Explanation,Correlations and Causal Relations

Abstract

The purpose of this article is to help advertising planners evaluate audiences as they relate to cable television and new technologies. Fundamental assumptions made about television audiences and advertisers are examined with regard to new services. The article reviews and organizes the recent empirical studies concerning the audiences of new technologies. It presents a model which analyzes audience similarities and differences between new and conventional media. Also considered are directions for planning, research and the immediate future of cable advertising.     

DeLozier,M. Wayne. The Marketing Communications Process. New York: Met-Raw-Hill Book Company, 1976

Abstract

This study examines such variables as program type, (drama vs. games). program time, viewing frequency, number of persons in the room, and the viewers sex as they affect the daytime television viewer's ability to recognize products which were (or were not) advertised on television programs viewed immediately prior to interviews conducted with a random sample of viewers from the Dayton, Ohio, metropolitan area. Results of this study indicate a number of statistically significant differences triggered by these variables-differences which have potentially large practical implications for television advertisers.     

Relating Television Preference Viewing to Shopping Orientations,Life Styles,and Demographics: The Examination of Perceptual and Preference Dimensions of Television Programming

Abstract

Matching advertising to the appropriate segment is especially critical for television advertising which reaches many diverse segments. This problem has received much attention from researchers over the years. Attempts have been made to develop a television program typology based on the program's most salient feature rather than the dimensions perceived by the audience. However, little research has related preference for these program types to market related variables. The purpose of this study was to determine the perceived dimensions underlying the television programs and the similarity of the programs along the dimensions, and if various program preference groups differ with respect to life styles, shopping orientations, and demographics. The results of this research suggest that consumers prefer distinct sets of programs rather than one specific type. The preference groups were found to differ with respect to life styles and demographics but not shopping orientations.     

Estimating the Duplicated Audience of Media Vehicles in National Advertising Schedules

Abstract

This paper tests and evaluates the best available methods for estimating the duplicated audience of pairs of television programs, pairs of magazines and television-magazine pairs. Previous research in audience duplication estimation is surveyed, and the best existing methods for some situations are found to be inadequate or nonexistent. Improved estimation methods are provided for these cases. In particular, new models are developed for estimating the duplication of audiences of different episodes of a television program, and for estimating duplication of audience within particular target markets. The various models are empirically tested using diary data from a large, national sample.     

Contemporary Sports Marketing

Abstract

The term ?sports marketing“ developed in the United States as a way to analyze and implement strategies in which innovative as well as tried and true marketing techniques are used to financially support amateur and professional sports. With costs increasing, purveyors of ports must look for additional revenue beyond ticket sales and television fees. Corporations are searching for ways to increase the effective use of the advertising dollar. The partnership of the two parties has never been stronger than today, in the U.S. and abroad. In fact, sports collectively currently make up the 11th largest industry in the country. This article reviews the various aspects of the sports marketing mix including sponsorships, partnerships, the athlete, as well as the upcoming role of the web. The implications to corporations, the rising female athlete, and future challenges and opportunities are discussed     

Viewer Preference Segmentation and Viewing Choice Models for Network Television

Abstract

Individual viewing decisions have a direct impact on the media planning of television advertisers and, consequently, on the revenues of the major television networks. This paper represents an attempt to better understand these decisions. We use Nielsen people meter data to build a perceptual space for programs. That space is then used to develop models explaining viewers' decision to watch television and their choice of programming. The program-choice model is a clusterwise logit model which searches for segments with similar viewing preferences. A segment-level logit model is then used to model the on-off decision. These models can be used by advertisers and advertising agencies to understand the viewing audience better, and thus to help guide their advertising media placement decisions. The models can also help television networks design programs and program schedules that are more attractive to viewers (and thus advertisers).     

Audience Reaction to Commercial Advertising in China in the 1980s

This article reports findings from two surveys conducted in 1987: the first involved over 25,000 television viewers throughout China and the second interviewed more than 1,100 urban residents of Beijing. The surveys measured audience attitudes and behaviour regarding commercial advertising. This is the first time such information based on probability sampling in China has become available to western readers.

The results replicated one of the findings of an earlier study, which was based on a small-scale convenience sample, that Chinese consumers supported the return of advertising. But the support was less enthusiastic than previously thought; public opinion regarding commercial advertising appeared quite reserved and somewhat calculated. The data also suggest that mass advertising, especially television advertising, was an effective marketing tool, and that Chinese consumers paid more attention to the informational content than the entertainment features of the advertisements.

