Openly accessible

Message framing : keeping practitioners in the picture

Pervan, Simon J. and Vocino, Andrea 2008, Message framing : keeping practitioners in the picture, Marketing intelligence & planning, vol. 26, no. 6, pp. 634-648.

Attached Files
Name Description MIMEType Size Downloads
vocino-messageframing-2008.pdf Author's post print application/pdf 278.12KB 38

Title Message framing : keeping practitioners in the picture
Author(s) Pervan, Simon J.
Vocino, Andrea
Journal name Marketing intelligence & planning
Volume number 26
Issue number 6
Start page 634
End page 648
Publisher Emerald Group Publishing Limited
Place of publication Bingley, England
Publication date 2008
ISSN 0263-4503
1758-8049
Keyword(s) magazines
advertising
United States of America
Summary 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 et al., the frequency and nature of message framing in magazine advertising is explored using a content analysis of 2,864 advertisements in a sample of popular US magazines.

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 et al.'s typology, this paper highlights the need for advertising researchers to engage with practitioners to try to understand current industry practice with regard to message framing. The inconsistencies revealed in this paper point to either an insufficient understanding of message framing by one or both parties or the need for better communication between the two.
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2008, Emerald Group Publishing
Persistent URL http://hdl.handle.net/10536/DRO/DU:30017286

Document type: Journal Article
Collections: School of Management and Marketing
Open Access Collection
Connect to link resolver
 
Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved.

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.

Versions
Version Filter Type
Citation counts: Scopus Citation Count Cited 2 times in Scopus
Google Scholar Search Google Scholar
Access Statistics: 413 Abstract Views, 42 File Downloads  -  Detailed Statistics
Created: Fri, 14 Aug 2009, 13:51:42 EST

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.