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1. A content analysis of advertising in a global magazine across sevencountries Implications for global advertising strategiesMichelle R. Nelson University of Illinois at Urbana-Champaign, Urbana,Illinois, USA, and Hye-Jin Paek Grady College of Journalism and MassCommunication, The University of Georgia, Athens, Georgia, USAThis research examines global advertising strategies and tactics in a global media brand for ashared audience across seven countries (Brazil, China, France, India, South Korea, Thailand,and USA). A content analysis of advertisements in local editions of Cosmopolitan magazinecompares the extent of standardization in execution elements (advertising copy, models)across product nationality (multinational, domestic) and category (beauty, other).Findings – Local editions deliver more multinational than domestic product ads across allcountries, except India. Overall, multinational product ads tend to use standardized strategiesand tactics more than domestic product ads, although this propensity varies across countries.Beauty products (cosmetics, fashion) are more likely to use standardized approaches than areother products (e.g. cars, food, household goods).Originality/value – This is the ?rst multi-country study to examine advertising executions forglobal advertising strategy within a transnational media brand. Unlike previous studies thatadvise against global strategy in Asia, it is found that contemporary advertisers are practicingsome global advertising strategies, but to varying degrees.2. The Lasting Effects Of Social Media Trends On AdvertisingElizabeth Wright, Nova Southeastern University, USA Nile M. Khanfar, Nova SoutheasternUniversity, USA Catherine Harrington, Nova Southeastern University, USA Lee E. Kizer,Southern Wesleyan University, USAAfter spending millions of dollars on mass advertising that consumers tend to block out andignore, marketers have re-evaluated their advertising methods and are following holisticmarketing concepts that focus on customer relationship marketing and more creative,understated ads instead of in-your- face billboards and loud television segments. This paperexplores social media trends, including social media opportunities and mobile marketing, andthe potentially lasting effects that these trends have on advertising.Instead of spending millions of dollars on mass marketing that consumers continue to blockout, marketers should focus more on tailored messages and relationship building withcustomers. A key component of this type of marketing is targeting the right people with theright message through social media. So digital media is becoming more popular, advertisingthrough digital media also becomes more effective. Facebook, Twitter, and iPhone accountshave mass email distribution capabilities to export events, but businesses are catching on.Marketers have started using the tailored social networking forums to reach consumers in amore personalized way.There is also a large increase in mobile marketing spending. The useof smartphones,allows consumers to be connected to their favorite social media outlets 24hours a day.As a result, social media ad sales are expected to grow. In conclusion, marketersare encouraged to keep the lines of communication open with consumers in order to createreal value for their customers.3. Determinants and antecedents of general attitudes towards advertisingDan Petrovici University of Kent, Canterbury, UK Marin Marinov University ofGloucestershire, Cheltenham, UKThe purpose of this paper is to explore the relationships between determinants and primaryantecedents of advertising and attitudes to advertising.It tests a comprehensive range ofattitudes toward the institution of advertising and its instruments in each country to identifysimilarities and differences in consumer perceptions.Findings – Findings con?rm that consumers in the two countries are more positive aboutadvertising as an institution than the instruments used to promote advertising. While productinformation acquisition is the main personal use of advertising which in?uences generalattitudes to advertising in Bulgaria, the entertaining value of advertising was found thestrongest personal use in Romania. No signi?cant differences were found in the attitudestoward the institution and instruments of advertising in the two countries.Practical implications – The paper suggests that managers should focus on and exploit theoverall positive general attitudes toward advertising in Romania and Bulgaria. Marketersshould prioritise the informative power of advertising and use it cautiously in view of itsperceived manipulative role especially to children. Advertisers need to devote more speci?cattention to re-enforce the credibility of the institution of advertising in both countries.Originality/value – The paper is a result of an original research that has extended theoreticalconcepts and compared their applicability to comparable EU accession contexts. Its ?ndingssuggest that advertising should be adapted to the personal uses and attitudes to advertising inthe researched contexts by putting more emphasis on image building in order to increase itspersuasive power and raise public trust in the institution and instruments of advertising.4.Female role stereotypes in print advertisingIdentifying associations with magazine and product categoriesEmmanuella Plakoyiannaki and Yorgos ZotosDepartment of Business Administration, School of Economics, Aristotle’s University ofThessaloniki, Thessaloniki, GreeceThe purpose of this study is three-fold: to provide recent evidence on the frequency ofappearance of female role portrayals in print advertisements; to compare female rolestereotypes across magazine types; and to explore the interface between female rolestereotypes