Browsing by Subject "Marketing"

Now showing 1 - 4 of 4
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    The Conscientious Use of Images Illustrating Diversity in Medical Education Marketing
    (Wolters Kluwer, 2020) Hernandez, Rachael; Hoffmann-Longtin, Krista; Patrick, Shawn; Tucker-Edmonds, Brownsyne; Livingston, Nikki; Communication Studies, School of Liberal Arts
    An institution's marketing materials are an important part of presenting its culture. In 2018, communication professionals in the Office of Faculty Affairs, Professional Development, and Diversity at the Indiana University School of Medicine recognized after reviewing the literature that using images illustrating diversity in marketing materials may have unintended negative consequences and could potentially reflect poorly on the institution. Representations of diversity that are discordant with the actual demographics of an institution can create distrust among faculty, students, and staff who discover an institution is not as diverse or supportive of diversity as their marketing materials suggest. If institutions adopt an aspirational approach to images and depict more diversity than actual demographics reflect, the authors of this Perspective recommend that they both develop marketing materials that present a widely diverse selection of images and demonstrate transparency in their communication strategies.To improve their promotional materials, the authors conducted an analysis of their institution's strategy for selecting images for these materials, identified institutional goals related to the strategic use of images, created training materials for staff, and drafted a public-facing statement about diversity in images. These measures are a significant step forward in cultivating the ethical use of images illustrating diversity. In the future, institutions should highlight their approaches to using images to portray diversity, as well as photograph and document a wide range of events that represent diverse topics and individuals. When these images are used for marketing purposes, it is also important to ensure that they are used in an appropriate context and not selected with the single goal of presenting diversity. Future research should focus on how underrepresented students and faculty interpret the use of diverse images in marketing, as well as their preferences for the use of their own images in marketing materials portraying diversity.
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    Personal Sentiment and Marketing of Electronic Cigarettes Among Twitter Users
    (Office of the Vice Chancellor for Research, 2016-04-08) Lomax, Victoria; Wendling, Brooke; Wright, Emilie
    The use of electronic cigarettes (e-cigarettes) is growing in the United States and there is increasing controversial dialogue surrounding e-cigarettes on social media, including Twitter. With the recent spike in popularity, we conducted a systematic review of the literature to: a.) examine what Twitter users are exposed to regarding e-cigarettes, and b) identify potential ramifications for this exposure. Using predesignated inclusion and exclusion criteria, relevant articles were located using PubMed, EMBASE, EBSCOhost, and CINAHL Complete and reviewing reference lists of relevant articles. Full text, English language, peer-reviewed articles relevant to e-cigarette dialogue on Twitter were reviewed. Of the twelve studies, seven met the inclusion criteria. From our analysis of the content, two key themes were found: marketing (predominant theme) and positive personal sentiment regarding e-cigarette use. Also, within our review, common ramifications for increased marketing and positive sentiment were identified. First, the rise in marketing reaching vulnerable populations, specifically adolescents and young adults, may contribute to the growing use of e-cigarettes and influence positive perceptions of these smoking behaviors. Second, there is controversial information shared regarding the health effects of e-cigarette use. This is an emerging topic and there is relatively scant literature available related to e-cigarette dialogue on Twitter. As a result of our review, we recommend Twitter as a platform for methodically analyzing social media trends and informing health care providers of current issues regarding e-cigarettes. Although more research on the health risks of e-cigarettes is required, there is the need for the current health information on e-cigarettes to be disseminated through Twitter. Health care providers also need to discuss e-cigarette use with patients in the clinical settings. Continued surveillance of e-cigarette use and marketing, as well as examination of the necessity for marketing regulations are important as e-cigarette use becomes more prevalent.
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    (Riley Children's Health, 2022-12) Gilmer, Maureen
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    The Right Angle: Visual Portrayal of Products Affects Observers’ Impressions of Owners
    (2012-10-01) Schuldt, Jonathon P.; Konrath, Sara H.; Schwarz, Norbert
    Consumer products have long been known to influence observers’ impressions of product owners. The angle at which products are visually portrayed in advertisements, however, may be an overlooked factor in these effects. We hypothesize and find that portrayals of the same product from different viewpoints can prime different associations that color impressions of product and owner in parallel ways. In Study 1, automobiles were rated higher on status- and power-related traits (e.g., dominant, powerful) when portrayed head-on versus in side profile, an effect found for sport utility vehicles (SUVs)—a category with a reputation for dominance—but not sedans. In Study 2, these portrayal-based associations influenced the impressions formed about the product's owner: a target person was rated higher on status- and power-related traits when his SUV was portrayed head-on versus in side profile. These results suggest that the influence of visual portrayal extends beyond general evaluations of products to affect more specific impressions of products and owners alike, and highlight that primed traits are likely to influence impressions when compatible with other knowledge about the target.