the social side of marketing
What does the article examine? The article reports findings of a research project which examined the persuasion knowledge of young boys in relation to so called “brand-integrated magazines” and compared them to traditional product...
What current assumptions does the article challenge? The article provides details of a study that challenges some of the well established and frequently quoted theories about how advergames influence children. Specifically, in the study,...
I have previously written on Persuasion Knowledge, the theory underpinning how people react to persuasive communication. The obvious “problem” with the theory is that most marketers assume that people will actually react negatively when...
Product placement in music videos isn’t exactly a new phenomena – in fact it has been used extensively (and sometimes by quite questionable brands). But the video by Arianna is not scoring for subtlety...
Developing the ideas of Attribution Theory further, Friestad & Wright suggest that commercial persuasion can be understood similar to a game play: Marketers try to “hit” the consumers, while the consumers in turn develop mechanisms...
