgia effects” in advertising may be observed, that is, why nostalgic ads tend to elicit more favorable consumer responses than do non-nostalgic ads. Using the personal relevance component of advertising involvement as a theoretical foundation, the study supports hypothesized expectations that nostalgic ads are capable of inducing greater levels of self-reflection and advertising involvement. Furthermore, hypothesized effects were shown to be more pronounced when a “personal” nostalgia-themed ad (eliciting “a yearning for a realized, lived past”) was used, as opposed to when an “historical” nostalgia-themed ad (eliciting “a yearning for a distant past, never experienced”) was used. Theoretical and practical implications of the findings are discussed and directions for future research are offered.
60 citations
TL;DR: In this article, two experiments were conducted to evaluate the effectiveness of two online persuasion claims: limited product availability (e.g., only 3 items left) and product popularity (i.e., 94% of consumers bought this product after viewing this site).
Abstract: Two experiments were conducted to evaluate the effectiveness of two online persuasion claims: limited product availability (e.g., only 3 items left) and product popularity (e.g., 94% of consumers bought this product after viewing this site). The popularity claim appeared to enhance quality perception, particularly among highly risk-averse consumers, and purchase intention. We attribute these findings to the quality signaling effect and the bandwagon effect of the claim. On the other hand, the limited availability claim exerted no influence: low message credibility and the lack of psychological reactance are deemed to be possible reasons for the insignificant effect of the claim.
50 citations
TL;DR: In this article, the authors focus on whether or not customer expertise influences the relationship between brand love of wine and satisfaction, brand image, worth-of-mouth, and loyalty, and find that wine consumers satisfied with their preferred wine brand and conscious of a good brand image are more likely to love wine, buy it, and encourage others to buy and give advice.
Abstract: The current study focuses on whether or not customer expertise influences the relationship between brand love of wine and satisfaction, brand image, worth-of-mouth, and loyalty. Findings suggest that wine consumers satisfied with their preferred wine brand and conscious of a good brand image are more likely to love wine, buy it, and encourage others to buy and give advice. As a result, when developing, labeling, and managing a wine brand, wine managers should focus on positive emotions toward the wine, planning for favorable experience with the wine, and creating an image of trustworthiness.
47 citations
TL;DR: In this paper, the authors investigate the effects of word of mouth on consumers' attitudes toward the product and its purchase probability, and examine the moderating influence of susceptibility to interpersonal influence.
Abstract: The purpose of this study is to investigate the effects of word of mouth on consumers’ attitudes toward the product and its purchase probability Furthermore, we examine the moderating influence of susceptibility to interpersonal influence, which is a personal characteristic of the receiver of word of mouth information A quasi experiment was conducted, in which subjects were asked to evaluate a product, while being subjected to positive or negative word of mouth Our results indicate that negative word of mouth has an impact on consumers’ attitudes and purchase probability, while the influence of positive word of mouth was not significant Interestingly, susceptibility to interpersonal influence does not play a moderating role While the experimental design with an unknown word of mouth source and fictitious brand allowed the comparison of results for the positive, negative, and control group, such conditions do not correspond to an actual market setting
43 citations
TL;DR: This paper found that ethnic identity influences commonly examined attitudinal and purchase-intention outcomes, and attitudes toward both the actor(s)/model(s) and the ad moderate attitudes toward brands depicted in ethnically resonant ads.
Abstract: The corpus of research on ethnic identity in advertising indicates that (1) ethnic identity influences commonly examined attitudinal and purchase-intention outcomes, and (2) attitudes toward both the actor(s)/model(s) and the ad moderate attitudes toward brands depicted in ethnically resonant ads. Individual studies often differ by measurement type (i.e., single-item measure versus multi-item scale), study design (i.e., experiment versus survey), and diversity of respondent sample. Seemingly, ethnic-identity effects are greater for studies that relied on single-item measures, experimental designs, and more diverse samples. Implications and future research directions are suggested.
