949 resultados para Advertising.
Resumo:
This article presents a new conceptual model detailing consumer complaint responses relating to exposure to unacceptable advertising. The model is initiated by consumer perceptions of negative inequity which elicits one of three consumer complaint responses based on the identified triggers that may influence complaining propensity such as demographic, psychographic, cultural, situational and social factors. Complainant perception of the process encountered together with the overall outcome of their experience affect future complaint behaviour as shown by this evolving model as the end reaction flows on to form the consumer’s next response to a similar situation. The advertising industry in Australia is valued annually at over $8 billion and some advertisements have been identified as ‘unacceptable’ by elements in society. Industry and regulatory response to consumer complaints is thus an important area to address and there is no extant literature utilising such an holistic model.
Resumo:
Advertising expenditure has risen globally and in Australia there has been a 2.7-fold rise in the last 10 years. It is suggested that some advertisements may be 'unacceptable', that is unfair, misleading, deceptive, offensive, false or socially irresponsible. Industry and regulatory responses to consumer complaints about these problems must be addressed. This research is concerned with consumer behaviour and consumer complaint behaviour specifically in the area of advertising in Australia. The general findings from the reviewed literature indicated that complainants tend to be older, have attained higher levels of educational qualifications, earn a higher gross weekly income, possess greater degrees of wealth, have higher participant levels of local community involvement and, in general terms, have more resources to avail themselves of in order to allow them to take action when dissatisfied. The results from this research engender a better understanding of the complaining public. Empirical analyses were used for determining the characteristics of people who complain to the Advertising Standards Board and inferred that their opinions regarding advertising differ from members of the general population in four key areas. This research will afford regulatory bodies a better understanding of the complaining public as well as educating marketing communications strategists in effectively reaching their target markets.
Resumo:
Advertising expenditure has risen globally and in Australia there has been a 2.7-fold increase in the last ten years. It is suggested that some advertisements may be “unacceptable”, that is, unfair, misleading, deceptive, offensive, false or socially irresponsible. This research is concerned with consumer behaviour and consumer complaint behaviour specifically in the area of advertising in Australia. The findings indicate that complainants are significantly different from the population at large. This research will afford the regulatory bodies a better understanding of the complaining public as well as educating marketing communications strategists in effectively reaching their target markets.
Resumo:
This article examines images of men in Indonesian popular culture, focussing on TV advertising in particular. Extending previous feminist scholarship on gendered representations in the Indonesian media, this article suggests that on the surface, Indonesian TV commercials reinforce and streobrthen male dominance in Indonesian society, promoting the notion that a man's primary roles are public ones, and a woman's primary roles are domestic ones. However, this investigation also suggests that so-called 'domesticated' women are also represented as actors in the public sphere, in roles as earners and spenders. This observation correlates with the argument that from the late New Order period, in media representation - and in some small sections of society, even in practice - women and men in Indonesia were becoming increasingly more equal (Sen, 1994, 2002). But is the pendulum of gender relations now swinging the other way? By examining Indonesian popular culture from the perspective of what it reveals about men and masculinity, this paper argues that a significant number of TV commercials may point towards another emergent trend in contemporary Indonesian popular culture: the rise of misandry, which is defined as a negative or contemptuous attitude towards men, 'the sexist counterpart of misogyny' (Nathanson and Young 2001, ix).
Resumo:
This study explores the ethical standards and behaviour of Australian advertisers and their usage of new technologies. Although corporate ethics has been an issue in the established media of television advertising for some time, there is little research about how companies are adapting in terms of ethics to the new communication technologies. The consumers’ “right to know” was used as a device to assess the ethical standards and behaviour of companies. Findings suggest that the WWW is not used as a means of communicating corporate ethical standards. Results indicate that the method of communicating requests for information does not influence the likelihood of receiving a response from a company. The results also show differences between the ethical standards and the ethical behaviour of those companies who do use the WWW to communicate ethical statements.
