Incorporates: Journal of Marketing Practice: Applied Marketing Science
Online from: 1983
Subject Area: Marketing
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|Title:||Message framing: keeping practitioners in the picture|
|Author(s):||Simon J. Pervan, (School of Management, University of Bath, Bath, UK), Andrea Vocino, (School of Management and Marketing, Deakin University, Burwood, Australia)|
|Citation:||Simon J. Pervan, Andrea Vocino, (2008) "Message framing: keeping practitioners in the picture", Marketing Intelligence & Planning, Vol. 26 Iss: 6, pp.634 - 648|
|Keywords:||Advertising, Magazines, United States of America|
|Article type:||Research paper|
|DOI:||10.1108/02634500810902875 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
|Acknowledgements:||The authors thank Brett Martin, Peter Danaher, Christina Lee and Catherine Bentham for their helpful comments.|
Purpose – The purpose of this paper is to explore how message framing is commonly used by magazine advertisers.
Design/methodology/approach – Following the classification suggested by Levin
Findings – Results suggest a lack of consistency between marketing practice and academic findings. Contrary to academic recommendations, advertisers used positive framing in almost all advertising messages. Further, the use of attribute framing and combined attribute and goal framing was more popular than pure goal framing
Research limitations/implications – Although the findings are limited by a judgement sample of US magazines, they do suggest the need for academics to conduct more research on the effectiveness of combined attribute and goal framing techniques.
Practical implications – Of equal importance is the need for practitioners to explore the potentiality of negative framing in their advertising content.
Originality/value – Adopting the Levin
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