Advertainment

Abstract

This essay explores the issues implicated by entertainment vehicles created solely to spotlight specific advertisers. From the contemporary exemplar of this paradigm in the highly successful 1990-1998 “Sophisticated Taste” campaign for Taster's Choice(r) instant coffee, in which viewers watched the sparks fly between the characters of Tony and Sharon in a continuing series of ads that functioned as television programming across multiple media platforms, to the most recent incarnation in advergames, online computer games that promote brands, this study considers the nature and implications of perhaps the ultimate evolution of product placement and blurring of the lines between entertainment and commercial persuasion.     

Ads That Attack the Tobacco Industry: A Review and Recommendations

ABSTRACT

While traditional anti-tobacco social marketing campaigns have focused on prevention and cessation, a new breed of anti-tobacco message has arisen during the last decade, which focuses on attacking the tobacco industry and its tactics. This type of anti-tobacco program has been termed a tobacco industry manipulation campaign in the United States, where it was introduced in the early 1990s. The objective of a tobacco industry manipulation campaign is to point out negative traits of the tobacco industry, including manipulative marketing strategies and tactics. Evaluations of tobacco industry manipulation campaigns have found that these ads are effective in redirecting the guilt that smokers often feel, channeling it instead into anger at being manipulated. Guidelines are provided for how social marketers can incorporate this approach within their tobacco control campaigns.     

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.”     

对国际转移定价避税条件的讨论和反思

转移定价避税交易并非都发生在传统的关联企业之间。一般法规常用的关联企业认定条件存在着范围"窄化"的倾向,应该借鉴国际惯例中"实质重于形式"的原则,扩展我国转移定价法规调整的对象和范围。     

The Effect of Pricing and Advertising on Customer Retention in a Liberalizing Market

This study investigates the drivers of customer retention in a liberalizing market. The authors address key retention issues that allow them to contribute to existing retention research in several critical ways. They (1) examine the effects of pricing and mass advertising, (2) account for (new entrants) competitors' actions, (3) investigate the dynamic impact of marketing tactics, and (4) study the proposed relationships in a market recently opened to competition. Using longitudinal data for a sample of 650 mobile phone consumers and a split-population hazard model that accounts for the notion that some customers are never at risk of defection, the authors show that both the focal firm's (incumbent) and the competitors' price and mass advertising exert a significant influence on the probability of terminating an existing incumbent relationship. They find that the relationships between marketing variables and retention are not static but vary over time. Price is generally less effective in the early stages of market liberalization, which suggests that customers become more price sensitive in later stages. Finally, the study findings can have important strategic implications on designing customer management and marketing resource allocation strategies, as well as on providing a competitive regulatory framework in liberalizing markets.     

基于生命周期理论的战略联盟风险识别与管理重点研究

文章在对战略联盟生命周期和联盟风险管理文献进行总结分析的基础上,归纳出战略联盟形成发展过程中每个阶段的核心事件和管理重点,明确了联盟生命周期每一个阶段的风险侧重,并针对战略联盟的各个建立阶段提出风险防范重点。     

分众时代广告媒体传播策略探析

广告媒体传播策略是企业营销战略的重要一环,媒体组合的终极目标是协助达成产品营销的目的,而营销的成功有赖于杰出的广告媒体组合策略。文章试从分众时代下,目标受众的生活片段实施立体化、无缝化传播策略角度,探讨广告的媒体传播策略。     

我国区域产业经济发展风险规避路径研究——基于虚拟产业集群视角

在经济全球化与知识经济的背景下,如何有效规避区域产业经济发展的风险,实现区域经济可持续发展,成为地方经济发展要解决的首要问题。运用虚拟产业集群理论,在文献回顾和案例分析的基础上,重点阐述了虚拟产业集群所具有的开放性、择优性、稳键性,并结合区域产业经济发展中存在的风险,提出了提升集群创新能力、打造集群品牌、构建多中心网络群落的风险规避路径。     

Culture and age as moderators in the corporate reputation and loyalty relationship

This study investigates the moderating role of culture and relationship age in the relationship between customer-based corporate reputation (CBR) and customer loyalty using data from two service contexts (retailing and fast-food restaurants) in three countries (France, the U.K., and the U.S.) that differ with regards to two cultural values—uncertainty avoidance and time orientation. Results suggest that CBR has similar effects on affective and intentional loyalty in all three countries. However, culture interacts with relationship age, such that relationship age magnifies the effect of CBR in France, while relationship age suppresses CBR's effect in the U.K. and the U.S. The authors provide explanations for these effects based on cultural theories. Managerial and research implications are developed.     

Marketing and society: Preface to special section on volunteerism, price assurances, and direct-to-consumer advertising

We discuss the reasons why this call for papers was issued and describe the process of selecting the three articles presented in this special section. We argue that maximizing stakeholder welfare and not just consumption maybe a new goal for marketing that will be consistent with emerging societal trends. Three articles on volunteerism, price assurances, and direct-to-consumer advertising result from our call and are presented in this section. This introduction is an overview of the three articles.