Corporate Advertising Research Articles

Can internet blogs be used as an effective advertising tool? The role of product blog type and brand awareness

Purpose– As blogs have become an important information communication medium, selecting blog types that are appropriate and effective for the products they are to promote is now an important issue in corporate advertising. However, the impact of different blog types on consumers and their advertising effectiveness are issues seldom addressed in the existing literature. The purpose of this paper is to view product information that consumers post on blogs as advertisements and compares advertising effectiveness between different blog types to help enterprises properly employ blogs in their marketing campaigns.Design/methodology/approach– An experimental design was adopted, and 12 experimental contexts were designed. A valid sample of over 2,000 responses was collected to study between-group differences in advertising effectiveness.Findings– The analytical results showed between-group difference in advertising effectiveness, which indicated that blog advertising effectiveness varies with different combinations of product constructs and blog types.Research limitations/implications– The limitations of this study related to the price factor was not incorporated into the experimental model, and shopping channels were not limited. There might be a gap between the prices of the experimental products and the average expense of online shoppers.Originality/value– The study proposed a framework which can help enterprises to evaluate the type and brand awareness of a product to be promoted and to select the blog type that maximizes advertising effectiveness (perceived risk, ad attitude, brand attitude, and purchase intention) in diffusing product information.

“You Can't Run Your SUV on Cute. Let's Go!”: Internet Memes as Delegitimizing Discourse

In an effort to explore the role of new media technologies in environmental protest rhetoric, this paper examines Greenpeace's Let's Go! Arctic campaign, which opposed Shell's Arctic oil-drilling plans. The campaign produced a body of Internet memes designed to look like Shell's own corporate advertising. Moreover, the viral campaign used various rhetorical techniques that challenged Shell's goals and identity. Greenpeace-generated and user-generated memes cleverly use irony, corporate voice and humor to delegitimize Shell's Arctic efforts. The memes offered messages that mocked corporate practices and corporate messaging while also providing direct protest messages and accessible humor that invited identification against Shell. Thus, the memes collectively encouraged identification with Greenpeace's antidrilling, pro-environment discourse.

미디어 파사드 개발에 대한 연구

In the future we are likely to see the development of public me dia with traditional media is out of the screen using a digital signage media facade. The purpose of searching for effective production and planning methods and message effects when planning messages the public can empathize with and accept. In this paper, we want to include the utilization of production techniques and media facade by applying culture and art and presenting how this can be applied to corporate advertising.

Responses Toward Corporate Crisis and Corporate Advertising

This article investigates how individual differences affect consumer responses to corporate advertising during a corporate crisis. Study 1, based on qualitative data, showed brand ownership, involvement with the crisis, and news media exposure were important factors in understanding consumer response toward the crisis and the company. Study 2, a survey, empirically demonstrated that prior attitude toward the company was the most critical factor affecting advertising-related behaviors. The study further suggested consumers of the brand were more likely to view the company favorably, to know more about the company, and to be more involved in their following of the crisis.

Editors' Introduction: Allan Sekula and the Traffic in Photographs

In 1975 Allan Sekula published in Artforum a series of essays on the history of photography that responded critically to the emerging art photography boom of the 1970s and 1980s.1 Addressing key figures such as Alfred Stieglitz and Edward Steichen in the developing canon of art photography—specifically as it was being formulated at the Museum of Modern Art—Sekula examined the way the selective construction of a modernist aesthetic tradition in photography served to legitimate the medium as a fine art, thereby securing its entry into the market and the museum. In his writing over the following decade, Sekula continually pointed out the exclusions on which this canon and its formalist criteria for entry were based, opening the charmed circle of modernist auteurs to a comparative analysis with other photographic modes: the aerial view in military photography, corporate advertising, paparazzi celebrity photography, commercial portraiture, industrial photography, police photography, and, crucially, documentary photography. The introduction to Sekula’s first book of collected essays, Photography against the Grain, summarizes this project as “a materialist social history of photography, a history that takes the interplay of economic and technological considerations into account.”2 Sekula argued for a history of what he called “the traffic in photographs,” which denotes not just the material and discursive networks in and through which photographs are produced, circulated, and received, but also “the incessant oscillation between . . . the ‘antinomies of bourgeois thought’” that structures such circulation, especially between science and art, instrumental images and aesthetic ones, and realism and formalism.3 This form of history writing played a central role in the so-called photography debates of the 1980s and involved practitioners, critics, and historians such as Victor Burgin, Steve Edwards, Molly Nesbit, Martha Rosler, Abigail Solomon-Godeau, Sally Stein, and John Tagg.4 And the effort met stiff resistance, to some even threatening the very existence of art (or photography-as-art) itself. In an early skirmish in what became the culture wars of the 1980s and 1990s, Hilton Kramer misconstrued Sekula’s essay on Steichen as “a bitter attack . . .

