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The paper applies the theory of planned behaviour (TPB) to investigate how surrogate advertising on social media platforms influences consumer attitudes towards alcohol products. Additionally, it explores the moderating effect of consumer scepticism on these attitudes.

A cross-sectional survey of 304 consumers was conducted to test the hypotheses using variance-based structural equation modelling (VB-SEM). Slope analysis was used to examine interaction moderation effects, while importance-performance map analysis (IPMA) identified key dimensions influencing alcohol purchasing behaviour.

The findings revealed that subjective norms and behavioural intentions significantly influence alcohol purchasing behaviour in the context of surrogate advertising on social media. The results suggest that advertisers should focus on themes of collective consumption, camaraderie and togetherness in their social media advertising content to enhance sale outcomes.

Research on surrogate advertising on social media platforms, particularly in shaping attitudes towards alcohol products, remains limited. This study addresses this gap, offering marketers critical insights into performance-based variables that can help them develop more effective marketing strategies.

Boxing Not so Clever In this first issue of what will be a regular review of the world's marketing literature, it is a challenge to an editor to extricate a theme from such an abundance of riches.

Argues that the general area of commercial sponsorship activity, while attracting increasing interest from marketing practitioners as an important strategic option in marketing communications, has not been the subject of sufficiently rigorous and comprehensive investigation by theoreticians. States the purpose is to establish and consolidate the available body of knowledge combining an overview of the standard conceptual approaches to marketing communication with an examination of the recent academic research in sponsorship, while maintaining a focus on current marketplace practice. Argues for a coherent and structured approach to the management of sponsorship expenditure through the application of a ‘management by objectives’ approach. Parameters are established in terms of a working definition of sponsorship, a review of its commercial development and an overview of current activity. Develops a commercially ration framework within which sponsorship activity may be undertaken. Views objective‐setting as the cornerstone of sponsorship management and outlines a classification of sponsorship objectives that subsumes current practice clarifies the range of potential benefits. Examines the criteria that govern rational sponsorship selection and proposes an evaluation strategy based on stated criteria. Methods of evaluating effects of marketing communications (sponsorship particularly) are examined and new evaluation techniques are advanced to facilitate the implementation of this rigorous scientific approach.

The creativity-based facilitation effect, well documented by previous research, shows that creative advertisements (ads) are more memorable than regular (or less creative) ads, that is, creativity facilitates memory. This current research aims to extend our understanding by investigating the impact of creativity on regular ads and competitive advertising. It examines whether creative ads impair the memorability of regular ads to determine whether a “creativity-based impairment effect” exists.

Three experiments were conducted. Experiment 1 tested creativity-based impairment effects in brand recall. Experiment 2 replicated and validated the impairment effect in recall, using a different presentation order of ads. In Experiment 3, effects of creative ads on competing vs non-competing brands were examined.

Results found that creative ads impaired the brand recall of regular ads, creative ads impaired the recall of competing brands more than non-competing brands and creative ads were recalled earlier in top-of-mind recall positions.

Future research may look at whether different memory measures (e.g. recognition), different proportions of creative ads, and ads of familiar vs unfamiliar brands produce differential impairment effects.

One suggestion from this research could be to not only copy-test your own brand’s advertising, but also test the advertising of other brands so that the target ad’s relative levels of creativity can be assessed before media buying. As a result of this testing, when the brand identifies any potential impairment effects, the identified creative ads could then be tracked in terms of media placement, providing a guide of where “not to schedule” advertising.

This research makes an important theoretical contribution as the first to explore impairment effects in the context of creative advertising. In doing so, it offers important managerial insights for regular and competitive advertising.

Dinesh Sibal, CEO of Q-Connect, was reading his mails on his laptop after returning back to his hotel room in Guwahati. He was in Guwahati for his regular monthly meeting with field team. One of the mails was from marketing manager of a leading consumer durables company dealing in kitchen utensils and appliances. The company wanted to use Q-Connect network to carry out demonstrations and sales of its products for its target customers in Assam. Sibal was pleased as this was the first instance of a company reaching out to him for using Q-Connect network. He wanted to share the good news with his colleague Gulancha Baruah with whom he had built this network.

The promotion of tobacco products has received detailed attention. However, this research has focussed on the effects of tobacco advertising or sponsorship, and how restrictions on promotion activities affect demand. By contrast, comparatively few studies have examined the regulatory implications of variations in the guidelines or statutes governing tobacco promotions. In this paper we analyse the issues arising from inconsistencies in international tobacco promotion regulations and the proposals designed to address these. We conclude that because the development and application of consistent regulations infringes on the economic interests and traditions of civil liberties in some nations, the prospects for implementing internationally adhered to protocols is gloomy. A more practical solution may be to control the conditions of sale of tobacco products as these are more readily circumscribed by domestic regulation.

