Sexual and Violent Media's Inhibition of Advertisement Memory: Effect Or
Total Page:16
File Type:pdf, Size:1020Kb
Load more
Recommended publications
-
A Study on Effective Advertising Management Strategy
International Journal of Research and Development - A Management Review (IJRDMR) ________________________________________________________________________________________________ A Study on Effective Advertising Management Strategy A.Shobika & J.Sindhu, II BBA CA, Department of Bachelor of Business Administration with CA, Sri Krishna Arts and Science College management, ad campaigns and public relations efforts Abstract -Every origin should have objectives to provide a frame work for action. Advertising is a part of the tend to founder and produce little or no results. promotion mix and thus, advertising objective should in Effective advertising always begins by engaging in line with the overall promotion or marketing objectives of competent advertising research. The research helps to a firm which in turn, should be in line with the overall identify the sectors of the consumer market that are most organizational objectives. Setting advertising objectives is the starting point in developing is advertising. Advertising likely to positively respond to a given product. In order is best business. At present it is estimated to be are to identify these niche markets within the larger group of industry worth RS, 50000 crore (2013) account of consumers, researchers will not only seek to understand recession, ad spends have led to slump in the ad market. what appeals to these buyers but why those goods and The growth rate has slumped from 24.5% in 2007 to services have that inherent appeal. The data collected advertising is a Promotional activity for marketing a from the research can then be used to enhance the commodity. In the present day world of mass production marketability of products, addressing everything from and distribution, advertisement serves as a powerful tool in function to packaging. -
Impact and Effectiveness of Social Media Advertising on Young
IMPACT AND EFFECTIVENESS OF SOCIAL MEDIA ADVERTISING ON YOUNG WORKING WOMEN’S BUYING BEHAVIOUR WITH REFERENCE TO CONSUMER ELECTRONICS - A STUDY OF SELECTED CITIES IN MAHARASHTRA AND GUJARAT. THESIS SUBMITTED TO D.Y.PATIL UNIVERSITY, DEPARTMENT OF BUSINESS MANAGEMENT IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF DOCTOR OF PHILOSOPHY IN BUSINESS MANAGEMENT SUBMITTED BY MS. SHALAKA AYAREKAR (ENROLLMENT NO. DYP-PhD-116100013) RESEARCH GUIDE DR. R. GOPAL DIRECTOR AND HEAD OF DEPARTMENT D.Y.PATIL UNIVERSITY, DEPARTMENT OF BUSINESS MANAGEMENT SECTOR 4, PLOT NO. 10, C.B.D. BELAPUR, NAVI MUMBAI - 400614. FEBRUARY 2015 1 Impact and effectiveness of social media advertising on young working women’s buying behaviour with reference to consumer electronics – A study of selected cities in Maharashtra and Gujarat. 2 DECLARATION I hereby declare that the thesis entitled “Impact and effectiveness of Social media advertising on young working women’s buying behaviour with reference to consumer electronics – A study of selected cities in Maharashtra and Gujarat” submitted for the Award of Doctor of Philosophy in Business Management at the D.Y.Patil University, Department of Business Management is my original work and the thesis has not formed the basis for the award of any degree, associate-ship, fellowship or any other similar titles. The material borrowed from other sources and incorporated in the thesis has been duly acknowledged. I understand that I myself could be held responsible and accountable for plagiarism, if any, detected later on. The research papers published based on the research conducted out of an in the course of the study are also based on the study and not borrowed from other sources. -
Comparing Sexuality in Advertising in Men's and Gay Men's Magazines Alexandria Davenport Iowa State University
