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Learning Resource Centre Monthly Bulletin |
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Learning Resource Centre Monthly Bulletin |
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| New Books |
 B119359 Build Your Personal Brand By Sabnavis Charu |  B119325 Consumer Behavior By Solomon Michael R |  B119249 Marketing Whitebook 2023-2024: Gen AI to Gen Z By Business World Books |
| Click Here to learn about the Recent Books added to our collection on different topics of Management. |
| Articles |
| Testing Work–Life Theory in Marketing: Evidence from Field Experiments on Social Media. By Umashankar, Nita; Grewal, Dhruv ; Guha, Abhijit ; Bohling, Timothy R. Journal of Marketing Research (JMR). Apr2024, Vol. 61 Issue 2, p307-329. 23p. Abstract :In realizing that consumers regularly straddle the work–life interface, some companies position their products according to their ability to address work and life needs together, then communicate this offering to consumers. Whether using a work–life positioning strategy is effective remains unclear , however. If this strategy signals work–life enrichment, it should increase consumers` interest, but only if the product demands few resources from consumers. If the product instead demands substantial resources, a work–life positioning might inadvertently trigger perceptions of work–life conflict and lower consumers` interest. To test these predictions, the authors partnered with three businesses to advertise their products, which impose varying resource demands, on social media using content that highlights the work–life interface or not. Analyses of ad click data support the predictions: Work–life ads are less effective than single-domain (work or life) ads if the advertising involves resource-demanding products, but they are more effective if it pertains to resource-undemanding products. Furthermore, the effects are stronger among consumer segments that experience more work–life conflict in general. With this initial application of work–life theory to a marketing context, this article offers relevant insights for both research and practice. [ABSTRACT FROM AUTHOR] | |||
| How to Allocate White Space in Ad Design? The Impact of Product Layouts on Perceived Entitativity and Advertising Performance. By Yu, Zhihao; Ponomarenko, Veronika; Liska, Luke Ingalls; Journal of Advertising. Apr/May2024, Vol. 53 Issue 2, p215-229. 15p. Abstract :White space (empty space) is an important factor in visual ad design, yet few studies focus on the specific types of white space and their influence on ad design. In this research, we systematically review white space literature; identify two types of white space, termed interspace (space in between a product layout) and circumspace (space surrounding a product layout); and investigate their effects on product layout perceptions. In four studies, we propose a not yet widely adopted practice: When holding the total white space constant, a lower interspace/circumspace ratio (more compressed product layout), compared with a higher interspace/circumspace ratio (less compressed product layout), can increase the perceived entitativity (i.e., perception of a unit as a group) of a collection of products in an ad and, ultimately, ad evaluation, purchase intentions, and click-through rates (CTRs). We further rule out potential alternative explanations and identify a theoretically and practically relevant boundary condition: If the products are framed as conceptually dissimilar, the perception of entitativity becomes less important, which reduces ad performance. We conclude by discussing the theoretical and practical implications of our research. [ABSTRACT FROM AUTHOR] | |||
| Inclusive Advertising for a Better World. By Viglia, Giampaolo; ; Tsai, Wan-Hsiu Sunny; Das, Gopal; Pentina, Iryna; Journal of Advertising. Oct-Dec2023, Vol. 52 Issue 5, p643-646. 4p. Abstract :A common theme across these special issue articles is the call for collaboration between advertising practitioners and scholars to facilitate social change through inclusive advertising. The expansion and contestation of various social and cultural norms across identity categories such as race, gender, sexuality, physicality, and ability underscores the need for inclusive advertising that can reflect today`s demographically diverse market and resonate with underrepresented consumer communities (Licsandru and Cui [9]). At the same time, recent industry surveys suggest that almost half of the interviewed U.S. consumers (42%) strongly care about inclusivity in advertising and may boycott brands that fail to represent diversity (Statista [20]). The study reveals that the increase in donor feelings of social connectedness to the advertising protagonist rather than the feelings of moral elevation and empathy for out-group recipients explains the effectiveness of benefactor-focused charity advertising for out-group recipients. [Extracted from the article] | |||
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| News |
| Courting action: On FMCG marketing, advertising By The Hindu; Apr 26 2024 |
| Google to court: US government`s advertising case against it is doomed By The Times of India, Apr 28 2024 |
| Microsoft sales beat expectations; but these two businesses point to ‘trouble’ By The Times of India, Apr 27 2024 |
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