Advertising message strategy analysis for award-winning digital ads

In anticipation of increasing interest in digital advertising, the present study examines the message strategy of digital CLIO award winning advertisements over a period of nine years. A sample of 291 digital ads (including TV, film, social media, mobile and Facebook ads) from Clio awards was content analyzed. The results indicate that the ritual view is dominant across all organizational types and product categories regardless of the country of origin. However, the finding support that award winning marketers prefer to either alter consumers‟ social profile or advertise rational information for their products

Corporate social responsibility influences employee engagement

Purpose - The purpose of this study is to explore the influence of corporate social responsibility (CSR) on employee engagement, motivation and job satisfaction on the staff members of two multinational companies in Greece (Procter & Gamble [P&G] and Unilever). Design/methodology/approach - A quantitative methodology in the form of statistical analysis of the results was derived fromthe responses on an employee engagement questionnaire. Findings - Findings show that employees are proud to identify themselves with companies that have a caring image. CSR is also positively linked to employee engagement for both companies. Research limitations/implications - The small size of the sample is a limitation because it leaves no room for generalising the findings. Secondly, although some of the hypotheses were backed by the data, he findings are not strong enough, as the reported correlations are too small. Practical implications - Practitioners and marketing professionals can benefit from this research by absorbing the fact that employees feel engaged, satisfied and motivated when they play a positive role in the society through their work. As a result, it would be constructive for professionals to plan CSR strategies and involve employees both in planning and execution of those strategies. Originality/value - Unlike other studies, the authors tried to examine the link between CSR and employee behaviour amid Greece's financial difficulties

What features of green products packaging are more eye catching? An eye-tracking exploratory study about organic agricultural products

Undoubtedly, consumers of green products have formed a market tribe that has strengthened its power in recent years. Apart from the ethical side of buying organic products, they are willing to pay more for a green product compared to a conventional one. In marketing literature, packaging is considered to be as a valuable feature of a product that may motivate consumers to proceed to a purchase. The purpose of the present study is to investigate how various packaging features (eco-labels, image, shape, colour) of organic agricultural products affect consumers' eye reactions and as a result influence consumers' perception, attitude and buying behaviour. Copyright © 2020 Inderscience Enterprises Ltd

The impact of green agricultural product packaging features on consumers’ reactions and buying behaviors: An eye-tracking exploratory study

Consumers of green products have emerged as a crucial market in the sense that many consumers are willing to pay more for a green product compared to a conventional one. Packaging can be considered as an advantageous feature of a product that may convince consumers to proceed to a purchase. The purpose of the present study is to investigate how packaging features (eco-labels, image, shape, color) of organic agricultural products affect consumers’ eye reactions and as a result impact on consumers’ attitudes and buying behaviors

Greek ERT: State or Public Service Broadcaster?

The chapter examines the state of public service broadcasting in Greece. While most Southern European public broadcasting systems are to some degree subject to political influence and dependence, in the case of Greece, public broadcaster ERT is, after four decades of deregulation and the break-up of its broadcasting monopoly, still considered by many as ‘state’ rather than a ‘public’ broadcaster. This wide public perception stems from ERT’s one-time role as a mouthpiece of government propaganda. As both radio and TV broadcasting were launched under dictatorships (the late 1930s Metaxas dictatorship and the mid-1960s Colonels rule respectively), they have been regarded as ‘arms of the state.’ Post-dictatorship politics and the restoration of Parliament in 1974 saw the Conservatives (New Democracy) and Socialists (PASOK) dominating the political scene, accusing each other of exercising too much government control over state broadcasting media. Today’s left-wing SYRIZA government also attempts to influence ERT’s output, which is at odds with the digital, deregulated electronic media landscape and consequent abundance of channels. This situation has arisen largely from the political tensions in Greek society since the Second World War. These tensions, combined with the absence of a strong civil society and the market, have made the state an autonomous and dominant factor in Greek society that has to take on additional politico-ideological function. The state plays an active role in the formation of the Greek economy and policy and it is relatively autonomous from society. This makes the system less self-regulatory than countries with developed capitalism, such as northern EU states, Britain or the US. Lack of self-regulation spurs the state to intervene in the politico-ideological sphere and thus diffuse its repressive mechanisms. It is in this context that the chapter explains the rise of power of the media, and the decline of power of journalists and, of course, of ERT itself

Can eye trackers and EEG be used by small-medium marketing and advertising agencies? A qualitative study.

The objective of this article is to evaluate whether neuromarketing tools, like eye track-ers and electroegephalography (EEG), in the form of an integrated software system (NeuroMkt) can be used by small-medium marketing agencies to evaluate their clients’ marketing material. Results that are based on physiological responses are more valid compared to results that are based on customers’ self-reported data. However, with the specialized knowledge that is required to use neuromarketing tools, it is uncertain whether marketers can embrace this change in the marketing field. The findings of this study provide evidence that small-medium marketing agencies are really interested in gaining information about eye trackers and EEG and if the cost is permittable they are willing to use them in the near future. However, a crucial factor for using such tools is whether their clients openness towards the use of such methods in their campaigns. Small-medium marketing admit that lack of appropriate knowledge to clearly understand results and outputs of eye tracking and EEG is a caveat for using such methods. There-fore, they require simple and easy to understand information from future neuromarket-ing software. This study is part of a research project around the evaluation of a neuro-marketing system to improve the promotion of groceries

Integrating learning and work in the newspaper industry: a comparative study of Greek and Swiss journalists

This paper investigates comparatively the extent to which Greek and Swiss newspaper firms have established a learning-oriented corporate culture and enacted human resource development policies facilitating lifelong both individual and organizational learning and advancement. The results suggest that although Swiss newspaper firms are closer to their transformation into learning organizations than Greek ones, both industries display organizational learning inhibiting deficiencies that need to be handled by newspaper managers