Is Corporate Advertising Effective in a Crisis? The Effects of Crisis Type and Evaluative Tone of News Coverage

The present study examines how consumers respond to corporate advertising during a corporate crisis. In particular, it examines what impact two factors—crisis type and the evaluative tone of a news story—have on consumer responses to corporate advertising. Results of the experimental study suggest that the crisis type—an accident or a transgression crisis—is a critical factor affecting ad credibility and changes, between pre- and post-tests, in perceptions of and attitudes toward the corporation. In addition, the results reveal that while the effect of the evaluative tone of the news story is not statistically significant for each of the dependent variables, the marginally significant effect on the set of dependent variables calls for more careful attention to this issue in future research.

Perceived Greenwashing: The Interactive Effects of Green Advertising and Corporate Environmental Performance on Consumer Reactions

The current study investigates the effects of green advertising and a corporation’s environmental performance on brand attitudes and purchase intentions. A 3 × 3 (firm’s environmental performance and its advertising efforts as independent variables) experiment using n = 302 subjects was conducted. Results indicate that the negative effect of a firm’s low performance on brand attitudes becomes stronger in the presence of green advertising compared to general corporate advertising and no advertising. Further, when the firm’s environmental performance is high, both green and general corporate advertising result in more unfavorable brand attitudes than no advertising. The study’s counter-intuitive findings are explained by attribution theory.

Does corporate advertising work in a crisis? An examination of inoculation theory

The primary purpose of this paper is to propose a conceptual framework of consumer evaluation of corporate advertising in a corporate crisis. It also suggests future research propositions by investigating how the so-called inoculation effect from pre-crisis corporate advertising influences consumer response to corporate advertising during a crisis. First, the paper describes how the inoculation effect confers resistance to negative news in a corporate crisis. Next, the paper determines whether the inoculation effect further reduces consumer resistance to corporate advertising during a crisis. Other factors that figure into the broader context of corporate crises are then discussed. These include four other types of external impacts on a crisis situation – the crisis, the corporation, the media, and individual differences. The article concludes with implications for research and practice.

Launch Decisions and the Early Market Survival of Innovations: An Empirical Analysis of the Italian Mobile Value‐Added Services (VAS) Industry

There is a surprisingly high number of new products and services that fail to produce enough return on the firm's investments in development and launch activities. Literature has shown that these failures can be due to a poorly planned and executed launch. Although a vast stream of research has studied how strategic and tactical launch decisions affect the performance of new products and services, some issues still need theoretical and empirical investigation. This paper aims to extend new product launch research in two ways. First, it studies how tactical launch decisions (i.e., investments in advertising and involvement of external organizations in the launch process) interact with an important strategic choice (i.e., the degree of radicalness of the new product or service) to affect new product performance. Second, it focuses on a particular dimension of performance, that is, early market survival, which has been overlooked in launch strategy and tactics research so far. Using a data set comprising more than 9300 new mobile value‐added services launched in Italy between 2003 and 2006, the paper finds that launch tactics interact with the radicalness of the innovation to affect early market survival. In particular, communicating the distinctive characteristics of the new product or service and partnering with external organizations during the launch process are tactics that work particularly well with radical innovations. This is possibly due to the fact that they help reduce customers’ uncertainty regarding expected benefits and transaction costs, and hence contribute to win their resistance to adopt the innovation soon after launch. Investments in corporate advertising lead instead to a tangible improvement of the probability of early market survival for both radical and incremental innovations. In other words, the positive impact on the probability of early survival of increasing investments in corporate advertising appears to be relevant for both radically and incrementally new services. One possible explanation is that this tactic helps increase the number of potential customers who come to know about the existence of the innovating firms and its offering soon after launch, but this is likely to be equally important to stimulate early diffusion of both incremental and radical innovations.

Marketing strategies to add economic value, reactions on corporate social responsibility advertising in print media: an Indian company case

Corporate social responsibility advertising(CSR Advertising) results from commercial advertising,having social dimensions. This concept works as amarketing tool of cause-related marketing (CRMarketing). In this study, the case of IOCL (an Indianoil company) is presented to show how the companycreates innovative advertising ideas, serves the society,contributes to save environmental natural resourcesand allows to add economic value. In addition to theusual ways of commercial advertising, this kind ofapproaches on CSR-advertising is an advance toestablish a positive image in the mind of customers. Theslogan ‘go green’ is highlighted in order to contribute tosave natural resources on Earth. Reactions of CSRadvertisingare measured to test the effect of publishedmessages and the manipulation of CSR advertisingmessage and persuasive claims.

Stereotip Gender dan Dominasi Kapitalis dalam Iklan Televisi suatu Analisis Wacana Kritis Terhadap Iklan Televisi Citra Korporasi Gudang Garam di Bulan Ramadhan

Advertising has many purposes including the formation of consciousness, creating the image of the product or brand, forming positive associations and encouraging consumer behavior. Basically, the purpose of advertising is to achieve economic hegemony of the producers of goods or service advertised. Ads are increasingly being used for the benefit of the capitalists. Corporate advertising researchers usually discuss the effects of advertising on the form of company image only. But this research is not going to reveal about the image of a company that advertised, but about the creator ideology behind the creation of a corporate Advertising. The corporate Ads examined in this study is a series of Gudang Garam corporate advertisement which consists of two ads that aired on television every Ramadan. The research method used is French critical discourse analysis and analytical method of Sara Mill. This study uses substantive theoretical framework such as hegemony, ideology, patriarchy, and Marxist feminism and the discourse analysis theory from Michael Foucault and semiotic theory of Roland Barthes. The results of this study showed that the ideology of the ad creator which is very patriarchal makes the text of the Gudang Garam corporate ads aired on all television stations every Ramadan, was laden with the existence of gender stereotypes.