Iowa State University Capstones, Theses and Graduate Theses and Dissertations Dissertations 2012 Does Sex Still Sell? Comparing Sexuality in Advertising in Men's and Gay Men's Magazines Alexandria Davenport Iowa State University Follow this and additional works at: https://lib.dr.iastate.edu/etd Part of the Sociology Commons Recommended Citation Davenport, Alexandria, "Does Sex Still Sell? Comparing Sexuality in Advertising in Men's and Gay Men's Magazines" (2012). Graduate Theses and Dissertations. 12939. https://lib.dr.iastate.edu/etd/12939 This Thesis is brought to you for free and open access by the Iowa State University Capstones, Theses and Dissertations at Iowa State University Digital Repository. It has been accepted for inclusion in Graduate Theses and Dissertations by an authorized administrator of Iowa State University Digital Repository. For more information, please contact [email protected]. Does sex still sell? Comparing sexuality in advertising in men’s and gay men’s magazines by Alexandria Diane Davenport A thesis submitted to the graduate faculty in partial fulfillment of the requirements for the degree of MASTER OF SCIENCE Major: Sociology Program of Study Committee: Gloria Jones Johnson, Major Professor Warren Blumenfeld Wendy Harrod Iowa State University Ames, Iowa 2012 Copyright © Alexandria Diane Davenport, 2012. All Rights Reserved. ii TABLE OF CONTENTS LIST OF TABLES iii LIST OF FIGURES iv ABSTRACT v CHAPTER 1. INTRODUCTION 1 Thesis Overriding Question 1 CHAPTER 2. LITERATURE REVIEW 3 Sexuality and Gender in Advertising 5 Differences between Male and Female Sexuality 8 Expected Findings 9 CHAPTER 3. METHODS 11 CHAPTER 4. FINDINGS 16 CHAPTER 5. -
Marketing and Advertising Research Report
Marketing and Advertising Research Report For the Nevada Department of Employment, Training and Rehabilitation Nevada Vocational Rehabilitation Division Submitted via email: October 7, 2014 Submitted by: DP Video Productions Research and report by: Deborah Campbell and Cyndy Ortiz Gustafson D E T R V R Marketing and AdvertisingInternal Document Research for Planning Purposes Only Page 1 Not for Publication Contents Executive Summary ....................................................................................................................................... 3 Overall Campaign Goals & Objectives .......................................................................................................... 4 Research Goals & Objectives ........................................................................................................................ 4 Secondary Research Objectives (Environmental Scan of Existing Campaigns, Surveys and Literature) .. 4 Primary Qualitative Research (Approach to the DP Video Nevada Research) .......................................... 5 Telephone and In Person Interviews .................................................................................................... 6 On Line Survey .................................................................................................................................... 15 Focus Group ........................................................................................................................................ 17 Industry Sectors Surveyed ................................................................................................................. -
Brand and Advertising Awareness: a Replication and Extension of a Known Empirical Generalisation
Brand and Advertising Awareness Brand and Advertising Awareness: A Replication and Extension of a Known Empirical Generalisation Jenni Romaniuk, Byron Sharp, Samantha Paech & Carl Driesener Abstract From analysis of over 39 categories Laurent, Kapferer and Roussel (1995) found that top of mind, spontaneous and aided brand awareness measures have the same underlying structure. The difference in scores appears due to the difficulty of the measure. We have successfully replicated this work and extended it to similarly structured advertising awareness measures. However, additional analyses then revealed that while there is a good category level fit, modelling a single brand over time is less successful. Indeed, Laurent et al.’s excellent cross-sectional fit appears due to substantially different levels of salience between larger and smaller brands. This suggests that while the different types of awareness tend to vary with a brand’s overall level of salience, this does not mean that the different measures simply reflect a single underlying construct. Further, our finding challenges the previous authors’ claim that knowing the score for one measure allows the estimation of the score for another measure. Instead, the model provides useful norms against which to compare actual scores. Keywords: Brand awareness, Advertising awareness, Empirical generalisation 1. Introduction product category cue, was one of the first brand Awareness measures are used extensively in research as awareness measures to receive attention, emerging as a gauge of brand performance and marketing one of the best ‘predictors’ of choice in Axelrod’s (1968) effectiveness. The most commonly used are those longitudinal study comparing different measures. relating to brand and advertising awareness. -
