Directions in marketing communications research

This paper provides a content analysis of the inputs and outputs of the International Journal of Advertising (IJA) during the period 1992–2006 and was sparked by the 25th anniversary of the journal (1982–2006). A total of 348 papers were surveyed using a content analysis in order to provide researchers and readers with a better sense of the contribution of the IJA over the past 15 years. The analysis reveals a journal largely focused upon topics involving practice and effects with increasingly sophisticated statistical techniques employed. Single-authored papers appear to be in decline in favour of two- to three-authored papers, and author institutions widely domiciled across North America, Asia, the UK, Europe and Australasia.     

Environmental practices in the wine industry: An empirical application of the theory of reasoned action and stakeholder theory in the United States and New Zealand

Industry transformation related to environmental stewardship has received significant scholarly attention over the past decade. However, limited theoretical and empirical work examines the motivations for improving environmental performance in an industry in different countries. In this paper, we develop a set of hypotheses, based in the theory of reasoned action and stakeholder theory, regarding drivers of the adoption of environmental practices in the wine industries of New Zealand and the United States. We test our hypotheses using data from survey questionnaires collected in each country. Our findings suggest that subjective norms and internal stakeholder pressures are common drivers of the adoption of environmental practices in these two countries. However, managerial attitudes and external stakeholder pressures are not significant drivers. We also find that managerial attitudes and export dependence are stronger determinants of environmental practice adoption in New Zealand compared to the U.S.     

Promoting sustainability through social marketing: examples from New Zealand

This paper investigates the social marketing of sustainability in New Zealand and examines the usefulness of advertising campaigns to enlist and empower people, as both consumers and citizens, towards environmental care. It draws on discussions about ‘citizen‐consumer subjectivities’ and the model of the ‘political economic person’, which link sustainability and consumption through asserting people’s capacities as reflecting citizens. Printed advertisements by local and national government agencies about air pollution, fuel dependency and energy consumption are analysed to see whether advertising campaigns can operate on multiple levels for a range of audiences – desirable for broadening understanding of sustainable consumption and dealing with the complexity and experiential aspects of ‘doing’ sustainability. The advertisements analysed have an authoritative dimension that downplays this complexity and variability. The paper concludes that these advertisements do not go far enough to involve individuals in processes of co‐producing knowledge about sustainability, and to vest them with expertise in exercising sustainability in their daily lives. The implications are that advertising campaigns that engage with the complexity surrounding consumption in people’s modern lives, and with variability in meanings of sustainability, have the possibility of inciting citizen‐consumer political subjectivities.     

New roles and training models for managers in the printing and communications industry in the Netherlands

The communications industry has been subject to radical changes in this decade. Managers working in this branch of industry need to adapt their management style to changing conditions. This study was carried out for the branch training and education institute in The Netherlands (STIVAKO) to provide directions for their future training and education supply. Using a variety of research instruments (literature research, interviews, survey and expert conference) a new flexible curriculum structure has been developed.     

Consumer preferences for human uniqueness in marketing communications

Brand images that remind us of our similarities with other animals are not uncommon in marketing. Conversely, research indicates that we hold subconscious preferences for human distinctiveness from all other animals as a means to defend existentially related self-esteem. The current research explores the different conditions in which these preferences materialize and are reversed. Consumers with high levels of existential anxiety reveal more favorable brand attitudes after being exposed to advertisements promoting human uniqueness as opposed to human–animal sameness. These effects also lead to increased donation likelihood toward a charitable organization fighting for the preservation of endangered species. Interestingly under conditions of low existential anxiety, these effects reverse.     

Direct marketing in the financial services industry

This article presents empirical research findings on the use of direct marketing by a representative sample of UK financial services institutions. A number of similarities and differences between banks, building societies and insurance companies are identified in relation to direct marketing programmes and the use of particular direct marketing techniques. While acknowledging some exceptions the research concludes that there is scope for a greater appreciation of the strategic value and workings of direct marketing. Institutions could usefully focus attention on achieving fuller integration of direct marketing with other marketing and communication activities and securing improvements in testing, database quality and timing.     

The effect of fit and dominance in cause marketing communications

Consumer processing of cause marketing communications featuring a brand and a cause is investigated in the context of the communication format (perceived fit and dominance) on consumer attitudes and behavioral intentions. Two studies using different forms of communication, public service announcement (PSA) and cause-related marketing advertisement (CRM ad), are used to examine these effects. Findings suggest that both factors are important to consider in any joint communication. While high fit is critical for brands, dominance is shown to be important for both in joint communications.     

Adoption and Use of Electronic Meeting Systems in Large Australian and New Zealand Organizations

As globalization increases and competition grows, firms are becoming increasingly dependent upon group work and collaboration. The recent surge of reengineering efforts to reinforce a process view of organizational work and the emergence of virtual corporations spanning the globe indicate that firms are relying more on group work today than ever before. Information technology (IT) may have the capability to greatly enhance the quality of collaboration in accomplishing group tasks. This paper focuses on electronic meeting systems (EMS), which are mostly aimed at supporting group work in a face-to-face setting, and empirically assesses their adoption and use in supporting task-oriented collaborative work in Australian and New Zealand organizations. Results from survey data collected from 147 organizations indicate that EMS adoption has been somewhat limited. Most organizations had not adopted EMS to support group work. Further, both the level of adoption and level of use of EMS within the organizations was very low. Barriers to adoption were identified along with implications for future research. Organizational barriers, including compatibility with cognitive styles, lack of incentives and resistance to change, were the most important adoption obstacles. Technological and costs issues were somewhat less significant. Overall, the findings are fairly similar to the US study on which the survey instrument was based, though some adoption differences occurred which may be related to the structure and ownership of the organizations.     

