Marketing Jihad: the rhetoric of recruitment

ABSTRACT

The key question from a marketing perspective is why has Islamic State (IS) been so successful and how did it displace Al Qaeda (AQ) as the most prominent brand of global jihad from 2014 to 2016? The political and military elements have been examined but comparatively little attention has been paid to the ability of IS to commandeer the AQ narrative by appropriating and extending key themes and using them via social media to market itself as a choice for disaffected youth. It is suggested that IS has done this by making skilful use of rhetoric to position its brand and facilitate recruitment. To illustrate this, eight major themes of jihadi social media communications are identified and then analysed. Then a comparison is made between the way that AQ has used these themes in the online journal Inspire and the way that IS has used them in their online journals, Dabiq and Rumiyah.     

The Advertising/Marketing Union

Abstract

Previous research has suggested that people form an unfavorable or favorable attitude toward a particular ad, which in turn affects their attitude toward what is being advertised and other measures of advertising effectiveness, including brand choice. This study found that idea substantiated: a favorable attitude toward an ad for a smoking cessation kit was associated with four measures of advertising effectiveness.

A hypothesized link between perceived humor and favorable attitude toward the ad was found, but direct relationships between perceived humor in an ad and three of the four advertising effective-measures were not observed. A conclusion drawn from the study is that perceived humor may aid advertising effectiveness, but the relationship is for the most part moderated by the degree to which people like the ad in which the humor is perceived.     

宝洁公司的营销与广告策略

<正>引言“世界一流产品,美化您的生活”——这是宝洁公司在世界各地推广其品牌的承诺。始创于1837年的宝洁公司,是世界最大的日用消费品公司之一。2004￣2005财政年度,实现销售额为567亿美元。在《财富》杂志最新评选出的全球500家最大工业/服务业企业中,排名第86位。该公司全球雇员近11万,并在80多个国家设有工厂及分公司,所经营的300多个品牌的产品畅销160多个国家和地区,其中包括织物及家居护理、美发美容、婴儿及家庭护理、健康护理、食品及饮料等。     

Trends in Advertising Research: A Longitudinal Analysis of Leading Advertising,Marketing, and Communication Journals, 1980 to 2010

This study provides a longitudinal content analysis of advertising research articles in 17 top-tier advertising, marketing, and communication journals published over the past 30 years (1980–2010, n = 926). The study's purpose is to shed light on the direction and progression of advertising as an academic field by updating and extending Yale and Gilly's (1988) study of advertising research trends. Nine content characteristics of the journal articles were examined: (1) theory presence (theory driven versus not theory driven), (2) names, types (theory versus theoretical framework/model versus construct), and originating disciplines of theory, (3) topic areas, (4) media of interest, (5) research approaches (empirical versus nonempirical and quantitative versus qualitative versus mixed), (6) methods, (7) types of effects, (8) units of analysis, and (9) research implications. Changes in the content characteristics of journal articles were found across the 30 years analyzed in five-year intervals. Implications for the field, scholars, and advertising practitioners are discussed.     

New Developments in Soviet Advertising and Marketing Theory

This paper contrasts Soviet and Western advertising and marketing theory, and explains how Soviet theory has progressed in recent years. Soviet advertising practice has been adversely affected by the central planners' aim of regulating advertising, as well as consumption, so that demand is not stimulated beyond what is thought to be ‘rational’ or desirable. However, without abandoning their traditional product orientation, Soviet marketing theorists are developing the idea that consumer interests should be more important in product development. Moreover, in sharp contrast to previous Soviet practice, market segmentation is being examined as a means to increase the effectiveness of advertising. However, the omission of the important geographical and national group variables from this segmentation strategy implies that political considerations will remain paramount in any changes in theory or practice.     

The Effectiveness of a Buzz Marketing Approach Compared to Traditional Advertising: An Exploration

Marketers are now willing to go anyplace they can find a captive audience to espouse the virtues of their products. The success of the “buzz” marketing approach is linked to the consumer being lured into doing the advertising by spreading the message to others. This study compares students’ responses to a traditional advertising and a buzz approach. Using a factor analysis to identify variables, the results show that subjects perceive a buzz approach to be more influential than a traditional advertising. However, they do not perceive a buzz approach to be authentic. This finding is consistent with practitioners’ argument that, although a buzz approach may be effective in the short-term, once consumers recognize its selling intent, the program may have a “boomerang effect.”     

