Gayle Kerr

AVOIDANCE OF ADVERTISING IN SOCIAL NETWORKING SITES: THE TEENAGE PERSPECTIVE

ABSTRACT Technology has provided consumers with the means to control and edit the information that they receive and share effectively, especially in the online environment. Although previous studies have investigated advertising avoidance in traditional media and on the Internet, there has been little investigation of advertising on social networking sites. This exploratory study examines the antecedents of advertising avoidance on online social networking sites, leading to the development of a model. The model suggests that advertising in the online social networking environment is more likely to be avoided if the user has expectations of a negative experience, the advertising is not relevant to the user, the user is skeptical toward the advertising message, or the consumer is skeptical toward the advertising medium.

Consumer‐based brand equity for Australia as a long‐haul tourism destination in an emerging market

Purpose – Although the branding literature emerged during the 1940s, research relating to tourism destination branding has only gained momentum since the late 1990s. There remains a lack of theory in particular that addresses the measurement of the effectiveness of destination branding over time. The purpose of this paper is to test the effectiveness of a model of consumer‐based brand equity (CBBE) for a country destination.Design/methodology/approach – A model of CBBE was adapted from the marketing literature and applied to a nation context. The model was tested by using structural equation modelling with data from a large Chilean sample (n=845) comprising a mix of previous visitors and non‐visitors. The model fits the data well.Findings – The paper reports the results of an investigation into brand equity for Australia as a long‐haul destination in an emerging market. The research took place just before the launch of the nations fourth new brand campaign in six years. The results indicate Australia is ...

An inside-out approach to integrated marketing communication: An international analysis

The ‘inside-out’ approach used in this paper describes the implied educators’ perceptions of integrated marketing communication (IMC). From an analysis of 87 IMC course syllabi from six countries, and in-depth conversations with IMC programme directors and developers, we sought to determine whether those who teach IMC have reached a consensus on what IMC is; whether they embrace, reject or simply tolerate this new discipline area; and, specifically, how they are presenting IMC to the next generation of practitioners and scholars. The findings suggest that what is being taught around the world continues to be what would traditionally be considered promotions strategy, advertising management or marketing communication with minor IMC theory or content. For the most part, the syllabi we evaluated neither drew from the key constructs of IMC, nor were the key writers and published disciplinary research included in the course offerings. This gap – between what IMC writers have put forth, the established industry practices and what is being taught to the next generation of practitioners and academics – presents a significant challenge. This is a particular challenge to the scholars and teachers who are charged with the responsibility of encouraging best practices, presenting the most current and relevant applications and research approaches, and including the most current theory in their course delivery.

Buy, boycott or blog: Exploring online consumer power to share, discuss and distribute controversial advertising messages

Purpose – The purpose of this study is to examine the concept of consumer power, in particular the power or bloggers in the online environment and how this might be applied to the regulation of advertising.Design/methodology/approach – Utilising Denegri‐Knotts (2006) four on‐line power strategies, a content analysis of weblogs of Tourism Australias “Where the bloody hell are you?” advertising campaign is undertaken. Blogger behaviour towards this controversial campaign is documented and consumer power strategies are examined.Findings – This study reveals that bloggers are circumventing the traditional self regulatory process by distributing information, opinion, and even banned advertising material, thereby forming power hubs of like‐minded people, with the potential to become online pressure groups, augmenting the traditional powers of consumers in the self regulatory process.Research limitations/implications – Limitations include a single case context and its exploration of a single media tool (weblog...

The elaboration likelihood model: : review, critique and research agenda

– The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). The model was introduced by Petty and Cacioppo over three decades ago and has been modified, revised and extended. Given modern communication contexts, it is appropriate to question the model’s validity and relevance. , – The authors develop a conceptual approach, based on a fully comprehensive and extensive review and critique of ELM and its development since its inception. , – This paper focuses on major issues concerning the ELM. These include model assumptions and its descriptive nature; continuum questions, multi-channel processing and mediating variables before turning to the need to replicate the ELM and to offer recommendations for its future development. , – This paper offers a series of questions in terms of research implications. These include whether ELM could or should be replicated, its extension, a greater conceptualization of argument quality, an explanation of movement along the continuum and between central and peripheral routes to persuasion, or to use new methodologies and technologies to help better understanding consume thinking and behaviour? All these relate to the current need to explore the relevance of ELM in a more modern context. , – It is time to question the validity and relevance of the ELM. The diversity of on- and off-line media options and the variants of consumer choice raise significant issues. , – While the ELM model continues to be widely cited and taught as one of the major cornerstones of persuasion, questions are raised concerning its relevance and validity in 21st century communication contexts.

