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Article
Publication date: 1 March 1986

Marc G. Weinberger

Negativity in marketing communication is a dangerous phenomenon that is the antithesis of the goal of public relations and advertising. Despite its increased prominence in the…

200

Abstract

Negativity in marketing communication is a dangerous phenomenon that is the antithesis of the goal of public relations and advertising. Despite its increased prominence in the marketplace, the literature has barely given notice to negative communications. This article presents a series of four experimental studies designed to make a start towards filling the void in our understanding of negativity.

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European Journal of Marketing, vol. 20 no. 3/4
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 January 2002

James Poon Teng Fatt

Outlines the benefits of humour in the workplace. Briefly looks at the place of humour in advertising and the effect of it in areas such as attention, comprehension, persuasion…

1755

Abstract

Outlines the benefits of humour in the workplace. Briefly looks at the place of humour in advertising and the effect of it in areas such as attention, comprehension, persuasion and likeability. Discusses humour in the workplace and provides some suggestions for employers. Covers humour in training and concludes that modest investment in all these areas can bring benefits to the workplace.

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Management Research News, vol. 25 no. 1
Type: Research Article
ISSN: 0140-9174

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Article
Publication date: 4 November 2014

Harlan E. Spotts, Marc G. Weinberger and Michelle F. Weinberger

– The purpose of this research is to understand the relationship between publicity, advertising activity and corporate sales in the context of a company’s existing reputation.

8233

Abstract

Purpose

The purpose of this research is to understand the relationship between publicity, advertising activity and corporate sales in the context of a company’s existing reputation.

Design/methodology/approach

The study brings together four unique industry datasets and uses discriminant analysis and multiple regression methods to examine the relationship between existing corporate reputation, publicity, advertising activity and sales levels for major multi-national companies in the technology products sector.

Findings

Positive publicity is most important in distinguishing between firms with higher and lower sales. The effects of negative publicity and advertising are dependent on a firm’s existing reputation. For companies with weaker reputations, positive publicity in tandem with business-to-consumer (B2C) advertising is most highly associated with higher company sales. Conversely, for firms with stronger existing reputations, advertising has a significantly diminished role; positive and even negative publicity are most crucial in distinguishing between companies with high and low sales. Negative publicity can be harmful to these firms though if it is not balanced by more positive publicity. Finally, the topic of news coverage is related to sales. Generally, stories that are positive reporting on business outcomes, leadership and business future and marketing practices are most important in discriminating between firms with stronger vs weaker sales.

Practical implications

For this set of technology product firms, publicity and advertising are relevant for sales. Firms with higher levels of sales have both more positive and negative publicity, but the volume of positive stories is much higher. Attracting negative publicity is common for firms that achieve higher sales, but it is offset by a greater number of positive stories, an aspect that public relations efforts can influence. B2C advertising spending meanwhile matters more for firms with weaker rather than stronger existing corporate reputations. It is most effective for firms with weaker existing reputations to maximize the positive signals in the marketplace as exemplified by positive publicity and B2C advertising efforts.

Originality/value

Little research has examined the relationship between different forms of corporate communications and sales; this study is a rare examination using publicity, advertising spending, existing reputation and sales in a durable goods and services context where there has been a particular dearth of even basic advertising studies. Beyond understanding the relative importance of publicity v. advertising, it also uniquely focuses on the individual topics of news publicity.

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European Journal of Marketing, vol. 48 no. 11/12
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 June 2010

Harlan E. Spotts and Marc G. Weinberger

The goal of this paper is to understand the relationship between advertising spending and the volume and valence of publicity, and assessments of corporate brands (opinion, value…

5408

Abstract

Purpose

The goal of this paper is to understand the relationship between advertising spending and the volume and valence of publicity, and assessments of corporate brands (opinion, value and reputation).

Design/methodology/approach

Two studies examine major multi‐national companies as brands by bringing together five unique industry datasets to understand the connection between the assessments of the corporate brand and marketing communication activity. Discriminant analysis is used to study the differential impact of advertising and publicity on corporate brand attitude and value.

Findings

Publicity and advertising volume are important drivers in differentiating between firms with lower and higher brand evaluations. Overall, publicity valence, in and of itself, had little effect outside of the volume of positive and negative stories. Further, the role of prior corporate reputation works in conjunction and has unique effects that influence the communication activities of firms with high and low brand attitudes and value. The valence of publicity matters least for firms with strong prior reputations. Instead volume dominates for these firms. For lower reputation firms, the mix of communication that distinguishes stronger and weaker performance is more complex with both publicity valence and publicity and ad volume playing slightly different roles in the two studies.

