Thinking Pink? Consumer Reactions to Pink Ribbons and Vague Messages in Advertising

Many brands partner with causes in their advertising campaigns. Consumers appreciate that the brands they purchase participate in activities that contribute to a society’s well-being. This study uses copy-testing techniques to evaluate the number and types of thoughts and brand attitudes in the presence and absence of cause-related messages. Individuals saw an ad for one of two products. None of the ads stated the brand’s financial support to the cause, which is representative of many messages today. People viewing the Dansko ads with the pink ribbon generated significantly fewer thoughts than those viewing the ad without the pink ribbon. For the Fitbit ads, more thoughts were generated for the ad with the pink ribbon than the ad without the pink ribbon. The Fitbit ad with the pink ribbon and support message generated fewer positive and negative thoughts but more neutral thoughts that questioned the brand/cause relationship. Attitudes toward the brand did not vary based on the presence or absence of the pink ribbon. People who saw ads with the pink ribbon displayed more positive attitudes toward the brands’ commitment to society and misestimated the brands’ contributions to the cause

Women over 40, foreigners of color, and other missing persons in globalizing mediascapes: understanding marketing images as mirrors of intersectionality

Media diversity studies regularly invoke the notion of marketing images as mirrors of racism and sexism. This article develops a higher-order concept of marketing images as “mirrors of intersectionality.” Drawing on a seven-dimensional study of coverperson diversity in a globalizing mediascape, the emergent concept highlights that marketing images reflect not just racism and sexism, but all categorical forms of marginalization, including ableism, ageism, colorism, fatism, and heterosexism, as well as intersectional forms of marginalization, such as sexist ageism and racist multiculturalism. Fueled by the legacies of history, aspirational marketing logics, and an industry-wide distribution of discriminatory work, marketing images help to perpetuate multiple, cumulative, and enduring advantages for privileged groups and disadvantages for marginalized groups. In this sense, marketing images, as mirrors of intersectionality, are complicit agents in the structuration of inequitable societies

Beyond convergence: Confluence culture and the role of the advertising agency in a changing world

New Internet technologies allow all types of online users to create content. Some of this content is content about brands: products and services purchased by online users, and traditionally promoted by advertising agencies. How have agencies reacted to the influx of branded messages online? This essay presents a concept called ‘confluence culture’ to describe the changes that the advertising industry is currently undergoing relative to the rise of digital culture. We argue that all advertisers, in order to survive and thrive, must recognize the role confluence culture plays in their work

Advertising Media Planning: A Brand Management Approach

e-Book available, please log-in on Member Area to access or contact our librarian.Buku ini adalah edisi keempat dari Advertising Media Planning: A Brand Management Approach. Memberikan panduan praktis untuk perencana media iklan sehari-hari dan mereka yang harus akhirnya menyetujui keputusan strategis media. Buku ini mencakup banyak contoh merek terkini dan merupakan bacaan wajib bagi semua yang terlibat dalam proses keputusan media. Beberapa bab baru telah ditambahkan dalam edisi ini, termasuk periklanan internasional, evaluasi kampanye, peran yang berubah dari perencanaan media di agensi, evaluasi kendaraan media, pemasaran mesin pencari, dan media online. Buku ini mencakup topik media yang luas, mulai dari media video dan audio hingga media daring dan media alternatif.361 p. ; 23 cm