Marketing & Advertising

Team Yao: Yao Ming, the NBA, Sporting Goods and Selling Sport to China

by John Nauright

co-authored with Ben Keeler, published in American Journal of Chinese Studies 12: 2 (2005), 203-218.

On October 30, 2002, Chinese star Yao Ming made his debut in the National Basketball Association (NBA) for the Houston... more On October 30, 2002, Chinese star Yao Ming made his debut in the National Basketball Association (NBA) for the Houston Rockets.  Yao Ming was not the first Chinese player to don an NBA uniform, but he was by far the most significant in terms of both pure basketball skill and commercial potential.  This historic contest against the Indiana Pacers not only marked his first NBA game, but it was the culmination of a long planned relationship between the NBA and China.  Yao has made a difference on the court for his team, but his impact is far grander and wider reaching when looking at international marketing and business implications.  Sponsors see Yao as the gateway to the Asian market; he is the NBA symbol for globalization.  An estimated 500 million Chinese tuned into Yao’s NBA debut on television.  In October of 2004 Yao was ranked 19th in the Sports Business Journal’s listing of the twenty most influential people in professional basketball.  Yao was one of only two current players on the list, along with mega-superstar Shaquille O’Neal.  Both China and the United States share the same capitalist dream for Yao.  The whole Yao situation was compared by a Chinese diplomat as similar to that of the United States – China “ping-pong” diplomacy of the 1970s, when the two countries started to build relations through sport. 
    This paper details the relationship that the NBA has worked so hard to cultivate with the Chinese in anticipation of someday being a major player in the region.  Following that we discuss complications involved with bringing Yao to the NBA from China. Next we examine what the arrival of the Rockets center has brought to the business world in terms of commercialization. Additionally, what Yao means to the future of basketball marketing, in both the United States, but more importantly in Asia and specifically China, and its 1.3 billion residents will be discussed.

Theorizing Advertising:Managerial, Scientific and Cultural Approaches

by Chris Hackley

Hackley, C. (2010) “Theorizing Advertising: Managerial, Scientific and Cultural Approaches”, Chapter 6 in Pauline MacLaran, Michael Saren, Barbara Stern and Mark Tadajewski (Eds) The Sage Handbook of Marketing Theory, London, Sage, pp. 89-107 ISBN 978-1-84787-505-1.

Hackley, C. (2010) “Theorizing Advertising: Managerial, Scientific and Cultural Approaches”, Chapter 6 in Pauline... more Hackley, C. (2010) “Theorizing Advertising: Managerial, Scientific and Cultural Approaches”, Chapter 6 in Pauline MacLaran, Michael Saren, Barbara Stern and Mark Tadajewski (Eds) The Sage Handbook of Marketing Theory, London, Sage, pp. 89-107 ISBN 978-1-84787-505-1.

‘Comparative management practices in international advertising agencies in the UK, Thailand and the USA’,

by Chris Hackley

Hackley, C. and Tiwsakul, R. (2008) ‘Comparative management practices in international advertising agencies in the UK, Thailand and the USA’, Chapter 14 in Smith, C., McSweeney, B. and Fitzgerland, R. (Eds)  Remaking Management: Between Global and Local, Cambridge, Cambridge University Press, pp. 380-403 ISBN -13: 9780521861519.

Imagens da indústria automotiva para consumo: o mundo do trabalho na ótica da comunicação publicitária

by Vander Casaqui

Este artigo analisa as estratégias da comunicação publicitária da indústria de automóveis no início do século XXI,... more Este artigo analisa as estratégias da comunicação publicitária da indústria de automóveis no início do século XXI, tendo como eixos principais as representações de seus processos produtivos e os significados do consumo. O quadro teórico discute as teorias de McLuhan sobre os aspectos culturais do automóvel, as tendências da produção e os novos papéis a serem assumidos pelo consumidor, nas transformações promovidas pelo marketing moderno. A abordagem teórico-metodológica da
Análise do Discurso de linha francesa foi adotada na reflexão sobre o corpus.

For-consumption images of the automotive industry: the world of work through the lens of advertising communication

by Vander Casaqui

This paper analyzes advertising communication strategies of the automotive industry in the early 21st century, mainly... more This paper analyzes advertising communication strategies of the automotive industry in the early 21st century, mainly from the standpoint of the representations of its productive processes and meanings of consumption. The theoretical framework discusses McLuhan’s theory on cultural aspects of automobiles, production trends and new roles to be assumed by consumers, in the transformations promoted by modern marketing. The theoretical-methodological approach of the French line of Discourse Analysis was adopted in the reflection on the corpus.

Does Sexuality in Ads Work for Everyone: Muslim Consumers’ Reactions to Sexuality in Ads

by Ahmet Bayraktar

Bayraktar, A. (2012). Does Sexuality in Ads Work for Everyone: Muslim Consumers’ Reactions to Sexuality in Ads. Review of Business and Finance Case Studies, Forthcoming.

