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Purpose: This paper aims to tests a conceptual model capturing the influence of personalized advertising on customer perceptions of brands in social media and identifies three market segments based on customers' reactions to personalized ads. Design/methodology/approach: Two studies are developed to test the model using partial least squares structural equation modeling (PLS-SEM). Additionally, cluster analysis, multi-group analysis (MGA) and serial mediation tests are also conducted to provide better insights into the results. Findings: The results of the two studies show that all nine hypotheses are supported except for H4 in Study 1. Three market segments (ad lovers, ad adjusters and ad haters) are identified. Each segment has a typical attitude toward personalized advertisements. Research limitations/implications: Built on self-congruence literature, the current research posits that consumer-brand self-congruence can be established when a customer sees a brand advertised on Facebook after searching for that brand online. Consistently, this paper finds that through self-congruence, personalized advertising has a positive impact on brand-related outcomes. Practical implications: Three segments identified – "ad lovers," "ad adjusters" and "ad haters" are important for marketers. Companies should develop an appropriate advertising campaign for each segment, especially once the general data protection regulation is in place. Companies will be subject to a noncompliance penalty if an advertisement is posted on a user s account without approval. Identifying this segment promptly will not only enable companies to save resources but also help avoid legal complications associated with privacy concerns. Originality/value: This research sheds light on the effects of personalized advertising on customer perceptions of brands in social commerce. [ABSTRACT FROM AUTHOR]

This study sought to identify principles to guide the development and implementation of initiatives that aim to prevent child sexual abuse material (CSAM) offending. It did so through a review of research on the implementation and effectiveness of initiatives that aim to prevent CSAM offending, and through input from an international expert advisory group. Seven principles are described in this paper: the use of advertising campaigns; confidentiality and anonymity; an empathetic and non-judgemental approach; accessibility; training and support; tailored programs; and evaluation. These broad principles can act as a valuable resource for practitioners and policymakers. [ABSTRACT FROM AUTHOR]

This paper analyzes the advertising campaign Sócio Olímpico-Cadeiras Cativas, created by Osvaldo Moles for the São Paulo Futebol Clube. Ran from 1955 to 1959, the campaign sought to raise funds for the construction of Morumbi Stadium, through the sale of club memberships. The newspapers' advertisements showed an intense promotion of the Sócio Olímpico title as a factor of social distinction. Nonetheless, numerous elements have revealed that, on the contrary, the Campaign had a clear massified dimension, supported also by widely accessible purchasing conditions. The paper thus aims to expand the investigation of the publicity and commercializing and comprehend the coexistence of the massive and differentiate within the same propaganda. [ABSTRACT FROM AUTHOR]

In this day and age, where we are constantly exposed to advertising messages and information, it is not surprising that advertising also plays a significant role in the political sphere. The impact of advertising on changing voter behavior in the Slovak Republic is a matter that deserves attention as political campaigns increasingly use advertising techniques and media to achieve their objectives. Advertising in elections is nothing new, but its form and scope have changed significantly with the advent of the digital era. Candidates and political parties are investing heavily in advertising campaigns, which range from traditional media such as television, radio and print to new online platforms and social media. The aim of the paper is to summarize the issue of advertising, as well as to analyse the impact of advertising i on the change in voting behaviour and decision-making of Slovak consumers (voters). The primary information was obtained by actual collection. The sample consisted of 362 respondents. The subjects of the research were consumers living in the region of eastern Slovakia. The obtained primary data were then processed in the statistical program, and Pearson's chi-squared test and Cramer's V were used to confirm or reject the established hypotheses. The second hypothesis examined has also been confirmed and shows us that there is a significant relationship between the means of advertising and the gender of respondents. The results of our research can be of benefit to various stakeholders. Political actors and parties will gain valuable information on how to use advertising effectively during campaigns. The media will have a better understanding of the impact of political advertisements and how to improve their services. The public will have a better understanding of the impact of political ads on voter decisions, and the academic community will have new insights to study and research. Overall, these results contribute to the transparency, information and quality of the political process in the Slovak Republic. [ABSTRACT FROM AUTHOR]