Practical implications

The findings suggest that companies with different levels of brand evaluation (opinion and value) have distinct marketing communication profiles which can be labelled communication footprints. Further, this relationship is moderated by prior corporate reputation. Firms seeking to change stakeholder evaluations must pay particular attention to both the overall volume of publicity received, as well as the ratio of positive to negative publicity volume. Advertising spending plays an important supportive role in these evaluations.

Originality/value

The study adds to the understanding of the communication signals that influence corporate branding. Specifically, it brings together a unique set of industry data to investigate the influence of marketing communication activities on brand opinion and value. Further, the findings contribute to the discussion of the role that company publicity and volume play in developing the corporate brand.

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European Journal of Marketing, vol. 44 no. 5
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 March 1988

Alan J. Greco

Advertisers have been criticized for underrepresenting the elderly in print ads and television commercials. What critics often overlook, however, are audience and product…

740

Abstract

Advertisers have been criticized for underrepresenting the elderly in print ads and television commercials. What critics often overlook, however, are audience and product considerations along with the effectiveness of older spokespersons in influencing intent to purchase among elderly and younger consumers. This article examines what is currently known about the use of older persons in advertising and extends these findings by reporting the views of advertising agency executives on this topic. From the results of these studies, an audience‐product matrix with examples is provided to help put the advertiser's position into perspective. According to the literature reviewed and the perceptions of advertising agency executives, the use of elderly spokespersons tends to work best when the product or service can be targeted to elderly consumers and the products or services themselves are elderly‐oriented. There is some evidence to suggest that elderly persons are used in advertisements not because advertisers want to represent the elderly, but rather when these spokespersons can sell the product.

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Journal of Services Marketing, vol. 2 no. 3
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 16 November 2012

Getaneh Alemu, Brett Stevens, Penny Ross and Jane Chandler

The purpose of this paper is to provide recommendations for making a conceptual shift from current document‐centric to data‐centric metadata. The importance of adjusting current…

7636

Abstract

Purpose

The purpose of this paper is to provide recommendations for making a conceptual shift from current document‐centric to data‐centric metadata. The importance of adjusting current library models such as Resource Description and Access (RDA) and Functional Requirements for Bibliographic Records (FRBR) to models based on Linked Data principles is discussed. In relation to technical formats, the paper suggests the need to leapfrog from machine readable cataloguing (MARC) to Resource Description Framework (RDF), without disrupting current library metadata operations.

Design/methodology/approach

This paper identified and reviewed relevant works on overarching topics that include standards‐based metadata, Web 2.0 and Linked Data. The review of these works is contextualised to inform the recommendations identified in this paper. Articles were retrieved from databases such as Emerald and D‐Lib Magazine. Books, electronic articles and relevant blog posts were also used to support the arguments put forward in this paper.

Findings

Contemporary library standards and models carried forward some of the constraints from the traditional card catalogue system. The resultant metadata are mainly attuned to human consumption rather than machine processing. In view of current user needs and technological development such as the interest in Linked Data, it is found important that current metadata models such as FRBR and RDA are re‐conceptualised.

Practical implications

This paper discusses the implications of re‐conceptualising current metadata models in light of Linked Data principles, with emphasis on metadata sharing, facilitation of serendipity, identification of Zeitgeist and emergent metadata, provision of faceted navigation, and enriching metadata with links.

Originality/value

Most of the literature on Linked Data for libraries focus on answering the “how to” questions of using RDF/XML and SPARQL technologies, however, this paper focuses mainly on answering “why” Linked Data questions, thus providing an underlying rationale for using Linked Data. The discussion on mixed‐metadata approaches, serendipity, Zeitgeist and emergent metadata is considered to provide an important rationale to the role of Linked Data for libraries.

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Article
Publication date: 6 January 2012

Getaneh Alemu, Brett Stevens and Penny Ross

With the aim of developing a conceptual framework which aims to facilitate semantic metadata interoperability, this paper explores overarching conceptual issues on how traditional…

3125

Abstract

Purpose

With the aim of developing a conceptual framework which aims to facilitate semantic metadata interoperability, this paper explores overarching conceptual issues on how traditional library information organisation schemes such as online public access catalogues (OPACs), taxonomies, thesauri, and ontologies on the one hand versus Web 2.0 technologies such as social tagging (folksonomies) can be harnessed to provide users with satisfying experiences.

Design/methodology/approach

This paper reviews works in relation to current metadata creation, utilisation and interoperability approaches, focusing on how a social constructivist philosophical perspective can be employed to underpin metadata decisions in digital libraries. Articles are retrieved from databases such as EBSCO host and Emerald and online magazines such as D‐Lib and Ariadne. Books, news articles and blog posts that are deemed relevant are also used to support the arguments put forward in this paper.

Findings

Current metadata approaches are deeply authoritative and metadata deployments in digital libraries tend to favour an objectivist approach with focus on metadata simplicity. It is argued that unless information objects are enriched with metadata generated through a collaborative and user‐driven approach, achieving semantic metadata interoperability in digital libraries will remain difficult.