Advertising wild Wales: turning the tables on ‘greenwashing’

An Emperor dragonfly is the topic of a winning non-fiction story published in 2011 in Natur Cymru. John Woolner writes in both lyrical and scientific terms, lauding Wales’ efforts to protect its biodiversity and demonstrating the worth of his little-known subject. In this text and others that celebrate aspects of the nature scapes of Wales, the authors layer their prose with microscopic detail. Their writing is reminiscent of Charles Darwin, whose children teased him because his enthusiastic descriptions of species read like advertisements. By using compelling science and the characteristic language features of advertising, these new nature writers are, like advertisers, aiming to recruit ‘consumers’, aware that ‘[t]he future can be won or lost in the language adopted today’. If ‘greenwashing’ is an advertising technique that deliberately overstates a subject's green credentials in order to attract consumers, then in their aim to ‘win the future’ new nature writers are adopting this method themselves, using language loaded in their subjects’ favour, thereby turning the tables on the ‘greenwashing’ used by corporate advertisers.

Robert Goldman and Stephen Papson, "Landscapes of Capital: Representing Time, Space, and Globalization in Corporate Advertising". Malden, MA: Polity Press, 2011, 224 pp.

Robert Goldman and Stephen Papson, "Landscapes of Capital: Representing Time, Space, and Globalization in Corporate Advertising". Malden, MA: Polity Press, 2011, 224 pp.

Landscapes of Capital: Representing Time, Space, and Globalization in Corporate Advertising

Landscapes of Capital: Representing Time, Space, and Globalization in Corporate Advertising

The Measurement of Issue/Advocacy Advertising Effects

Abstract Issue/advocacy advertising is an established but controversial form of corporate advertising. Both supporters and critics question its effects on target audiences and debate ways to measure its effectiveness. This article reviews the research on issue/advocacy advertising effectiveness, describes current measurement approaches, and discusses directions for further research and improved practice.

Corporate Reputation Management: An Advertising Perspective

The corporate advertising is done over the mass media to promote the company’s image and enhance the organizational reputation. Good corporate advertising acts as an umbrella covering all the products and services associated with a company. Corporate reputation building is indeed a challenging task. Scholars have identified four business parameters that influence corporate reputation namely - general business management, financial management, corporate marketing and corporate communication. Scholars have noted that corporate reputations are built, maintained and enhanced by several elements, such as being part of the corporate strategy, not merely a public relations or advertising slogan. Studies have revealed that corporate reputation building has tremendous economic value in the age of globalization. In today’s competitive environment, authentic facts and figures need to be generated through systematic evaluation in order to plan and activate corporate advertising practices of public and private organizations in modern society. The paper highlights the role of advertising in the process of corporate reputation management.

Internet article's context and attention effects of the attitude toward advertising and corporate image

Abstract This study is presented on the corporate advertising strategy utilizing internet on corporate social responsibility in the context of the articles. To this end, Internet articles divided into positive and negative contexts, and has even attracted the attention of Internet articles and high /low and then separated into groups on ad attitudes and corporate image, the interaction effect was examined. Firstly, the Internet, a low level of condition of the article noted, in the context of a positive than a negative context, recall rates were higher. Second, the context of Internet articles and attention on the interaction effect between attitude toward advertising appeared. Third, the context of Internet articles and attention on the interaction effects between the corporate image appeared. Finally, the context of Internet articles and attention on competitive interactions between the corporate management was effective. Thus, the context of Internet articles based on the level of attention and context to determine the effect of advertising by consumer advertising awareness and favorable attitude toward corporate advertising and corporate image enhancement and competitiveness of business management can be an effective strategic plan suggests that.

The Effects of PR Issue Corporate Advertising, CSR Advertising, and Product Advertising on Consumer Attitude

The Effects of PR Issue Corporate Advertising, CSR Advertising, and Product Advertising on Consumer Attitude

Research in Print Media Corporate Advertising of Domestic Banks

Research in Print Media Corporate Advertising of Domestic Banks

기업광고를 통해 본 가족신화와 젠더의 기호학적 의미: SK기업광고를 중심으로

This study attempts to identify the process in which how the Myth of family and gender image are reproduced and taken in by the recipients through semiotics analysis of three versions consisting of children, husband and housewife series of SK corporate`s TV advertisements from the last half of year 2009 to the first half of year 2010. The analysis of the corporate advertisements shows that each advertisement binds and stereotypes concept of family and gender to Myth of family, especially case of female, and consequently, the result through text analysis is that corporate advertisements reproduce and restructure traditional Myth of family and role of gender. Going forward, Family study requires to realize importance of effect of mass media, especially of TV advertisement, to research diverse case studies and searching about it.