The study of visual identity elements is a popular area for researchers as they can make a key contribution to the commercial success of a particular brand. Personas/characters, in turn, are one of the most important elements of visual identity, because through them the brand communicates to the target segment those values that define its (i.e. the brand's) personality. Brad Pitt is an internationally known celebrity: a much discussed global phenomenon. However, investigations into the correlation between Brad Pitt's professional life and celebrity endorsement represent a gap. This paper is based on the following main objectives: to identify (1) those traits, characteristics that define the actor Brad Pitt and (2) those aspects, values that can be captured in the advertising campaigns included in the analysis. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this study is to develop a framework to investigate the mediating role of attitude toward advertising for the relationship between the exogenous constructs – advertising puffery and celebrity trustworthiness, and an endogenous construct purchase intent. Design/methodology/approach: This paper has proposed a conceptual model based on the previous relevant studies and conducted a survey of 223 youth respondents from India. Further, structural equation model with the help of AMOS software was used to test the relationship among the proposed constructs. Findings: This paper has considered advertising puffery and celebrity trustworthiness as exogenous constructs, attitude toward advertising as a mediating construct and purchase intent as an endogenous construct. The results revealed that advertising puffery influenced purchase intent and attitude toward advertising inversely, whereas celebrity trustworthiness positively influenced both purchase intent and attitude toward advertising. Additionally, attitude toward advertising was found to be a significant predictor of the purchase intent. Moreover, attitude toward advertising is found to have significant partial mediation between the constructs, celebrity trustworthiness and purchase intent. Practical implication: This paper is useful for the marketers of soft drinks and other low-involvement products in India to understand the perceptions of the youth toward advertising with puffery content and celebrity endorser. Originality/value: This study is a unique attempt to build a framework involving a combination of advertising puffery and celebrity trustworthiness to analyze the mediating effect of attitude toward advertising on the purchase Intent. [ABSTRACT FROM AUTHOR]

Purpose: The main objective of this study is to analyze content posted by automotive sector brands on their YouTube channels, identifying the use of a branded content format, the application of insights to creative conceptualization and the dissemination of messages related to messages' environmental commitment. Design/methodology/approach: A descriptive study was conducted using qualitative content analysis as the methodological approach. The sample is made up of 691 videos posted on YouTube from September 2020 to August 2021 by the ten automotive brands with the biggest advertising budgets in Spain (InfoAdex, 2021). Findings: The findings reveal a predominance of the advertorial format in content posted on YouTube by automotive sector brands, while the branded content format is less popular. Creative concepts based on insights are rare and limited to videos with an advertisement format. The theme of respect for the environment is used mainly in connection with the discourse on vehicle features and not so much as a commitment by the brand in response to consumer concerns or the changes that the automotive sector is undergoing. Originality/value: The originality of the study lies in the approach it takes to content posted by automotive brands on YouTube. The paper's contribution is innovative in that the study monitors posts by brands in the sample on YouTube over the course of a year, rather than just during the specific periods when these brands run advertising campaigns. [ABSTRACT FROM AUTHOR]

Complex network analysis helps in finding hidden patterns within a graph network. This concept is extended for knowledge graphs to identify hidden concepts using state-of-the-art network analysis techniques. In this paper, a profiling knowledge graph is analyzed to identify hidden concepts which result in the identification of implicit communities within a campus network. The proposed work is verified with the interesting results achieved by applying different metrics using a state-of-the-art network analysis algorithm. The results of the proposed work are mapped in the domain of digital advertisement to answer intelligent semantic queries. Various factors of centrality measures identify the prospective influencers within a campus network. Moreover, bridge analysis determines amplifier nodes in the knowledge graph that will help in the digital advertisement. The proposed work concludes with a discussion on link prediction. It shows the future interactions to design digital advertising campaigns through billboards. [ABSTRACT FROM AUTHOR]

