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DTC pharmaceutical advertising: the debate’s not over
Handlin, Amy; Mosca, Joseph B.; Forgione, Dana A.; … - In: Journal of Consumer Marketing 20 (2003) 3, pp. 227-237
Direct‐to‐consumer (DTC) advertising of prescription drugs is no longer the novel experiment it was during the late … evidence that DTC advertising is a stimulus to consumer purchasing behavior, has resulted in DTC advertising becoming a … directionally consistent. In general, consumers have positive attitudes toward DTC advertising, viewing it as a valuable educational …
Persistent link: https://www.econbiz.de/10014848328
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Sex and the witty : How advertising is helping Volkswagen fight back
In: Strategic Direction 23 (2007) 3, pp. 13-16
impartial comments and places the articles in context. Findings – In any competitive market, advertising invariably has a key …
Persistent link: https://www.econbiz.de/10015010117
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Direct marketing in postmodernity: neo‐tribes and direct communications
Patterson, Maurice - In: Marketing Intelligence & Planning 16 (1998) 1, pp. 68-74
might have to play within a postmodern world and argues for a focus on direct response television advertising.  …
Persistent link: https://www.econbiz.de/10014946610
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Recovering from terror: the Egyptian and Balinese experiences
Crawford, Damion - In: Worldwide Hospitality and Tourism Themes 4 (2012) 1, pp. 91-97
Purpose – This paper aims to analyze the recovery of the Balinese and Egyptian tourism industries after experiencing terrorist attacks, to see what can be learnt by Caribbean destinations. Design/methodology/approach – The paper applies the principles of consumer behaviour to the observed...
Persistent link: https://www.econbiz.de/10015037651
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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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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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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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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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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