无线广告,营销“无限”

<正>2008年3月20日,中国移动和中国联通分别公布垃圾短信投诉号码,并对央视2008年度3·15晚会曝光的7家公司所开展的短信业务予以关闭。在所谓的垃圾短信中,除了色情和诈骗等不法信息之外,很大一部分属于利用短信来发送广告信息的范畴。通过手机短信来开展"无     

Marketing Applications of Transactional Analysis: Some Empirical Support for Advertising

While considerable attention has been given in the literature to personality theory and its implications for advertising, to date, little progress has been recorded in effecting practice. This article focuses on a relatively new personality theory, transactional analysis (TA), and its potential for contributing to the solution of advertising problem situations. A pilot study was undertaken which yielded empirical evidence dealing with the application of TA to advertising media and message strategies.     

城市电台的广告营销策略

城市电台的流动性和伴随性决定了它在广告市场上不可替代作用。本文分析了城市电台的经营现状及主要问题,通过对其目标市场特点的分析,提出了城市电台广告的五种营销策略。     

2007 CCTV奥运广告营销思路

2007年，是08奥运的前奏年，是实现突破的关键一年。2007年，奥运场馆建设、奥运场地测试赛等方方面面的筹备工作将进入关键的冲刺阶段。     

广告与市场营销关系的系统分析

广告虽是市场营销的一个组成要素，在市场营销系统中却是一个不可替代的重要要素。运用系统理论进一步阐明广告与营销系统的关系，以及阐明市场营销系统内部构成要素的逻辑关系是广告自身新质变化的必要依据，从而减少对广告功效的完全肯定或完全否定的误区。     

The Use of Marketing Plans and Advertising Among Accounting Firms

A decade has passed since accounting firms were allowed to advertise. While the response has been mixed, a more important question is whether accounting firms have embraced a marketing orientation as measured by their use of marketing plans. This study investigates the attitudes toward and use of advertising and marketing plans by accounting firms. The results provide insight into the marketing orientation of the accounting profession and the viability of efforts b marketers to develop a marketing orientation. It is suggested that the current environment provides a real opportunity for marketers to become an important part of the accounting firm's organizational structure and provide the expertise needed for the firm to be competitive into the next century.     

Accountants' Attitudes Toward Advertising and Their Use of Marketing Tools

This paper reports the results of a national study of accountants' attitudes toward advertising and heir use of various marketing tools. A mail survey was used to collect the data from a randomly selected sample of accountants. Analysis of the results using percentages and means revealed overall negative attitudes toward advertising. However, younger accountants were more favorable toward the use of advertising. This indicates that in the future there will be increased emphasis on marketing and advertising of accounting services. Seminars, yellow page ads, and brochures were ranked as the three most effective marketing tools. The major reasons respondents did not engage in more marketing activities were concerns over the costbenefits of their use.     

Small Service Businesses: Advertising Attitudes and The Use of Digital and Social Media Marketing

Advertising is embraced by companies as a means of building awareness, sales, and customer loyalty. However, in recent years advertising has changed. Digital marketing and social media marketing have gained a greater prominence (Lamberton & Stephen, 2016 Lamberton, C., Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(November), 146–172. https://doi.org/10.1509/jm.15.0415.[Crossref], [Web of Science ®] [Google Scholar]). While megabrands spend millions of dollars on advertising, small businesses often view advertising as an expense rather than a means of generating revenue. Small service business owners are often skeptical of the value of digital marketing and social media. This study examines various digital and social media channels that can be utilized to grow their business.     

Painting Your Point: The Role of Color in Firms' Strategic Responses to Product Failures via Advertising and Marketing Communications

Color plays a significant role in firms' strategic marketing communications and advertising. This research examines how color (red versus blue) in advertising and marketing communications that follow a firm's failure dynamically influences consumers' interpretations of negative firm information and sensitivity to the firm's response to the failure. We find that the color red used in postfailure advertising and firm marketing communications narrows the scope of consumers' conceptual attention on the firm failure and makes consumers less sensitive to a firm's response to the failure. In contrast, exposure to the color blue expands the scope of consumers' conceptual attention and makes them integrate the firm's response in their firm evaluations. In addition, the negative effect of red is mitigated via the use of a more benign cue, leading to the broadening of the scope of conceptual attention and integration of a firm's response that are consistent with blue cues.     

程序化协同下的原生广告智能营销

大数据的到来,让媒体、消费者、广告主、营销方式四个维度发生翻天覆地的变化,也为营销体系内的所有参与者赋予了新的力量和可能。近年来一直备受关注的原生广告,在大数据程序化购买的催化下,又衍生出新的广告形式,为智能营销再度更新定义。文章从程序化及原生广告的基本属性及现状出发,讨论二者结合后变成的火箭型品效互联网广告产品的优劣势,以及今后可能会面临的挑战。