<abstract xmlns="http://www.w3.org/1999/xhtml"><p> Significant research has been conducted regarding fear appeals, but little empirical evidence concerning death appeals is found. This study determined to what extent necromarketing exists in advertisements in American television. Through a content analysis of 1012 American television advertisements, this study found what product categories employ this marketing strategy and which consumer groups were targeted. Findings show that implicit necromarketing is a more commonly used marketing tactic than explicit necromarketing; the industries of entertainment promotions and insurance use necromarketing appeals more often than others, and necromarketing appeals were more heavily used during primetime. His study forms the base for future studies investigating the impact death has on purchase intentions.</p></abstract>

Significant research has been conducted regarding fear appeals, but little empirical evidence concerning death appeals is found. This study determined to what extent necromarketing exists in advertisements in American television. Through a content analysis of 1012 American television advertisements, this study found what product categories employ this marketing strategy and which consumer groups were targeted. Findings show that implicit necromarketing is a more commonly used marketing tactic than explicit necromarketing; the industries of entertainment promotions and insurance use necromarketing appeals more often than others, and necromarketing appeals were more heavily used during primetime. His study forms the base for future studies investigating the impact death has on purchase intentions.

Necromarketing as Advertising Strategy in American Television

APR, Associate Professor, Roger Williams University Rhode Island USA

Social Communication

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

{"article-title":"Necromarketing as Advertising Strategy in American Television"}

Significant research has been conducted regarding fear appeals, but little empirical evidence concerning death appeals is found. This study determined to what...

Necromarketing as Advertising Strategy in American Television

Pubblicato online: 04 ago 2016

Pagine: 70 - 85

DOI: https://doi.org/10.1515/sc-2016-0007

Parole chiave
Necromarketing, Television, Marketing, Advertising, Death in Marketing, Promotion, Marketing Communication

© 2016

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Necromarketing as Advertising Strategy in American Television

Pubblicato online: 04 ago 2016

Pagine: 70 - 85

DOI: https://doi.org/10.1515/sc-2016-0007

Parole chiaveNecromarketing, Television, Marketing, Advertising, Death in Marketing, Promotion, Marketing Communication

© 2016

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Parole chiave
Necromarketing, Television, Marketing, Advertising, Death in Marketing, Promotion, Marketing Communication