Rethinking a Global Media Strategy:

Somasundaram, T.; Light, C. David

doi:10.1300/j046v07n01_03

Cited by 5 publications

(3 citation statements)

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“…Other media, such as television and the radio, are used less frequently. The results of this study build on, but go beyond, prior research on media preferences in developed countries (e.g., Somasundaram & Light, 1994) by showing that The findings of Study 2 on reasons for using billboards also imply certain extensions to existing research. Although four of the primary reasons for using billboard advertising in LDCs have been identified in the context of developed countries (Taylor et al, 2006), other reasons have not been found in earlier studies.…”

Section: Discussionsupporting

confidence: 72%

“…These notions are supported by the results of previous research (e.g. Calder & Malthouse, 2008;Somasundaram & Light, 1994). For instance, Somasundaram and Light (1994) found that a standardized 2 media approach is difficult for countries with different cultures and different levels of development.…”

Section: Introductionsupporting

confidence: 77%

“…Calder & Malthouse, 2008;Somasundaram & Light, 1994). For instance, Somasundaram and Light (1994) found that a standardized 2 media approach is difficult for countries with different cultures and different levels of development. In this article, we report the results of two studies to fill this gap in the literature.…”

Section: Introductionmentioning

confidence: 99%

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The Meaning and Effectiveness of Billboard Advertising in Least Developed Countries: The Case of Ethiopia

Gebreselassie

Bougie

2018

Journal of Promotion Management

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This article explores media preferences of advertisers in Least Developed Countries (LDCs) using the case of Ethiopia. Study 1 demonstrates that billboards are the most popular medium in an LDC. Study 2 builds on these findings and provides an explanation of why billboards are prevalent in an LDC. The most important reasons for using billboards include tangible response, media efficiency, location, visibility, and LDC-specific factors. Study 2 also provides an overview of managers' beliefs regarding billboard effectiveness. According to the managers in an LDC, the factors contributing to billboard effectiveness are clarity, name identification, location of billboard, visuals, readability, information, physical aspects, creativity, and integrated marketing communications. Finally, this article investigates the relationship between the reasons for using billboards and managers' perceptions of what makes them effective. Overall, these studies fill a void in the literature by researching issues that were less explored by earlier studies, particularly in the context of an LDC. Implications for marketing scholars and practitioners are delineated in the article.

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Section: Discussionsupporting

confidence: 72%

Section: Introductionsupporting

confidence: 77%

See 1 more Smart Citation

The Meaning and Effectiveness of Billboard Advertising in Least Developed Countries: The Case of Ethiopia

Gebreselassie

Bougie

2018

Journal of Promotion Management

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Culture, Attitudes, and Media Patterns in China, Taiwan, and the U.S.: Balancing Standardization and Localization Decisions

Ferle¹,

Edwards²,

Lee

2008

Journal of Global Marketing

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Ethnically targeted advertising: views of those not targeted

Run

2007

Asia Pacific Journal of Marketing and Logistics

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Purpose -This paper sets out to extend current knowledge on advertising effects on those not targeted by noting unintended consequences on attitudinal, emotional, and behavioral reactions. Design/methodology/approach -This paper tests these effects based on relevant theories in the communication and advertising literature on two distinct ethnic groups (Malay and Chinese) in Kuala Lumpur, Malaysia utilizing questionnaires based on a fictitious advertisement for the dominant and non-dominant ethnic group in Malaysia. The advertisement used was for a fictitious can of drink and its design was common in Malaysia. Data collected were analyzed using Manova, General Linear Model, and Bonferoni. Findings -There were negative attitudinal, emotional, and behavioral reactions by those not targeted who saw these advertisements. Research limitations/implications -One limitation is that the study used two different advertisements, but each respondent saw only one. The advertisement was also for a fictitious product. Future research will benefit from further improvements (impact of product type or advertisement format) and replication of other ethnic groups or targeted groups. Practical implications -A practical implication is the importance of predetermining the appropriate use of language and dominance of the targeted group. Targeted communications strategy may not be the most effective method of communicating with a specific ethnic group in a plural society. Originality/value -The major contribution of this paper consists of the determination of negative effects of advertising on those not targeted, and the finding that the level of dominance plays a role in consumers' reactions towards targeted advertising. The paper is of value to advertisers, researchers in advertising, and social science scientists.

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Rethinking a Global Media Strategy:

Cited by 5 publications

References 0 publications

The Meaning and Effectiveness of Billboard Advertising in Least Developed Countries: The Case of Ethiopia

The Meaning and Effectiveness of Billboard Advertising in Least Developed Countries: The Case of Ethiopia

Culture, Attitudes, and Media Patterns in China, Taiwan, and the U.S.: Balancing Standardization and Localization Decisions

Ethnically targeted advertising: views of those not targeted

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