In conclusion, the authors argue that Chinese consumers were probably more sophisticated than they were given credit for.     

Identifying an Advertisement Presenter's Tribe

ABSTRACT

In African countries it is generally important to identify another person's tribe when meeting that person for the first time. A similar process of identification also seems to take place when a consumer sees a presenter in an advertisement. This paper identifies the cues that are used in tribal identification, demonstrates that multiple cues are employed, and shows that nonvisual cues are generally more important than visual ones. It also finds that audience members notice a presenter's tribe more frequently in advertisements appearing on television than in those appearing in print or outdoor media. The managerial implications of these findings are discussed.     

Rethinking Television Audience Measures: An Exploration into the Construct of Audience Connectedness

Seeking to extend the scope of current audience measurement methods, this paper qualitatively investigates audiences' relationships with television programs. A content analysis of viewers' discourse from focus groups, Internet fan forums and five phenomenological interviews suggests a construct we labelconnectedness. Transcending involvement, audience connectedness defines intense relationships between the audience and a television program that extend beyond the television watching experience into individuals' personal and social lives. Highly connected audiences were found to be more susceptible to the consumption images presented in television programs, hence illustrating the moderating effect of connectedness on television influence. Implications for audience measurement methods and marketing efforts are discussed.     

Media and the American Mind: From Morse to Mcluhan. Czitrom,Daniel J. Chapel Hill: The University of North Carolina Press, 1982, 254 pp. $19.95 cloth; $7.95 paperback

Abstract

In this article, the authors expand upon their previously published findings (9) on the use of Spanish-language broadcasting. Discriminant analysis was used to produce a profile of Mexican-Americans who prefer Spanish-language television over English-language television. A comparison of this profile with that previously derived for Spanish-language radio listeners indicates that while there is some overlap between these audiences, they are far from identical. The implications of these results should be considered by those anticipating implementing an ethnic segmentation strategy utilizing Spanish-language radio or television.     

Today’s practice of brand placement and the industry behind it

This article presents a content analysis of brand placement on Dutch television, followed by 24 interviews with the parties involved. By combining a content analysis and a practitioners’ perspective, this article offers unique insights into the increasingly popular phenomenon of integrating advertising into television content. Analysis of one week’s television programming showed that programmes with brand placement are growing into a significant part of Dutch television. A fifth of these sponsored programmes can be classified as brand-integrated programmes in which brands are an intrinsic part of the programme. The practitioner interviews showed that these brand-integrated programmes were considered as the future of advertising. Moreover, the interviews gave insights into the mutual relationships between the different parties, showing that practitioners use the law restrictions to estimate the acceptance levels of the audience with respect to television sponsoring.     

Television’s Glocal Advertising in Veridical Product Narrative: A SE Asian Reception Study of Consumer Alignment/Alienation

Drawing on post‐Marxist screen reception studies in Malaysia, our article establishes a theoretical framework enabling analysis of consumer identification with/cultural distancing from television advertising and its aesthetics. We develop a hermeneutic model of audience response to audio‐visual text as ludic or play‐like in cognitively pursuing a meaning for veridical (mediated yet transparently accessible) marketing narrative sketches of everyday life transcended. Illustrating and illuminating this thesis, we report on a small SE Asian university research project whose participants articulate written reactions to two televised advertisements displaying transcultural product morphing (or glocal goods). Customer identification with consumers shown in television marketing is argued to be fundamentally hermeneutic. Brought into focus through analysis, that is, customer/consumer alignment is conceptual, conscious, and cultural where both project (expect and establish) a screen narrative shared epistemologically (as interpretative knowledge) and ontologically (as involving their activity). The reader’s propositional identification with a text’s perceived normative statement is enabled. On the other hand, discourses of consumer alienation emerge in response to advertisements inappropriately addressing audience horizons of expectation.     

An analysis of prediction error for new prime-time television programmes: a comparative study between the USA and Korea

This study investigates possible factors in prediction error for audience share for new prime-time television programmes in the USA and Korea. While previous studies have focused on the factors affecting the size of a programme's actual audience, little attention has been paid to the accuracy of audience share prediction. A total of 193 new prime-time TV programmes from 1994 to 1997 for the USA and from 1998 to 2001 for Korea were examined. Advertising industry forecasters' predicted audience share, and actual share data were accumulated from Broadcasting & Cable and Weekly Nielsen Reports. Findings show that the ‘Programme Type’, ‘Returning Lead-Ins’ and ‘Returning Lead-Outs’ worked as significant factors for estimating error in audience share in the USA, and ‘Programme Type’ and ‘Programme Length’ played major roles in forecasting error in Korea. The degrees of relationship with forecasting error are consistent with previous studies' findings. Similarities and dissimilarities in prediction error in both countries were found and are discussed in this study.     