and product categories.Design/methodology/approach – An integrative approach to content analysis was used inorder to analyze advertising communication in print media. The sample consisted of n¼3,830advertisements published in ten high circulation UK magazines.Findings – The study indicates that women in UK magazine advertisements are mainlyportrayed in decorative roles; and that female role stereotypes vary signi?cantly acrossmagazine types. The ?ndings also suggest that there is an association between productcategories and female role stereotypes.Practical implications – The study highlights the need for the advertising industry in the UKto adjust its communication practices to the changing role of women in society.5.Creative Distraction: Lack of collective learning in adapting to online advertising inOslo, NorwayMarkus M. Bugge.The advertising industry is often seen as adaptable and flexible, and its work organisation anddiverse project ecologies are assumed to nurture creativity, learning and innovation. Theestablished advertising agencies have been reluctant regarding the new opportunities inInternet-based advertising, which has allowed for a set of smaller and specialized webagencies to emerge, and who now possess the best skills within interactive advertising. Thepaper argues that there are two parallel epistemic communities in the localized advertisingindustry. It is shown that the advertising industry seems to have been caught in a pathdependent technological trajectory, and that in order for collective learning to unfoldgeographical proximity needs to be supplemented by cultural and epistemic proximity andcompatibility.Findings:The paper has found and documented how epistemic determinants acrossadvertising agencies and web agencies have made it difficult for the advertising industry tointegrate and fully exploit digital and interactive technology. When faced with a newtechnology outside the existing technological platform or regime, the advertising industry hasnot managed to change its working practices or organisation of work. The paper hasdiscussed how coordination and organisation of skills and competencies is a current challengefor the incumbents of the advertising industry, and how the industry has been specialising andstrongly tied to a technological trajectory of one-way mass communication media.6. Sports celebrity endorsements in retail products advertisingKaren E. Lear University of South Carolina, Columbia, South Carolina, USA Rodney C.Runyan University of Tennessee, Knoxvillie, Tennessee, USA, and William H. WhitakerSouth Carolina State University, Orangeburg, South Carolina, USAThis research was conducted to provide retailers, marketers and brand owners’ usefulinformation regarding trends in the use of sports celebrities to promote retail products innational print media. Because celebrities in advertising are known to in?uence brand choicebehaviour and drive retail sales.A content analysis approach is used, examining advertisements in randomly selected issues ofsports illustrated from the most recent full six years of publication.Findings – Changes in the frequency of advertisements using sports celebrities were foundcompared to previous studies. Additionally, it appears that products which are ultimately soldby retailers are endorsed more frequently by celebrities in certain sports than others.Originality/value – By including in the investigation the topics of sport played and consumerproducts, the paper extends the current literature to explore the advertisers’ use of athleteendorsers with products directly and indirectly impacting retailers.7.Internet advertising adoption: a structural equation model for Iranian SMEsPayam Hanafizadeh Department of Industrial Management, Allameh Tabataba’i University,Tehran, Iran Mehdi Behboudi Department of Business Management, Qazvin Branch, IslamicAzad University, Qazvin, Iran, and Fahimeh Ahadi and Fatemeh Ghaderi VarkaniManagement and Productivity Research Center, Qazvin Branch, Islamic Azad University,Qazvin, IranThe purpose of this paper is to provide some insights regarding the adoption of internetadvertising by Iranian small and medium-sized enterprises. The recent negative trendsleading to a lack of competitive advantage in small businesses and the advantages of internetadvertising makes it imperative to study various factors affecting this area of marketing.Design/methodology/approach – This study reviewed 59 previous related studies, resulting ina comprehensive theoretical framework which explains the advantages of internet advertisingfor small to medium-sized enterprises (SMEs). Via questionnaire, the paper compiles 346Iranian experts’ opinions.Findings – A total of seven latent variables of internet advertising adoption were examined:advertising agencies, internet publishers, small and middle-sized enterprises, governmentrole, e-commerce development and user types. The paper found that these constructssuccessfully explain internet advertising adoption by incorporating readiness andglobalization stages. The small and medium-sized enterprises were found to be the mostsignificant for explaining internet advertising adoption.Originality/value – This study offers one of the first attempts to build a comprehensivetheoretical model explaining internet advertising adoption. Second, this study offers a newscale for internet advertising adoption with higher content validity.8.Does Internet Advertising Alienate Users?Author Ruth Rettie, Helen Robinson and Blaise JennerThis paper attempts to explain the dramatic decline in click-through ratings in terms of achange in consumer attitudes to Internet advertising. Although previous researchers foundfairly positive attitudes to Internet advertising, this research found more

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