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Role of advertising: Persuasion or agenda setting?
... For example, when all outcomes have the same utility, the comparative probability transfer term above vanishes, and ties in utility are broken by salience; while in the limit when all items becomes very salient, choice becomes deterministic (and the highest utility item is chosen). We link our model to an object-specific notion of salience based on prominence that is in line with intuitions in cognitive science on visual salience (e.g., Milosavljevic et al. (2012); Towal et al. (2013); Janiszewski et al. (2013); Weingarten and Hutchinson (2017); Dai et al. (2020)), and in marketing on brand salience (e.g., Hoyer and Brown, 1990) that have also been tied to advertising (Sutherland and Galloway, 1981, Moran, 1990, Yi, 1990, Miller and Berry, 1998. 1 Consistent with these approaches, and Bordalo et al., 2022's definition, we think of salience as capturing a "bottom-up" mental process, one that affects choice in an automatic and involuntary fashion. We review some stylized facts from these literatures in Section 2 and how they accord with our approach. ...
... The salience of a good or brand has been conceptualized as measuring the prominence of a brand in memory (Wedel and Pieters, 2000, Romaniuk and Sharp, 2003, Nedungadi, 1990, Zhang et al., 2021, visual, perceptual or cognitive awareness (Wedel and Pieters, 2000, Van der Lans et al., 2008, Janiszewski et al., 2013,Weingarten and Hutchinson, 2017, Dai et al., 2020, how often it enters into consideration sets, or how loyal customers are to it Sharp, 2004, Ehrenberg et al., 1997). Extensive work has shown that, as in our model, higher salience implies a higher chance of being chosen (Sutherland and Galloway, 1981, Ehrenberg et al., 1997, Romaniuk and Sharp, 2003, Vieceli and Shaw, 2010. Not only that, but salience (as measured through awareness) can impact choice even in the face of utility differences such as quality and price (Macdonald andSharp, 2000, Hoyer andBrown, 1990). ...
... The marketing literature also suggests that firms can directly alter the salience of their brands via advertising (Sutherland and Galloway, 1981, Moran, 1990, Yi, 1990Miller and Berry, 1998Krajbich et al., 2024. We specifically explore the implications of this in Section 5, where we consider an equilibrium setting where firms can choose both the price and salience (via advertising) of their products. ...
We introduce a new model of stochastic choice that assigns each choice option a utility, along with a salience parameter reflecting economic frictions. We characterize our model behaviorally and investigate its comparative statics properties. We show that the model generates intuitive closed-form solutions in equilibrium settings where firms can choose price, quality, and advertising. In addition, we show that the model allows for flexible substitution patterns and changes in market shares across choice sets. We demonstrate that our model can be easily identified and can outperform alternatives in demand prediction. (JEL D11, D21, D43, M37)
... In general, only a few researchers have explored agendasetting theory's relevance to advertising theory (Sutherland and Galloway 1981;Ghorpade 1986); political advertising researchers, however, have been an exception to this rule as a number of studies focus on the agenda-setting effects of mass media and political advertisements (Roberts and McCombs 1994;Lopez-Escobar et al. 1998). Unlike other advertising researchers, political communication researchers have also leveraged the power of the Internet by exploring the effect of political advertising, campaigns, and online news on user-generated content (Roberts, Wanta, and Dzwo 2002;Wallsten 2007;Sweetser, Golan, and Wanta 2008;Ragas and Kiousis 2010). ...
... Unlike traditional advertising theory, green advertising does not significantly motivate purchase decisions, but it can adversely affect sales (Shrum, McCarty, and Lowrey 1995;Newell, Goldsmith, and Banzhaf 1998;Kong and Zhang 2012). Therefore, the key here is to build brand salience with green advertising and market communication tools by subscribing to the view that advertising works by improving brand salience (Sutherland and Galloway 1981;Miller and Berry 1998). ...
Agenda-setting theory is used to investigate if consumers' online opinions on “greenwashed” advertisements (misleading green advertisements) are influenced by the agenda set by online newspaper articles and environmental nongovernmental organization (NGO) blogs. Leximancer is initially used to obtain attributes and identify themes from four different online stakeholder discussions on greenwashing. Content analysis and cross-lagged correlations are further used to verify if blogs and news articles set the substantive attribute salience in the consumer discussions over a 12-month period (January–December 2009). We found two significant themes in the various stakeholder discussions on greenwashing: marketing communication credibility and impact on natural environment. Results also indicate a bidirectional agenda-setting relationship between consumers and other stakeholders from the same country.
... While the literature on brand and on brand relationships is rich in both the marketing and advertising literature (Aaker 1991;Aaker 1997;Davis 2002;Keller 1993;Sutherland and Galloway 1981) we wished to more closely examine the associations that are produced and referenced with the appearance of television advertising and its effectiveness in terms of impact on brand familiarity and likeability. The Super Bowl telecast showcases a complicated network of brand associations -the ads, the teams and the athletic contest -in the highly touted and expensive television commercials that air during the broadcast. ...
