Studia Litteraria

Németh G. Béla: Nagy Miklós hetvenedik évére p. 5-9. Tamás Attila: Petőfi Sándor időszemléletéről p. 9-19. D eb re czeni Attila: Remény nélküli boldogság (Petőfi költői versei) p. 19-33. Rácz István György: „Apokalipszis ma" (Vörösmarty Mihály: Előszó) p. 33-51. Csűrös Miklós: Pázmán lovag Gondolatok Arany „víg balladájáéról p. 51-59. Nyilasy Balázs: Arany János naiv regéje a teljességről: Rege a csodaszarvasról p. 59-67. S. Varga Pál: Egy új Komjáthy-kiadás körvonalai p. 67-101. Lőkös István: Látlelet a századvégről egy horvát regényben (J. Leskovar: Roskadozó kastélyok) p. 101-113. Imre László: „Műfajfejlődés" vagy „rendszercsere"? (Bevezetés egy irodalmi korszak vizsgálatához) p. 113-125. Szegedy-Maszák Mihály: Az összehasonlító irodalomtudomány időszerűsége p. 125-136. Resumé p. 136-139. Regiszter a Studia Litteraria megjelent számaihoz p. 139-145. Névmutató p. 145-147

Just doing it: theorising integrated marketing communications (IMC) practices

This paper aims to elaborate on the concept of “integrated marketing communication (IMC) practice” and provide an empirical exposition of how integration is enacted in the lifeworlds of marketing practitioners, drawing from the “practice turn” in management studies. Although IMC is a well-known conceptual idea in academia, there is insufficient theorisation of what it means “to do” IMC. Despite broad acceptance for IMC, there has been scant application of available organisational and sociological theories to illuminate actual IMC practices in the field. Design/methodology/approach: The paper introduces practice theory as a lens through which to study and analyse IMC practices. Using qualitative coding and interpretative analysis, the framework was operationalised and applied to a two-year organisational ethnography encompassing IMC planning activities in at a leading Swedish retailer. Findings: Findings demonstrate how practitioners develop explicit and implicit strategies to enact strategic integration. The study conceptualises IMC as a set of interrelated practices, or routinised behaviours, which are repeated and organised by some social or formal rules and conventions. In the ethnographic context of the study, “IMC as practice” is exhibited in the forms of routines, material set-ups, rules and procedures, cultural templates and teleoaffective structures. Originality/value: The paper proposes a novel set of theoretical and methodological tools that can be used to understand how IMC lives as a set of practices inside organisations. It specifically conceptualises the link between mental and objectified, materialised and routinised activities that has previously been escaping the sphere of theorisation. By creating language and tools to capture hitherto unmodellable phenomena, the paper opens many new avenues for future research

AGENCY PRACTITIONER THEORIES OF HOW ADVERTISING WORKS

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Colour correct: the interactive effects of food label nutrition colouring schemes and food category healthiness on health perceptions

OBJECTIVE: The purpose of the present study was to examine the effects of food label nutrition colouring schemes in interaction with food category healthiness on consumers' perceptions of food healthiness. Three streams of colour theory (colour attention, colour association and colour approach-avoidance) in interaction with heuristic processing theory provide consonant predictions and explanations for the underlying psychological processes. DESIGN: A 2 (food category healthiness: healthy v. unhealthy)×3 (food label nutrient colouring schemes: healthy=green, unhealthy=red (HGUR) v. healthy=red, unhealthy=green (HRUG) v. no colour (control)) between-subjects design was used. SETTING: The research setting was a randomised-controlled experiment using varying formats of food packages and nutritional information colouring. SUBJECTS: Respondents (n 196) sourced from a national consumer panel, USA. RESULTS: The findings suggest that, for healthy foods, the nutritional colouring schemes reduced perceived healthiness, irrespective of which nutrients were coloured red or green (healthinesscontrol=4·86; healthinessHGUR=4·10; healthinessHRUG=3·70). In contrast, for unhealthy foods, there was no significant difference in perceptions of food healthiness when comparing different colouring schemes against the control. CONCLUSIONS: The results make an important qualification to the common belief that colour coding can enhance the correct interpretation of nutrition information and suggest that this incentive may not necessarily support healthier food choices in all situations