Retail Promotion

Overview:  This section contains manuscripts related to retail promotion, publicity and advertising .

Bolen, William H, “Word of Mouth Advertising: An Exploratory Study”,ACRA, Spring 1991.This is a study discussing if retailers really understand the importance of word-of-mouth advertising to the retail business and if "yes" do they understand how it might be promoted? Funded? Evaluated? Answers to these questions and related questions form the foundation for the exploratory research into the topic of word-of-mouth advertising from the retailer's point of view.

Burns, David J. and Peter W. Smith, “Image Advertising in Retailing: A Conditioning Theory Perspective”, ACRA, Winter 1993.Using fast-food franchises, this paper made a study of the positive and negative attitudes resulting from positive and negative advertising. It examines the existence of affect transfer as based on the theory of classical conditioning.

Fortenberry, Sally L., Shelley S. Harp and Shirley M. Stretch, “In-Store Video Retailing: Apparel Impact on Viewer Product Awareness” ,ACRA, Spring 1988.A survey of 650 shoppers in a large suburban shopping mall in a metropolitan Texas city. The study completed examined the relationship between the apparel style differences, selected demographics, and the impact of apparel style worn in video infomercials.

Kim, Hye-Shin, Byung-Sook Hong and Eun-Young Jo, “Values and Emotions: A Cross Cultural Study of Multinational Advertisements” ,ACRA Spring 2000 , Toronto, (May 2000).In this study, (they) examine the emotional response of female consumers in the United States and Republic of Korea. Specifically, (they) assess how consumer values may impact emotional response to and attitude toward three multinational brand apparel advertisements: Benetton, Calvin Klein, and Guess… This study provides insight into whether standardized advertising strategies are cross-culturally acceptable based on emotional response of consumers. Also, we examined whether values may explain for differences in emotional response, if any, to the advertisements

Lavin, Marilyn, “Retail Advertising in the Spanish-Language Press: Evidence from "El Diario/La Prensa"”,ACRA, April 1994.This paper looks at the way retailers in New York are attempting to meet the needs of the city’s increasing Hispanic customers in relation to the kinds of goods they offer and the nature of appeal they put forth. It focuses on those retailers who advertise in "El Diario/La Prensa," New York’s leading Spanish language newspaper.

Ogden, Denise T.  & James R. (Doc) Ogden, “An Examination of the Utilization of Hispanic Spokespeople in Retail Advertising”, ACRA, Spring 2004, Orlando. This paper focuses on preferences of Hispanic Americans for Hispanic spokespersons in retail advertising. Of particular interest is whether the level of acculturation experienced by an individual is a moderator in the preference for Hispanic spokespersons in advertising efforts. For the study, a survey instrument that included questions designed to measure the degree of acculturation and product related questions, was developed. The portion of the survey that measured acculturation was an adapted and modified version of Valencia’s (1985) Index to Measure "Hispanic ness".  The results reported in this paper were part of a larger study.

Rowold, Kathleen, Richard Feinberg, Jennifer Meoli and Amy Rummel, “A Preliminary Investigation of The Promotional Value of Shopping Bags”,ACRA, Winter 1986.A survey of 50 consumers to determine the recall and promotional value of shopping bags as a promotional tool.

Smith, Peter W and Burns, David J., “Image Advertising in Retailing: A Conditioning Theory Perspective”,ACRA, Spring 1993.The purpose of this paper is to investigate whether such affect transfer exists. This will be accomplished by examining ads which engender positive affect and ads which engender negative affect for a fast-food franchise restaurant for which the respondents have no previous experience of awareness.

Topol, Martin and Myron Gable, “A Preliminary Investigation: The Effect of Direct Advertising on Store Traffic for Women Shoppers”,ACRA, Spring 1985.A study to determine the impact of direct mail advertising on both direct sales and in store traffic. Clothing is more likely to lead to a store visit. Sale merchandise in direct mail also is a strong factor in increasing store traffic.