... Ideally, such associations yield increased sales. Sutherland and Galloway (1981) state, "products that are advertised heavily have a status conferred upon them -they are felt by customers to be 'the more popular' products. The media are assumed to carry that which is more important, more in demand, more notorious. ...
... Marketing and advertising increase the awareness of public investors, especially millennials (Vassileva, 2017). The more cooperation and sponsorship, the more general understanding will be shaped (Lou & Yuan, 2019;Sutherland & Galloway, 1981). The online marketing and advertising process of CWLS needs to be digitized. ...
p>Cash Waqf-Linked Sukuk (CWLS) is Indonesia’s new social and financial engineering product integrating cash waqf with Sukuk investment. Considering the low performance of the CWLS fundraising, this study aims to identify and evaluate the most critical factors contributing to the slowdown fundraising process. The study provides an expert-based alternative strategy to stakeholders to make this instrument could be better in the future. Mixed method analysis was used and based on SWOT analysis compounding an expert-based interview and questionnaire survey as data collecting method in this research. The authors elaborate on the fundraising evaluation and alternative strategies for the Internal Factor Analysis Strategy (IFAS) and External Factors Analysis Strategy factors (EFAS). The results show that the IFAS and EFAS values suggested a progressive Strength and Opportunity (S-O) strategy as the priority strategy that needs to be implemented. The (S-O) plans offered the digitization of the CWLS’s fundraising process to attract intention and facilitate access for investors/waqif from the internet user sector. Thus, the stakeholders should utilize retail collection to reach more investors.</p
... Advertising campaigns do not only affect people's preferences for products, or the information they have, but also the manner and degree to which particular topics or issues have salience. Thus, advertising serves an important agenda-setting function, in addition to the degree to which it persuades or informs consumers (Sutherland and Galloway 1981). Often, the thing made salient is a brand name, such that when you go into the supermarket, previous advertisements make Skippy pop into your head before Jif, or peanut butter seem more important than chocolate. ...
What does democracy demand of business? We argue that an answer to this question requires an understanding of the sorts of ethical obligations businesses have more generally. Against approaches that understand the duties of business in terms of citizenship or fiduciary obligation, we propose and develop the notion of subcontractor duties. We conceive of commercial activity as a social subcontract, in which businesses are empowered to exercise their judgment in pursuit of parochial interests, but for broader social reasons. Such license, however, puts businesses in a position to use this judgment in ways that unduly influence broader political processes. Given this, business ethics should be seen as indispensable for normative democratic theory, as it offers a conception of how business leaders should discharge their discretionary power in a manner least offensive to democratic principles. Drawing on a pragmatist understanding of democracy, we contend that businesses must respect, and avoid undermining, the formal and informal processes that characterize democratic politics. We conclude with rough sketch of what this looks like in practice, listing three broad sets of desiderata that a social subcontract seems to demand of businesses vis-à-vis democracy.
... The 10 relevance of mental availability is therefore to ensure a brand has presence in consumer 11 memory, and is linked to many relevant category cues that are encountered in buying and 12 consumption situations (Romaniuk, 2013b(Romaniuk, , 2015Sharp, 2010 ' (2002; 1997), successful publicity of a brand through 22 advertising will affect the existing memory associations linked to the brand (and may even 23 build new links). As most advertising is designed for established brands that people are 24 already aware of, this is also described as 'nudging' consumers' buying propensities by 25 refreshing and reinforcing the existing brand associations in consumer memory (Ehrenberg et 26 al., 2002;1997;Sutherland and Galloway, 1981;Jones, 1990). Importantly, though, for 27 advertising to have any effect on consumer memory it must be correctly associated to the 28 advertised brand (Brown, 1988), if it is to have any opportunity of 'nudging' the propensities 29 of those exposed to the advertising. ...
This study shows that the impact of advertising on consumer memory can be observed using mental availability (MA) metrics. Four MA metrics are used to measure the effect of advertising on a brand’s mental availability, with the results showing that in the majority of cases, MA metrics are greater among both brand users and non-users who are aware of the brand’s advertising, with a greater effect among non-users. From a practical market research perspective, adding MA metrics to existing brand health tracking will have no data collection costs where brand perceptions are already being measured.
... It has been recognized as a very prominent customer socialization agent in the marketing literature. For marketers, it is a very effective source of influencing people, as marketers believe that what is famous in the mass media becomes salient in the minds of the public and so influences their behaviour as customers (Sutherland and Galloway, 1981). Mass media is very effective in reaching customers and making them aware about products. ...
... Agenda-setting contrasts the socialized body with 'out of the norm' visuals thus setting a mental agenda for public discourse (Ragas and Roberts 2009;Sutherland and Galloway 1981). AA, for instance, supports minorities, i.e. the LGBTQA+ community. ...
This paper enhances the understanding of how brands and consumers engage in brand-mediated ideological edgework on Instagram. Our study uses a performativity lens to investigate how the fashion brand American Apparel and consumers performatively (re-)construct the aestheticized social body. We identify six brand and consumer practices of brand-mediated ideological edgework.