Practical implications

In this paper, it is indicated that the number of metadata elements (fields) constituting a standard has a direct bearing on metadata richness, which in turn directly affects semantic interoperability. It is expected that this paper will contribute towards a better understanding of harnessing user‐driven metadata.

Originality/value

As suggested in this paper, a conceptual metadata framework underpinned by a social constructivist approach substantially contributes to semantic interoperability in digital libraries.

Details

New Library World, vol. 113 no. 1/2
Type: Research Article
ISSN: 0307-4803

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Book part
Publication date: 29 August 2018

Paul A. Pautler

The Bureau of Economics in the Federal Trade Commission has a three-part role in the Agency and the strength of its functions changed over time depending on the preferences and…

Abstract

The Bureau of Economics in the Federal Trade Commission has a three-part role in the Agency and the strength of its functions changed over time depending on the preferences and ideology of the FTC’s leaders, developments in the field of economics, and the tenor of the times. The over-riding current role is to provide well considered, unbiased economic advice regarding antitrust and consumer protection law enforcement cases to the legal staff and the Commission. The second role, which long ago was primary, is to provide reports on investigations of various industries to the public and public officials. This role was more recently called research or “policy R&D”. A third role is to advocate for competition and markets both domestically and internationally. As a practical matter, the provision of economic advice to the FTC and to the legal staff has required that the economists wear “two hats,” helping the legal staff investigate cases and provide evidence to support law enforcement cases while also providing advice to the legal bureaus and to the Commission on which cases to pursue (thus providing “a second set of eyes” to evaluate cases). There is sometimes a tension in those functions because building a case is not the same as evaluating a case. Economists and the Bureau of Economics have provided such services to the FTC for over 100 years proving that a sub-organization can survive while playing roles that sometimes conflict. Such a life is not, however, always easy or fun.

Details

Healthcare Antitrust, Settlements, and the Federal Trade Commission
Type: Book
ISBN: 978-1-78756-599-9

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Article
Publication date: 1 September 1968

“FORMAL classes on how to use a library would be an insult to the intelligence of the student.” This was an extreme reply mentioned in the Report of the Committee on Libraries…

46

Abstract

“FORMAL classes on how to use a library would be an insult to the intelligence of the student.” This was an extreme reply mentioned in the Report of the Committee on Libraries, with reference to a questionnaire to academic staff about instruction in library use. This view of the teaching activities of librarians with students must be familiar to all librarians whether they are concerned with formal teaching activities or not. Nevertheless it is suggested that, in the current climate of change in the nature of sixth form studies, and the need for bibliographic training as part of a general education leading to informed library users in the academic and professional world, there is now a strong case for an examined course of study at “A” level G.C.E. incorporating the principles of bibliographical knowledge for users.

Details

New Library World, vol. 70 no. 3
Type: Research Article
ISSN: 0307-4803

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Article
Publication date: 19 January 2015

Joachim Griesbaum, Nadine Mahrholz, Kim von Löwe Kiedrowski and Marc Rittberger

– The purpose of this paper is to get a first approximation of the usefulness of online forums with regard to information seeking and knowledge generation.

1098

Abstract

Purpose

The purpose of this paper is to get a first approximation of the usefulness of online forums with regard to information seeking and knowledge generation.

Design/methodology/approach

This study captures the characteristics of knowledge generation by examining the pragmatics and types of information needs of posted questions and by investigating knowledge related characteristics of discussion posts as well as the success of communication. Three online forums were examined. The data set consists of 55 threads, containing 533 posts which were categorized manually by two researchers.

Findings

Results show that questioners often ask for personal estimations. Information needs often aim for actionable insights or uncertainty reduction. With regard to answers, factual information is the dominant content type and has the highest knowledge value as it is the strongest predictor with regard to the generation of new knowledge. Opinions are also relevant, but in a rather subsequent and complementary way. Emotional aspects are scarcely observed. Overall, results indicate that knowledge creation predominantly follows a socio-cultural paradigm of knowledge exchange.

Research limitations/implications

Although the investigation captures important aspects of knowledge building processes, the measurement of the forums’ knowledge value is still rather limited. Success is only partly measurable with the current scheme. The central coding category “new topical knowledge” is only of nominal value and therefore not able to compare different kinds of knowledge gains in the course of discussion.

Originality/value

The investigation reaches out beyond studies that do not consider that the role and relevance of posts is dependent on the state of the discussion. Furthermore, the paper integrates two perspectives of knowledge value: the success of the questioner with regard to the expressed information need and the knowledge building value for communicants and readers.

Details

Aslib Journal of Information Management, vol. 67 no. 1
Type: Research Article
ISSN: 2050-3806

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