New product success in the consumer packaged goods industry: A shopper marketing approach

Marketing activities that influence shoppers along the various stages of their path-to-purchase are gaining attention from both manufacturers and retailers. Using a dataset with detailed information on 105 new products (NPs) launched in the U.K. by 44 leading brands and sold across 13 major retail banners, we provide strong support for the prominent role of both upper- and lower-funnel marketing actions that influence consumers before (upper) or during (lower) their shopping trip. We show which of these shopper-marketing instruments have the largest effect on NP performance at a retailer, and whether and how their effect is moderated by the retailer's store context. When it comes to NP success, the lifeblood of CPG companies, the lower-funnel marketing actions targeting shoppers directly at the point-of-purchase predominantly decide your fate. Thus, manufacturers should work ever harder to collaborate with retailers and push the store-specific shopper-marketing instruments in a favorable direction through information sharing and tailoring of their marketing program to individual retailers. Indeed, not all news is bleak for brand manufacturers. We identify five pieces of good news that brand manufacturers can use to their advantage.     

Evaluating the Behavioural Impact of the Australian and New Zealand Genetically Modified Food Labelling Provisions

Abstract

This paper presents the results of a choice experiment that encompassed the labelling options outlined in the Australian and New Zealand government's recently finalized mandatory labelling system for genetically modified foods (GMF's) and foods that contain genetically modified ingredients. The labelling scheme is to be implemented across both countries from December 2001 onwards. Results suggest difficulties ahead for manufacturers and growers of GM labelled product if there is an ample supply of GM-free labelled alternatives. It is also likely that manufacturers and growers of GM-free product will realize greater levels of demand over non-labelled and GM product even when these alternatives are substantially cheaper.     

银行业的品牌塑造与营销推广

中国金融业已迎来品牌全球营销的时代，品牌竞争已经成为金融企业的新战场。金融危机环境下，银行品牌建设正当时．中国的银行业品牌建设在悄然变化。     

中国广告业进入营销策划时代

2009年中国广告市场出现了消费研究热潮,这一方面是外在的经济因素导致,如金融危机的出现促使广告主在缩减的划,另一方面是广告业在消费市场导向格局演变下和主流消费趋势改变中,对广告能力提升的内部需求。     

网络公关传播应是企业营销中的另一硬手

在过去,企业提高竞争力靠的是高科技、高质量,而现在则要强调高服务和高关系.信息化的高速发展使产品的科技含量日益趋同,生产管理的规范化和程序化则导致同类产品在质量上难分高下.企业的竞争已由有形资产的竞争转变为品牌、形象、商誉等无形资产的竞争.     

Watch this space: the on-air marketing communications of UK television

The on-air marketing communications of UK television have developed significantly over the past decade. Yet despite their salience and their increasing strategic importance to broadcasters, the topic has been neglected by academic communicators. This study considers the factors contributing to the development of the discipline and the growing sophistication of channel idents, promos and corporate campaigns. There is an analysis of advertising industry criticisms and the lack of formal controls on such ‘clutter’. This is contrasted with a widespread absence of concern on the part of the general public, for whom it has become an accepted and even enjoyable part of the viewing experience. Finally, the BBC is studied as an instance of a UK broadcaster whose on-air communications have benefited in recent years from the organisation's stronger commitment to a marketing orientation.     

Beyond the world of packaged goods: assessing the relevance of integrated marketing communications for retail and consumer service marketing

Product and packaged goods marketers have responded to changing consumer and media environments by adopting integrated approaches to marketing communication. The value and utility of such approaches likely extend to a wide range of marketers, but there have been few published attempts to examine the viability of the integrated marketing communication concept in retail and service marketing. This study addresses this void by using a seven-stage model of integrated marketing communications to examine the media and message delivery practices of national and regional retailers and consumer service marketers. The results of a national mail survey found many of these marketers using such key integrated marketing communication elements as multiple media, databases, individual-level consumer information and behavioural response measures in their media and message delivery practices. Few, however, were using these elements in a strategic or coordinated fashion. Integrated approaches thus appear to have much value in retail and service marketing, particularly as a means for coordinating media and message delivery elements in a fashion that provides a way to link behavioural responses to media vehicles and advertising messages.     

论我国服务业绿色营销战略

在我国，由于经济的迅速发展，环境问题日益突出，环境的恶化不仅影响人民当前的生活质量和经济增长，而且将制约后代的经济与社会的可持续发展，从而环境保护和绿色消费日益成为政府，消费者和企业关注的问题，许多企业也利用人们的环境意识来重新自我定位。