Creative approaches: Changing attitudes, feelings, m...

 

As a low-interest category, financial services marketing tended before the recession to focus on the shortcomings of category competitors - often in humorous treatments - rather than positive aspects ...

This research investigates how the tone and wording of advertisements interact. This previously neglected area of research is explored in the context of television advertisements for mobile phones. Re ...

Extant research has been conducted on message framing as an advertising strategy for brand communication, but discoveries are inconclusive and even conflicting. The current study, integrating theories ...

This paper explores the attitudes and media behavior of consumers who claim to dislike advertising and therefore avoid their exposure to marketers' messages. From the findings, a framework is proposed ...

This study investigates the most appropriate message framing to present to consumers in print advertisements for healthcare products. Using a context of travel healthcare, an experimental study is con ...

This paper describes the development of Honda's 'hate' campaign for its new diesel engine. The central idea was that hate can be positive if it impels you to change something for the better. Thus Hond ...

Billions of dollars are spent in advertising for social change yet much of it is reported to be ineffective because of a lack of insight into the target audience. We illustrate the value of target ins ...

2001 campaign to persuade drivers in Quebec to reduce their speed, especially in 90 km/h zones. TV shock-based advertising used, at relatively modest weight. Results: 4.5% decrease in casualties due t ...

The author's definition of social marketing is 'a research-based process that adapts proven marketing tactics to raise awareness, change attitudes, beliefs, and in the end, social behaviors.' To be su ...

This case history of British Diabetic Association advertising shows how a small research programme gave the Association the confidence to spend the vast majority of its advertising budget on a nationw ...