In search of a theory of integrated marketing communication

For the most part, the literature base for Integrated Marketing Communication (IMC) has developed from an applied or tactical level rather than from an intellectual or theoretical one. Since industry, practitioner and even academic studies have provided little insight into what IMC is and how it operates, our approach has been to investigate that other IMC community, that is, the academic or instructional group responsible for disseminating IMC knowledge. We proposed that the people providing course instruction and directing research activities have some basis for how they organize, consider and therefore instruct in the area of IMC. A syllabi analysis of 87 IMC units in six countries investigated the content of the unit, its delivery both physically and conceptually, and defined the audience of the unit. The study failed to discover any type of latent theoretical foundation that might be used as a base for understanding IMC. The students who are being prepared to extend, expand and enhance IMC concepts do not appear to be well-served by the curriculum we found in our research. The study concludes with a model for further IMC curriculum development.

Agency-Generated Research of Consumer-Generated Content: The Risks, Best Practices, and Ethics

ABSTRACT The current study investigated the interactive relationship of social-media conversation and brand television advertising during the 2011 and 2012 U.S. National Football League Super Bowl championship games. The Super Bowl often is the most-watched yearly U.S. television broadcast. Results indicated that pre-game and game-day social-media conversations for advertised brands enhanced audience engagement. Television advertisements played a significant role in amplifying social-media conversations about the advertised brands. Overall, the study found evidence that the relationship between traditional television advertising and online social-media conversations was reciprocal, with both media platforms working in tandem to enhance brand engagement.

Apples, oranges and fruit salad: A Delphi study of the IMC educational mix

Once, we thought that comparing advertising and public relations was a bit like comparing apples and oranges. But with integration the new flavour, many academics are trying to cut and combine and create a fruit salad that will entice their customers and satisfy their stakeholders. While this has produced some culinary triumphs, it has also produced heartburn in equal quantity. This paper seeks the perfect recipe for integrated marketing communication (IMC) education by asking a Delphi panel of IMC champions questions relating to the place of IMC in the university setting; the teaching, research and curriculum development issues and the future for IMC education. The panel draws a chaotic picture of IMC education and identifies some important obstacles to curriculum development. It also predicts a number of key challenges for the future, including turf wars; the lack of faculty experience and enthusiasm to embrace IMC and the desperate need to grow the IMC brand. But perhaps the greatest challenge is how to create a generalist education in a culture of specialisation that exists both in the university and in the workplace.

Any complaints? A review of the framework of self-regulation in the Australian advertising industry

Prior to 1996, the Australian system of advertising self-regulation was regarded as a world model and many Asia-Pacific systems included components adapted from the Australian system. The recent changes to this system, encouraged by the abolition of the media accreditation system, consumer association pressure, criticism from the national advertisers association and the lack of a strong advertising agency presence, present an interesting framework in which to review the foundation concepts of self-regulation in advertising. This paper compares the new code of ethics with its predecessor and an international standard. It examines the performance of the code in terms of the number of complaints upheld and complaint by medium and product type and the voluntary response of advertisers. The findings suggest a weakening in the standard of advertising self-regulation in Australia, with fewer provisions in the Code of Ethics, a significantly fewer number of complaints upheld and no real power of enforcement. Although the case is Australian, it raises universal questions such as the vested interest of advertisers in controlling the process and roles of the consumer association, the media and the advertising agencies in guaranteeing the privilege of self-regulation.

Same But Different—Perceptions of Integrated Marketing Communication Among Marketing Communication Partners in Australia

This article examines whether two key partners in the marketing communication process, advertising and public relations’ practitioners, perceive Integrated Marketing Communication (IMC) in the same way. It compares perceptions across a wide range of implementation, organizational, and strategic issues in IMC to test if perceptions have moved past Stage 1 of IMC development (Kitchen & Schultz, 1999). Although both advertising and PR practitioners concur with each other and the literature on a wide range of perceptions of IMC, they still believe that advertising and public relations practitioners have dissimilar views about IMC. The PR practitioners position themselves as a separate breed of marketing communicator, requiring divergent skills from advertising practitioners and thinking differently about IMC.