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"Einstein, Mara"
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Black ops advertising : native ads, content marketing and the covert world of the digital sell
Examines the rise of native advertising and content marketing, which disguise advertising as news or editorial content.
Book
Compassion, Inc
Pink ribbons, red dresses, and greenwashing—American corporations are scrambling to tug at consumer heartstrings through cause-related marketing, corporate social responsibility, and ethical branding, tactics that can increase sales by as much as 74%. Harmless? Marketing insider Mara Einstein demonstrates in this penetrating analysis why the answer is a resounding \"No!\" In Compassion, Inc. she outlines how cause-related marketing desensitizes the public by putting a pleasant face on complex problems. She takes us through the unseen ways in which large sums of consumer dollars go into corporate coffers rather than helping the less fortunate. She also discusses companies that truly do make the world a better place, and those that just pretend to.
eBook
Hoodwinked : how marketers use the same tactics as cults
\"Combining industry interviews, advertising campaign analysis, and business and scholarly research, Hoodwinked offers an insider's view into how marketers co-opt our emotions in the name of corporate profits. Armed with this information, readers can learn to spot cult-inspired marketing so they can decide how, or if, they should engage with it\"-- Provided by publisher.
BOOK
Nothing for Money and Your Work for Free: Internships and the Marketing of Higher Education
American universities have significantly increased their marketing expenditures over the last decade. The high cost of education, reductions in government funding, and precipitous declines in the traditional college-aged population (18-21 year olds) are some of the key factors forcing universities to be more aggressive with the promotional techniques they use to attract prospective students. In this competitive marketplace, schools promote the attributes they believe will be most compelling to high schoolers and their parents, including academics, sports, campus life, and careers. Tied into this last factor is the promotion of internship opportunities. While some of these hands-on experiences lead to jobs, there are no guarantees that attending college and engaging in an internship will translate into full-time employment. Using content analysis and auto-ethnography, I examine how universities use internships to market higher education, and argue that this is a particularly pernicious practice within the area of media studies.
Journal Article
Religion, science and secularization: a consumer-centric analysis of religion’s functional obsolescence
Purpose
This paper aims to offer a marketing perspective to the multidisciplinary debate on whether religion is expanding, declining or resurging in contemporary and allegedly secular society. Specifically, it examines the “secularization hypothesis”, which predicts that religion tends to lose its central role in people’s lives as secular reasoning spreads and scientific knowledge accumulates.
Design/methodology/approach
Borrowing from psychology literature, the authors identify the psychological and social needs satisfied by religion and in doing so uncover its functions. They then discussed whether religion can be claimed to be functionally obsolete.
Findings
The authors identified four functions of religion: explanatory, relieving, membership and moral. The content of religious doctrines offers consumers of religion unambiguous knowledge, absolute morality and promises of immortality, immanent justice and centrality in the universe. Religion also provides a social identity, through which people can build meaningful connections with others in the community and with their own history.
Originality/value
A change in the role of religion would be highly relevant for consumer research because religious ideologies shape consumption practices, social relations, products and brands. The authors observe that the content of religious answers is so well-crafted around human psychology that the explaining, relieving and moral functions of religion have not lost reliability. However, cultural change has weakened religion’s ability to gratify human psychology through social identity and meaningful socialization, which led to the marketization of religion, the rise of spirituality and the intensification of socialization around consumption.
Journal Article
Compassion, Inc
Pink ribbons, red dresses, and greenwashing—American corporations are scrambling to tug at consumer heartstrings through cause-related marketing, corporate social responsibility, and ethical branding, tactics that can increase sales by as much as 74%. Harmless? Marketing insider Mara Einstein demonstrates in this penetrating analysis why the answer is a resounding \"No!\" In Compassion, Inc. she outlines how cause-related marketing desensitizes the public by putting a pleasant face on complex problems. She takes us through the unseen ways in which large sums of consumer dollars go into corporate coffers rather than helping the less fortunate. She also discusses companies that truly do make the world a better place, and those that just pretend to.
eBook
Compassion, Inc
Pink ribbons, red dresses, and greenwashing-American corporations are scrambling to tug at consumer heartstrings through cause-related marketing, corporate social responsibility, and ethical branding, tactics that can increase sales by as much as 74%. Harmless? Marketing insider Mara Einstein demonstrates in this penetrating analysis why the answer is a resounding \"No!\" In Compassion, Inc. she outlines how cause-related marketing desensitizes the public by putting a pleasant face on complex problems. She takes us through the unseen ways in which large sums of consumer dollars go into corporate
Book
BUYING A BETTER WORLD
Just reading through a single magazine in October 2013, I was asked—in a deluge of pleas—to support breast cancer charities. The publication began with a letter from the editor, flanked by an advertisement for a pink Ralph Lauren leather bag, of which half the $2500 purchase price would go to the company’s Pink Pony Fund should I choose to purchase it. Saks Fifth Avenue offered a “Key to the Cure” t-shirt hawked by Jennifer Aniston. Ford Motor Company was selling its “Warriors in Pink” gear promising, “100% of the net proceeds from each sale supports one of four
Book Chapter
Branding Faith and Managing Reputations
Implementing marketing strategies in association with religious institutions is on the rise due to a steady fall in traditional religious practice, a trend hypothesized by secularization theory long ago. Practice has decreased whereas belief has not, and thus the marketplace for religion and spiritual- ity remains vibrant. To be competitive within this environment, religious institutions are using promotion to attract parishioners to their congrega- tions. This has been most evident in the United States, where there is a tra- dition of religious marketing (Finke and Iannaccone, 1993; Moore, 1994), but increasingly this trend is proliferating around the world.
Book Chapter