34 citations
TL;DR: In this paper, the authors provide an innovative perspective on sport marketing communications, through an extensive review of classical theories and their infusion with contemporary consumer-focused sport marketing research, indicating a need for a more holistic and value-based approach to MCs, with an expanded range of both elements and processes.
Abstract: Sports marketing communications (MCs) theories have stemmed from orthodox marketing concepts; and though they have naturally adapted to the differentiators of their very nature, they increasingly portray elements of stagnation. The sport core product is still being regarded as essentially on-location or media entertainment, limiting researchers and practitioners to a correspondingly pre-defined MCs approach that fails to incorporate the true spectrum of sport value offerings. This paper provides an innovative perspective on sport MCs, through an extensive review of classical theories and their infusion with contemporary consumer-focused MC research. The findings indicate a need for a more holistic and value-based approach to MCs, with an expanded range of both elements and processes.
28 citations
TL;DR: The authors examined the effect of absurd advertising on memory and persuasion across cultures and found that the effect on recall and attitude toward the ad is contingent on the recipients' cultural orientation, and used Hofstede's cultural dimensions as blocking variables.
Abstract: This paper examines the effect of absurd advertising on memory and persuasion across cultures. Drawing on Hofstede's cultural dimensions, it is hypothesized that the effect of absurdity on recall is culturally invariant, whereas the effect on attitude toward the ad is contingent on the recipients’ cultural orientation. The assumptions are tested using a between-subjects experimental design, in which we manipulated type of absurdity and used the cultural dimensions as blocking variables. Data was collected from 274 students in the United States, Germany, Russia, and China. We discuss theoretical and managerial implications of these findings as well as guidelines for further research.
17 citations
TL;DR: In this paper, the authors examined the stock price effects of sport sponsorship programs during and after a sporting event using the GARCH (p,q) model, and found that stock returns and volatility changed significantly during the sporting event compared to the pre-event period.
Abstract: This paper examines sporting event's spillover effect to investor's behavior through event study analysis using the GARCH (p,q) model, focusing on the stock price effects of a sport sponsorship program during and after a sporting event. Studying stock price behavior during a sporting event is attempted for the first time in the marketing and sponsorship literature. First, we provide some summary points from the review of 40 research works and interpretive claims, based on a conceptual and theoretical framework. Second, we consider daily stock returns of 28 listed companies that have sponsored 15 major sports events during the period 2000–2009, in order to examine the effect of major sporting events on sponsors’ stock returns and volatility. The three research hypotheses are supported. Research results show that stock returns and volatility changed significantly during and after the sporting event compared to pre-event period. Results show that stock price effects caused by sports events’ sponsorship progr...
16 citations
TL;DR: In this article, the authors adopt the perspective that brand equity is context-specific and investigate its conceptualization from a cross-cultural perspective, with the use of a standardized questionnaire administered in four distinct cultures.
Abstract: The concept of brand equity has been debated for many years but there is no consensus as to what it means, what it comprises, and how it is measured. This paper adopts the perspective that brand equity is context-specific and investigates its conceptualization from a cross-cultural perspective, with the use of a standardized questionnaire administered in four distinct cultures. The findings suggest a seven-dimensional construct. Inherent differences exist, however, between the respondents of the different cultures as to the strength and composition of each dimension. Further, the paper establishes the positive effect of brand equity on purchase decisions.
16 citations
TL;DR: In this article, the authors examined the role that a website plays in the development of fan allegiance and as a promotion management tool for a sports team and brand and found that even before the team played its inaugural home contest, fans had become allegiant to the franchise brand and team by using the team internet site.
Abstract: This study examines the role that a website plays in the development of fan allegiance and as a promotion management tool for a sports team and brand. Research indicates that the combination of sports, media (television in particular), and sponsorships when employed in an integrated manner, can develop consumer connection to brands. This study suggests that the Internet is also an important part of an integration strategy of sports, media, and promotion. By working with a new team in the AIFA indoor football league, the researchers were able to determine what helped make fans allegiant to the team before the franchise's inaugural game. The results show that even before the team played its inaugural home contest, fans had become allegiant to the franchise brand and team by using the team internet site. These results indicate that an internet site can serve as a strong promotional tool in an integrated marketing plan of sports, media, and promotion to move fans toward brand loyalty and toward primary goals ...
