Ronald E. Taylor

A strategic response to the financial crisis: an empirical analysis of financial services advertising before and during the financial crisis

Purpose – This paper aims to investigate how the US financial services organizations (FSOs) provided marketing information and the way they strategically used various appeals through their advertising before and during the current financial crisis.Design/methodology/approach – This takes the form of a content analysis examining a total of 2,480 financial services ads (FSA) in print magazines within two periods – the two years before the crisis (2005 to 2006) and the two years during the crisis (2007 to 2008).Findings – This study showed three significant findings: because of the economic struggle, there was a significant decline across the two periods in the total number of yearly FSA; the economic crisis led to a significant increase in the use of informational message strategies across all FSOs; and financial value and atmospherics appeals were predominant after the crisis. However, each FSO used appeals in a different way.Research limitations/implications – This study focused on only print media. A fut...

Changes in Advertising Strategies During an Economic Crisis: An Application of Taylor's Six-Segment Message Strategy Wheel

Between 2005 and 2009 financial service organizations in the United States altered their advertising messages in response to changing economic conditions brought about by a sustained recession. This analysis of print magazine advertisements for banks, credit cards, investment firms, and insurance providers demonstrates that financial service advertisers shifted away from transformational approaches in favor of informational approaches. Credit card companies were slower to change their strategies than were bank, investment, and insurance companies. The results of this analysis support the argument that advertising serves the role of providing market information and that the nature of such information is determined by economic conditions.

How Advertising Creatives Define Excellent Planning

Interviews conducted with advertising agency creatives regarding their perception of the account planning process identified a set of personality factors of planners and a set of functional factors of planning that lead to excellent planning. In addition, creatives identified a constantly changing environment that allows less time to do the work as negatively affecting the creative process.

The role of message strategy in improving hand hygiene compliance rates.

BACKGROUND Despite increased attention to hand hygiene over the past decade compliance rates remain relatively low. Although there have been a number of improvements in the science of hand hygiene, very little attention has been devoted to the messages that promote it. METHOD A total of 86 health care workers who are members of Association for Professionals in Infection Control and Epidemiology chapters participated in an online evaluation of 6 message strategies. The participants evaluated the strategies on ease of understanding, believability, and whether the message strategies were likely to lead to increased handwashing. RESULTS Of the 6 strategies--ego, social, sensory, routine, acute need, and ration--the social strategy was rated the most likely to lead to action. The sensory strategy was seen as not only least likely but also counterproductive. CONCLUSIONS ICPs should add a social message strategy to communication programs promoting hand hygiene. Although further testing is needed, ego, routine, and acute need strategies show promise for tapping into motivations that lead to improved compliance.

Perceived effectiveness of messages promoting hand hygiene

Eighty-six infection control specialists evaluated 24 messages promoting hand hygiene (HH). Brief, simple messages using appeals to social situations and to ego (self-efficacy) were rated as most likely to increase HH compliance.

Communication Strategies in Cosmetic Surgery Websites: An Application of Taylor's Six-Segment Message Strategy Wheel

Using Taylors six-segment message strategy wheel as a theoretical framework, this study examines the communication approach (transmission or ritual) and message strategy (ego, social, sensory, routine, acute need, or ration) of cosmetic surgery websites. A content analysis revealed a fairly even division between transmission and ritual approaches. Ration strategy was the exclusive strategy in the websites adopting a transmission approach. No routine or acute need strategies were observed. Websites incorporating the ritual approach used ego, social, and sensory strategies. Human female models and natural objects were incorporated to deliver emotional persuasion. Implications for cosmetic surgery web marketers are discussed.

Celebrate the Moments of Your Life: An Investigation of Time as a Cultural Value in American Television Advertising

The depiction of time as a cultural value has received rather limited attention in the advertising literature, despite its frequent use in message strategy. This study fills that void by offering a framework for analyzing the many ways that time is depicted in advertising. The key time elements noted were Limited Time, Marking Time, More Time, Oriented Time, and Sequenced Time.

Let Me In: A Document Analysis of Essays Written by Applicants to an Advertising Degree Program

An analysis of 145 essays written by students seeking admission to an advertising degree program at a large Southeastern university revealed several reasons for pursuing a major in advertising. Whether students saw themselves as having an expressive orientation or a management orientation, or both, they felt they were a “good fit” for the profession. Students called upon a variety of experiences including classes, jobs and internships to help them choose a major. Students believe that majoring in advertising will lead to career success, and most see themselves headed to careers in creative types of work at the time they enter the major.

Message Strategies in Military Recruitment Advertising: A Research Note

This study investigates message strategies used in U.S. military commercials using Taylor’s six-segment strategy wheel. A content analysis of 125 military television commercials reveals that (1) majority of military commercials employed transformational strategy rather than informational strategy; (2) military commercials only used high involvement message strategies (i.e., ration, ego, and social) and no acute need, routine, and sensory commercials were observed; and (3) message strategies in military advertising varied across the number of wars and recruiting targets. Theoretical and practical implications of the findings are discussed.

“I Like to Plan Events” A Document Analysis of Essays Written by Applicants to a Public Relations Program

A document analysis of 249 essays written during a 5-year period by applicants to a public relations program at a major state university in the southeast suggests that there are enduring reasons why students choose to major in public relations. Public relations is described as a major that allows for and encourages creative expression and that fits the personality of the student. Public relations is also seen as demanding management and organizational skills. Students see public relations consisting primarily of relationship building, event planning, media relations, awareness building, and fund raising. Students perceive public relations as an exciting, challenging, and rewarding profession and that there is a direct connection between majoring in public relations and being successful in the public relations business.