The Effects of Humor on Attention in Magazine Advertising

Abstract

It was the objective of this investigation to determine whether humor in advertising heightens attention levels and whether the potential heightening of attention is moderated by audience confounds. The study utilized Starch readership scores obtained for humorous liquor ads which appeared in magazine issues surveyed by Starch from 1976–1979.

The results indicate that humorous ads tended to out perform magazine ad norms and that these effects are moderated by gender and racial audience composition differences.     

It's Not Black and White: Advertising and Race in Cultural Context

ABSTRACT

Studies in the United States have found that matching an advertising model's race to the target audience is an effective marketing strategy. However, race is a cultural construct and little research has been conducted on race and advertising effectiveness outside of the United States. This study, conducted with female consumers in Brazil, found that advertisements were not more effective when the subject and the model were of the same race. To better understand the psychological processes triggered by race, this study explored two related but distinct conditions of identification: similarity and liking. It found that in conditions of boundary permeability between groups, liking is more important than similarity in determining advertising effectiveness in the target sample. A general model is proposed.     

The British house magazine 1945 to 2015: The creation of family,organisation and markets

Abstract

This article examines the history of British house magazines from 1945 to 2015. It discusses their content, audience and function within companies. From tools of internal public relations, house magazines switched to being used as mediums of industrial relations in the 1960s and 1970s, and by the late 1980s were increasingly applied to the creation of corporate identity, organisational culture and internal marketing. They were also forced to accommodate the rise of internal communications and electronic media. The article discusses the rise and relative decline of the British house magazine, and ends by asking whether it has a future.     

The Intertextual Construction of Emerging Consumer Culture in China as Observed in the Movie Ermo

Summary

The rapid development of consumer culture in China is chronicled and caricatured in particularly revealing ways in the movie Ermo. It concerns the story of a rural Chinese woman, Ermo, who undergoes a metamorphosis in seeking to make enough money to buy a television set. Since popular culture texts, such as movies, often serve to mirror a culture back to itself, we conducted a discourse analysis of this film. We found that cultural intertextuality, that is the hybridizing construction of global and local meanings, was central. This intertextu-ality had two emergent themes: (1) longstanding versus postmodern narratives and (2) a Sinicization or Chinese indigenization of meanings. Managerial and research implications are drawn which direct marketing efforts toward the needs of Chinese consumers embodied in their indi-genized and particular local expression of new postmodern lifestyles.     

‘You really are a great big sister’ – parasocial relationships,credibility, and the moderating role of audience comments in influencer marketing

ABSTRACT

This study examines the moderating role of audience comments in influencer marketing. A YouTube vlog entry by a social media influencer featuring the endorsement of a brand was studied, and an experimental design featuring two conditions related to audience comments was created. The results indicate that a parasocial relationship with the influencer builds the perceived credibility of the influencer, while comments by other audience members moderate the effect. Influencer credibility positively affects brand trust and purchase intention. The findings enhance the understanding of the role of an active audience in influencer marketing.     

Rivers,William L., Wallace Thompson,and Michael J. Nyhan. The Aspen Handbook on the Media, 1977–1979 edition. New York: Aspen Institute for Humanistic Studies, 1977. 438 pp

Abstract

Time-compressed television advertisements have produced superior recall in college students. The current study indicates that young adults do recall more from time-compressed advertisements, but that elderly adults recall less and middle-aged adults are somewhere in between. These results hold for normal television advertisements as well.     

Bridging boundaries in consumption,markets, and culture

ABSTRACT

This article introduces a special issue of Consumption Markets & Culture on “Bridging Boundaries in Consumption, Markets and Culture” presenting research by scholars based around the globe. Together, their work examines ways in which the dynamic relations between consumer actions, the marketplace, and cultural meanings bridge boundaries in consumption, markets, and culture. All of the studies rigorously showcase new ways of addressing enduring problems, demonstrating the rich analyzes that emerge when researchers dare to bridge boundaries between multiple perspectives in theory building.