Ali Kanso

Internet and Magazine Advertising: Integrated Partnerships or Not?

ABSTRACT This study examines the mixed-media strategy of advertising online and publicizing the web location in magazine advertisements. It also analyzes the extent of integration between websites and print advertisements in six major U.S. magazines. In creating an online commercial site, it is important to recognize that the internet requires different marketing and advertising practices than those used in traditional media. Mixed-media advertising necessitates coordinated efforts between those managing the website and those designing advertisements for other media. The findings suggest that marketers are not exploiting all possible benefits of their websites by not adequately integrating print and online advertising efforts.

Multinational corporations and the challenge of global advertising: What do US headquarters consider important in making media‐selection decisions?

Purpose – Despite the increasing volume of scholarly work in international advertising, media selection has received very little attention. This study seeks to address three fundamental issues in media selection for non‐domestic markets: the relative importance of cultural factors, the relationships between organization structure, and the relative weight that executives place on cultural and non‐cultural factors in their media selection, and the relationships between cultural orientations of advertising executives and their perceptions of specific non‐domestic factors of media selection.Design/methodology/approach – A mail survey of executives for US consumer durable manufacturers operating internationally was conducted. The sample involved managers responsible for media selection in 106 firms listed in the Fortune directory of the 500 largest industrial multinational corporations (MNCs). Three waves of the same questionnaire were sent. Of the selected executives, 84 returned the questionnaire, making the...

Employing effective leadership in a crisis: A case study of Malden Mills, corporate reputation, and the limits of socially responsible public relations

Contents: Part 1: Corporate Identity 1. Explicating relation between identity and culture: a multi-perspective conceptual model 2. An epiphany of three: corporate identity, corporate brand management, and corporate marketing 3. Non-Traditional Expressions of organizational visual identity: reaching consumers through alternative means 4. Illustrations of the internal management of corporate identity Part 2: Corporate Communication 5. Corporate Communication and corporate reputation: understanding how (best) practices make a difference 6. How Specific Should Corporate Communication Be? The Role of Advertising Language in Establishing a Corporate Reputation for CSR 7. Corporate Communication: reputation in action 8. Employing effective leadership in a crisis: a case study of Malden Mills, corporate reputation, and the limits of socially responsible public relations Part 3: Corporate Reputation 9. Projective corporate character in the branding of business schools 10. Creating better corporate reputations: an Australian perspective 11. An Attitudinal measure of Corporate Reputation 12. Corporate Reputation building: an Asian perspective

Today's promotional products industry: The rise of a powerful marketing communication medium

Abstract Promotional products (also known as specialty advertising products) are now an essential part of integrated marketing communication efforts. Their usage as a promotional business medium involves the conceptual packaging and distribution to targeted audiences of useful articles of merchandise imprinted with a sponsors message. The industrys sales volume now tops

Integrating public service and marketing differentiation: an analysis of the American Express Corporation’s “Charge Against Hunger” promotion program

15 billion annually-with one of the fastest growth rates among all advertising media. Though the increased application of promotional products has been remarkable, the industrys history has been neglected. This article traces the mediums development from its primitive beginnings on metal buttons to advances that encompass almost every product or service. Along with historical analysis, the article assesses the strengths and limitations of promotional products for todays marketing decision makers. Information clutter, audience segmentation, increased competition for share-of-market, rising costs of mass advertising, and a proven record in solving many communication problems continue to make use of specialty promotional products a viable alternative to mainstream media.