Though not a recent practise, brand placement in movies has been developing rapidly during the last few years. Does the intrusion of this advertising logic into the film itself consist of a peril or a profit for the seventh art ? Adopting the point of view of the different actors of the movie...

Since the end of the apartheid regime, the number of advertisements casting actors from different racial backgrounds simultaneously has significantly increased. Comments about this development are multi-faceted. While some observers praise this technique as the ideal social mirror of the...

This paper examines the ‘executional greenwashing’ effect, i.e. the use of nature-evoking elements in advertisements to artificially enhance a brand’s ecological image. Theoretical and regulatory implications are discussed.

Often reduced to a price reduction, sales promotion is very often presented as a commercial technique with damaging effect on brand value. We propose a broader view of this question and first explain why sales promotion can increase price elasticity and so reduce profitbility associated with...

Promoting direct competing brands in the same page of a retailer store flyer has become a current managerial practice. This study questions the relevance of this practice by examining its negative effect on brand and promotion recall. It postulates the existence of an interference effect,...

Purpose – Using Keller's brand equity framework, the purpose of this paper is to investigate the impact of the firm's environmental communication on brand equity, and specifically its impact on brand image, through the strength and favourability of brand environmental associations....

This paper explores the persuasive effects of different commercials for an analgesic on members of different age groups. Commercial content was manipulated to be either of (a) factual or (b) evaluative. The impact of these two contents was assessed on members of two different age groups: young...

Until now, subjective age has little been used as a segmentation criterion because of its difficulty to access targets defined by this variable. This research demonstrates how subjective age defined from the individual interests, has an operational capacity to characterize the magazine audiences...