The research article 'Selling circularity: Understanding the relationship between circularity promotion and the performance of manufacturing SMEs in Italy' by Benedetta Crisafulli and colleagues Silvia Blasi and Silvia Rita Sedita is now available to read online and has been accepted by the Journal of Cleaner Production. The article explores how low and medium-performing SMEs can increase their economic performance by intensively signalling circularity practices and argues that low-performing companies need to invest heavily in signalling their circular practices to gain competitive advantage.
Birkbeck Senior Lecturer in Marketing, Dr Amy R Hackley, has a new book being published in February 2021. Advertising and Promotion (published by Sage) is the fifth edition of a textbook co-authored with Dr Hackley’s husband, Professor Chris Hackley of Royal Holloway, University of London.
The book takes a multidisciplinary perspective on all forms of advertising and mediated promotional communication. The authors frame the 5th edition as a ‘post-digital’ approach in the sense that the text bridges traditional creative advertising and digital advertising.
The post-digital and post COVID-19 era is a time when digital communication is no longer novel but is an embedded part of consumer and commercial life, existing in parallel to traditional media. Agencies have to acquire new skill sets from across the cultural and communication industries to adapt the creative advertising development process to deliver multimedia executions on multiple platforms.
This new 2021 edition, like the previous editions, takes an inclusive view on advertising as any form of mediated promotional communication. This reflects the fact that promotional sub-disciplines such as influencer advertising, branded content, celebrity endorsement, product placement, sponsorship, and advertising, are blurring into each other under digitisation as new, hybrid forms of advertising emerge.
The 5th edition is thoroughly updated with many new examples, new case materials, new topics and two new chapters (Social Media Advertising and Digital Advertising: Search and Content). Digital themes and examples are featured throughout this edition.
He will deliver a keynote/master class on the 12 November 2021, on the subject of “brand activism: strategies to push the boundaries of free speech” at Brand Week. This is one of the main conferences for marketing practitioners in EMEA.
2020
Benedetta Crisafulli and co-authors presented a piece oftheir published research on guilt appeals in cause-related marketing advertisements at the Advertising Research Foundation’s “Insights Studio: Inside the JAR” online event on 11 August. The event featured a selection of published articles in the June 2020 issue of the Journal of Advertising Research (JAR). Their paper was one of four articles selected and invited for presentation.
A research article Does it really hurt? Making sense of varieties of anger by Benedetta Crisafulli and colleagues Paolo Antonetti and Constantine S. Katsikeas is now available early online andhasbeen accepted in the journal Psychology & Marketing. The article puts forward the idea that customer anger is not always vindictive, and thus detrimental to companies, but it can be supportive and even beneficial to companies too.