The effect of Point of Sale Promotions on the alcohol purchasing behaviour of young people in metropolitan, regional and rural Australia

by Sandra Jones

Jones SC & Smith K (2011) The effect of Point of Sale Promotions on the alcohol purchasing behaviour of young people in metropolitan, regional and rural Australia. Journal of Youth Studies 14(8), 885-900.

This study, part of a larger project examining marketing and alcohol, looked specifically at the effects of point of... more This study, part of a larger project examining marketing and alcohol, looked specifically at the effects of point of sale (POS) promotions on young people, with a view to providing evidence which could be used to inform policy and regulation in this area. A series of focus groups were conducted in three different locations with young people aged 16–25 years, separated by age and gender, with a total of 85 participants. Participants were asked questions about their recollection of various POS promotions and the effect of these promotions on their alcohol purchasing and consumption behaviour. The majority of participants indicated a strong link between POS promotions and alcohol purchasing and consumption behaviour. A majority of participants demonstrated a strong recall of previous promotions and almost all participants indicated they had been influenced to buy more or a particular brand of alcohol because of a promotion. Specifically, the results of the study indicate that POS promotions involving price or volume discounts have a strong impact on young people, and are particularly effective in encouraging the purchase of increased volumes of alcohol, suggesting a need for regulation in this area.

Self-Enhancement Following Exposure to Idealized Body Portrayals in Ethnically Diverse Men: A Fantasy Effect of Advertising

by Małgorzata Kolling (Skorek)

Skorek, M., & Dunham, Y. (2012). Self-enhancement following exposure to idealized body portrayals in ethnically diverse men: A fantasy effect of advertising. Sex Roles 66 (9/10), 655-667. doi: 10.1007/s11199-012-0124-8

Viewing idealized body portrayals of men and women in advertising is known to have negative effects on men’s... more Viewing idealized body portrayals of men and women in advertising is known to have negative effects on men’s self-esteem and body dissatisfaction, but little research investigates these effects across race/ethnicity. Racial minorities tend to idealize larger bodies than Whites and so might respond differently to advertising influences. We investigated whether exposure to idealized portrayals of male and female bodies in TV advertisements has different effects on men of different race/ethnicity. Additionally, we investigated whether implicit methods reveal different results than self-reports. One hundred and sixty Asian, Hispanic, and White American male undergraduates from a university in California (USA) were randomly assigned to watch TV advertisements portraying thin women, muscular men, or watched no ads. Their implicit self-esteem was measured using the Implicit Association Test, and a questionnaire assessed explicit self-esteem, actual-ideal body discrepancy, and perception of weight-related health-risks. Exposure to portrayals of muscular men decreased actual-ideal body discrepancy in all men. Exposure to portrayals of thin women increased men's implicit but not explicit self-esteem in Asian and Hispanic men only. Both these findings are consistent with a self-enhancing role of exposure to idealized male and female bodies in advertising, which is often referred to as a “fantasy effect”. This study provides evidence that media exposure interacts with culturally local body ideals and so can produce varying effects in different racial/ethnic groups. This result could have important implications for interventions.

Player Performance and In Game Advertising

by Lindsay Grace

Co-authored with Dr James Coyle

In game advertising or IGA is an increasingly common means of promoting brands and products. This study seeks to... more In game advertising or IGA is an increasingly common means of promoting brands and products. This study seeks to understand the effectiveness of in game advertising by understanding player retention of brand messages. The researchers created a controlled environment and 3D car racing game, embedding in game advertising and measuring player performance and advertising retention. The study produces a highly detailed view of the relationship of brand retention, player ability, and engagement.

The relationship between sponsorship & sporting events; the case of Mcdonald's sponsoring the Olympics

by Sam Thompson

The aim of this study is to explore the relationship between McDonald’s and its sponsorship of The Olympics by testing... more The aim of this study is to explore the relationship between McDonald’s and its sponsorship of The Olympics by testing how the consumer has been influenced.

H1 = Attributes associated with sporting events are transferred to sponsoring brands.

H2 = Brand image is transferred from the event to the sponsoring brand, not from the sponsoring brand to the event.

The hypotheses this study aimed to research are drawn from the research done by Gwinner, K. & Eaton, J. (1999); ‘Event sponsorship as a value creating strategy for brands’ and also Donahay, B. & Rosenberger, P, (2007); ‘Effectiveness of Image Transfer in Formula One Racing’. The study explores the image transfer process from The Olympic games to McDonald’s and whether the process can happen to the contrary though the sponsorship relationship.

The concluding findings were in favour of the hypotheses tested. Brand transfer does in fact occur from event to brand through the intervention of sponsorship. Further more the transfer can also be transferred from brand to event, as was found in the case of McDonald’s.  Negativity associated with the McDonald’s brand was found to be associated with The Olympic Games post sponsorship. However, certain restrictions to the parameters of the study have influenced validity greatly, regarding the overall significance of the data analysis.

The conclusions established should be of particular interest to corporations looking to streamline marketing communications strategies in the UK. Being of particular relevance for companies and corporations within the UK during and emerging from an economic downturn, as well as a platform for further study in the future.

