The Impact of the Great Recession on Financial Services Advertising: An Exploratory Study

We explore how advertising managers of financial services organizations have responded to the repercussions of the Great Recession in their advertising strategies. To this end, we compare print ads for financial services that appeared in six magazines at two periods in time: 2005, prior to the Great Recession and 2010, after the end of the Great Recession. We content analyzed 755 prints ads and found major differences in the advertising strategies from prerecession to postrecession, particularly in the type of appeals. We further examined these strategic shifts by audience focus (business-to-business and business-to-consumer) and gender focus (male, female, or both)

The Impact of the Great Recession on Financial Services Advertising: An Exploratory Study

We explore how advertising managers of financial services organizations have responded to the repercussions of the Great Recession in their advertising strategies. To this end, we compare print ads for financial services that appeared in six magazines at two periods in time: 2005, prior to the Great Recession and 2010, after the end of the Great Recession. We content analyzed 755 prints ads and found major differences in the advertising strategies from prerecession to postrecession, particularly in the type of appeals. We further examined these strategic shifts by audience focus (business-to-business and business-to-consumer) and gender focus (male, female, or both)

An Expose\u27 on Green Television Ads

We present the results from content analyzing 95 green TV ads. Although firm conclusions may be elusive because of sample characteristics, some very striking patterns emerge. For instance most green ads pertain to domestic consumables, are very shallow in their orientation, use women spokespersons and a testimonial format. A significant number of ads also attempt to influence consumer behavior and these tend to be more deep in their orientation. There are a also striking differences between green print ads and green TV ads in terms of their structure, strategy and tactics

Shades of Green: A Multidimensional Analysis of Environmental Advertising

Environmental appeals are becoming increasingly common in advertising, but all green ads are not created equal. The authors report the results of a content analysis designed to uncover the underlying structure of green advertising. A convenience sample of 95 green TV ads and 173 green print ads were content-analyzed. Multidimensional analysis indicates that the structure of green advertising can be captured in three dimensions: sponsor type (for-profit or nonprofit), ad focus (whether the ad focuses on the advertiser or the consumer), and depth of ad (shallow, moderate, or deep depending on the extent of environmental information mentioned). A majority of advertisers in the sample attempted to project a green corporate image rather than focusing on the environmental benefits of their product or service

Shades of Green: A Multidimensional Analysis of Environmental Advertising

Environmental appeals are becoming increasingly common in advertising, but all green ads are not created equal. The authors report the results of a content analysis designed to uncover the underlying structure of green advertising. A convenience sample of 95 green TV ads and 173 green print ads were content-analyzed. Multidimensional analysis indicates that the structure of green advertising can be captured in three dimensions: sponsor type (for-profit or nonprofit), ad focus (whether the ad focuses on the advertiser or the consumer), and depth of ad (shallow, moderate, or deep depending on the extent of environmental information mentioned). A majority of advertisers in the sample attempted to project a green corporate image rather than focusing on the environmental benefits of their product or service

An Expose\u27 on Green Television Ads

We present the results from content analyzing 95 green TV ads. Although firm conclusions may be elusive because of sample characteristics, some very striking patterns emerge. For instance most green ads pertain to domestic consumables, are very shallow in their orientation, use women spokespersons and a testimonial format. A significant number of ads also attempt to influence consumer behavior and these tend to be more deep in their orientation. There are a also striking differences between green print ads and green TV ads in terms of their structure, strategy and tactics