... Thus, 'salience' is defined as the act of 'making a piece of information more noticeable, meaningful or memorable to an audience' ( Wanta, 1997, p. 53). Newspapers vividly expose their assessment of the significance of a news item through the style of presentation: size of headline and its position within a said paper ( Carroll & McCombs, 2003, p. 37;Sutherland & Galloway, 1981, p. 26). Newspapers and other media forms together put across the entire populace matters of the day and through this fix the agenda for 'inquiry, debate and discussion that continues in legislatures, courts, businesses, universities, churches and homes throughout the country' ( Gauthier, 1999, p. 197). ...
The media was accorded the status of the fourth estate with the objective of making it autonomous of society players like the government and corporate entities. However, its funding questions the independence of these entities. Using an exploratory mixed method that combines semi-structured interviews with the content analysis of newspapers, this study investigated the impact of media funding on the independence of government and private print media outlets in Ghana, tagging advertising as a revenue-generating source to determine agenda-setting patterns. In Ghana’s media economy, government and corporate entities influence editorial autonomy and favour state-owned papers than private outlets.
... Likewise, the RGM assumes company communications are intended to foster an attractive institutional image (via advertising) and to convey the impression of close customer relationships (via direct communications). In general, advertising media weight increases brand prominence, which connotes popularity, and perceived popularity leads to a more positive evaluation (Sutherland and Galloway 1981). In a complementary role, modern direct communications can make messages appear highly personalized. ...
The convoluted nature of insurance products promotes information asymmetry ensuing unethical behaviour of insurance agents. A systematic review of the sales behavioral intentions of agents will provide valuable insights into the issues of specious agent behavior. To the best of our knowledge, this study is the first that employed a systematic literature review with the objective to identify the variables that determine ethical or unethical behaviour and explicated its pattern amongst the agents of insurance companies. This study revealed that the behavioual intentions primarily depend upon the attitude, subjective norm, and perceived behavioural control. Loss of income, fear of losing a job, and lucrative incentives offered by insurance companies motivate agents to push the products by engaging in unscrupulous practices that violate the ethical norms. Hence, the sales managers should uphold a high moral attitude among sales agents, foster a diminution in unethical behaviour, and also provide extensive ethics training for establishing and maintaining long-term relationships with their customers to accomplish long-term profitability.
... Agenda-setting contrasts the socialized body with 'out of the norm' visuals thus setting a mental agenda for public discourse (Ragas and Roberts 2009;Sutherland and Galloway 1981). ...
This study aims to investigate into the role of brands as mediators of ideological edgework
on social networking sites. Our analysis focuses on the visual and textual discourse that enfolds on the Instagram account of American Apparel. We analyze the visual performances of the brand, as well as brand-mediated consumer practices, and how these practices co-construct (body) ideologies in the digital marketplace. Findings reveal three brand, and three consumer practices. The brand authenticates, sets agendas and sensitizes through provocative visual performances of the body. Consumers textually applaud, moralize, and negotiate. We introduce and discuss the notion of brand-mediated ideological edgework, point out limitations of this study, and offer future research possibilities.
... Studies from this research field suggest that brand alliances have an effect on the participating corporate brands and not only on the jointly marketed product. If a product is jointly promoted by two brands, one being a known and the other being an unknown brand, the known brand serves as a quality indicator (Sutherland & Galloway, 1981) for the brand alliance (Lafferty et al., 2004). However, while bolstering up the reputation of the brand alliance, the known brand may suffer from reputational damage or a reduced brand value because of the link with an unknown brand (Levin et al., 1996;Park, Jun, & Shocker, 1996). ...
Employer awards are increasingly utilized in the recruitment context in order to provide positive signals to potential applicants. However, the impact of employer awards on applicants’ job pursuit intentions still requires empirical proof. This study elaborates on this impact and assumes that it is contingent upon corporate brand awareness. We show that employer awards only positively impact applicants’ job pursuit intentions if the award is well-known and the recruiting firm is not. Well-known employers however do not profit from the placement of an award, on the contrary, if the award is unfamiliar, its influence on job pursuit intentions is even deleterious.
... Likewise, the RGM assumes company communications are intended to foster an attractive institutional image (via advertising) and to convey the impression of close customer relationships (via direct communications). In general, advertising media weight increases brand prominence, which connotes popularity, and perceived popularity leads to a more positive evaluation (Sutherland and Galloway 1981). In a complementary role, modern direct communications can make messages appear highly personalized. ...
Complex, highly intangible services such as life insurance consist largely of credence properties. Insurance providers engage in relationship-building activities that emphasize buyer-seller interaction and communication. Economists contend consumers are prone to make quality generalizations based on the strength of these relationships, perhaps to the detriment of price competition. The authors report contrary results suggesting that, though relationship marketing adds value to the service package, it is not a substitute for having a strong, up-to-date core service.
