发布求助
文献互助 智能选刊 最新文献

Journal of Advertising Education最新文献

筛选
英文 中文
Baladna Goes Global Baladna走向全球
Journal of Advertising Education Pub Date : 2021-10-07 DOI: 10.1177/10980482211040507
Ilhem Allagui
{"title":"Baladna Goes Global","authors":"Ilhem Allagui","doi":"10.1177/10980482211040507","DOIUrl":"https://doi.org/10.1177/10980482211040507","url":null,"abstract":"Baladna is a dairy company in Qatar. It has thrived despite an ongoing political and economic blockade, helping the country to become self-sufficient in terms of its dairy needs. In a short time and with substantial investment, the brand became a market leader. Baladna’s growth plan banks on globalization, but the marketing director and the VP of marketing disagree on the strategy: one argues for standardization and the other for adaptation. The case study discusses brand name issues as well as brand identity approaches in the context of a multicultural environment.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"25 1","pages":"71 - 95"},"PeriodicalIF":0.0,"publicationDate":"2021-10-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49159165","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Write Your Own Luck Campaign: Pentel’s Successful Advertising Strategy Based on Superstitious Beliefs in Thailand 写你自己的幸运运动：Pentel基于泰国迷信信仰的成功广告策略
Journal of Advertising Education Pub Date : 2021-10-07 DOI: 10.1177/10980482211042520
Punjaporn Chinchanachokchai, Sydney Chinchanachokchai
{"title":"Write Your Own Luck Campaign: Pentel’s Successful Advertising Strategy Based on Superstitious Beliefs in Thailand","authors":"Punjaporn Chinchanachokchai, Sydney Chinchanachokchai","doi":"10.1177/10980482211042520","DOIUrl":"https://doi.org/10.1177/10980482211042520","url":null,"abstract":"The Pentel case study exhibits a success case of a global firm’s ability to incorporate cultural-specific values into an advertising campaign. Pentel used superstitious beliefs in the Thai culture to create the Write Your Own Luck campaign. The company launched a limited pen collection designed to be carried as lucky charms. Each pen version represented a unique type of luck it brought to its user. The campaign targeted Thai teens who were heavy users of social media. The campaign was launched through offline and online channels and received significant attention and awareness from the target audience. This case study represents a campaign that incorporates cultural beliefs and values of local consumers into an effective advertising campaign. The company achieved its goal of raising brand awareness and online engagement among the target audience.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"25 1","pages":"96 - 120"},"PeriodicalIF":0.0,"publicationDate":"2021-10-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44835064","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
Pedagogical Note 教学笔记
Journal of Advertising Education Pub Date : 2021-10-06 DOI: 10.1177/10980482211046311
G. Whaley
{"title":"Pedagogical Note","authors":"G. Whaley","doi":"10.1177/10980482211046311","DOIUrl":"https://doi.org/10.1177/10980482211046311","url":null,"abstract":"When I was asked to write an article about the use of teaching cases for this special issue, I wondered why someone outside the advertising field was asked. I set aside my question and quickly said yes to the invitation because I strive to be an evangelist for the case method and above all, I was asked by treasured colleagues. As a start, I decided to review published teaching cases over the last 10 years concerning advertising and related fields in case journals before drawing any conclusions. It was quite revealing and fun to conduct this search, and I found many published cases in the related field of marketing but much fewer advertising cases. Hence, I decided to embark on a more comprehensive online search in textbooks, traditional advertising journals, and case journals. Teaching cases that focus on advertising are commonplace in business textbooks; yet, fewer appear in traditional case journals, and even fewer advertising cases are published in traditional advertising journals. I became curious about trends in advertising teaching cases and decided to survey overall trends in teaching cases related to advertising cases. I reached out to 40 editors, former editors, and members of journal editorial boards for case and discipline-based business journals to ascertain their views on the importance of teaching cases over the last decade and any discernable trends using the format in Table 1. In my online search, I discovered traditional peerreviewed advertising journals focused on manuscripts based on empirical research or pedagogical articles concerning professional and career tips and only a few published teaching cases. However, Table 2 suggests a trend toward greater inclusion of teaching cases in non-case, discipline-based journals over the last decade (see item # 5).","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"25 1","pages":"131 - 145"},"PeriodicalIF":0.0,"publicationDate":"2021-10-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42693941","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
AAA Resources for Multicultural and International Advertising Teaching and Research AAA多元文化与国际广告教学与研究资源
Journal of Advertising Education Pub Date : 2021-09-27 DOI: 10.1177/10980482211045117
M. Nelson
{"title":"AAA Resources for Multicultural and International Advertising Teaching and Research","authors":"M. Nelson","doi":"10.1177/10980482211045117","DOIUrl":"https://doi.org/10.1177/10980482211045117","url":null,"abstract":"","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"25 1","pages":"146 - 150"},"PeriodicalIF":0.0,"publicationDate":"2021-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48308306","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
Contributors 贡献者
Journal of Advertising Education Pub Date : 2021-09-26 DOI: 10.1177/10980482211047912
