Richard Alan Nelson

Advertising Localization Overshadows Standardization

ABSTRACT The controversy over the use of standardized advertising campaigns has not been settled. Very little research has examined the role of American and non-American subsidiaries in designing and implementing campaigns for nondomestic markets. This study investigates the attitudes of these executives in two European countries. The findings reveal that almost two-thirds of the subsidiaries use the localized approach and that many major obstacles still impede the standardization of advertising campaigns. The study suggests that the use of similar appeals, symbols, and even themes to target foreign countries is ill advised.

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.

The Bulgari Connection

Abstract Product placement is the business process that seamlessly inserts an advertisers commercial message into various entertainment and informational media vehicles (movies, videos, television programs, radio shows, newsletters, books, etc.) as an indigenous part of the story line. This paper presents an analysis of the controversy surrounding British novelist Fay Weldons decision to accept financing from the famed Italian jewelry company Bulgari to prominently mention the firm and its products in her 2001 book, a fast-paced social comedy. The contract specified at least 12 mentions. However, in an interesting twist, Weldon decided to feature Bulgari prominently in the plot and incorporate the company name in the title. The Bulgari Connection(U.S. distributor, Grove/Atlantic) is believed by many to be “the first major novel containing paid product placement,” although other books with commercial tie-ins predate it.

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...

Issues communication and advocacy: Contemporary ethical challenges

Abstract The use of persuasive mass communication techniques by public relations and advertising practitioners, rather than abating in influence as early theorists hoped because of more widespread education, is an increasing component of both private and government communication. This implies social utility in addition to the negative connotations often attached to commercial propaganda, especially in the post-Cold War marketplace. The whole topic of advocacy remains a volatile point of debate, particularly if one sees media playing less an agenda setting role than one as a legitimate target audience for institutional communicators seeking entry into the various constituencies making up the public mind. In an information environment, persuasion serves a public interest when it assists social utility, but there has been no “macro-ethical” consistency by practitioners. The lack of a single common framework for deciding what is ethical and what is not thus ultimately influences the outcome of public policymaking and the reputation of public relations, as demonstrated by the challenges faced by Hill & Knowlton with its more controversial clients.

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

Public Relations, Marketing, and International Promotional Issues

One of the advantages of being an editor is the opportunity to see current research and meet with academics and practitioners who are making a difference. The article lineup for this issue is an example of that exchange, emphasizing theory building and practice in two critical aspects of promotion management: public relations and international marketing. I’m especially pleased that Stephen Bruning and two of his collaborators are lead contributors for the first section, for they are making important breakthroughs to our understanding of the relationship component of public relations. Too often, we stress the “public” without looking at the nature of the “relationship” really sought. That research is followed by an analysis of the economic value derived from state tourism efforts by Lisa Fall, also cutting edge. In addition, we feature two other outstanding articles looking at how governmental and volunteer agencies are engaging in social marketing to influence public policy.

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

Cumulative Index to Journal of Promotion Management, 1991-2001

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.

Issues Management. Corporate Public Policymaking in an Information Society@@@Issues Management: How You Can Plan, Organize, and Manage for the Future@@@Managing the New Bottom Line: Issues Management for Senior Executives

Adams, William J. (see Lubbers, Charles A.) Agrawall, Jagdish (see Ponsford, Brenda J.) Alden, Dana L. (see Huff, Lenard C.) Amyx, Douglas (see Bristol, Terry) Anderson, Bill (2001). Celebrating Jackie Robinson? Major League Baseball sees the limitations of promotions. Journal of Promotion Management, 7(1/2), 215-224. Asquith, Jo Ann L.; Daugherty, Patricia J.; and Stafford, Marla Royne (1994). Advertisers and advertising agency views on electronic zipping. Journal of Promotion Management, 2(2), 87-100.