Special Issue 2011 JOURNAL of ADVERTISING RESEARCH 1 Henry Assael Stern School of Business
VOL. 51 • NO. 0 Special Issue 2011 000 From Silos to Synergy: A Fifty-year Review of Cross-media Research Shows Synergy Has Yet to Achieve its Full Potential Henry ASSAel Five critical take-aways from 50 years of cross-media research: • The technology resulting in the proliferation of media has outstripped the means to measure cross- media effectiveness. • The promise of cross-media research will not be achieved until cross-media effectiveness can be linked to sales and ROI. Until that is achieved, cross-media research will continue to have a silo orientation and operate on the periphery of marketing planning. • Cross-media exposure is not a zero-sum game. Exposure to one medium does not mean less exposure to another. • Maximizing cross-media synergy requires allocating proportionately more money to the less effective medium to equalize the impact of both. Rather than reallocate the budget to the less effective medium, under conditions of synergy, advertisers should increase the total media budget. • Greater cross-media synergies appear to be achieved through the visual/verbal connection provided by TV and the Web than the verbal only connection provided by print and the Web. DOI: 10.2501/JAR-51-0-000-000 Special Issue 2011 JOURNAL OF ADVERTISING RESEARCH 1 Henry ASSAel Stern School of Business From Silos to Synergy A Fifty-year Review of Cross-media Research Shows Synergy Has Yet to Achieve its Full Potential Before the advent of the Internet, media planning focused on individual media and used exposure—opportunity to see—as the criterion of effectiveness. Since then, the focus has shifted to the interaction between media (particularly on- and offline media) with a shift in emphasis to opportunity to act and to sales and ROI measures Cross-Media of effectiveness. -
ETHICS of EROTIC STIMULI in ADVERTISING Kozhouharova V
WEB ISSN 2535-0013 SCIENTIFIC PROCEEDINGS INTERNATIONAL SCIENTIFIC CONFERENCE "HIGH TECHNOLOGIES. BUSINESS. SOCIETY 2017" PRINT ISSN 2535-0005 ETHICS OF EROTIC STIMULI IN ADVERTISING Kozhouharova V. Sofia University “St. Kliment Ohridski” [email protected] Abstract: The use of erotic stimuli in print advertising has become almost commonplace in the advertising practices. But the employment of erotic communication appeals in advertising continues to be a controversial topic. While the use of such stimuli may draw additional attention to the ad, the outcome of the use of such high degrees of erotic stimuli may, in fact, be negative. Sexuality in advertising is a major area of ethical concern, through surprisingly little is known about its effects or the norm of its use. The article is focused on providing a basis for making ethical choices about the use of sexual appeals in advertising. Keywords: EROTICS, EROTIC STIMULI, ADVERTISING, PSYCHOLOGY OF ADVERTISING, BRAND 1. Introduction Teleology focuses on the effects and consequences of behavior on individuals, while deontology focuses on the moral rightness or Erotic stimuli in advertising invoke any message which, wrongness of behavior, regardless of the consequences (Gould, whether is brand information in advertising contexts or persuasive 1994). appeals in marketing contexts, is associated with sexual Teleological philosophies are defined as philosophies concerned information. It has long been an accepted believe that this form of primarily with the moral worth of an individual behavior. Their advertising is very effective at attention-grabbing, considered by focus is on the consequences of individual actions and behaviors in some commentators as a powerful step in reaching one’s target the determination of "worth". -
The Role of Marketing Research
