A history of content marketing

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Fred Beard ◽  
Brian Petrotta ◽  
Ludwig Dischner
Keyword(s):  
Digital Media ◽  
Consumer Preferences ◽  
Sales Promotion ◽  
Print Advertising ◽  
Content Type ◽  
Global Trends ◽  
History Of ◽  
Research Findings ◽  
The Many ◽  
Content Marketing

Purpose Contemporary practitioners of content marketing (CM) often suggest their discipline is an ancient one, yet mainly limit its origins to the custom-published magazines of the late 1800s. The purpose of this paper is to synthesize some of the many definitions of CM and to report the first scholarly history of its development and practice. Design/methodology/approach This study’s purposes led to the following research questions: To what extent were CM strategies and tactics used before the 20th century? How have the uses and characteristics of CM changed or remained the same over time? Sources included general histories focusing on the earliest uses of advertising and promotions and edited book chapters and journal articles on the histories of branding and early print advertising, marketing and advertising practices in ancient and medieval periods and the development of consumer cultures around the world. Findings Research findings support three conclusions: CM existed much earlier than often acknowledged; has emerged as a unique marketing discipline, strategically and tactically distinguishable from the others (e.g. advertising and sales promotion); and possesses objectives, strategies and tactics that have remained remarkably consistent in practice across the millennia. Originality/value The research supports several insights to the history of marketing and the practice of CM. Some of the CM strategies and tactics identified in this paper, for instance, have previously been concluded to be part of advertising’s history. Findings also reveal that many of advertising’s American pioneers actually used CM to persuade 19th-century businessmen to adopt widespread advertising. In addition, the emphasis on interactive, digital media in CM definitions offers a likely explanation for the recent enthusiasm behind CM as a response to global trends in consumer preferences and global competition, as well as why contemporary CM practitioners have often failed to recognize they are practicing a “new” discipline that has actually been in use for thousands of years.

After the march, what? Rethinking how we teach the feminist movement

2018 ◽  
Vol 13 (3) ◽  
pp. 402-411 ◽  
Author(s):  
Amanda Elizabeth Vickery
Keyword(s):  
Black Women ◽  
Civil Rights ◽  
Teacher Educators ◽  
Feminist Movement ◽  
Content Type ◽  
Intersecting Identities ◽  
Civil Rights Movements ◽  
History Of ◽  
The Many ◽  
Feminist Movements

Purpose The purpose of this paper is to explore the history of Black women as critical civic agents fighting for the recognition of their intersecting identities in multiple iterations of the feminist movement. Design/methodology/approach Utilizing Black feminism and intersectionality I explore the many ways in which Black women have fought against multiple forms of oppression in the first, second and fourth wave feminist movement and organizations in order to fight for their rights as Black women citizens. Findings Black women in the past and present have exhibited agency by working within such multiple civil rights movements to change the conditions and carve out inclusive spaces by working across differences and forging multiracial coalitions. Originality/value This paper serves as a call to action for social studies classroom teachers and teacher educators to rethink how we remember and teach feminist movements. I also explore how we can use this past to understand and advance the conversation in this present iteration of the women’s movement to work across differences in solidarity toward equal justice for all.

scholarly journals Preservation and archiving of digital media

2020 ◽  
Vol 40 (3) ◽  
pp. 201-208
Author(s):  
Clifford B. Anderson
Keyword(s):  
Digital Media ◽  
Television News ◽  
Legal Issues ◽  
Cable Networks ◽  
Technical Requirements ◽  
Privacy Laws ◽  
Digital News ◽  
History Of ◽  
News Networks ◽  
The Many

This paper provides a brief history of the Vanderbilt Television News Archive that was established in 1968 with the goal of recording and preserving national news programming on the three major networks at the time (ABC, NBC, and CBS). The archive has faced several challenges as it evolved (it now covers representative news from the Fox and CNN cable networks) - most notably financial and legal issues – who really “owns” the news? Even today archiving digital news remains financially and legally challenged as the number of news networks increase and privacy laws emerge, resulting in the creation of “piracy archives”. The author also touches on the many ongoing issues that need to be addressed; e.g. the number of copies to be created, the importance of metadata, the technical requirements, what qualifies for preservation, and the ever-present issue of sustainability.