TL;DR: In this paper, a decision support system for ABC inventory management is presented, which can be used by managers to determine the efficiency of their inventory policies and to evaluate inventory decisions, since managers must manage in terms of dollars, the quantitative tools are explained in terms suitable for management.
Abstract: Many manufacturing and service organizations invest a large amount of capital in inventory. For this reason, it is important for inventory managers to reduce the costs associated with inventory. Firms that carry a variety of items require a classification system for the effective management of inventory. The ABC support system is a well-established inventory planning and control method that is used to manage different classes of inventory and reduce inventory costs concurrently. This paper presents a decision support system for ABC inventory management that can be used by managers to determine the efficiency of their inventory policies and to evaluate inventory decisions. The mathematical formulas to support inventory decisions are discussed. Since managers must manage in term of dollars, the quantitative tools are explained in terms suitable for management.
TL;DR: In this article, the authors examined whether sexual oriented advertising and gender differences would yield significant influences on third-person perceptions and whether participants' sexual cognition would moderate their thirdperson perceptions.
Abstract: A limited amount of research has been undertaken to investigate third-person perceptions as persuasion in the context of sexually oriented advertising. This study examined whether sexually oriented advertising and gender differences would yield significant influences on third-person perceptions and whether participants’ sexual cognition would moderate their third-person perceptions. Results showed that sexually oriented advertising, gender differences, and sexual cognition were significant factors that dominated the third-person perceptions. After exposure to sexually oriented advertising, females were led to a stronger degree of the third-person perceptions than males. Moreover, the participants with a more negative level of sexual cognition had a stronger degree of the third-person perceptions than those with a more positive level of sexual cognition after exposure to sexually oriented advertising.
TL;DR: In this article, the impact of multiplayer contexts on the effectiveness of in-game advertising was examined, and it was found that playing with a partner versus playing alone enhanced players' recall of ads, but the mere presence of a partner was not sufficient in explaining the difference.
Abstract: Research on the effects of in-game advertising has grown steadily during the twenty-first century. However, most studies have investigated only single-player contexts and have not taken into account the elements of multiplayer settings that are common to many gaming environments. Therefore, the current experimental investigation examined the impact of multiplayer contexts on the effectiveness of in-game advertising. Results indicate that playing with a partner versus playing alone enhanced players’ recall of ads, but the mere presence of a partner was not sufficient in explaining the difference: partner disposition had an impact such that playing with a friendly partner generally elicited the greatest response. Further, attitude toward one's partner mediated the effects of playing mode on ad recall. Practical implications regarding multiplayer game settings are discussed.
TL;DR: In this article, the authors provide answers to the following questions: (a) What technological innovations related to advertising and promotion are dominating the Arab world?; (b) What is the media landscape as it relates to advertising, and (c) What media outlets are being consumed by Arab consumers; and (d) What are the most effective media outlets in reaching the Arab consumer.
Abstract: There is little doubt that globalization has and continues to have a significant impact on business activities worldwide. The impact of globalization was made possible mainly by advances in technological innovation including the area of global communication. Among the many regions that have been significantly impacted by globalization is the Arab world. The purpose of this paper is to provide answers to the following questions: (a) What technological innovations related to advertising and promotion are dominating the Arab world?; (b) What is the media landscape as it relates to advertising and promotion in the Arab world?; (c) What media outlets are being consumed by Arab consumers?; and (d) What are the most effective media outlets in reaching the Arab consumer? Arguments have been made that the growth of mobile phones, Internet technology, and multimedia devices such as iPods and PlayStation Portables has contributed to the trend of youth moving away from traditional media platforms such as television. ...
TL;DR: In this paper, the authors investigated how to address mature consumers in advertisements in an appropriate, appreciating, and effective way, and found that the more the advertisement model reflects the self-concept of the respondent on the dimensions of activity and modesty, the more positive is the attitude toward the ad.