... Studies from this research field suggest that brand alliances have an effect on the participating corporate brands and not only on the jointly marketed product. If a product is jointly promoted by two brands, one being a known and the other being an unknown brand, the known brand serves as a quality indicator (Sutherland & Galloway, 1981) for the brand alliance (Lafferty et al., 2004). However, while bolstering up the reputation of the brand alliance, the known brand may suffer from reputational damage or a reduced brand value because of the link with an unknown brand (Levin et al., 1996;Park, Jun, & Shocker, 1996). ...
The objective of this study is to investigate the impact of awards in recruitment. Thereby we contribute to recruitment literature by focusing on the effects of third-party signals. Furthermore we examine the interaction of multiple signals by looking at the moderating effect of employer awards and corporate brand on the relationship between person-organization fit (P-O Fit) and attraction to organization. We found that even though awards positively influence attraction, the combination of known corporate brand and award causes jobseekers to ignore low P-O Fit, which distorts valuable self-selection processes and decreases applicant pool quality.
... Thus, it is intuitive to expect that people are likely to act based on prominent issues. Earlier research has linked agenda-setting effects of mass media with citizens' participatory tendencies through a two-step model of media effects (Ghorpade, 1986;Roberts, 1992;Sheafer & Weimann, 2005;Sutherland & Galloway, 1981). The first stage refers to the transfer of salience from media to the public, while the second stage explains the transfer of salience from public attention to behavioral outcomes. ...
This study expands the consequences of agenda-setting theory beyond political attitudes, arguing its significance as a mediator between media use and political participation. The results suggest that citizens learn from the media about the efficacy and integrity of political institutions, and their performance on key issues. Consequently, the information acquired through news media becomes an important factor for trust formation and participation in different forms of political actions, which are not limited to electoral activities. The implications of these results for democracy building are discussed.
... Studies from this research field suggest that brand alliances have an effect on the participating corporate brands and not only on the jointly marketed product. If a product is jointly promoted by two brands, one being a known and the other being an unknown brand, the known brand serves as a quality indicator (Sutherland & Galloway, 1981) for the brand alliance (Lafferty et al., 2004). However, while bolstering up the reputation of the brand alliance, the known brand may suffer from reputational damage or a reduced brand value because of the link with an unknown brand (Levin et al., 1996;Park, Jun, & Shocker, 1996). ...
Employer awards are increasingly utilized in the recruitment context in order to provide positive signals to potential applicants. However, the impact of employer awards on application intention still requires empirical proof. This study elaborates on this impact and assumes that it is contingent upon corporate brand awareness. Using experimental data obtained from 721 individuals, we show that employer awards only positively impact application intention if the award is well known and the recruiting firm is not. Well-known employers however do not profit from the placement of an awards, on the contrary, if the award is unfamiliar, its influence on application intention is even deleterious.
... Despite the obviously important role of advertising as an agenda-setter for certain issues, advertising's role in the agenda-setting process has received very little attention by communication scholars other than that given to political campaign spots. Exceptions are Sutherland and Galloway ( 1981) and Hauser ( 1986), who investigated how a consumer's agenda of products is affected by advertising. ...
... A highly salient brand engenders more favorable brand attitudes than a less salient brand (Stokburger-Sauer, Ratneshwar, and Sen 2012). Sutherland and Galloway (1981) suggest that the top of the mind brand recognition is an important factor in predicting stable purchase behavior. That is to say, if the salience of specific brand increases, possibility of purchase for a specific brand should increase. ...
Consumers’ perceptions of visual merchandising can arouse consumers’ in-store merchandise exploration, such as interacting with products, differentiate a retail brand among competitors; contribute to brand preference; and encourage purchase intentions. However, the combination of topics, visual merchandising and cognition, remains relatively unexplored. Thus, Study I develops measures of visual merchandising cognition and Study II examines the impact of visual merchandising cognition on brand preference, with a focus on fashion brands. This research used mixed methods and an experimental design to empirically test the influence of visual merchandising cognition on fashion brand preferences. Confirmatory factor analysis finds three dimensions of visual merchandising cognition: in-fashion, attractiveness, and function. A structural equation model confirms a conceptual framework for the influence of visual merchandising cognition on brand preferences. in-fashion and attractiveness have a significantly positive effect on brand aesthetic attributes. Function has a significantly positive effect on brand utilitarian attributes. Favorable attitudes toward visual merchandising directly transfer to favorable brand attitudes that are positively associated with purchase intentions.
... Likewise, the RGM assumes company communications are intended to foster an attractive institutional image (via advertising) and to convey the impression of close customer relationships (via direct communications). In general, advertising media weight increases brand prominence, which connotes popularity, and perceived popularity leads to a more positive evaluation (Sutherland and Galloway 1981). In a complementary role, modern direct communications can make messages appear highly personalized. ...
Complex, highly intangible services such as life insurance consist largely of credence properties. Insurance providers engage in relationship-building activities that emphasize buyer-seller interaction and communication. Economists contend consumers are prone to make quality generalizations based on the strength of these relationships, perhaps to the detriment of price competition. The authors report contrary results suggesting that, though relationship marketing adds value to the service package, it is not a substitute for having a strong, up-to-date core service.