Advertising in Russian periodicals at the turn of the communist era

2015 ◽  
Vol 7 (2) ◽  
pp. 165-183 ◽  
Author(s):  
Marina Y. Sheresheva ◽  
Anton A. Antonov-Ovseenko
Keyword(s):  
Primary Sources ◽  
Print Advertising ◽  
Content Type ◽  
Economic Miracle ◽  
Historical Method ◽  
Secondary Sources ◽  
History Of ◽  
The Russian Empire ◽  
Research Analysis

Purpose – This paper aims to document and analyze the development of Russian print advertising at the turn of the Communist era. It provides an overview of Russian print advertising in 1917 as compared with the previous decades of the “Russian economic miracle”. Design/methodology/approach – This study uses a historical method based on archival research. Analysis of primary sources in this paper is used in conjunction with secondary sources available. Findings – The amount and quality of advertising in Russian newspapers in 1917 is described. The decline of the “Russian economic miracle” print advertising is confirmed. The findings in this paper also change the previous perception of events in Russia in 1917, as well as in the history of Russian advertising. Originality/value – There has been little research on Russian advertising between the end of the Russian Empire and the early Soviet era, and there is no written history of advertising in Russian periodicals in 1917. Therefore, this paper adds to the literature on the history of advertising at the beginning of the twentieth century.

“The gift that starts a home”: marketing of the hope chest in the USA

2020 ◽  
Vol 12 (4) ◽  
pp. 473-502
Author(s):  
Leighann Neilson ◽  
Erin Barkel
Keyword(s):  
Material Culture ◽  
Historical Context ◽  
Sales Promotion ◽  
Historical Sources ◽  
Content Type ◽  
Secondary Sources ◽  
The North ◽  
Economic Trends ◽  
The Usa ◽  
History Of

Purpose This paper aims to present a history of the marketing of hope chests in the USA, focusing in particular on one very successful sales promotion, the Lane Company’s Girl Graduate Plan. The Girl Graduate Plan is placed within its historical context to better understand the socioeconomic forces that contributed to its success for a considerable period but ultimately led to decreased demand for the product. Design/methodology/approach The history of the marketing of hope or marriage chests draws upon primary sources located in the Lane Company Collection at the Virginia Museum of History and Culture. Secondary sources and images of advertising culled from Google image searches provided additional insight into the operation of the company’s Girl Graduate Plan. Findings While the Lane Company benefitted in the form of increased sales, profit and brand awareness and loyalty from prevailing socio-economic trends, which supported the success of its Girl Graduate Plan, including targeting the youth market, this promotion ultimately fell victim to the company’s failure to stay abreast of social changes related to the role of women in society. Research limitations/implications Like all historical research, this research is dependent upon the historical sources that are accessible. The authors combined documents available from the Virginia Historical Society archives with online searches, but other data sources may well exist. Practical implications This history investigates how one manufacturer, a leader in the North American industry, collaborated with furniture dealers to promote their products to young women who were about to become the primary decision makers for the purchase of home furnishings. As such, it provides an historical example of the power of successful collaboration with channel partners. It also provides an example of innovation within an already crowded market. Social implications The hope chest as an object of material culture can be found in many cultures worldwide. It has variously represented a woman’s coming of age, the love relationship between a couple and a family’s social status. It has also served as a woman’s store of wealth. This history details how changing social values influenced the popularity of the hope chest tradition in the USA. Originality/value The history of the marketing of hope chests is an area that has not been seriously considered in consumption histories or in histories of marketing practices to date, in spite of the continuing sentimental appeal for many consumers.

A study of a service brand process in a cruise context: the perspective of the service employees

2014 ◽  
Vol 8 (4) ◽  
pp. 446-461
Author(s):  
Hugo Skaalsvik ◽  
Bjørn Olsen
Keyword(s):  
Research Literature ◽  
Research Field ◽  
Influential Factors ◽  
Social Implication ◽  
Content Type ◽  
Service Employees ◽  
Market Communication ◽  
History Of ◽  
Research Findings ◽  
Cruise Line

