Living in Media and the Future of Advertising

The future role of advertising and its professionals in society is considered using media theory and the production perspective on advertising as work. Given advertising's reliance on media to tell its stories, and people's everyday lives playing out within those same media, the moment these worlds collide provides an excellent starting point for futuristic exploration. Using a taxonomy of media as artifacts, activities, and social arrangements, advertising is considered in terms of an aesthetic opportunity, an ethical call to action, and a social responsibility.     

The Future of Creativity In Advertising

In the rapidly changing marketing environment, more attention is being placed on media than on message factors. Creativity, which has been shown to impact the success of a product seems to be receiving secondary attention from marketers. This research discusses the value of creative advertising, and why marketers may be less focused on message strategies. The study concludes that creativity is not dead, and will continue to remain an important factor in marketing communications into the future.     

The Journal of Advertising and the Development of Advertising Theory: Reflections and Directions for Future Research

In this article, I provide some thoughts that guided my decision making while I was editor of the Journal of Advertising (2003–2006). Specifically, I reflect on the definition of theory and how it has been and should be used in the advertising discipline. In particular, I attempt to distinguish between weaker (contextual) and stronger (universal) theories and present my views on how future research in advertising can proceed in developing useful theories within this domain.     

Envisioning the Future of Advertising Creativity Research: Alternative Perspectives

To provide a future vision of alternative viewpoints moving forward in creativity research, four different perspectives are offered. The first perspective, "Wildfire 2008: Creativity with a Human Touch," offers surprising humanistic and individualistic practitioner insights from breakthrough campaigns. The second viewpoint, "Creative and Effective Advertising: Balancing Spontaneity and Discipline," emphasizes the role of discipline in developing creative advertising that is effective while still being spontaneous. The third perspective, "Defining the Necessary Components of Creative, Effective Ads," provides a functional model of how creativity works in ads. In the last viewpoint, "The Concept of ‘Imaginative Intensity’ in Advertising," an imaginative intensity concept is offered for future research consideration as the role of the consumer, agency, and clients change.     

An Historical Analysis to Explain the Evolution of Advertising Agency Services

Abstract

Young people interested in careers in advertising often ask: Do advertising agencies offer good career opportunities? What functions do agencies perform, and why? How will agencies evolve in the future? This article traces the evolution of services that advertising agencies perform and identifies major factors that explain such evolution. The reader may wish to perform the same kind of analysis to predict or anticipate future evolution of advertising agencies. The intent is not only to explain or predict changes, but also to exhibit “systems thinking” which is appropriate for the historian.     

营销哲学的演变 缺陷与未来

自营销哲学出现以来 ,营销哲学经历了六个发展阶段的演变。通过对营销哲学演变过程的详细分析 ,指出现今营销哲学存在的缺陷 ,然后根据系统理论与权变理论的原理 ,综合现有营销哲学的精华 ,对现有营销哲学进行修正 ,并探讨未来的营销哲学应具有的特征和分析模式。     

The Future of Advertising or Whatever We're Going to Call It

In this opinion piece, the author speculates on the future of advertising. Arguing that the challenge of predicting the future lies mainly in the lack of an acceptable definition of the field, the author solves that problem by developing a set of postulates to create boundaries for the theory and practice of the discipline. The postulates of the present discipline are used as the base from which the future might evolve. Three scenarios are proposed for the future of advertising: (1) creeping incrementalism, (2) reversal of buyer/seller roles, and (3) reinvention of the field. The author suggests that those scenarios will develop and play out based on the developmental speed and acceptance of the various technologies identified.     

Shedding New Light on How Advertising Literacy Can Affect Children's Processing of Embedded Advertising Formats: A Future Research Agenda

Advertisers are continuously searching for new ways to persuade children; current methods include fully integrating commercial content into media content, actively engaging children with the commercial content, and increasing the number of commercial messages children are confronted with at one moment in time. This poses a challenge for how children cope with embedded advertising. This conceptual article aims to develop a theoretically grounded framework for investigating how children process embedded advertising. More precisely, it sheds light on previous research and conceptualizations of advertising literacy and provides suggestions for future research. The article examines conceptual and methodological issues and discusses the need for research on how to improve children's coping with embedded advertising by emphasizing the value of persuasive intent priming and implementation intentions. To conclude, future research directions are discussed regarding strategies to strengthen children's coping skills and their dispositional (i.e., associative network consisting of cognitive, moral, and affective beliefs related to advertising) and situational (i.e., actual recognition of and critical reflection on advertising) advertising literacy.     