Paper presented to Interactive Video Conference: Eastbourne, England, 1st June, 1983. Three main considerations in developing interactive video are: (1)Application. (2) The system. (3) The resources available. All three feature significantly and they are interdependent. Logically the starting point is the application because it sets the criteria for the system and indicates the resources which are needed. Because interactive video can do a lot of things, applications exist in abundance: from teaching and training to exhibition advertising and surrogate travel. But on this occasion I consider something very necessary and a common requirement of many industries at the moment ‐ training.

Rising trends in alcohol consumption and early drinking initiation pose serious health risks especially for adolescents. Learner’s prior knowledge about alcohol gained from the social surroundings and the media are important sources that can impact the learning outcomes in health education. The purpose of this paper is to map adolescents’ perceptions of alcohol in Punjab, India and how these perceptions are related to their attitudes towards their social surroundings and the media.

The questionnaire was created after informal discussions with local people who consume alcohol and discussions with alcohol-related experts. Students from five schools (n=379, average age=13.6 years) in the urban region of Punjab, India, filled in a questionnaire. Quantitative tests were performed on the questionnaire data. Summative content analysis was performed for the textbook content about alcohol from classes 1 to 10.

Data suggest that students gain knowledge about alcohol from multiple sources, including society, the media and education. While society and the media can give misinformation, education did not provide them with factual scientific information about alcohol. Students from financially marginalized social surroundings experience the presence and use of alcohol more frequently; they trust the media and celebrities somewhat unquestioningly and, hence, are more at-risk.

All participants in informal discussions as well as all participating schools in the study were from urban regions. Data about individual’s socio-economic conditions was not collected.

This research investigates perceptions of alcohol that are derived from adolescents’ social surroundings, perceptions of the media and perceptions gained through educational guidance in a developing country. Such multi-dimensional investigations have not been conducted earlier.

The purpose of this study is to develop a typology of social media messages to compare the effectiveness of different message strategies.

In total, 1,837 messages from 12 hotel brand Facebook pages were content-analyzed. Applying both correspondence analysis and multivariate analysis of variance, the study compared message strategy across hotel-scale levels and explored the effectiveness of different message strategies.

A typology of four-type message format and six-type message content was developed. The picture message was the best message format. Product, brand and involvement messages were shown to be more effective than information, reward and promotion messages. Promotion message was the least effective message content type.

The major limitation of this study is the generalizability owing to the sample selection process. There is also the limitation on exclusion of control variables, selection of the three effectiveness measures and evolving social media technology.

The typology of Facebook message strategy developed in the study provided guidelines for hotel marketers to create messages on Facebook pages and track effectiveness. Hotels should also take full advantage of the picture format and product, brand and involvement contents.

This study created a new typology of social media message strategy consisting of two dimensions. It also provided empirical evidence to support the application of message strategy theory in the hotel social media marketing area.

Services marketing.

This case can be taught effectively to MBA/MS students. The case provides students with an opportunity to closely examine various marketing activities and to understand how problems associated with intangible services can be dealt with by using effective integrated marketing communications.

On March 1, 2011, JustEat, the world's largest and premium online food ordering and table reservation portal, acquired a 60 per cent stake in India's premium online food ordering and table reservation portal – Hungryzone. Following this, Hungryzone was rebranded as www.justeat.in. Ritesh Kumar Dwivedy Founder and CEO of Hungryzone and now the CEO of www.justeat.in, soon faced some challenges that cropped up as a result of this new development. Rebranding and the scalability of operations with the existing resources were the major causes of concern. To overcome these problems, www.justeat.in undertook several marketing initiatives and in the process implemented innovative ideas like JustConnect Terminal; introduction of the global JustEast mascots Belly and Brain to replace the existing mascot Aloo Patel of Hungryzone; and various innovative promotional activities to promote www.justeat.in. The case highlights the issues and challenges faced by the management. Finally some significant challenges yet to be resolved are posed. What should be done to deal with the problem of poaching of customers by partnering restaurants? How should www.justeat.in ensure that the partnering restaurants do not perceive it as their competitor in spite of the fact that registering with www.justeat.in helps increase their revenues by 10-15 perx cent? How should www.justeat.in convince popular restaurant chains to register with it keeping in mind the fact that they are already facing excess demand situations?

The case is designed to enable students to understand: the concepts associated with delivering services through electronic channels; communications and the services marketing triangle; key serxvice communication challenges; the integrated services marketing communication mix; strategies to match service promises with delivery; and the services branding model.

Teaching notes are available; please consult your librarian for access.