Purpose – The purpose of the paper is to examine the service branding process of the historic tourist attraction, the Norwegian Coastal Voyage (Hurtigruten). Design/methodology/approach – A qualitative design guided the research and the research instrument employed was semi-structured in-depth interviews with service employees employed in the shipping line Hurtigruten ASA. Findings – The research shows that the long history of the Hurtigruten, the role of leadership and culture, organising principles and analytical orientation were influential factors to the branding process on the Hurtigruten and that determined the key characteristics of the process, that of a structured process. Research limitations/implications – Although, the study is innovative in its orientation, the research findings are restricted to the research context: on the Hurtigruten. However, the inductive approach makes it possible to conduct follow-up studies including more cruise line carriers. Practical implications – A set of advices is provided which is beneficial in making the Hurtigruten an even stronger brand. One advice is to develop brand messages to be used in market communication which is built on attractive values to tourists such as Norwegian sea man skills, safety, reliability, comfort and exoticness. Social implications – One important social implication is the suggestion to integrate the service employees in branding processes which may have consequences for employees’ brand commitment and loyalty. Originality/value – In the research literature, more research on services branding is called for. Thus, the study contributes to the extant knowledge on an interesting research field and the value of the study lies in its in-depth exploration of an important management process, that of services branding.

Nintendo’s next move

2020 ◽  
Vol 16 (3) ◽  
pp. 279-288
Author(s):  
Skyler King ◽  
Ismail Karabas ◽  
Anthony Allred
Keyword(s):  
Market Share ◽  
Video Game ◽  
Consumer Preferences ◽  
New Technology ◽  
Strategic Decision ◽  
Strategic Decision Making ◽  
Content Type ◽  
Academic Level ◽  
History Of ◽  
Game Industry

Case overview/synopsis In the 1980s and 1990s, Nintendo was dominating the video game industry with a market share of 90 per cent. Since that time, market share has dropped substantially with new competitors, new technology and changing consumer preferences. This case examines the history of Nintendo including its loss of market share in a rapidly changing industry. Complexity academic level This case is suitable for undergraduate courses in strategic management where an instructor’s focus is on strategic decision-making.

Intersecting viruses: a clarion call for a new direction in diversity theorizing

2020 ◽  
Vol 39 (7) ◽  
pp. 811-821
Author(s):  
Stella M. Nkomo
Keyword(s):  
Racial Inequality ◽  
White Supremacy ◽  
The United States ◽  
Theoretical Development ◽  
Racial Groups ◽  
Content Type ◽  
Color Experience ◽  
Current Path ◽  
History Of ◽  
The Many

PurposeThe purpose of this article is to provoke diversity scholars to think about the implications of the confluence of the racial disparities in the effects of the Coronavirus and the persistence of racial inequality for a new direction of theorizing in the field.Design/methodology/approachDrawing upon three major analogies between the Coronavirus and the virus of racism, the author discusses their similarities as a means to think about why racism persists despite efforts to eradicate it. The history of racism in the United States forms a key part of the discussion.FindingsThe current theoretical tools diversity scholars primarily use to address racial inequality in organizations may only at best mitigate, not eradicate, racism in organizations. There is a need to direct theoretical development toward the concepts of racialization and deracialization.Research limitations/implicationsThe views and proposals for new theorizing reflect the author's positionality and biases. It also relies on three of the many possible analogies that can be made between racism as a virus and the Coronavirus.Practical implicationsUnderstanding racism through the lens of racialization and deracialization can help organizations and the leaders of them to identify the structures that embed racism and also how to change them.Social implicationsUnderstanding racism and processes of racialization is critical to achieving racial equality. Organizations are one of the main societal institutions that shape and perpetuate the racism and inequality among African-Americans and other people of color experience. Awareness of the continuing effects of racism is critical to anticipating how virus pandemics increase the vulnerability of marginalized racial groups to greater health risks and precariousness.Originality/valueThis essay provokes diversity scholars to engage in reflexive discomfort about the current path of theorizing in the field. It suggests ways that the concept of racialization can be used descriptively and normatively to theorize racism in organizations. In addition, it proposes deracialization as a frame for supplanting the ideology of White supremacy and theorizing nonracial organizations.