Abstract: This paper investigates how to address mature consumers in advertisements in an appropriate, appreciating, and effective way. A 2 × 2–experiment with 125 consumers suggests that the more the advertisement model reflects the self-concept of the respondent on the dimensions of activity and modesty, the more positive is the attitude toward the ad. The study reveals differences between different age groups within the over-50s, which reflect a shift of values from modesty to activity. Although all mature consumers tend to prefer advertisement models that represent the concept of activity, this effect is stronger for the group 50+ than for the group 60+.
TL;DR: In this article, the authors examined how to make advertising efficiency more effective in achieving the profit objective of a firm and found that advertising efficiency was most effective in driving up a publically-traded U.S. airline's profitability when the airline happened to grow its business later than average.
Abstract: The author examined how to make advertising efficiency more effective in achieving the profit objective of a firm. The current study allowed profitability to be influenced by both multiple controllable efficiency factors (e.g., advertising efficiency and operations efficiency) and one uncontrollable environmental factor (i.e., growth timing). The results showed that advertising efficiency was most effective in driving up a publically-traded U.S. airline's profitability when the airline happened to grow its business later than average, whereas advertising efficiency was least effective when the firm ended up growing its business earlier than average. Also shown in the results was that drivers of profitability also included operations efficiency and growth timing.
TL;DR: In this article, the authors examined the relationship between managerial responsibilities for important trade show tasks and the marketing performance of exhibiting firms and found that marketing performance was enhanced when middle managers were assigned the trade show objective setting task, lower and middle managers involved in the trade-show selection decision and lower managers executed the booth management task.
Abstract: This article examined the relationship between managerial responsibilities for important trade show tasks and the marketing performance of exhibiting firms. Drawing theoretical insights from the functionalist perspective of managerial roles and organizational role theory, this article proposed and validated theory based, multiple, task-managerial responsibility linkages using a large international b2b trade show as a context. The empirical results indicated that the marketing performance of exhibiting firms was enhanced when (a) middle managers were assigned the trade show objective setting task, (b) lower and middle managers were involved in the trade show selection decision and (c) lower managers executed the booth management task. The paper concluded by discussing the theoretical and practical implications of these findings.
TL;DR: This article investigated the effects of acculturation and in-group bias on Asian Americans' perceived source credibility and advertising effectiveness, and found that while acculture had some effects on the subcomponents of credibility, ingroup bias did not have an effect on credibility.
Abstract: While research on cultural variables influencing source credibility has been called for by scholars, very few studies have made attempts thus far. In this study, an experiment was conducted to investigate the effects of acculturation and in-group bias on Asian Americans’ perceived source credibility and advertising effectiveness. The results indicate that while acculturation had some effects on the subcomponents of credibility, in-group bias did not have an effect on credibility and Asian Americans’ advertising responses.
TL;DR: The authors explored how organic has been promoted, how its advertising strategy compares to that for conventional foods, and whether organic food has been appropriately differentiated from conventional foods such that the USDA organic seal carries a significant and unique meaning to both consumers and the food industry.
Abstract: The 2002 implementation of the National Organic standard and development of the USDA organic seal gave food advertisers a new tool with which to communicate food characteristics to consumers. Based principally on farm and manufacturing practices, the standard offers consumers an expansion of their food choices. Parents of young children have been shown to have particular interest in organic food. Using parent-targeted magazine-based food ads, this paper explores how organic has been promoted, how its advertising strategy compares to that for conventional foods, and whether organic food has been appropriately differentiated from conventional foods such that the USDA organic seal carries a significant and unique meaning to both consumers and the food industry. The content analysis shows that the period following the implementation of the National Organic Program exhibits a general upward trend in usage of health-related cues but minimal increase in use of terms associated with the “organic” ideal. A direct ...
TL;DR: Using text message copy in print ads is a unique and fitting approach to commune with targeted viewers and, therefore, should lead to favorable advertising outcomes, and the experimental results confirm this notion.
