Testing predictions derived from inoculation theory and the effectiveness of self-disclosure communications strategies

Article Abstract:

The business world must be constantly on guard against negative information, which industry watchdogs, news organizations, competitors and individuals can disseminate either by publicity or word-of-mouth communication. When faced with an impending attack, businesses could benefit from self-disclosure using the inoculation theory posited by two studies which have been made, involving the refutational-same and the refutational-different defense. However, businesses must note that self-disclosure can be made only when the specific negative information is known, the refutation of the points is possible and the threat is consequential.

Methods, Evaluation, Crisis management, Business communication, Self-disclosure, Self disclosure

---

A brief history of the future of advertising: visions and lessons from integrated marketing communications

Article Abstract:

Advertising has been forecast to be dead or about to fulfill its destiny as a marketing medium. The advent of integrated marketing communications has highlighted the need for advertising to become part of comprehensive planning of marketing communications. It has been suggested that advertising may achieve its goals if integrated marketing communications succeeds in combining communications functions and marketing strategy. This special issue of the Journal of Business Research delves into the theoretical perspectives of and empirical evidence for integrated marketing communications.

Advertising Management, Analysis, History, Advertising, Marketing management, Integrated marketing communications

---

Similar abstracts:

• Abstracts: True North goes to court for arbitration on the value of its stake in Publicis Communications. An offbeat campaign for Amtrak introduces a new rail service
• Abstracts: Petrol prices fuel inflation. Decade of e-change? The choice is yours. Prediction repetition
• Abstracts: Facilitating and inhibiting effects of brand cues on recall, consideration set, and choice. Brand awareness effects on consumer decision making for a common, repeat purchase product: a replication
• Abstracts: The positive effect of a market orientation on business profitability: a balanced replication. Conducting marketing science: the role of replication in the research process

This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.