Sora, K. Haley, E., and Gi-Yong Koo. (2009). Comparison of the paths from consumer involvement types to ad responses between corporate advertising and product advertising. Journal of Advertising, 38(3): 67-80.
The authors discuss the role of consumers and how they respond to advertising for a particular product as opposed to how consumers respond to corporate advertising. The consumer response to product advertising appears to be stronger because of the way that the advertising campaign is designed for the consumers. Product advertising may used more visual media to appeal to its audience and they may even throw in a catchy jingle that will stick in the consumer's mind. Depending on the type of corporation, this blend of media will not be appropriate. For instance, a pharmaceutical corporation would not want to use the same media mix as a fast food restaurant chain.
Heath, R., Nairn, A., and P. Bottomley. (2009). How effective is creativity? Emotive content in TV advertising does not increase attention. Journal of Advertising Research, 49(4): 450-463.
Creativity is important in any type of advertising. The type of creativity used in corporate advertising may be different from any other type of advertising. The authors of this article state that emotive creativity has the effect of decreasing consumer interest in a product rather than increasing attention. Studies show that most people leave the room or find some other small task to do while a television commercial is on. Because of this, it might be best for corporations to rely heavily on information and persuasion to be effective.
Berte, K. And E. De Bens. (2008). Newspapers go for advertising! Challenges and opportunities in a changing media environment. Journalism Studies, 9(5): 692-703.
Before television, radio and the internet, the main way that people got their news and other information was from newspapers. With so many changes in technology, people can now practically read an entire newspaper online. One thing that a person cannot do while reading an online newspaper is take advantage of the circulars and advertisements contained in the hard copy version. In order for newspapers to continue to compete with other types of media, the authors say that the inclusion of circulars as well as changing the format helps.
Pfeiffer, M. And M. Zinnbauer. (2010). Can old media enhance new media? How traditional advertising pays off for an online social network. Journal of Advertising Research, 50(1): 42-49.
The authors say that a media mix of old and new types of media is effective. The internet has become the popular mode of communication for many in the past few years because of its ability to allow users to get fast, accurate information. However, traditional media such as television, radio and newspapers are still important for a segment of the population and the authors feel that a mixture of both should be used when designing an advertising campaign.
McKenzie, K. And M. Royne. 2009. Defining and understanding communications planning: A current assessment and an exploratory study. Journal of Promotion Management, 15(3): 341-356.
The communications planning of the corporation Proctor and Gamble is discussed. The authors say that Proctor and Gamble is successful because of the careful planning of its advertising and media mix. They also state that many corporations do not do any type of communications planning when designing their advertising campaigns.
Goby, V. 2008. Radio commercial listening behavior: Barriers and avoidance. Australian Journal of Communications, 35(1): 27-39.
The radio is another form of media that a corporation could use in an advertising campaign. The author questions the effectiveness of radio advertising stating that much like television, people find other small tasks to engage in while a commercial in one. The author says that men will listen to the radio commercial more than women, but that both sexes have a tendency to either daydream or focus on something else into their program resumes.
van den Putte, B. 2009. What matters most in advertising campaigns? The relative effect of media expenditure and message content strategy. International Journal of Advertising, 28(4): 669-690.
This article examines the effect of message content strategy, advertising expenditure and previous consumer behavior as they relate to an advertising campaign. All three of these are important components to an advertising campaign and they are all interrelated.
Research Question and Hypothesis
The research question posed is: Does re-examining the brand of a corporation determine the method and media mix used in advertising campaigns?
The hypothesis or assumption with this research is that...
Not only are the campaigns coherent, but they also support each other and the essential key concepts, represented by the characteristics of the brand: social awareness and implication, innovation, the ability to do anything, the belief in people and their potential to achieve their dreams. The main weakness that the approach to PR and advertising is the repeated focus on the concepts of innovation and social responsibility without insisting
Business - Companies Bank of America In the last half of the 20th century, North Caroline National Bank (NCNB) began a string of acquirements that ultimately pulled together more than several thousand banks, and fashioned today's Bank of America. They have retained their headquarters in Charlotte, North Carolina, and have grown to be a global business. Through the years, generation after generation, the financial institutions that are part of their legacy have
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