An exploratory investigation of attitude toward the website and the advertising hierarchy of effects
Resumo:
The paper discusses the findings of a study designed to increase the generalisability, validity and reliability of earlier studies concerning the relationships between attitude toward the ad and aspects of the advertising hierarchy of effects model in the online marketing context. The findings suggest that the traditional advertising hierarchy of effects model is relevant in the online marketing environment, and that investment in online marketing communication can be evaluated using this stable and reliable method. It is, however, suggested that further research is needed to improve the generalisability of the findings.
Resumo:
This study examines the role of one type of rhetorical figure, tropes, which are creative devices that entail the arrangement of words in paradoxical relationships. Specifically, its focus lies in investigating whether the influence simple and complex tropes have on persuasion, as reported in previous research by Toncar and Munch (2003), are generalisable beyond the sample they used. In the extant literature, it is argued that by fully understanding the effects of certain types of tropes, advertisers may better apply their persuasive messages. The study finds that, when using subjective measures as initiated by Toncar and Munch (2003), tropes have no influence on persuasion. While it is noted that further research is needed to increase the generalisability of this study, this result holds true when both simple and complex trope types are used.
Resumo:
Complaints about advertising in Australia have been on the increase in recent years under the stewardship of the new industry self-regulatory body, the Advertising Standards Board. This study utilises clustering analyses based on geodemographic and psychographic data to present a concrete profile of complainants about advertising in Australia. The findings indicate that the advertising publics must shoulder responsibility and ensure that greater care is taken to include all members of Australian society in the current complaints
process and that this inclusivity will ensure that the highest possible standards are the norms of the industry.
Resumo:
Advertising expenditure in Australia has almost doubled in the last 10 years even though some advertisements maybe ''unacceptable." We investigated consumer complaint responses specifically within the area of advertising in Australia. Our findings indicate that these complainants to be older, more highly educated and more likely to be female, than the population at large.
Resumo:
Investigation of consumer complaint responses within the area of advertising in Australia stems from the suggestion that the more money spent on advertising in a country the greater the need for consumer protection from 'unacceptable' advertising. This research will allow the formulation of strategies to enable more effective marketing communications.
Resumo:
The regulation of advertising is a controversial and difficult process. Over the past three decades, two attempts have been made in Australia to produce more acceptable ads. This paper reviews these systems using a macro framework for analysis which contextualises advertising in society. The systems have the fundamental process of handling complaints about advertising in common, however there are advantages and disadvantages of each and these are discussed. Important insights for the development of regulation of advertising are presented together with critical implications for the future of the industry.
Resumo:
"Schools are dull, adults are dim, kids rule, pleasure can be purchased - these are canons of children's consumer cultures. In the places where kids, commodities and images meet, education, entertainment and advertising merge. Kids consume the corporate abundance with an appetite. But what happens now that schools are on the market? Is this a form of corporate gluttony? Are designer schools educationally "grotesque"? How are students packaged? How can curriculum compete with other attractions constantly advertised to students? Are students themselves both purchasers and commodities for sale?"
This volume argues that people are entering another stage in the construction of the young as the demarcations between education, entertainment and advertising collapse and as the lines between the generations both blur and harden. Drawing from the voices of students and from contemporary cultural theory this book provokes the reader to ponder the role of the school in the "age of desire.
Resumo:
Responsibility in advertising requires that all stakeholders honor their obligations to one another. Advertising-related activities that violate accepted standards will be deemed irresponsible by one or more stakeholders. These activities may affect advertisers and consumers negatively; advertisers may incur damaging publicity that threatens their long-term viability, and consumers may incur physical, financial, or emotional injury. To mitigate such harms, regulators are charged with protecting society's interests. Responsibility in advertising is introduced and the interconnections between these major stakeholders are briefly discussed. The papers that comprise this special issue are then introduced and manuscript reviewers are acknowledged.