... Studies contemplating behaviors associated with agenda setting have concentrated mainly on the field of advertising. Sutherland and Galloway (1981) noticed that the concept of salience in agenda setting operated parallel to a strategy of advertising. Consumers were asked, for example, "What attribute or product feature is the first one you think of when I say toothpaste?" ...
Based on news content analysis and survey data from the 2004 presidential election, this study examines the theoretical link between second-level agenda setting and various types of political participation beyond mere voting. Using the hierarchy-of-effects model, this study tested the sequence of C(cognitive)-A(affective)-B(behavior): News attention to presidential candidates creates second-level agenda-setting effects among the public (C); in turn, agenda-setting effects trigger strong attitudes toward candidates (A); and finally, strong attitudes lead to various types of political participation (B). Every direct effect in the structural model was significant. Indirect and total effects of agenda setting for political participation were all found to be significant. As hypothesized, agenda-setting effects operated as a mediator between media use and political participation.
... In marketing, the concept of salience is commonly used to refer to the prominence or "level of activation" of a brand in a consumer's memory (e.g., Alba & Chattopadhyay, 1986). Salient brands are likely to be high up in a consumer's consideration set and thus have a higher probability of being purchased (e.g., Miller & Berry, 1998;Sutherland & Galloway, 1981). Here salience is used in a similar fashion: Salient awards are awards that consumers think about (first) and that are more likely to be persuasive in purchase decisions than awards that lack salience. ...
Like many concepts in the social sciences, the “climate of opinion” is a metaphor borrowed from the physical world to describe a phenomenon that is not only important to the general public and policymakers but also to major mass communication theories. The climate of opinion refers to the “perceived popularity” of opinions (Sutherland & Galloway 1981). Political communication scholars often differentiate between → public opinion and popular opinion, between organized community on the one hand and mass or crowd on the other, between opinions based on consensus and unifying tradition and aggregated views of the moment. Policymakers generally respond to the former referents in each of these pairs, to public opinion, rather than to the latter, popular opinions, expressed in polls reported by the media (→ Polls and the Media; Public Opinion Polling; Survey). Scholars have examined how the climate of opinion affects → political discourse and the perceived freedom to talk (Wyatt et al. 2000).
Media theory helps the process of understanding the complex political communication environment. Agenda-setting research examines the transfer of topic salience from the media agenda to the public agenda. This process is important to discuss in the policy context of election campaigns. In an election campaign context, agenda-setting has been altered considerably since its early research studies by the technology that allows individuals and organizations to use social media to communicate directly to an audience and by the campaign finance structure created by the Citizens United ruling with money that provides for greater message exposure through advertising serving as an agenda-setter.
AIDS in the United Slates may be the most urgent public health issue facing public policy makers today. Since there is currently no chemical cure or vaccine for the AIDS virus, the only weapons available for prevention are public information and education. This study assesses the role of advertising in disseminating information during the AIDS crisis by interviewing the state AIDS coordinators in each of the 48 contiguous United States. The results of the study summarize what the states are currently doing with their AIDS advertising campaigns. Additionally, state AIDS coordinators’ perceptions are presented on advertising's role during the AIDS crisis, and what can be done to improve current AIDS advertising campaigns. Finally, implications for public policy makers are discussed.
Brand salience is the eminence of a brand in the consumer memory and is linked to the brand choice and purchase by consumers. Brand salience is the brand’s propensity to get noticed and influenced by consumers in buying situations. This research is aimed at proposing a model of brand salience for fast-moving consumer goods products, which incorporates brand awareness, brand salience, and brand image leading to the purchase intention. Brand awareness was measured with the dimensions of brand knowledge, brand recall, and brand association. Results of the data analysis conducted using partial least square method with structured equation modelling found empirical evidence of a model of brand salience where there was a significant relationship between brand salience and purchase intention. It was found that predominant brand awareness and brand image substantiated to building brand salience. The evidence supported building a primary brand salience to build the depth and breadth of the brand’s associations in consumer memory. The practical implication of the study is that a marketer can build sufficient brand salience; it increases the probability of purchase intention, which in turn is the most important aspect for any company to increase product sales through enhanced customer equity, customer loyalty, and relationship marketing.
The advertising threshold effect, which implies that advertising has little effect on sales if the level of advertising is below a certain level, has seldom been addressed in a modeling context. Inspired by the practice of horizontal cooperative advertising (HCA), this paper attempts to investigate the advertising threshold effect in a horizontal context and to explore the value of HCA programs. To investigate the advertising threshold effect in a horizontal context, we develop several advertising and pricing models that involve two horizontally related firms, where the advertising threshold effect is formulated by a two-regime sales function. We first consider the monopoly case and then extend it to a duopoly case. We further consider two HCA programs to explore the value of such programs, in which the firms share advertising expenditures to reduce their advertising cost. The findings include the following: (i) The presence of an advertising threshold can lead to sub-optimal advertising decisions. (ii) If one firm is influenced by the advertising threshold, this influence may be passed to its competitor. (iii) Although cooperative advertising is less cost effective than individual brand advertising, firms can benefit from HCA programs only when the advertising threshold is neither too high nor too low, and the synergy effect of cooperative advertising is not too low.
