Skip to Navigation

Amitava Chattopadhyay


Amitava Chattopadhyay
Emerging Market Multinationals - Amitava Chattopadhyay


advertising

When Advertising is Just a Waste of Money

Watching the recent cricket test match between India and England on TV in India, I was staggered at the level of advertising repetition I experienced. During one hour, I decided to keep track of the commercials aired. The brands and the number of times they advertised during the hour period are below.

As one can see, 17 different brands advertised during the hour. These brands covered a broad range of categories across products (e.g., Blenders Pride, CEAT and Panasonic) and services (e.g., Amazon and McDonald’s), as well as domestic (e.g., Idea, Fogg and Kent) and global (Axe, Google and Suzuki) brands. Of the 17 brands that advertised, 11, or a whopping 65 percent, aired their ads three times or more, with Gionee, the Chinese mobile phone maker showing the exact same “creative” a mind-numbing seven times during the hour!

Does The Feminine Beauty Ideal Still Provide A Sales Bump?

Contrary to popular opinion, those bikini-clad young models draped over the show-room Ferrari might be doing your sales more harm than good these days.

Marketing executives have long relied on the idealised female image, usually in the form of a celebrity or model embracing a product or draping themselves across it, in the belief that the placement of these images positively influences purchase decisions.

That may have worked when it was men making list of the purchasing decisions, but today women customers are a force to be reckoned with, and they are not amused. New research by INSEAD reveals a fine line between creating a positive, aspirational image – which makes people open their wallets – and a threatening one that turns away a potential purchaser.

In Defensive reactions to slim female images in advertising: The moderating role of exposure, Amitava Chattopadhyay, INSEAD Professor of Marketing and the INSEAD Chaired Professor of Marketing and Innovation, examined the blatant versus the subtle positioning of models in advertising which showed two very different results.


Recent Tweets



Sun, 11 Nov @ 03:56 am

S#$&*d fu#$%rs have nothing better to do. Just rabid dogs! How about the economy? Hope these as$%^&es lose! "U.P.… https://t.co/U1mMdIdTja

via Hootsuite Inc.
Thu, 08 Nov @ 04:36 pm

Taking riding lessons in San Jose, Costa Rica! https://t.co/twzyEa09EM

via Instagram
Wed, 07 Nov @ 07:43 pm

There have been numerous tin pot dictators. Now there is a #tinpotpresidentTrump. SAD!"Mid-term election results:… https://t.co/brJyD31ssJ

via Hootsuite Inc.
Tue, 06 Nov @ 01:31 pm

If #BJP could move beyond just words, might be a future for India. Renaming cities and using empty slogans like… https://t.co/Rrces4dfaX

via Hootsuite Inc.
Sun, 04 Nov @ 01:21 am

Arribada! Thousands of Olive Ridley turtles arriving on the Ostional beach in Costa Rica to lay eggs. https://t.co/u1kDQTQzaT

via Instagram
Wed, 31 Oct @ 04:12 am

Relieved. Win-win. Puts #RSS, #BJP, #MODI, and #AMITSHAH on back foot. "Trump’s regret lands Centre in protocol dif… https://t.co/GjU7NysBEK

via Hootsuite Inc.

  Close About Papers Cases Books Teaching Musings Media Gallery Ask Amitava