Exchanging Health for Commercialization: The News Media’s Mediation of the Baby Carrots Campaign

by Avery Holton

Co-authored with Mike Mackert, Brad Love

The public receives a great deal of its public health information from the media, which has the ability to deliver... more The public receives a great deal of its public health information from the media, which has the ability to deliver such information and to affect public perceptions about issues. The study presented here examines the media’s mediating role in a recent marketing campaign with possible health implications. The baby carrots campaign targeted children and teenagers, advertising baby carrots as junk food. The campaign received much attention from media sources, and coverage of the campaign moved across a range of media from traditional outlets to digital news sources, mostly without putting a critical eye to the campaign or how relevant health issues were addressed. A census study of print and online media content over a four-month period beginning just before the campaign’s launch revealed the media relied heavily on campaign sources to frame the advertisements as positive and effective in generating buzz. Media coverage of the campaign offered little commentary from independent sources, such as message-design or public health experts, and limited input from the general public, thus presenting an imbalanced perspective. Blogs were more critical, framing the campaign as negative and non-effective. However, this study revealed that neither the media nor blogs raised relevant health issues such as the potential health benefits of eating more carrots. While the campaign’s marketers may have succeeded in promoting baby carrots ephemerally through the media, journalists and other media sources may have missed an opportunity to promote a more lasting public health discussion.

Die Werbewirkung emotionaler Printwerbung für technische Produkte

by Roland Helm

Advertising food in Australia. Between antinomies and gastro-anomy

by Tanja Schneider

Consumption, Markets & Culture (2010) 13,1: 31-41. (with T. Davis)

Over the past half century, consumers in Australia have increasingly been confronted with a plethora of health food... more Over the past half century, consumers in Australia have increasingly been confronted with a plethora of health food products. This paper focuses on health food that encourages consumption through the promise of health benefits. In this context, media representation of such food serves as a lens to explore the spread of consumer culture in Australia. Using a historical perspective, this paper asserts that in promoting such foods, food “experts” form an advisory nexus in an increasing context of “gastro‐anomy” that Fischler (1980) speaks of. Fifty years of advertising, editorial content and articles are examined from the Australian Women’s Weekly. Warde’s (1997) antinomies of tastes are used as a starting point to show how the anxiety and risks associated with food consumption are built up and allayed.

Fostering a hunger for health: Food and the self in "The Australian Women"s Weekly"

by Tanja Schneider

Health Sociology Review (2010) 19,3: 285-303. (with T. Davis)

Over the past decade, consumers in Australia and elsewhere have increasingly been confronted with a fast growing... more Over the past decade, consumers in Australia and elsewhere have increasingly been confronted with a fast growing number of health food products. This profusion of health foods is accompanied by a proliferation in popular culture of professional nutritional advice on ‘what is good to eat’. The genre of lifestyle magazines is one popular medium via which healthy eating practices and health foods are frequently reported. In this paper we use a visual discourse analysis of food-related editorial and advertorial content sourced from the long running and popular "The Australian Women’s Weekly" to investigate how lifestyle magazines have been one important locus for constituting health conscious consumers. Taking up a Foucauldian governmentality perspective we trace how this active, responsible conceptualisation of the consumer, which we refer to as ‘healthy food consumer’, has increased in prevalence in the pages of The Australian Women’s Weekly over time. Based on our analysis we suggest that the editorial and advertorial content offers models of conduct to individuals about what possible preventative activities in which to engage, and plays an important role in shaping how we think about taking care of our health through eating.

¿Realmente estamos asistiendo al final de la publicidad?

by Antonio Caro

Texto de la conferencia pronunciada en la Universidad Autónoma de Occidente (Cali, Colombia), dentro del IV Congreso Galería Publicitaria Autónoma "El fin de la publicidad", el 12 de mayo de 2010.

Publicidad intrusiva frente a publicidad permisiva

by Antonio Caro

Serie de cuatro artículos publicados en el semanario profesional Anuncios en 2001 dentro de mi columna "El revés de la trama".

La crisis del marketing

by Antonio Caro

Serie de ocho artículos publicada en el semanario profesional "Anuncios" entre mayo y julio de 1999, dentro de la sección "En campaña".

La crisis de la creatividad

by Antonio Caro

Serie de 6 artículos publicados en el semanario profesional "Anuncios" entre septiembre y noviembre de 1998, dentro de la sección del autor "En campaña".

Mundos imaginarios

by Antonio Caro

Serie de 12 publicados en el semanario profesional "Anuncios" entre marzo y mayo de 1998 (núms. 779 a 790).

Deuda y publicidad

by Antonio Caro

Publicado como editorial del nº 1 del vol. 5 de Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias,Madrid yValladolid, Servicio de Publicaciones de la Universidad Complutense y Secretariado de Publicaciones e Intercambio Editorial de la Universidad de Valladolid, enero-junio 2011, pp. 9-12.