the social side of marketing
Values, according to Kahle, are “stable, slow-evolving, desirable end-states that play an important role in shaping behaviours”. Not surprising then that effectively measuring these is important for marketers, in order to better understand what...
The emotional or affective reaction when seeing (or in short the “attitude” towards ) an advertising is a useful measure when testing ads in the “real world”, especially when a potential purchase (or behaviour)...
Over the summer I’ve done a bit of work regarding measuring advertising – including reading around how to measure advertising (or more general marketing comms) effectiveness. This included a rather interesting study of comparing...
The British Advertising Standards Authority has today ruled against two press adverts for the “Act on CO2” campaign ( the ruling can be found here) . The two posters, using childrens’ book type imagery...
Do you remember the first Big Brother? The Millennium Dome exhibition? George W Bush being elected president? Well, it’s almost a decade ago, just as long ago as I started analysing appeals used in...
In 2006/7, around 8000 teenagers were admitted to hospitals in the UK because of alcohol abuse, according to figures from the Liberal Democrats. Yet, while there are increasing restrictions on the sale of alcohol,...
“Framing” health related messages either by focusing on the loss of not engaging in a specific behaviour or by focusing on the gain by engaging into a desired behaviour can have a massive outcome...
Yesterday I received an email from America. It was asking me, given my negative stance on shock tactics in this post, what I was thinking about an anti-obesity campaign currently underway in New York....
Partnerships are a tricky thing in Social Marketing, especially when the partnerships are between a commercial organisation and a non-profit or governmental organisation. Some academics (see Previte & Fry, 2006 for examples) have argued...
The Advertising Educational Foundation has put online a number of “show reals” for their various excellence awards. Among them are the Multicultural Excellence Awards – which honour outstanding (American) advertising targeted at the African-American,...