Abstract: Although text messaging as a communication tool in society is rampant, research on its effects within print advertisements is lacking. To help fill this void, we employ three between-subject experiments (i.e., Study 1: text message vs. no text message; Studies 2 and 3: text message vs. traditional language). We posit that using text message copy in print ads is a unique (as grounded in distinctiveness theory) and fitting (as grounded in communication trust theory) approach to commune with targeted viewers and, therefore, should lead to favorable advertising outcomes. The experimental results confirm this notion. For example, responses concerning ad novelty, attention toward the ad, attitude toward the ad, purchase intention, and perceived brand trust are more favorable toward the text message condition ads. Implications and directions for future text message-related research are discussed.
TL;DR: This study reveals that interactive advertising formats add efficacy to media to inform and remember, highlighting the interactive spot, the TV site, and the microsite.
Abstract: In the context of technological convergence between television and internet, users can access a multitude of audiovisual contents in television sets or by searching on line. This article attempts to analyze advertising effectiveness in this new context. The objective of this research is verifying that interactive advertising formats in television are more effective than non-interactive formats to inform, persuade and remember. This study reveals that interactive advertising formats add efficacy to media to inform and remember, highlighting the interactive spot, the TV site, and the microsite.
TL;DR: In this paper, a two-stage newsvendor-type problem of a moderately stylish product with a short life cycle is considered, where concurrent order and promotional effort decisions under a predetermined markdown are analyzed.
Abstract: This work considers a two-stage newsvendor-type problem of a moderately stylish product with a short life cycle. The objective is to analyze the concurrent order and promotional effort decisions under the predetermined markdown. The model was initially developed for the decentralized supply chain and later extended to consider the vertical integration of the brand vendor and single retailer. The existence of jointly optimal decisions was then verified and a valuable comparison of decisions between models was made. Depending on various consequences of understock, this work found a simple structure of joint decisions according to markdown. Furthermore, contracts and sensitivity analyses from computational experiments are proposed.
TL;DR: In this paper, the authors test how a political candidate's credibility, charisma, and physical attractiveness are related to voters' judgments of suitability for a leading political position, and find that credibility plays a significant role in the evaluations performed by voters.
Abstract: In a political landscape where the content of politics is getting more and more complex and political parties less and less different, voters often base their voting behavior on extrinsic rather than intrinsic cues, a bundle of extrinsic cues constructed as an image and based on perceived personal traits. Based on survey data from a sample of Norwegian voters, this paper tests how a political candidate's credibility, charisma, and physical attractiveness are related to voters’ judgments of suitability for a leading political position. Across three different politicians, the results show that credibility plays a significant role in the evaluations performed by voters. More surprisingly, charisma does not have the expected effect, and to voters, physical attractiveness is found to be more important than charisma.
TL;DR: In this paper, the authors provide a network perspective of its promotions strategy by identifying how often CBS promoted its future programming, which type of future programs CBS chose to promote (established or non-established), and how CBS implemented the prominent promotional techniques identified in the literature during its coverage of the 2011 NCAA Men's Basketball Tournament.
Abstract: The simple goal of television promotions is to increase viewership of future programming. The promotion of future programming during sports telecasts is valuable primarily because promotions can air during the game. The purpose of this paper is to provide a network perspective of its promotions strategy by identifying how often CBS promoted its future programming, which type of future programs CBS chose to promote (established or non-established), and how CBS implemented the prominent promotional techniques identified in the literature during its coverage of the 2011 NCAA Men's Basketball Tournament. The findings show that 21% of total promotions were during the game, 42% of total promotions by CBS were for non-established programming, and genre compatibility was the most used technique with the Masters Golf Tournament being the most promoted future program.
TL;DR: In the new era, marketing communication (MC) of brands and products may be becoming significantly easier as discussed by the authors, but it is becoming increasingly more difficult to communicate with prospects and customers, which is a challenge.
Abstract: Communicating with prospects and customers is becoming increasingly challenging … or is it? In the new era, marketing communication (MC) of brands and products may be becoming significantly easier,...