Purpose: With the rise of digital media and content marketing, business-to-business (B2B) technology firms increasingly use narratives in their marketing strategy. If research has studied the impact of narrative on audiences, the structuration of the narrative strategies is still an overlooked area. The purpose of this paper is to understand the structuration of narrative strategies. Design/methodology/approach: Authors studied the cases of narratives on the Internet of Things produced by two leading technology firms, IBM and Cisco, between 2012 and 2016. Material includes advertising campaigns, blogs, written customer cases, white papers, public speeches and selling discourses. Findings: The research highlights the importance of metanarratives as the core of the structuration of seemingly different contents. It also shows how firms tap into fundamental mythic archetypes and broader sociocultural narratives to try and legitimate the emerging technology. Finally, research also introduces the concept of transmedia strategy and illustrates its use by the two firms studied. Research limitations/implications: The results are based on only two cases of multinational firms, limiting the generalization of the findings. Practical implications: The results of the research may encourage firms to use more narrative branding strategies. They also offer directions for the key elements to manage when elaborating a narrative strategy (defining key metanarratives, identifying and using broader sociocultural narratives, designing a transmedia strategy). Originality/value: The paper is among the first to try to understand the structuration of narrative branding strategies. While exploratory, it contributes to research on B2B branding and digital branding by bringing the narrative into B2B branding research. [ABSTRACT FROM AUTHOR]

This paper aims to investigate Croatian consumers' attitudes about mobile messenger chatbots (MMC) and their propensity to use them. The proposed conceptual model is based on the Technology Acceptance Model (TAM) and Innovation Diffusion Theory (IDT). The research was conducted through an anonymous survey questionnaire available on the social network Facebook. The empirical research results show that perceived usefulness, perceived ease of use, compatibility, and attitude towards mobile advertisements are statistically significantly related to attitude towards mobile messenger chatbots. No negative correlation was found between internet privacy concern and consumer attitudes about mobile messenger chatbots. A positive correlation was found between attitude towards using mobile messenger chatbots and behavioral intention. In addition to the scientific contribution in better predicting chatbots' acceptance as a communication and promotional tool, the research results will also help marketing experts design advertising campaigns via mobile messenger chatbots. [ABSTRACT FROM AUTHOR]

This research provides an experimental analysis and comparison of several RTB (real-time bidding) methods. These experiments are based on practical validation through the utilization of real-world datasets, with the primary attention being placed on the dynamic and complex nature of the RTB ecosystem. Simulations are run on various real-world advertising campaigns as part of the experimentation. These simulations take into account different campaign budgets, bid request dynamics, and user interaction pattern variations. The efficiency of each algorithm is evaluated based on performance indicators such as click-through rates (CTRs), conversion rates (CR), return on investment (ROI), win rates, cost per mille (CPM), and effective cost per click (E-CPC). The results provide useful insights into the advantages and disadvantages of each technique used, and the experimental analysis indicates the Constrained Markov Decision Process (CMDP)-based model as a promising and superior technique for RTB optimization. It provides valuable information on applications of reinforcement learning in the dynamic RTB ecosystem. Hence, via these comparisons, this paper aims to contribute to the advancement of RTB methodologies and proposes a viable route for future research. [ABSTRACT FROM AUTHOR]

Word of mouth (WOM) communication has been recognized for a long time as an activity to improve the efficiency and success of communication efforts. The purpose of this paper is to examine potential antecedents and moderators of positive WOM of tourist destination residents during the COVID-19 pandemic. Three WOM predictors are examined, i.e. trustworthiness in communication of authorities, destination reputation, and prevention measures, whereas two sociodemographic variables are considered as moderators, i.e. gender and age, and more specifically, generational cohorts. Empirical research has been conducted among residents of a tourist destination, considered important stakeholders who actively participate in tourist destination branding. Data were collected through an online survey distributed through e-mail marketing lists and online panels. After obtaining 480 valid responses, data were subject to normality tests, Partial Least Squares-Structural Equation Modeling (PLS-SEM), measurement invariance assessment, and multi-group analysis. Findings reveal that residents' positive WOM is caused by their perceptions of destination reputation and adoption measures, being the role of trustworthiness in communication of authorities insignificant in residents' WOM engagement. Among the two sociodemographic variables, only gender is found to moderate one relationship (i.e. reputation-WOM), with stronger effects among women. [ABSTRACT FROM AUTHOR]