A 200-Year History of the Study of Childhood Language Disorders of Unknown Origin: Changes in Terminology

2020 ◽  
Vol 5 (1) ◽  
pp. 6-11 ◽  
Author(s):  
Laurence B. Leonard
Keyword(s):  
Language Impairment ◽  
Specific Language Impairment ◽  
Scientific Literature ◽  
Language Disorder ◽  
Language Disorders ◽  
Unknown Origin ◽  
Developmental Language Disorder ◽  
The Past ◽  
History Of ◽  
The Many

Purpose The current “specific language impairment” and “developmental language disorder” discussion might lead to important changes in how we refer to children with language disorders of unknown origin. The field has seen other changes in terminology. This article reviews many of these changes. Method A literature review of previous clinical labels was conducted, and possible reasons for the changes in labels were identified. Results References to children with significant yet unexplained deficits in language ability have been part of the scientific literature since, at least, the early 1800s. Terms have changed from those with a neurological emphasis to those that do not imply a cause for the language disorder. Diagnostic criteria have become more explicit but have become, at certain points, too narrow to represent the wider range of children with language disorders of unknown origin. Conclusions The field was not well served by the many changes in terminology that have transpired in the past. A new label at this point must be accompanied by strong efforts to recruit its adoption by clinical speech-language pathologists and the general public.

ARTISTIC AND AESTHETIC EDUCATION AND MUSICAL PSYCHOTHERAPY OF A SPECIALIST’S TRAINING

2020 ◽  
Vol 384 (2) ◽  
pp. 222-232
Author(s):  
P. V. Menshikov ◽  
G. K. Kassymova ◽  
R. R. Gasanova ◽  
Y. V. Zaichikov ◽  
V. A. Berezovskaya ◽  
...  
Keyword(s):  
Performance Practice ◽  
Piano Music ◽  
Traumatic Experiences ◽  
Special Role ◽  
Native Culture ◽  
History Of ◽  
The Subject ◽  
And Performance ◽  
The Many ◽  
Special Meaning

A special role in the development of a pianist as a musician, composer and performer, as shown by the examples of the well-known, included in the history of art, and the most ordinary pianists, their listeners and admirers, lovers of piano music and music in general, are played by moments associated with psychotherapeutic abilities and music features. The purpose of the study is to comprehend the psychotherapeutic aspects of performing activities (using pianists as an example). The research method is a theoretical analysis of the psychotherapeutic aspects of performing activities: the study of the possibilities and functions of musical psychotherapy in the life of a musician as a “(self) psychotherapist” and “patient”. For almost any person, music acts as a way of self-understanding and understanding of the world, a way of self-realization, rethinking and overcoming life's difficulties - internal and external "blockages" of development, a way of saturating life with universal meanings, including a person in the richness of his native culture and universal culture as a whole. Art and, above all, its metaphorical nature help to bring out and realize internal experiences, provide an opportunity to look at one’s own experiences, problems and injuries from another perspective, to see a different meaning in them. In essence, we are talking about art therapy, including the art of writing and performing music - musical psychotherapy. However, for a musician, music has a special meaning, special significance. Musician - produces music, and, therefore, is not only an “object”, but also the subject of musical psychotherapy. The musician’s training includes preparing him as an individual and as a professional to perform functions that can be called psychotherapeutic: in the works of the most famous performers, as well as in the work of ordinary teachers, psychotherapeutic moments sometimes become key. Piano music and performance practice sets a certain “viewing angle” of life, and, in the case of traumatic experiences, a new way of understanding a difficult, traumatic and continuing to excite a person event, changing his attitude towards him. It helps to see something that was hidden in the hustle and bustle of everyday life or in the patterns of relationships familiar to a given culture. At the same time, while playing music or learning to play music, a person teaches to see the hidden and understand the many secrets of the human soul, the relationships of people.

Integration of Ecological and Engineering Aspects in Planning Large Scale Tidal Power Development in the Bay of Fundy, Canada

1984 ◽  
Vol 16 (1-2) ◽  
pp. 281-295 ◽  
Author(s):  
Donald C Gordon
Keyword(s):  
Large Scale ◽  
Feasibility Studies ◽  
Bay Of Fundy ◽  
Final Decision ◽  
Power Development ◽  
Tidal Power ◽  
History Of ◽  
Scientists And Engineers ◽  
The Many ◽  
University Scientists

Large-scale tidal power development in the Bay of Fundy has been given serious consideration for over 60 years. There has been a long history of productive interaction between environmental scientists and engineers durinn the many feasibility studies undertaken. Up until recently, tidal power proposals were dropped on economic grounds. However, large-scale development in the upper reaches of the Bay of Fundy now appears to be economically viable and a pre-commitment design program is highly likely in the near future. A large number of basic scientific research studies have been and are being conducted by government and university scientists. Likely environmental impacts have been examined by scientists and engineers together in a preliminary fashion on several occasions. A full environmental assessment will be conducted before a final decision is made and the results will definately influence the outcome.

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