CHAPTER 1 The Role of Marketing Research LEARNING OBJECTIVES After reading this chapter, you should be able to 1. Discuss the basic types and functions of marketing research. 2. Identify marketing research studies that can be used in making marketing decisions. 3. Discuss how marketing research has evolved since 1879. 4. Describe the marketing research industry as it exists today. 5. Discuss the emerging trends in marketing research. Objective 1.1: INTRODUCTION Discuss the basic types Social media sites such as Facebook, Twitter, YouTube, and LinkedIn have changed the way people and functions communicate. Accessing social media sites is now the number-one activity on the web. Facebook of marketing has over 500 million active users. The average Facebook user has 130 friends; is connected to research. 80 pages, groups, or events; and spends 55 minutes per day on Facebook. In 2011, marketers wanting to take advantage of this activity posted over 1 trillion display ads on Facebook alone. Facebook is not the only social media site being used by consumers. LinkedIn now has over 100 million users worldwide. YouTube has exceeded 2 billion views per day, and more videos are posted on YouTube in 60 days than were created by the three major television networks in the last 60 years. Twitter now has over 190 million users, and 600 million–plus searches are done every day on Twitter.1 Social networks and communication venues such as Facebook and Twitter are where consumers are increasingly spending their time, so companies are anxious to have their voice heard through 2 CHAPTER 1: The ROLe OF MARkeTIng ReSeAR ch 3 these venues. -
SEX in ADVERTISING … ONLY on MARS and NOT on VENUS? Darren W
54 GfK MIR / Vol. 3, No. 1, 2011 / Flashlight SEX IN ADVERTISING … ONLY ON MARS AND NOT ON VENUS? Darren W. Dahl, Kathleen D. Vohs and Jaideep Sengupta THE AUTHORS In an effort to cut through the tremendous clutter that ex- phasizes physical gratifi cation and views sex as an end ists in today’s advertising space, marketers have resorted in itself. In contrast, women tend to adopt a relationship- Darren W. Dahl, Sauder School to increasingly radical tactics to capture consumer atten- based orientation to sexuality, an approach that empha- of Business, University of tion. One such popular tactic uses explicit sexual images in sizes the importance of intimacy and commitment in a British Columbia, Canada, [email protected] advertising, even when the sexual image has little relevance sexual relationship. to the advertised product. For example, a recent print ad Kathleen D. Vohs, Carlson campaign for Toyo Tires showed a nude female model The premise that women and men have different mo- School of Management, crouched on all fours with the tag-line “Tires that Fit You”. tives regarding sex receives theoretical backing from University of Minnesota, USA, both evolutionary and socialization models of human be- [email protected] Although such gratuitous use of sex in advertising un- havior. Briefl y, an evolutionary view of sexual motives is Jaideep Sengupta, School of doubtedly succeeds in capturing attention, one may based on the model of differential parental investment, Business and Management, question whether evaluative reactions are favorable which argues that because human females must invest Hong Kong University of Science among different segments of consumers. -
How Brands Can Make Smarter Decisions in Mobile Marketing Strategies for Improved Media-Mix Effectiveness and Questions for Future Research
How Brands Can Make Smarter Decisions in Mobile Marketing Strategies for Improved Media-Mix Effectiveness And Questions for Future Research VASSILIS BAKOPOULOS Editors’ Note: Mobile Marketing In 2014, the Mobile Marketing Association launched a research initiative to help individual brands Association improve the efficacy of their mobile-marketing efforts. Each case study addresses marketers’ core questions [email protected] in a unique way: What share of their overall advertising spend should be allocated to mobile marketing? How should they use mobile formats and targeting methods more efficiently to maximize the performance JOHN BARONELLO of their media investments? Although the authors acknowledge that their findings “might not provide Allstate Insurance definitive answers of long-term effect for all marketers,” they do offer insight into how mobile marketing John.Baronello@ can be optimized on a case-by-case basis. In 2017, campaign case studies with Allstate Insurance and a allstate.com major U.S. fast-food, or quick service restaurant (QSR), chain were the latest additions to a body of work with AT&T, the Coca-Cola Company, MasterCard, Walmart, and Unilever. The most striking results REX BRIGGS came from the QSR study, which estimated an optimal allocation to mobile for that campaign at 33 percent Marketing Evolution of the total media mix—the highest allocation ever recommended in this research program. In the pages rex.briggs@ that follow, the authors describe their methods and findings, and propose best practices and questions -