Purpose: The study aims to evaluate the effect of inducing emotions (neutral, joy and fear) on the level of visual attention in beer advertisements. Design/methodology/approach: A between-subject experimental study with a multi-method design was carried out using three neuroscience equipment concomitantly. The electroencephalogram and the electrical conductance sensor on the skin were used to assess the emotions induced in the individuals, while eye-tracking was used to assess the visual attention to beer advertisements. Three independent groups were formed. Each group was induced to one emotion (neutral, joy or fear), and then the level of visual attention was observed in ten stimuli of beer advertisements. Findings: The results revealed that the induction of joy increased the visual attention to the brand name, while the induction of fear increased the visual attention to both the brand name and product packaging but reduced the visual attention to human faces within the ads. Research limitations/implications: This paper extends the literature, and to the best of the authors' knowledge, it is the first study to indicate that induced emotions before ad viewing influence potential consumers' visual attention. Practical implications: The findings can serve as a basis for developing advertising campaigns that use emotion induction before ad viewing to increase the visual attention of potential consumers. Originality/value: To the best of the authors' knowledge, this is the first study to investigate whether the emotion induction that happens before ad viewing can impact the level of visual attention to advertisements. The study also provides clear and comprehensible implications from marketing practices to improve visual attention to ads. [ABSTRACT FROM AUTHOR]

Capitalism has become so naturalised in recent decades that there seems to exist little to no alternative to it. Common acceptance of this social formation begs the basic question of how particular systems are legitimised. In this paper, I look at some legitimation mechanisms at play by focusing on the capitalist tendency to ideologically appropriate criticism emerging from social struggles. I draw on the study The New Spirit of Capitalism by Boltanski and Chiapello and the cool capitalism thesis put forward by McGuigan. Both provide a basis for a case study of two advertising campaigns by Slovenia's biggest mobile network operators. During the period of mass uprisings following the 2008/09 economic crisis, the two operators harnessed the symbolism of resistance in their advertising targeted at young people. In each case, the messages of the protests in the ads were deradicalised and largely stripped of any meaningful political content. While it is clear the advertising industry plays an important systemic role in capitalism, the two case studies hint at another way that advertisements can help perpetuate the system: by reinterpreting the critical messages emerging from within society, they become neutralised, with the critical voices thereby becoming more easily integrated into the capitalist social structure. [ABSTRACT FROM AUTHOR]

Copyright of Fonseca: Journal of Communication is the property of Revista Fonseca Journal of Communication and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Anduli: Revista Andaluza de Ciencias Sociales is the property of Anduli: Revista Andaluza de Ciencias Sociales and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

An introduction to the journal is presented in which the editor discusses the various articles published within the issue on such topics as market research online communities (MROC), consumers' cultural differences and their impacts on international surveys, and synergy in advertising campaigns.

Copyright of Polish Journal of Management Studies is the property of Czestochowa University of Technology, Faculty of Management and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This paper addresses the issue of the commercialization of patriotism and its use in contemporary advertising as a factor to increase consumption. Patriotism and advertising have been going side by side since the beginning of mass media. Both are linked to the idea and practice of democratic persuasion, of communicating our views, values, and actions (products) as the best. This study compares patriotic marketing in America with patriotic marketing in the recent advertising campaigns of some wellknown Bulgarian brands. Using these specific examples, we analyze the main features of the new marketing practices and campaigns in Bulgaria on the wave of patriotism. [ABSTRACT FROM AUTHOR]

A great deal has been written about the rise of the world-class university and global university rankings over the past two decades. Much of this work focuses on either the efficacy of the indicators used to measure world classness or on the purposes they serve regarding student choice in an international market. However, less attention has been paid to the ways in which spatial power, particularly the politics of sight and size, brings into view and makes visible and actionable new sets of socio-spatial relations between entities. In this paper, I draw on a spatial vocabulary of sight, vision, visibility, verticality, volume and vertigo. Taken together, these modalities of space 'V-Charge' the reimagining, recalibrating and remaking of universities as a global enterprise. [ABSTRACT FROM AUTHOR]