Der Aufbau klarer Markenimages ist grundlegend für eine langfristig erfolgreiche Markenführung. Der aktive Prozess zur Gestaltung des Markenimages durch das Unternehmen wird als Markenpositionierung bezeichnet und ist Kern der verhaltenswissenschaftlich orientierten Strategieformulierung. Eine klare Positionierung im Markt bringt die Marke und deren Besonderheiten zum Ausdruck, ist für Kunden relevant, ermöglicht die Abgrenzung zur Konkurrenz und ist auch langfristig gültig. Sie ist damit die Grundlage für den Aufbau starker Marken.
Günümüzde kitle iletişim araçları bireylerin nelerle ilgileneceğinin belirlenmesi, yorumlanması sürecinde konunun ne olacağında ve ne kadar gündemde kalacağında belirleyici rol üstlenmektedir. Bu bağlamda çalışmanın temel amacı özel günleri konu alan reklamların gündem belirlemedeki rolünü ortaya koymaktır. Gündem Belirleme Teorisi kapsamında literatür incelemesi yapıldıktan sonra nicel araştırma deseninin kullanıldığı araştırmada veri toplama aracı olarak anket tercih edilmiştir. Gaziantep ve Uşak Üniversitesi İletişim Fakültesi öğrencilerinden oluşan örnekleme 330 anket uygulanmış ancak 26’sı geçersiz olarak kabul edildiğinden toplam 304 katılımcının sorulara verdiği cevaplar analize dahil edilmiştir. Araştırmada verilerin analizi sonucunda katılımcılar en fazla Sevgililer Günü reklamları ile karşılaştıkları belirlenmiştir. Katılımcıların en fazla sosyal medyada ikinci sırada televizyonda ve en son sırada açıkhava, gazete gibi mecralarda özel günlerle ilgili reklamlarla karşılaştıkları, izleyicilerin gündemini belirlemede özel günler konu alan reklam ve reklamlarda yer alan marka tutumunun rolü olduğu ancak gündem türlerinin (evrelerinin) rolü olmadığı sonucuna ulaşılmıştır
This study examines the use of outdoor recreation in advertising in two national news magazines from 1960 to 1984 to assess whether there was any increase in the use of outdoor recreation to mirror the increases in participation indicated by other sources, and to identify the types of recreation activities used and the associated products. The results show no meaningful increase in the use of outdoor recreation in advertising. However, certain kinds of activities are more popular than others and definite trends can be identified. Similarly, certain types of products are more commonly associated with certain activity types than others.
Brands as Mediators is a cumulative
dissertation consisting of two parts. PART 1
comprises a research synopsis, which
provides a literature review, a reflection on
the methodological grounding, a summary of
the findings of the individual studies and
conclusions in respect to the overall theme.
PART 2 presents four peer- reviewed
research articles. Each article studies a
particular brand-mediation process. The four
papers are published or are being considered
for publication in leading international
journals.
Social media advertisers often use visuals in their ads to capture their audience’s attention. Walter and Gioglio (2014) find that social media directly reduces the audience’s attention span, which they call the new commodity. In this context, visuals are our new currency. However, the subject of visual grammar theories has not been fully examined in relation to the design of advertising messages found in social media. During the 2016 US presidential election, social media conveyed the two leading candidates’ messages. We conduct a comparative analysis to evaluate two leading visual grammar theories, those of Kress and van Leeuwen (2002) and Wilkinson (1999), and report that Kress and van Leeuwen’s theory leads to a better in-depth analysis of the visual messages found in two political ads from the U.S. presidential race of 2016.
Der Aufbau klarer Markenimages ist grundlegend für eine langfristig erfolgreiche Markenführung. Der aktive Prozess zur Gestaltung des Markenimages durch das Unternehmen wird als Markenpositionierung bezeichnet und ist Kern der verhaltenswissenschaftlich orientierten Strategieformulierung. Eine klare Positionierung im Markt bringt die Marke und deren Besonderheiten zum Ausdruck, ist für Kunden relevant, ermöglicht die Abgrenzung zur Konkurrenz und ist auch langfristig gültig. Sie ist damit die Grundlage für den Aufbau starker Marken.
