Marketing

Study findings from University of Otago broaden understanding of advertising

  2008 JUN 30 - (VerticalNews.com) -- "Communication effectiveness research is moving away from investigations of advertising's forms, content and the degree and type of consumer involvement, to a greater focus on the process of reception and the social and cultural roles that advertising plays in society and in individual lives," scientists writing in the International Journal of Advertising report.

  "This shift in emphasis has been influenced by communication and media studies, which have prioritised the psychological, social and cultural contexts within which consumers relate to commercial information and the roles that advertising media play in their lives. The focus on the 'receiver' as the key actor in the advertising Communication process has also coincided with increasing interest in consumer culture theory, brand communities and the new service dominant logic of marketing," wrote R. Aitken and colleagues, University of Otago.

  The researchers concluded: "This paper provides a useful perspective from which to view contemporary developments in advertising effectiveness research, and has important implications for future studies."

  Aitken and colleagues published their study in International Journal of Advertising (Advertising effectiveness from a consumer perspective. International Journal of Advertising, 2008;27(2):279-297).

  Additional information can be obtained by contacting R. Aitken, University of Otago, School Business, Dept. of Mkt, Dunedin, New Zealand.

  The publisher of the International Journal of Advertising can be contacted at: World Advertising Research Center, Farm Rd., Henley-on-Thames, Oxon, Oxfordshire RG9 1EJ, England.

  Keywords: New Zealand, Dunedin, Life Sciences, Psychology, Mental Health, Advertising, University of Otago.

  This article was prepared by VerticalNews Marketing editors from staff and other reports. Copyright 2008, VerticalNews Marketing via VerticalNews.com.