This paper provides a model of the effects of radio advertising and present empirical evidence of the model. The model links buying intention to ad investment and ad attitude, which is in turn linked to ad content, ad emotions and ad attention. The model is specified as a structural equation model, and PLS is used to estimate and test the model. The paper presents results from 441 radio advertising campaigns, and the analysis indicates strong support for the proposed model. The results clearly indicate that ad content is more influential on purchase intention than ad investment, and emotions (positive as well as negative) are mediating the advertising processing. The findings and implications are discussed. [ABSTRACT FROM AUTHOR]

Copyright of Tonos Digital: Revista de Estudios Filológicos is the property of Servicio de Publicaciones de la Universidad de Murcia and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

In the United States of America, the Census Bureau (USCB) is implementing four major areas of innovation in preparation for the 2020 Census. The first area focuses on the maintenance of our frame of addresses using satellite imagery. The USCB will compare old and new satellite images to identify geographic areas that are stable and will not require in-person field staff updating. The second uses the Internet, including Identified (ID) and Non-Identified (Non-ID) processing, and cloud services to make it easier for people to self-respond. This Non-ID methodology has significant impacts on the way USCB staff execute our advertising campaign and promises to increase our self-response rates. The third uses existing administrative data to reduce cost. USCB will use existing data in many components of the 2020 Census including identification of vacant, non-existent, and occupied living quarters for non-respondents. The last area of innovation leverages technology to make field staff more efficient. Much of the field tasks will be automated including recruiting people, hiring staff, training staff, payroll and expense reporting, case assignments, case management, route optimization, quality control, and communications. The 2020 Census promises to be innovative, and improve over past censuses that relied heavily on paper questionnaires. [ABSTRACT FROM AUTHOR]

Copyright of Ius Humani is the property of Ius Humani and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

In this paper, I argue that the postfeminist performance of contemporary Chinese advertising deflects attention away from the feminist call for gender equality. First, I explain why Chinese feminist development leads to "femininity melancholia." I then examine the postfeminist heroes and heroines—that is the ideals of masculinity and femininity that inspire audience imitation—in contemporary Chinese advertising campaigns and femvertising vlogs (recent advertising with a focus on empowered women). In unveiling the pressures of young Chinese men's idealized masculinity, I suggest Chinese men dread female individuation and desire to preserve women's dependence and domesticity. Such pressures are intensified by idealized masculinity in advertising to men's ambivalence towards femininity via Judith Butler's gender melancholia. Engaging with Angela McRobbie's ideas about postfeminist heroines trapped in performing perfectly balanced femininity, I propose that the postfeminist performance by Chinese female vloggers indicates that young women have maintained a sense of self-definition without abandoning their femininity in the face of intense scrutiny from social and cultural gazes. My analysis of the interplay between the "femininity melancholia" shown in contemporary Chinese advertising and Chinese people's feminist consciousness contributes to the postfeminist debate about the relationship between feminism and femininity. [ABSTRACT FROM AUTHOR]

Narrow understandings about fatness and health continue to prevail in the West. However, we have witnessed emerging trends and movements against these dominant discourses. Examples of these counter discourses are the fat acceptance and body positivity movements. Social media is a space where confrontation and discrepancies between these different discourses are common, particularly in relation to nonnormative bodies. This paper explores how Instagram users reinforce or challenge underlying assumptions regarding the 'Operación Feria' advertising campaign, which focuses on promoting physical exercise to fight obesity and fatness. A total of 1,930 comments posted on Instagram were analysed using a discourse analysis approach. Two main narratives were constructed from the data. On the one hand, there is a dominant position that challenges societal norms regarding bodies, which confronts fat-phobia and stereotypes. On the other hand, there is a reinforcement of the campaign with a discourse based on humour, victimhood and medical terms. [ABSTRACT FROM AUTHOR]

