Journal of Marketing Communications Impact Factor & Information

Publisher: Taylor & Francis (Routledge)

Journal description

The Journal of Marketing Communications is devoted to publishing research papers and information concerning all aspects of marketing communications and promotion management. It is a channel for discussing emergent issues such as relationship marketing and integrated marketing communications together with behavioural foundations of marketing communications and promotional management. Issues that the journal covers include: Marketing communications - communications via any or all of the marketing mix elements. The way(s) the marketing mix elements are operationalized and interrelated for communication purposes in marketing plans. Promotional management - this would not only include the bedrock of advertising, sales promotion, publicity and personal selling, but would also include emergent areas such as marketing public relations, direct marketing and sponsorship. The mechanism or process of developing effective communications or promotion via specific case studies. Behavioural foundations of marketing communications and promotion management including semiotics, consumer behaviour, attitudes and persuasion, source and message factors, diffusion of innovations and adoption factors. Effects of changing environmental circumstance on marketing communications and promotional strategy - altered budget allocation, messages. and media vehicles adopted. Exploration of the trends toward integrated marketing communications, marketing public relations, and relationship marketing. Examples of sound or innovative teaching or training practice in relation to the marketing communications or promotional management. The interface between corporate and marketing public relations. The relationship between marketing and corporate communications.

Current impact factor: 0.00

Impact Factor Rankings

Additional details

5-year impact 0.00
Cited half-life 0.00
Immediacy index 0.00
Eigenfactor 0.00
Article influence 0.00
Website Journal of Marketing Communications website
Other titles Journal of marketing communications (Online)
ISSN 1352-7266
OCLC 49818363
Material type Document, Periodical, Internet resource
Document type Internet Resource, Computer File, Journal / Magazine / Newspaper

Publisher details

Taylor & Francis (Routledge)

  • Pre-print
    • Author can archive a pre-print version
  • Post-print
    • Author can archive a post-print version
  • Conditions
    • Some individual journals may have policies prohibiting pre-print archiving
    • On author's personal website or departmental website immediately
    • On institutional repository or subject-based repository after a 18 months embargo
    • Publisher's version/PDF cannot be used
    • On a non-profit server
    • Published source must be acknowledged
    • Must link to publisher version
    • Set statements to accompany deposits (see policy)
    • The publisher will deposit in on behalf of authors to a designated institutional repository including PubMed Central, where a deposit agreement exists with the repository
    • SSH: Social Science and Humanities
    • Publisher last contacted on 25/03/2014
    • This policy is an exception to the default policies of 'Taylor & Francis (Routledge)'
  • Classification
    ​ green

