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Advertising Strategies (advertising + strategy)

Distribution by Scientific Domains

Business, Economics, Finance and Accounting	83%

Selected Abstracts

The Impact of Communication Strategy on Launching New Products: The Moderating Role of Product Innovativeness

THE JOURNAL OF PRODUCT INNOVATION MANAGEMENT, Issue 1 2003
Yikuan Lee
Academic literature is filled with debate on whether product innovativeness positively impacts new product performance (NPP) because of increasing competitive advantage or negatively impacts performance due to consumers' fears of novel technology and resultant resistance to adopt. This study investigates this issue by modeling product innovativeness as a moderator that influences the relationship between communication strategy and new product performance. The authors emphasize that the impact of innovativeness to producers is different from that to consumers and that the differences have strategic impact when commercializing highly innovative products. Product innovativeness is conceptualized as multidimensional, and each dimension is tested separately. Four dimensions of innovativeness are explored,product newness to the firm, market newness to the firm, product superiority to the customer, and adoption difficulty for the customer. In this study, communication strategy is comprised of preannouncement strategy and advertising strategy. First, the relationship between whether or not a preannouncement is offered and NPP is explored. Then three types of preannouncement messages (customer education, anticipation creation, and market preemption) are investigated. Advertising strategy is characterized by whether the advertisement campaign at the time of launch was based primarily on emotional or functional appeals. Using empirical results from 284 surveys of product managers, the authors find that the relationship between communication strategy and NPP is moderated by innovativeness, and that the relationships differ not only by degree but also by type of innovativeness. Implications for research and practice are discussed. [source]

Combating deceptive advertisements and labelling on food products , an exploratory study on the perceptions of teachers

INTERNATIONAL JOURNAL OF CONSUMER STUDIES, Issue 3 2003
Wai-ling Theresa Lai Yeung
People are becoming more health conscious nowadays, but most of them are not able to adopt a lifestyle with adequate physical exercise and a healthier eating pattern. Many attempt to compensate by taking ,health foods'. Despite the recent economic recession, the functional food market expands rapidly in Asian countries. Recent statistics indicate a huge increase in weight loss and functional food product advertising expenditure in Hong Kong and other Asian countries. In a massive survey conducted by the Hong Kong Consumer Council, it was found that 85% of the medicines, health food and therapies sampled contain questionable claims and misleading messages (Consumer Council, 1999). In fact, young people do not understand much about modern food processing, in particular those present in low energy and functional foods, and they know very little about the modern food marketing strategies. The situation is detrimental to consumer welfare especially to the younger generation. This study attempts to reflect critically on the implications of these issues for the health and well-being of young people in Hong Kong. It explores directions for designing relevant and effective education programmes to empower young people in understanding food advertising strategies and making informed decisions on food choice. The paper will begin with a critical review on the current situation in Hong Kong. An interview survey on preservice and in-service teachers' perception towards misleading food advertising and labelling will then be reported. The situations at schools will be defined and problems faced by teachers in providing relevant consumer education programmes to students will be identified. Finally, the study will look to the future, with a view to developing students' critical skills in evaluating claims offered in food advertisements. [source]

Invitations for Partisan Identification: Attempts to Court Latino Voters Through Televised Latino-Oriented Political Advertisements, 1984,2000

JOURNAL OF COMMUNICATION, Issue 1 2004
Stacey L. Connaughton
By the year 2050, Latinos will represent the dominant ethnic minority in the United States, and researchers are just beginning to examine the campaign messages targeted to this voting bloc. This article employs identification theory to understand the rhetorical approaches used in campaign advertisements designed for these voters. Through a content analysis of campaign spots targeted to Latinos over four presidential elections (1984, 1988, 1996, 2000), we find that the invitations for party identification sent to this group tend to be positive, focus on the Latino (not the candidate), and depict Latinos as an emergent force in American politics. In trying to foster identification from this desirable voting population, it appears that campaign forces encourage Latinos to view themselves, and politics, as valuable and consequential,a marked alternative to most advertising strategies at the close of the 20th century. [source]

What Have you Done for me Lately?

THE ECONOMIC JOURNAL, Issue 518 2007
Release of Information, Strategic Manipulation of Memories
How should a rational agent (politician/employee/advertiser) release information in order to manipulate the memory imperfections of his forgetful assessor (electorate/supervisor/consumer)? This article attempts to answer this question using a memory model based on the principles of recency, similarity and repetition. I show that the problem of a rational agent who releases information to a forgetful assessor can be modelled as a standard dynamic optimisation problem and we describe the properties of the optimal profile for releasing information. The theoretical results are applicable in a wide range of social and economic contexts, such as political campaigns, employee performance evaluations and advertising strategies. [source]

THE EFFECT OF GOVERNMENT POLICY ON TOBACCO ADVERTISING STRATEGIES

BULLETIN OF ECONOMIC RESEARCH, Issue 3 2010
Caroline Elliott
C32; I18; L66; M37 ABSTRACT This paper contributes to the very limited literature examining the factors determining tobacco companies' advertising strategies. The paper explores whether firms in the UK tobacco market significantly changed their advertising expenditure in the face of proposed changes to the UK and European Commission tobacco advertising legislation. The results suggest that changes in legislation have little impact on firms' advertising strategies for existing brands, but that legislative changes impact upon product launch dates. Our results also offer some information on the nature of firm interdependencies in the UK tobacco industry. [source]