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



Fri, 06 Sep @ 04:40 pm

So sad. Pluralism is dead! "Analysis: A moment of reckoning for Indian Americans" https://t.co/2RvdqaoKh9

via Twitter for Android
Fri, 06 Sep @ 05:19 am

This is the problem. Lunatic conservatives twist things that make total sense for political gain, though it's damag… https://t.co/j2rsMuCsQ4

via Twitter for Android
Tue, 03 Sep @ 02:02 pm

Likely lying. Notice he's learnt to comb his hair, finally. Maybe he thinks it makes him look more trustworthy. https://t.co/HFAfypAMCf

via Twitter for Android
Sun, 01 Sep @ 01:22 am

RT @PeoplesMomentum: When we stand together, we are always stronger. ✊🏽✊🏾✊🏻 https://t.co/xmYf53ruqQ

via Twitter for Android
Sun, 01 Sep @ 01:18 am

RT @golfmangosierra: We're duplicating trumpland here. Its nasty and horrifying. Three short years from 2016. Thanks Cameron. https://t.co/…

via Twitter for Android
Sat, 24 Aug @ 05:35 pm

So lame. Own up. -Prince Andrew: I did not suspect Epstein's behaviour"https://t.co/db5W3CcFAu

via Twitter for Android

  Close About Papers Cases Books Teaching Musings Media Gallery Ask Amitava