Publications in this journal

  • Yi-Fen Liu, Chi-Cheng Wu
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    ABSTRACT: Product line extension, the introduction of new products under the same brand name in a given product category, is a growing practice of product innovation in many industries. However, when companies launch line extensions, information of the new products positively or negatively affects consumer evaluations of the parent products in the same line, generating the so-called spillover effects. Through two experimental studies, the current research explores how marketers can employ appropriate communication strategies and message types in advertising to induce favourable spillovers or to avoid negative spillovers in product line extensions. Experiment 1 investigates the interaction between communication strategy and line extension type. Results reveal that for vertical high-end extensions and for horizontal line extensions, ads using relational strategy that focuses on the relatedness between products in the line increase consumer valuation of the parent product; for vertical low-end extensions, ads with elaboration strategy that stresses the uniqueness of the extensions avoid negative spillovers on parents. Experiment 2 further examines how message type moderates the spillover effects in elaboration ads. Results show that, compared with numerical messages, literal messages engender smaller valuation decreases on the parents and consequently alleviate undesirable spillover effects for most types of product line extensions.
    Journal of Marketing Communications 06/2015; DOI:10.1080/13527266.2015.1046392
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    ABSTRACT: This study investigates the impact of the length of immediately surrounding commercials on the effectiveness of a given ad with the consideration of sequential order relations between two consecutive ads. The results show that the effect of proactive inhibition, the effect of an immediately preceding commercial, is fundamentally different from that of retroaction inhibition, the effect of an immediately succeeding ad. This study also found that proactive interference is stronger than retraction interference on the effectiveness of television advertising. Practical implications and suggestions for future research are also discussed.
    Journal of Marketing Communications 06/2015; DOI:10.1080/13527266.2015.1048272
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    ABSTRACT: This study examines how (in)congruence regarding the format of the ad and the context in which the ad is placed influences ad recognition, perceived advertiser sensitivity, ad comprehension, and persuasion. Highly visual or informational ads were placed congruently or incongruently within a(n) highly visual or informational surrounding context. There was some positive support for mismatching the format of the ad and surrounding context in terms of ad recognition. Specifically, a highly visual ad placed within a highly informational setting resulted in the greatest ad recognition. However, in terms of the audience's perceptions of advertiser sensitivity, subjective ad comprehension, and ad persuasion, there was more positive support for matching the format of the ad with that of the surrounding context. In this regard, it is better to place visual ads congruently within visual contexts. Theories from information processing and hemispheric lateralization are drawn on to support this research.
    Journal of Marketing Communications 05/2015; DOI:10.1080/13527266.2015.1033442
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    ABSTRACT: Marketing managers face increasing demands for effectiveness measurement including more rigorous assessment of the match between marketing communication objectives and results. This study provides an analysis of current objective-setting practices and a comparison with past industry practices by applying a traditional communication task model to marketing communications award competition entries. The results indicate that there is still room for improvement in communication objective-setting practices. Suggestions for improving these practices include (1) making a commitment to assessment, (2) offering actionable objective-setting education, (3) increasing attention to the impact of new media, and (4) expanding the role of agencies. The authors conclude that the study of the objectives and results aspect of marketing communication management will create new opportunities for integrated marketing communications scholars and practitioners to increase the effectiveness of promotional activities.
    Journal of Marketing Communications 04/2015; DOI:10.1080/13527266.2015.1027251
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    ABSTRACT: Sexual appeals remain a very popular advertising technique yet questions regarding their use remain, including how they can be used to appeal to men and women simultaneously. Literature examining what men and women find sexually appealing and the body language used to signal relationship status guided development of two appeal types: ‘Intimate’ portrayed a couple in an intimate stable relationship, whereas ‘Objectified’ showed them as sexual objects. These were combined with different levels of nudity and product relevance and studied experimentally. As expected, both genders preferred intimate appeals though they only rated low nudity intimate adverts for relevant products positively.
    Journal of Marketing Communications 04/2015; DOI:10.1080/13527266.2015.1015108
  • Journal of Marketing Communications 03/2015; 21(2). DOI:10.1080/13527266.2015.1015704
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    ABSTRACT: Luxury marketing research has moved from functional product attributes to a ‘democratized’ view in emerging economies. This seems to be based on the development of interactive and digital communications. Luxury research studies have historically focused on the brand's and marketer's perspectives. Thus, little attention has been given to the consumer's view of what we consider to be the individual drivers, i.e., the ‘inner and outer self’ and how that impacts luxury consumption. This paper presents a framework of luxury and self, using concepts such as interdependent or outer, independent or inner, and a new concept of ‘digital self’. These appear as three levels of luxury consumption, i.e., conspicuous, individual, and interactive. The interdependent self is influenced by the external motives and leads to conspicuous luxury behavior. Individual self is affected by internal motives and thus influences individual luxury consumption. Digital self affects the networks of motive and relationships and thereby impacts interactive luxury consumption and behavior.
    Journal of Marketing Communications 02/2015; DOI:10.1080/13527266.2014.999250
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    ABSTRACT: Advertising agencies are hired to develop creative advertising for their clients. This paper explores the advertising creative process used by agencies when developing new creative work. Using in-depth interviews with 21 agency practitioners in the UK this study examines the stages that take place within the advertising creative process. Findings suggest the process is made up of a series of sequentially linked stages and illustrate how agencies validate advertising creative during development. The study provides insight into how agencies customise the process and identifies that agencies have different approaches to the level of client involvement. Implications for practitioners are discussed and areas for future research identified.
    Journal of Marketing Communications 01/2015; DOI:10.1080/13527266.2014.1000361
