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Color effects in print advertising: a research update (1985-2012)
Panigyrakis, George G.; Kyrousi, Antigone G. - In: Corporate Communications: An International Journal 20 (2015) 3, pp. 233-255
advertising and at setting an agenda for future research. Design/methodology/approach – Recent publications (1985-2012) regarding … the effects of color in advertising on consumers’ attention, memory and emotional responses are reviewed and discussed …. Findings – The review reveals that the effects of color on attention, emotion and memory still remain largely unknown, mainly …
Persistent link: https://www.econbiz.de/10014692335
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Misplaced marketing Read Homer Simpson’s lips: “Don’t do drugs!”
Curran, Catharine M.; Richards, Jef I. - In: Journal of Consumer Marketing 17 (2000) 4, pp. 287-289
Questions the US Government’s (Office of National Drug Control Policy) legislation which encouraged broadcasters to run anti‐drug story lines in their programmes. By doing so, the broadcasters were allowed to reduce the number of legally required obligations to run anti‐drug commercials....
Persistent link: https://www.econbiz.de/10014848230
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Reactions to different types of ads in Belgium and Poland
De Pelsmacker, Patrick; Geuens, M. - In: International Marketing Review 15 (1998) 4, pp. 277-290
The communication effect of four types of alcohol advertisement, i.e. humorous, warm, erotic and non‐emotional, are studied in Belgian and Polish samples of young consumers. Ad recognition, brand attribution, ad evoked feelings, cognitive and affective reactions, attitude towards the ad, the...
Persistent link: https://www.econbiz.de/10014827785
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Advertising Strategy Implications of Consumer Evaluation Process Models
Angelmar, R.; Pras, B. - In: European Journal of Marketing 11 (1977) 4, pp. 320-326
research findings concerning the conditions under which consumers follow each type. Points out the implications for advertising …
Persistent link: https://www.econbiz.de/10014725176
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Strategic implications of a multi‐dimensional pricing environment
Estelami, Hooman - In: Journal of Product & Brand Management 12 (2003) 5, pp. 322-334
A significant amount of research in pricing has focused on price as a unidimensional construct – one consisting of a single number (e.g. $1.99). However, the evolving marketing environment, combined with notable growth in services and goods categories that require the communication of complex...
Persistent link: https://www.econbiz.de/10014895770
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Getting the social media on your side
In: Strategic Direction 26 (2010) 2, pp. 6-9
Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the...
Persistent link: https://www.econbiz.de/10015010462
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Girrrl power and boyyy nature: the past, present, and paradisal future of consumer gender identity
Kacen, Jacqueline J. - In: Marketing Intelligence & Planning 18 (2000) 6/7, pp. 345-355
The new, Spice Girl‐less millennium, “offers an opportunity to wipe the slate clean, to abandon concepts, models and formulations once thought liberatory now considered incarceratory; to start afresh on the other side of the year 2000”. Foremost among the concepts to be updated is gender...
Persistent link: https://www.econbiz.de/10014945771
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The Marketing Communications Revolution – A Leviathan Unveiled?
Kitchen, Philip J. - In: Marketing Intelligence & Planning 12 (1994) 2, pp. 19-25
Identifies and analyses various mechanisms designed to inform, persuade, remind, and influence consumers in relation to their attitudinal and consumption needs. Technological developments, media and message proliferation and clutter, and increasingly accessible media vehicles on the one hand,...
Persistent link: https://www.econbiz.de/10014946450
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Services communications: from mindless tangibilization to meaningful messages
Mittal, Banwari - In: Journal of Services Marketing 16 (2002) 5, pp. 424-431
Service businesses face a unique challenge: how to effectively communicate the necessarily intangible benefits of their service offering. Their attempts to tangibilize the service are often ill‐designed, making service benefits more rather than less obscure. This article presents a scheme that...
Persistent link: https://www.econbiz.de/10014904946
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The emotionality of information and communication technology implementation
Zorn, Theodore E. - In: Journal of Communication Management 7 (2003) 2, pp. 160-171
While there is extensive research on emotion in the workplace and on information and communication technology (ICT … emotion at work and the social construction of technology to demonstrate the role of emotion in ICT‐based organisational …
Persistent link: https://www.econbiz.de/10014850720