The Portrayal of Men in Modern Advertising. Master of Journalism (Journalism), August 2013, 81 Pp., 2 Tables, 13 Figures, References, 34 Titles
THE MASCULINITY MASQUERADE: THE PORTRAYAL OF MEN IN MODERN ADVERTISING Savannah Harper, B.A. Thesis Prepared for the Degree of MASTER OF JOURNALISM UNIVERSITY OF NORTH TEXAS August 2013 APPROVED: Tracy Everbach, Committee Chair Koji Fuse, Committee Member James E. Mueller, Committee Member Roy Busby, Committee Member and Director of the Frank W. Mayborn Graduate Institute of Journalism Dorothy Bland, Dean of the Frank W. and Sue Mayborn School of Journalism Mark Wardell, Dean of the Toulouse Graduate School Harper, Savannah. The masculinity masquerade: The portrayal of men in modern advertising. Master of Journalism (Journalism), August 2013, 81 pp., 2 tables, 13 figures, references, 34 titles. The depiction of gender in advertising is a topic of continuous discussion and research. The present study adds to past findings with an updated look at how men are represented in U.S. advertising media and the real effects these portrayals have on the male population under the theoretical framework of hegemony and social cognitive theory. This research is triangulated with a textual analysis of the ads found in the March 2013 editions of four popular print publications and three focus group sessions separated by sex (two all-male, one all-female), each of which is composed of a racially diverse group of undergraduate journalism and communications students from a large Southwestern university. The results of the textual analysis reveal little ethnic or physical diversity among male figures in advertising and distinguish six main profiles of masculinity, the most frequent of which is described as the “sophisticated man.” The focus groups identify depictions of extreme muscularity and stereotypical male incompetence as the most negative representations, while humorous and hyperbolic portrayals of sexual prowess and hyper-masculinity are viewed positively as effective means of marketing to men. -
Research on the Effects of Television Advertising on Children; a Review of the Literature and Recommendations for Future Research
DOCUMENT RESUME ED 145 499 CS 501 878 AUTHOR Adler, Richard P.; And Others TITLE Research on the Effects of Television Advertising on Children; A Review of the Literature and Recommendations for Future Research. .INSTITUTION National Science Foundation, Washington, L.C. RANN Program. PUB DATE 77 GRANT APR-75-10126' NOTE 230p.; Some pages of docuent may be marginally legible due to size of type AVAILABLE FROM Superintendent of Documents, U.S. Government Printing Office, Washington, D.C. 20402 (Stock No. 038-000-00336-4, $3.75 paper) EDRS PRICE MF-S0.83 HC-$12.71 Plus Postage. DESCRIPTORS Bibliographies; Childhood Attitudes; *Children; *Childrens Television; Guidelines; *Literature Reviews; *Television Commercials; *Television Research; Television Viewing IDENTIFIERS *Advertising ABSTRACT This report summarizes the present state of knowledge about the effects of television advertising on children. After a discussion cf children's television viewing patterns, the report reviews the existing research relevant to such,issuas as children's ability to distinguish commercials from program material; the influence of format and audiovisual techniques on children's perceptions of commercials; the effects of characters in commercials, self-concept appeals, premium offers, food advertising, theivolume and repetition of commercials, and medicine advertising; violence and unsafe acts in commercials directed to children; the effects of television advertising on consumer socialization; and television advertising and parent/child relations. The report then makes recommendations for future research. Appendixes present evaluations of 21 individual studies, a statistical profile of the national research resources currently available for relevant studies, and the children's advertising guidelines issued,by the National Association of Broadcasters, Code Authority.