{"title":"Contributors","authors":"","doi":"10.1177/10980482211047912","DOIUrl":"https://doi.org/10.1177/10980482211047912","url":null,"abstract":"","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"25 1","pages":"68 - 68"},"PeriodicalIF":0.0,"publicationDate":"2021-09-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48791449","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Targeting Young Viewers to Watch Traditional Television 瞄准年轻观众观看传统电视
Journal of Advertising Education Pub Date : 2021-09-20 DOI: 10.1177/10980482211040501
Elliot Lum, Luisa Martínez, Marcia Soling
{"title":"Targeting Young Viewers to Watch Traditional Television","authors":"Elliot Lum, Luisa Martínez, Marcia Soling","doi":"10.1177/10980482211040501","DOIUrl":"https://doi.org/10.1177/10980482211040501","url":null,"abstract":"Univision is a brand well-known to Hispanic viewers, but with fragmentation and so many choices within the media landscape, they had to break through the noise effectively. The challenge for Univision was to attract a younger demographic (18–34 year-olds) of loyal viewers to consume Spanish language programming by packaging the use of music and reggaeton in a new telenovela which would showcase premium content that appealed to audiences of all ages. They identified digital, social, radio, and out-of-home platforms consumed by these potential viewers to deliver content and awareness to bring the idea to life. The results exceeded all programming and sales estimates, grew the timeslot’s ratings, and brought in a younger audience than any 8 pm telenovela.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"25 1","pages":"121 - 130"},"PeriodicalIF":0.0,"publicationDate":"2021-09-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44363677","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Special Issue in Cases in International and Multicultural Advertising 国际与多元文化广告案例特刊
Journal of Advertising Education Pub Date : 2021-09-20 DOI: 10.1177/10980482211047913
Juliana Fernandes, Craig L. Davis
{"title":"Special Issue in Cases in International and Multicultural Advertising","authors":"Juliana Fernandes, Craig L. Davis","doi":"10.1177/10980482211047913","DOIUrl":"https://doi.org/10.1177/10980482211047913","url":null,"abstract":"","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"25 1","pages":"69 - 70"},"PeriodicalIF":0.0,"publicationDate":"2021-09-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48563860","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Contributors 贡献者
Journal of Advertising Education Pub Date : 2021-05-01 DOI: 10.1177/10980482211018524
Saleem Alhabash, Brooke Borgognoni, Shanshan Lou
{"title":"Contributors","authors":"Saleem Alhabash, Brooke Borgognoni, Shanshan Lou","doi":"10.1177/10980482211018524","DOIUrl":"https://doi.org/10.1177/10980482211018524","url":null,"abstract":"","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"25 1","pages":"4 - 4"},"PeriodicalIF":0.0,"publicationDate":"2021-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/10980482211018524","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43753649","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Humanizing Advertising Education: Reflection and Insights for Post-Pandemic Pedagogy 广告教育人性化:对后流行病教学法的反思与洞察
Journal of Advertising Education Pub Date : 2021-05-01 DOI: 10.1177/10980482211010269
Saleem Alhabash
{"title":"Humanizing Advertising Education: Reflection and Insights for Post-Pandemic Pedagogy","authors":"Saleem Alhabash","doi":"10.1177/10980482211010269","DOIUrl":"https://doi.org/10.1177/10980482211010269","url":null,"abstract":"In this invited commentary, I reflect on the philosophical changes to my pedagogical approach during the COVID-19 pandemic. Inspired by Mehta and Aguilera’s (2020) humanizing pedagogy approach, the commentary provides four elements to capitalize on when designing courses aspiring to inspire a brighter future in advertising.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"25 1","pages":"6 - 12"},"PeriodicalIF":0.0,"publicationDate":"2021-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/10980482211010269","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47055893","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
A Survey of Faculty Advisers at Student-Run Agencies: Can Organizational Theory Help to Guide Future Research? 对学生管理机构教师顾问的调查：组织理论能帮助指导未来的研究吗？
Journal of Advertising Education Pub Date : 2021-05-01 DOI: 10.1177/10980482211004495
Brooke Borgognoni, Jan LeBlanc Wicks
{"title":"A Survey of Faculty Advisers at Student-Run Agencies: Can Organizational Theory Help to Guide Future Research?","authors":"Brooke Borgognoni, Jan LeBlanc Wicks","doi":"10.1177/10980482211004495","DOIUrl":"https://doi.org/10.1177/10980482211004495","url":null,"abstract":"This survey of faculty advisers examined major variables and findings of past research on student-run agencies using organizational theory. Larger agencies appeared to offer training in more formalized business procedures among a more diverse client base, found in previous research to be helpful to student-run agency graduates now on the job. Hopefully, results will help future researchers identify which factors may best facilitate specific student performance outcomes at agencies of all types and sizes.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"25 1","pages":"37 - 53"},"PeriodicalIF":0.0,"publicationDate":"2021-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/10980482211004495","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43814059","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 2
首页 上一页 下一页 尾页
0
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整，为了账户安全，请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
请完成安全验证×
相关产品
×
本文献相关产品
联系我们：info@booksci.cn Book学术提供免费学术资源搜索服务，方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号：604180095
Book学术官方微信