Social media platforms like Facebook and Twitter have emerged as effective channels for advertising that enable consumer targeting based on demographics, interests, and user behavior. Social media marketers have utilized information spillover within these platforms to reach a larger customer base. This information spillover also exists across groups of users within the platform and enhances returns from social media advertising. Thus, this information spillover can be utilized to strategically sequence targeted advertising to amplify the returns from social media ads. In this paper, we present a theoretical model for information retention and show that the sequential advertising strategy is effective in targeting groups of users on a social media platform. In addition, we provide empirical evidence through two series of randomized field experiments. From experiments for a health services organization, we find that sequential advertising campaigns provide 23% more clicks when compared to campaigns that target groups simultaneously, which translates to a saving of 18.7% in the advertising budget to achieve similar results as simultaneous advertising. Additionally, we found that sequential advertising campaigns targeting a smaller group first followed by a larger group provide 10.7% additional clicks when compared to targeting a larger group first followed by a smaller group. These results were consistent for consumer packaged goods that were advertised on Facebook and Twitter. These results provide implications for social media advertising research and practice. [ABSTRACT FROM AUTHOR]

This paper analyzes externalities generated by offline advertising campaigns on the performance of online ads. Using advertising data on a panel of firms in the hotel industry, we estimate how a firm's offline, display, and competing ad campaigns impact the effectiveness of Google and Facebook advertising. We find a positive effect of traditional mass-media campaigns on Google clicks. Advertising from competitors does not affect Google ad performance but it increases advertising prices, suggesting keyword poaching. Further analyses hint that Google's monopoly power and auction system allow free-riding on advertising externalities. Although we find similar positive effects on Facebook ads, they are not significant. [ABSTRACT FROM AUTHOR]

Copyright of Austral Comunicacion is the property of Austral Comunicacion and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The outbreak of the COVID-19 global pandemic has strongly affected different issues of everyday life. The pandemic has changed consumer attitudes and behavior. Consequently, during COVID-19, businesses had to decide how to organize the advertising campaigns and what content should be addressed to consumers. Considering the limited number of articles concerning these issues, it seems important to evaluate the impact of the global health crisis on advertising messages in different countries. The main objective of this paper is to assess TV commercial campaigns implemented during the COVID-19 pandemic, including the specific epidemic situation in the selected countries. The research methodology was based on the observation, a qualitative method of collecting data obtained through monitoring the content of TV commercials aired during the afternoon, before or after the main news service. The research was conducted in May 2020 and in May 2021 in five selected European countries affected to varying degrees by the coronavirus pandemic. The research results allowed evaluation of the advertising messages in terms of their content and values exposed. The findings indicate that the number of COVID-related TV commercials is not correlated with the number of patients and deaths from COVID-19. The themes appearing the most often in the TV commercials in the studied period were the #StayAtHome idea, family and friends, the aspect of safety during the crisis, and brands' special offers. The tone of the advertisements was usually uplifting and hopeful, trying to cheer the stressed societies. From a theoretical perspective, the research results show the advertising strategy issues in specific conditions in different European countries. These findings concerning TV commercial strategy during a pandemic crisis could provide references for other countries, especially in Europe. The research results could be useful for marketing managers in developing strategies concerning the successful planning of TV commercials in crisis periods in European countries. [ABSTRACT FROM AUTHOR]

This paper explores the discursive construction of boys in two Australia domestic violence primary prevention advertisement campaigns. The first, 'Stop it at the Start', is an Australian government initiative which launched in 2016 and includes five different video shorts. The second is the Victorian Government's 2016 'Respect Women. For Our Children's Future' campaign, which includes two video advertisements: 'Nothing Good about Dads Who Abuse Women' and 'Family Violence Has No Good Days'. We explore the tendency of these campaigns to construct boys as future perpetrators; their representation of boys' unambiguous and painless inculcation into masculine violence; their lack of attention to the psychological effects of boys' experiences of witnessing domestic violence; how the 'future' framing of the advertisement diverts attention away from violence done to women in the present; and, their failure to represent feminist education for boys. By examining these limitations, we draw attention to the places where an affirmative feminist studies of boys is needed in order to address the realities and needs of boys in the present. [ABSTRACT FROM AUTHOR]

An introduction is presented in which the editor discusses articles in the issue on topics including sexual appeals in advertising to mixed gender audiences, integrated marketing communications, and medium content and advertising format congruency related to advertising outcomes.

