Messages Not Getting Through: Societal Marketing to the Rescue

Journal
Journal of Promotion Management
Date Issued
March 3, 2016
Author(s)
DOI
10.1080/10496491.2016.1159042
Abstract
Advertising overload. Communication overload. Information overload. We are now in an era where companies are increasingly finding it hard to get messages through to target audiences. This overload of advertising, communication, and information makes it difficult for audiences to pay attention to all these messages—they are roughly all sending the same message. But what might make a company's message stand out in this overload? Good companies; that is, companies that link up with good causes or promote sustainable products/services/ideas. The articles put together for this special issue mainly deal with matters relating to Societal Marketing, in industries varying from Tourism, to Sports, to Wine, and in an international context with research carried out in Thailand, Italy, Portugal, and Greece.