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    ABSTRACT: The present exploratory study investigates the differential impact of various relevant corporate brand associations on consumers' cognitive (product attitude and purchase intention) and affective responses (affective corporate commitment) in the three sectors, namely durables, services and fast moving consumer goods. The findings reveal that corporate brand associations can be categorised into two categories - universal associations, which are influential in all the sectors, and sector-specific associations, which have a differential effect on consumers in different sectors. Thus, this study reveals that corporate branding is important to consumers in all the sectors, but a single corporate brand story does not work in all the sectors. Further, corporate associations do not always have a positive effect on the consumers; under certain circumstances, these might either have no effect or have a negative effect on the consumers. Finally, there are two routes by which corporate brand associations can influence consumers - by affecting their cognitive responses or by influencing their affective responses towards the company. The recognition of the important corporate brand associations in the three sectors, and the routes (cognitive or affective) through which these associations influence consumer choices would enable marketers to develop more sophisticated corporate communication strategies.
    Journal of Marketing Communications 01/2015; DOI:10.1080/13527266.2014.995206
  • Journal of Marketing Communications 01/2015; 21(1). DOI:10.1080/13527266.2014.970821
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    ABSTRACT: Ambient advertising is an answer to increasing advertising clutter and resulting deteriorated attitudes toward advertising. This research draws on literature on human information processing, schema congruity theory, and advertising effectiveness literature to investigate drivers of ambient advertising effectiveness under conditions of increasing advertising clutter and advertising literacy. We contend that schema incongruity as evoked by ambient advertising positively impacts advertising effectiveness. We develop a conceptual framework that suggests four antecedents of advertising schema incongruity – creativity, unexpectedness, engagement, and subtlety – and two moderating variables – perceived advertising clutter and advertising literacy. We further propose that advertising effectiveness on the level of consumers' mind-set variables will have an impact on sales in the long run. The article is the first approach to contribute a theory-based conceptual framework on influencing factors of ambient advertising effectiveness. It provides a research agenda and theoretically grounded guidelines for ambient advertising practice.
    Journal of Marketing Communications 01/2015; 21(1). DOI:10.1080/13527266.2014.970824
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    ABSTRACT: The term unconventional marketing refers to a set of alternative approaches for organizations to carry out communications strategies. Among these approaches, street marketing is particularly suited to targeting consumers as they navigate urban areas. However, engaging in street marketing can also expose advertising agencies and their clients to the potential risk of legal entanglements concerning the utilization of common goods for matters of marketing communication. Based on a study conducted with 10 agencies and 5 advertisers, this article highlights how companies attempt to circumvent the law, revealing three major elements that agencies and advertisers mobilize while making the decision to do so, as well as details of how they get around the rules and manage the risks and costs of breaking them.
    Journal of Marketing Communications 01/2015; 21(1). DOI:10.1080/13527266.2014.970820
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    ABSTRACT: This paper opens new insights into the use of corporate architecture in ambient marketing communications. As an expressive system, architectural discourse transcends functional use-value, while providing potent contextual cues that enhance brand engagement. Within the integrated marketing communication mix, spatial signifiers create epistemic and experiential value. Two case studies from the European finance sector exemplify the communication relevance of architectural design. The interpretative methodology, based on a contrasting semiotic analysis, explores the meaning-generating potential of the square, a central structural element of the headquarters of Deutsche Bank and Banca Monte dei Paschi di Siena. Symbolic correlations between spatial organization and connotative implications show the salient features of aesthetic place-making in financial communication. This paper contends that corporate architecture not just serves as a support for ambient marketing initiatives, but its sign value as an urban and cultural touch-point represents a symbolically charged communication tool in its own.
    Journal of Marketing Communications 01/2015; 21(1). DOI:10.1080/13527266.2014.970819
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    ABSTRACT: Ambient communication, in which nontraditional media are creatively employed to implicitly communicate a target message, is increasingly popular. Advertising on eggs, elevator panels, and public fountains are all real-life examples of this. In the present study we investigate the value of ambient communication from a consumer perspective. More specifically, we argue that advertising communicated through congruent nontraditional (ambient) media enhance consumer perception of advertising value compared to advertising placed in traditional or incongruent nontraditional (non-ambient) media. We also argue that ambient ad placements are seen as a sign that the brand cares about consumers. The results of an experimental study support our logic; to fulfill its potential advertising in nontraditional media needs to be aligned with the message being communicated. When this is the case, ambient communications help create equitable exchanges between consumers and brands as indicated by positive effects on perceptions of advertising value and consumer care.
    Journal of Marketing Communications 01/2015; 21(1). DOI:10.1080/13527266.2014.970825
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    ABSTRACT: The violence contained in television commercials has received less attention than other areas of media violence research. This study analyzed violent content in the Super Bowl commercials that aired between 2001 and 2009. Twenty-two percent of the Super Bowl commercials appearing from 2001 to 2009 contained some type of violence. A number of quantifications related to types of violence, targets and perpetrators of violent acts, and reasons for violence, among others, are reported. Subsequently, the relationships between the contextual factors of the violence and commercial likeability were examined.
    Journal of Marketing Communications 12/2014; DOI:10.1080/13527266.2014.930067
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    ABSTRACT: Women and racial/ethnic minorities account for a growing percentage of video game players in the USA. The economic future of the video game industry may, in part, depend on the industry's ability to adapt marketing efforts to appeal to the growing female and racial/ethnic markets. Contrary to these efforts, however, is advertisers' reliance on stereotypes in advertisements to quickly establish a common understanding and wide appeal to a mass audience. This study investigates how race and gender intersect in the stereotypical character depictions used to market video games to consumers. A systematic content analysis was carried out of 383 US magazine advertisements of console, mobile, and PC video games. Stereotyping and intersectionality literatures were used as theoretical guides for this research. Findings reveal that the marketing of video games in the USA upholds some longstanding media stereotypes of minorities and women, including that of the White male hero, submissive sexualized female, Asian ninja, and deviant Black male. The potential social and economic implications of the video game industry's reliance on character stereotypes for the marketing of video games are discussed.
    Journal of Marketing Communications 12/2014; DOI:10.1080/13527266.2014.914562