Storytelling has become a buzzword in marketing and brand development. Many experts have suggested methods for using stories in marketing and advertising, but these theories do not paint a full picture. Brand storytelling is a three-dimensional process that requires understanding the customer journey, the brand identity and the market or context in which they coexist. When there is a disconnect between two or more of these story dimensions, the message falls flat and does not resonate with customers. This paper introduces the Storytelling Superpower framework, an approach that allows brands to identify their essential persona and craft a more authentic message that connects and resonates with customers. This storytelling rubric comprises four archetypes, and in this paper we study examples of marketing and advertising campaigns featuring each type. [ABSTRACT FROM AUTHOR]

This paper examines within the theoretical framework of intertextuality the mobilization of glocalization as an international marketing strategy in Nike's and Adidas's 2008 advertising campaigns in China. Intertextuality is seen as a form of mediation through which the glocalization strategy conducted within the domain of global marking is taken up in the domain of advertising communication. The paper also assumes the interrelations of intertextual performance to value orientations and group affiliations. By analyzing intertextuality in relation to affinity groups, it aims to resolve to some extent the conundrum of Nike's more successful than Adidas in the sportswear market of China in a social-semiotic perspective. Two print ads constituting a representative example of the corpus were selected for a qualitative analysis. The comparative analysis of intertextuality reveals the contrasting methods of glocalization applied by Nike and Adidas in their 2008 advertising campaigns, thus offering an explanation for Nike's triumph in competition with Adidas in China. [ABSTRACT FROM AUTHOR]

Purpose: This paper aims to investigate whether anthropomorphized (i.e. humanized) brands are judged less negatively for competence failures than for moral lapses and how these ethical judgments impact negative word-of-mouth (NWOM) intentions of less-lonely and more-lonely consumers. Design/methodology/approach: Two scenario-based experiments were conducted, involving a total of 1,375 US mechanical turk (Amazon consumer panel) participants. Findings: Findings show that brand humanization has an impact on ethical judgments only for less-lonely consumers. More specifically, for less-lonely consumers, a humanizing strategy backfires when the failure is moral but helps the brand when the failure is competence-related. On the other hand, more-lonely consumers judge the situation less negatively overall, and this effect is not impacted by the anthropomorphization strategy. Process tests indicate that these judgments indirectly affect consumers' intention to spread NWOM following negative events. Research limitations/implications: Future research could examine the specific process for lonely consumers (i.e. the role of empathy) and manipulate the size of the negative events (i.e. consumer perceptions of moderate vs extreme failures). Practical implications: Brand managers need to consider their specific situations, as anthropomorphization can have both positive and negative effects depending on the consumers and the failure type (moral vs competence). Originality/value: Extant research indicates that a humanizing strategy backfires when the market has negative information about the brand. This research introduces types of negative information, as well as consumers' loneliness as moderators and contributes to the literature in branding, business ethics and word-of-mouth. [ABSTRACT FROM AUTHOR]

This paper argues, in the context of targeted advertising, that receivers' ability to independently acquire information has a non-trivial impact on the sender's optimal disclosure strategy. In our model, a monopolist has an opportunity to launch an advertising campaign and chooses a targeting strategy – which consumers to send its advertisement to. The consumers are uncertain about and heterogeneous in their valuations of the product, and can engage in costly learning about their true valuations. We discover that the firm generally prefers to target consumers who are either indifferent between ignoring and investigating the product, or between investigating and buying it unconditionally. If the firm is uncertain about the consumer appeal of its product, it targets these two distinct groups of consumers simultaneously but may ignore all consumers in between. [ABSTRACT FROM AUTHOR]

