Roxanne Hovland

Online Marketing Communications

ABSTRACT To explore gender differences in Internet advertising, this study analyzes gender in relation to interactivity. Specifically, assessments of commercial Web sites help clarify the role of gender for online consumer behavior, its effect on interactivity and advertising effectiveness, and the implications for online marketing communications. This exploration relies on dimensions of consumers’ online behavior and consumers’ beliefs about the interactive communication environment in relation to three types of features: human-to-human, human-to-computer, and human-to-content. The investigation of gender differences in Internet advertising uses both computer observations with screen-capturing software and a survey. The study subjects are college-aged students, or Generation Y, a group of consumers who tend to go online in great numbers, have considerable spending power, and are computer savvy.

Advertising, Society, and Consumer Culture

This study integrates scientific findings about the Global Warming Potential (GWP) - for example, the roles of pollution, population growth, agricultural development and sustainable resources - with advances in economic theory and methods, so as to explain how and why climate and economy are complementary at the local, national and global levels. The primary purpose of this work is to provide analytical bases for the creation of pragmatic, ecology-environment-economy policies, rather than to overwhelm the reader with technical processing that does not offer any comprehensive examination of the effects of the economy upon the environment, and vice versa. Modelling and data processing are treated as secondary requirements and follow, rather than precede, the framework developed in this book.

Targeting gender: A content analysis of alcohol advertising in magazines

ABSTRACT Creating target specific advertising is fundamental to maximizing advertising effectiveness. When crafting an advertisement, message and creative strategies are considered important because they affect target audiences’ attitudes toward advertised products. This study endeavored to find advertising strategies that are likely to have special appeal for men or women by examining alcohol advertising in magazines. The results show that the substance of the messages is the same for men and women, but they only differ in terms of presentation. However, regardless of gender group, the most commonly used strategies in alcohol advertising are appeals to the target audience’s emotions.

Alcoholic Beverage Advertising: An Integrative Interdisciplinary Review

This study provides an integrated, interdisciplinary review of alcoholic beverage advertising issues and studies. In addition to explaining alcoholism from an addiction perspective and describing the industry and its effects, the study examines numerous studies including those relating to the neurological effects of alcohol cues in advertisements. Alcohol ads and the elements in them that can cue the desire for alcohol are widely acknowledged as problematic for vulnerable audiences. Integrative use of models and physiological methods recommended. Cooperation among researchers from varied disciplines is encouraged.

Women Likely to Face Salary Discrimination in Advertising

Men and women are not paid equally in advertising, just as they aren’t in most other industries. According to the U.S. Labor Department, women earn about 70 percent of what men earn in the United States labor market.’ In advertising, women earn about 68 percent of what men earn2 Inequitable pay for equitable work should concern both advertising practitioners and educators. Educators should be especially concerned because females constitute the majority enrollment in most advertising programs.’ Understanding the nature, the causes, and the extent of different roles for males and females in the advertising industry is important. Advertising educators should teach the skills and knowledge the industry requires of its workers; however, educators should also be morally obligated to teach the industry structure in which students will seek careers. Knowledge about the sex-structuring that occurs in the communications industry should be an important part of all instruction in communications programs. Unfortunately, it has received scant attention in textbooks, and very little research on gender roles and salaries in advertising and elsewhere in the communications industry has been conducted. The American labor market has traditionally offered “separate and distinct” occupational markets for men and women. Using cluster analysis on 1970 census data, Lorence found that “advertising agents and salesmen“ clustered into a better group for men than for women.‘ These findings suggested that advertising offered men higher earnings, greater stability, more opportunity for advancement, and greater social and economic mobility than it did women. A 1987 survey of the advertising industry5 revealed that male account executives may earn as much as 50 percent more than their female counterparts, and that males in media positions make 18 percent more than females. Copywriters, on the other hand, are paid almost equally. The salary differential is greater in advertising agencies than it is in corporate advertising departments. Women make about 66 percent of what men make in agencies and about 70 percent of what men make in corporations.

Consumer Response to a TV Liquor Spot

b With the self-regulatory posture of the three major networks refusing to allow distilled spirit advertising, distillers are slowly moving toward cable television as an advertising medium.1 Although a small amount of distilled spirits advertising has been run in the broadcast media, no experimental study has examined the reaction to such advertising.2 This paper examines that issue the consumer response to a distilled spirits advertisement on television.