The growing Consumer apathy to mindless advertising clutter, and efforts of over enthusiastic producers to position their products by creating a ‗niche‘ in the already crowded space in the Consumer minds, is quite apparent. Consumers were always able to avoid mass media advertising, and today, advertising avoidance becomes increasingly easy. Televisions have remote controls, many people watch only shows that were recorded earlier so the commercials can be skipped, or many broadcast services are now by subscription and commercial-free. Yet it appears that the advertisers' "solution" to audience avoidance of their messages is to increase the number of messages, so even the effort of commercial avoidance becomes a source of audience frustration. Advertising writers say that the solution is more creative advertising that breaks out from the advertising clutter. They are partially right, since the problems of clutter are compounded when the exact same, dull message is seen multiple times within the same vehicle. But for advertisers, they need to realize that a less cluttered environment is worth more money. A sponsored vehicle with a greatly reduced number of advertising messages means that each message would have a greater impact, assuming they provide information that the audiences would like to receive. People throw out direct mail messages because it is irrelevant to them; spam is the plethora of email you'd never want to read. The solution for clutter is for advertisers to be willing to pay the price for messages surrounded by less of it.
Making Media Content addresses the development of media content and the various factors and constituencies that influence content, such as advertisers, corporate interests, owners, and advocacy groups. It examines the strategic decision-making of mass media organizations as they determine what content they present to their audiences through broadcast, publication, or electronic access. The work focuses on the internal and external influences on media content, laying out the various processes and opening up the topic for further consideration. This book will appeal to academics in mass media, especially those studying the relationship between mass media organizations and public relations, and advertisers. Practitioners of the media, public relations, and advertising fields would be interested because there are practical applications to their industries and explanations of the communication interactions between these groups. © 2005 by Lawrence Erlbaum Associates, Inc. All rights reserved.
Media theory helps the process of understanding the complex political communication environment. Agenda-setting research examines the transfer of topic salience from the media agenda to the public agenda. This process is important to discuss in the policy context of election campaigns. In an election campaign context, agenda-setting has been altered considerably since its early research studies by the technology that allows individuals and organizations to use social media to communicate directly to an audience and by the campaign finance structure created by the Citizens United ruling with money that provides for greater message exposure through advertising serving as an agenda-setter.
Der Beitrag zeigt auf, wie die massenmediale Berichterstattung die Bedeutung und die Einstellungen der Empfänger zu einem Thema beeinflussen kann. Diese Wirkungsweisen werden anhand der Ausschreitungen gegen ausländische Mitbürger in Deutschland in den Jahren 1991 bis 1993 dargestellt. Insbesondere wird aufgezeigt, wie durch die massenmediale Kommunikation Vorurteile and Sündenbock-Bilder aufgebaut werden konnten und wie die Eskalation der Gewalttaten dadurch eventuell verstärkt wurde. Dabei wird deutlich, daß Politiker und Journalisten in hohem Maße verantwortungsbewußt mit der Auswahl und Kommentierung von massenmedialen Inhalten umgehen müssen, um keine unnötigen and grausamen Taten anzuregen oder zu verstärken. Dies wird inzwischen auch von einigen Medien, wie z.B. dem Westdeutschen Rundfunkrat, erkannt: „Es ist davon auszugehen, daß die Berichterstattung zu Nachahmungstaten führen kann, Sympathisanten mobilisiert, rechtsextremistisches Gedankengut popularisiert. Dennoch darf das Problem nicht totgeschwiegen werden. Es erfordert eine besonders sensible und sorgfältige Gestaltung der Berichterstattung“ (o.V., 1994, S. 36). An diese Aussage anknüpfend endet der Aufsatz mit Anregungen über Präventions- und Interventionsmöglichkeiten zur Verhinderung und zum Abbau von Vorurteilen and Sündenböcken durch massenmediale Kommunikation.
How does advertising work? The dominant belief of most advertisers and academics over the past several decades has been that advertising primarily works by changing consumer attitudes toward a brand. An analysis of an 11-year tracking-study in an established service category challenges this assumption. The key finding is that advertising primarily influences market share by increasing brand salience. Advertising had limited impact on brand image.
“Arguing for a General Framework for Mass Media Scholarship challenges scholars and students to consider and reconsider what we know about media and how we think about media. As such, the book provides an important framework for thinking about knowledge—regardless of the discipline… The text provides all of the necessary tools to move the field forward in a way that will increase the rigor of the work being done and augment the overall profile of the discipline.” – Dana Mastro, University of Arizona In this groundbreaking book, W. James Potter presents an innovative perspective to media scholars and students who are frustrated with the fragmentation of research findings across so many journals, books, and fields. Arguing for a General Framework for Mass Media Scholarship presents a clear plan for a more efficient way to build knowledge about the mass media so that it can be better organized and made more useful. Key Features Conducts an in-depth analysis of mass media scholarship's four major facets of effects, content, audiences, and organizations; Presents a significant shift in conceptualizing media effects and ways research can be conducted to generate more useful knowledge about media influence; Develops “narrative line” as a tool to guide analyses about how content decisions are made by producers; Synthesizes a system of explanation about why audiences attend to certain messages and how individuals construct meaning from those messages; Incorporates an analysis of mass media organizations to provide greater context of understanding messages and their effects on individuals and macro units in society “The book will play an important role in providing structure to a broad, fragmented discipline. I believe it will, at the very least, create important dialogues about what we now know/understand about areas of mass media, and where we should move as a discipline… This book is clearly a ‘call to arms’ for mass media scholars to ratchet up the quality of research (and what we know), to see the interconnections within and among strands of scholarship, and to move forward in a more efficient, organized manner. Professor Potter should be commended for this.” – Roger Cooper, Ohio University “This book is…that call to action that comes forward every few years, to wake us up and challenge our ways of doing things, not by being radical, but via synthesis… I've been waiting for several years for a book like this.” – Sahara Byrne, Cornell University.
