Message framing : keeping practitioners in the picture

Purpose &ndash; The purpose of this paper is to explore how message framing is commonly used by magazine advertisers.Design/methodology/approach &ndash; Following the classification suggested by Levin et al., the frequency and nature of message framing in magazine advertising is explored using a content analysis of 2,864 advertisements in a sample of popular US magazines.Findings &ndash; Results suggest a lack of consistency between marketing practice and academic findings. Contrary to academic recommendations, advertisers used positive framing in almost all advertising messages. Further, the use of attribute framing and combined attribute and goal framing was more popular than pure goal framingResearch limitations/implications &ndash; Although the findings are limited by a judgement sample of US magazines, they do suggest the need for academics to conduct more research on the effectiveness of combined attribute and goal framing techniques.Practical implications &ndash; Of equal importance is the need for practitioners to explore the potentiality of negative framing in their advertising content.Originality/value &ndash; Adopting the Levin et al.\u27s typology, this paper highlights the need for advertising researchers to engage with practitioners to try to understand current industry practice with regard to message framing. The inconsistencies revealed in this paper point to either an insufficient understanding of message framing by one or both parties or the need for better communication between the two. <br /

Brand communities of Facebook: how do they create value?

Identifying the value creating practices performed in the brand communities of Facebook is the primary focus of this working paper. This paper seeks to explore the differences in practices between the brand communities of functional and emotional product categories and also high and low involved products. A netnographic approach is undertaken with the data included naturalistic observation of brand community activities. Specific suggestions are offered after comprehensive data analysis and report writing

Search for new particles in events with energetic jets and large missing transverse momentum in proton-proton collisions at root s=13 TeV

A search is presented for new particles produced at the LHC in proton-proton collisions at root s = 13 TeV, using events with energetic jets and large missing transverse momentum. The analysis is based on a data sample corresponding to an integrated luminosity of 101 fb(-1), collected in 2017-2018 with the CMS detector. Machine learning techniques are used to define separate categories for events with narrow jets from initial-state radiation and events with large-radius jets consistent with a hadronic decay of a W or Z boson. A statistical combination is made with an earlier search based on a data sample of 36 fb(-1), collected in 2016. No significant excess of events is observed with respect to the standard model background expectation determined from control samples in data. The results are interpreted in terms of limits on the branching fraction of an invisible decay of the Higgs boson, as well as constraints on simplified models of dark matter, on first-generation scalar leptoquarks decaying to quarks and neutrinos, and on models with large extra dimensions. Several of the new limits, specifically for spin-1 dark matter mediators, pseudoscalar mediators, colored mediators, and leptoquarks, are the most restrictive to date.Peer reviewe

How the tone and wording of advertisements interact

This research investigates how the tone and wording of advertisements interact. This previously neglected area of research is explored in the context of television advertisements for mobile phones. Reports on an experiment with two independent variables – affective tone and message framing – shows how these variables interact regarding attitudes towards the ad, and recall, for a New Zealand sample. Results suggest that incongruous matching works best, namely happy ads with negative frames, and sad ads with positive frames, providing new insights for advertising practitioners and academics. Theoretical and managerial implications and directions for future research are also discussed

Reciprocity as a fundamental building block of relationship marketing

The primary purpose of this paper is to (1) highlight the need to understand in greater detail what a marketing relationship actually is and (2) provide an introductory examination of the role of reciprocity in the development of relationships. Reciprocity, the fitting and proportional exchange of good for good, is proposed as being a fundamental process in relational exchange. This construct is briefly reviewed, along with the critical exchange issues of power and equity. We propose that reciprocity is an essential consideration in determining the impact of key antecedents on relationship marketing outcomes