Cognition and emotion are known to be drivers of information and message processing, leading to attitude formation. This research hypothesises that emotion, specifically intense positive mood, would elicit better ad and brand evaluations. This paper examined the role of the Associative Network Theory of Memory and Emotion (ANTME) within the framework of the Elaboration Likelihood Model (ELM). Adopting experimental method, the results confirmed most of our hypotheses. In four experimental studies via the purposive sampling method, undergraduate students were invited to volunteer in the experiments (N = 389). Study 1 (n = 60) established ELM as a framework within the sampling frame. The results indicate that individuals' difference in the need for cognition (NFC) evaluate both ad and brand differently. In study 2 (n = 131), despite having elicited positive and negative mood valence, none of the moods successfully boost the evaluations of ads and brands for either low or high NFC individuals. In study 3 (n = 129), the results indicate that only intense positive mood successfully garner favourable brand evaluation. Lastly, in study 4 (n = 69), the results reveal that prior exposure to a humourous stimulus (i.e., comic strip) affects ad evaluation only. This research offers some theoretical contributions to the establishment of cognition as drivers to information processing and ELM attitude formation; and insights into consumers' cognitive-emotional attempts in response to advertising and brands which may become an input for advertisers, brand builders and marketing firms to design more innovative and impactful advertising campaigns for a sustainable IMC. Further, it could assist policymakers and regulators in improving the existing advertising guidelines and policies in Malaysia. [ABSTRACT FROM AUTHOR]

The objectives of this paper are to make explicit the potential of meanings related to blackness that permeate the advertising campaign "Everything begins with respect". This paper verifies how these meanings contribute to the construction of black cultural identity, that is, to highlight if they reinforce structure of submission related to slavery and the (re)updating of tradition, or if they move forward by dealing with their own truth in their territory. Mbembe (2017), Lipovetsky and Serroy (2011) compose the theoretical foundation and the advertising piece is analyzed from the perspective of peircean semiotics. The article reveals how advertising can contribute to the process of social construction of the black color with implications for the process of construction black cultural identity. [ABSTRACT FROM AUTHOR]

Purpose – The purpose of this paper is to evaluate the recent evolution of store flyers to illustrate how a tool of traditional marketing can be applied to generate insight on customer “couch-to-cart” behaviour thus supporting an innovating shopper marketing approach. The authors support this position by elaborating on three themes: first, the recent evolution of flyers, driven by incorporation of customer insight derived from loyalty data and by new features enabled by flyer digitalization; second, the evolution of the flyer planning and management process, related to opportunities and challenges in the retailer organisational structure; and third, the rise of online flyer aggregators. Design/methodology/approach – The authors used field interviews. The authors included the perspectives of different subjects involved in planning and delivering flyer-based promotions. Secondary data were also collected regarding flyer activities of a sample of 67 retail groups across 15 countries and four industries. Findings – Critical aspects of flyers as retail marketing tools emerged. The authors found that there are changes taking place in flyer-based promotion caused by “fertilisation” by loyalty data and digital that have not been captured by research so far. Retailers are experimenting with flyer aggregators. These infomediaries generate new insight on various aspects of the shopping cycle. Retailers can use these metrics to improve flyer strategy and negotiation with suppliers. The authors shed light on obstacles that prevent exploitation of shopper marketing benefits and value. Among the managerial challenges the authors found retailer organisation and management and functional integration. Research limitations/implications – The paper points to four areas for future research: promotion innovation, electronic intermediaries, marketing organisation and competition. Research questions are suggested. Practical implications – This study contributes to retail management by identifying best practices that support promotional campaign development in a shopper marketing perspective. The authors provide suggestions around the incorporation of loyalty data in the flyer planning process and the creation of inter-functional teams. Originality/value – Academic research has long addressed flyer-based promotion, but has not linked it to innovation or shopper marketing. Little or no attention has been paid to the flyer management process and its organisational dimensions, nor to digital flyers. [ABSTRACT FROM AUTHOR]