Located in the United States, NBC (National Broadcasting Company) is the biggest and most powerful Olympic network in the world, having won the rights to televise both the Summer and the Winter Olympic Games. By way of attracting more viewers of both sexes and all ages and ethnicities than any other sporting event, and through the production of breathtaking spectacles and absorbing stories, NBC's Olympic telecasts have huge power and potential to shape viewer perceptions. Billings's unique text examines the production, content, and potential effects of NBC's Olympic telecasts. Interviews with key NBC Olympic producers and sportscasters (including NBC Universal Sports and Olympics President Dick Ebersol and primetime anchor Bob Costas) outline the inner workings of the NBC Olympic machine; content analyses from ten years of Olympic telecasts (1996-2006) examine the portrayal of nationality, gender, and ethnicity within NBC's telecast; and survey analyses interrogate the extent to which NBC's storytelling process affects viewer beliefs about identity issues. This mixed-method approach offers valuable insights into what Billings portrays as "the biggest show on television".
Leisure activities have been linked to people's identity and personal satisfaction, making opportunities for leisure important determinants of people's perceptions of the quality of life (QOL). A person's assessment of the quality of life and leisure opportunities both depend on the individual's immediate environment and awareness of the opportunities which exist. People learn about those opportunities and develop perceptions from personal observation and experience as well as the mass media and interpersonal communication. Since people differ in their communication patterns and interactions with the environment, we would expect differences in perceptions of leisure opportunities and QOL assessments. This study focuses on public perceptions of leisure opportunities and assessments of the QOL in a metropolitan area in the U.S. Midwest, using three surveys conducted in 1982, 1986 and 1988 designed to assess relationships between sets of demographic variables, leisure values, leisure perceptions of the environment, communication patterns and assessments of the area's QOL. LISREL results show that leisure values are significant and positively related to perceptions of the QOL in the area.
This study examines whether memory of antidepressant direct-to-consumer (DTC) prescription drug advertising is associated with the public stigma attached to depression. Results indicate that those who better remember antidepressant DTC ads tend to have a higher perceived prevalence of depression (i.e., more people suffer from depression). And, the perceived prevalence of depression is inversely associated with the public stigma toward depression. That is, those who have a higher perceived prevalence of depression report that they are more supportive of and comfortable with people who have depression. The results suggest that the perceived prevalence of depression is a mediating variable that accounts for the relationship between memory of antidepressant DTC ads and the public stigma toward depression. The implications and limitations of the study, as an exploratory investigation, are discussed.
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This study is an analysis of black and white respondents' reactions to inferior and superior role portrayals In South African multi-racial television advertisements. The study was contracted with 116 white students from the UOFS and 116 black students from the UFH. General results of similar type of studies in the United States indicated a somewhat stereotyped and partly inferior role portrayal of blacks in advertising.
Brand salience, or the prominence of a brand in memory, has been linked to brand choice and purchase by consumers. The research reported in this paper proposed and tested a model of brand salience for fast-moving consumer goods, which incorporates knowledge, media consumption, and brand image as antecedents. A quasi-experimental method was utilised, where 270 respondents undertook a free recall exercise using category cues, and then completed multi-item measures of brand knowledge, brand associations, and purchase likelihood. Analysis of the data using SEM found support for an empirical model of brand salience where there was a relationship between brand salience and purchase likelihood. The empirical evidence supports building a brand in a primary category, in order to build the depth and breadth of the brand's associations in consumer memory.
This study tested for intermedia agenda-setting effects among explicitly partisan news media coverage and political activist group, citizen activist, and official campaign advertisements on YouTube—all in support of the same candidate. The setting for this investigation was the political activist organization MoveOn.org's “Obama in 30 Seconds” online ad contest, which was held during the 2008 U.S. presidential election primaries. The data provided evidence of first- and second-level agenda-setting relationships. Partial correlations revealed that the citizen activist issue agenda, as articulated in the contest ads, was most strongly related to the partisan media coverage, rather than to the issue priorities of the official Obama or MoveOn.org ads on YouTube. These results extend the intermedia agenda-setting framework to political activist communication efforts and consumer-generated content.
This study tests agenda-setting theory and the agenda-melding hypothesis in the context of brand actors and virtual brand communities. The aggregate attribute agendas of brand-controlled communications, news media content, and a virtual brand community are analyzed. The results indicate a positive relationship between the brand agenda and brand community agenda, and an unexpected negative relationship between the media agenda and brand community agenda. In terms of agenda melding, the data indicate that the brand community, when divided by various demographic measures into subgroups, reflects attribute agendas that remain similar to the aggregate brand community agenda.
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