跨国公司子公司研究的演进和未来的发展方向

本文通过对国内外有关跨国公司子公司研究的回顾,详细论述了跨国公司子公司研究的四大流派——战略—结构流派、母子公司关系流派、子公司角色流派和子公司发展流派的演进过程,分析了近几年跨国公司子公司的研究动态,总结了跨国公司子公司研究演进的变化规律,进而探讨了跨国公司子公司研究未来的发展方向。     

Advertising Decisions and the Long Run Effects of Advertising

The long-run or carry-over effects of advertising have been well documented. These have important implications for decision making in advertising. This article discusses these implications and reports the extent to which directors of advertising of large manufacturing firms are aware of these long-run effects. The study indicates that these individuals do not recognize this phenomenon in making advertising decisions.     

Green Grass,High Cotton: Reflections on the Evolution of the Journal of Advertising

This article reflects on my time as the fifth editor of the Journal of Advertising, makes observations about the evolution of scholarship in the Journal over the past decades, offers suggestions for how JA might advance in the coming years, and provides some “words of wisdom” to advertising researchers. Because it is the first in an invited article series of editor reflections, a bit of historical context is provided.     

Advertising Facts and Advertising Illusions

The concept of low involvement has attracted considerable interest, particularly over the last ten years, but its implications f or advertising (strategy, execution and research) are still not clear. This paper reviews the low-involvement literature and attempts to define what is meant by the concept, predict when low involvement is likely to occur and identify its key determinants. The paper then reviews and assesses what the literature has to say about the specific implications for advertising strategy in high- and low-involvement situations and concludes that the potential and power of advertising in low-involvement situations have been misunderstood and underestimated.     

广告对社会福利的影响及最优投放水平分析

本文首先对广告的作用,包括经济作用与社会作用做了定性的描述,然后运用经济学模型对广告与社会福利的关系进行了分析并探讨了最优的广告投放水平,最后分析了广告的负外部性因素对社会福利的影响。     

Conceptualizing the country of origin of brand

With the globalization of international trade, consumers today are faced with a proliferation of products with multicountry affiliations (hybrid products). As such it is likely that the country of origin of manufacture of a hybrid product is no longer the most important determinant in the evaluation of brand image and product quality. This paper therefore extends prior country of origin research by conceptualizing the country of origin of brand as an alternative evaluation tool. In particular, an earlier definition of country of origin is revisited for its emphasis on the country of brand. We have also highlighted the strategic, conceptual and practical relevance in the form of future research propositions. The managerial implications are also presented.     

Conceptualizing the International For-Profit Social Entrepreneur

This article looks at social entrepreneurs that operate for-profit and internationally, offering that international for-profit social entrepreneurs (IFPSE) are of a unique type. Initially, this article utilizes the entrepreneurship, social entrepreneurship, and international entrepreneurship literatures to develop a definition of the IFPSE. Next, a proposed model of the IFPSE is built utilizing the dimensions of mindset, opportunity recognition, social networks, and outcomes. Case studies of three IFPSE are then used to examine the proposed model. In the final section, findings from the case studies are used to examine the proposed model and more fully elucidate the dimensions of the IFPSE.     

Advertising and the Professions

Regulatory restrictions on advertising by professional groups have changed dramatically in recent years. Despite the waning of restrictions, tradition has prevented practitioners from embracing the use of advertising. This article reports results of a survey of 200 medical professionals' attitudes towards advertising. After discussing the implications of the findings, the authors suggest some future research directions.     

Advertising and the Professions

This article aims to assess the consequences for prices and consumer protection of permitting professional advertising. The need to protect consumers given their lack of knowledge in the buying of professional services is seen as explaining the role of professional self-regulation particularly with respect to entry standards. But the case is not so strong for advertising restrictions, and it is shown that there are logical reasons to expect such restrictions to raise fees without much protecting the consumer. Empirical studies are surveyed confirming the favourable effect of advertising on prices. The conclusion reached is that specific advertising of fees and specialism would not necessarily be costly to monitor and would bring benefits in terms of increased price competition.     

Advertising and the Consumer

Abstract

This article is a re-evaluation of advertising as a method of mass communication of ideas and information to attempt to influence opinions and attitudes. Advertising used for these purposes has certain advantages compared with other means of mass communications. There are. however, disadvantages and limitations which should be recognized if the effectiveness of this use of advertising is to be improved.