Innovation management and marketing in the high-tech sector: A content analysis of advertisements

D. Gerhard, Alexander Brem, Ch. Baccarella, K.-I. Voigt

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

Advertizing high-technology products is a tricky and critical task for every company, since it means operating in an environment with high market uncertainty. The work presents results of a content analysis of 110 adverts for consumer electronics products which examines how these products and the incorporated technology are communicated to the customer. Based on established coding schemes, the content and the appeals of the adverts are evaluated by coders. The results show that these adverts are very informative, mainly have rational appeals and feature products being in the early stage of their life cycles. Regarding the specific content, the ‘mother brand’ is shown to play a very important role. On the other hand, the results show that incorporated technology, its superiority and functionality do not play an important role in the advertisements
Original languageEnglish
JournalInternational Journal of Management
Volume28
Issue number1
Pages (from-to)330-348
ISSN0813-0183
Publication statusPublished - 2011

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High-tech
Content analysis
Innovation management
Marketing
Consumer electronics
Life cycle
High technology
Market uncertainty
Functionality

Cite this

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title = "Innovation management and marketing in the high-tech sector: A content analysis of advertisements",
abstract = "Advertizing high-technology products is a tricky and critical task for every company, since it means operating in an environment with high market uncertainty. The work presents results of a content analysis of 110 adverts for consumer electronics products which examines how these products and the incorporated technology are communicated to the customer. Based on established coding schemes, the content and the appeals of the adverts are evaluated by coders. The results show that these adverts are very informative, mainly have rational appeals and feature products being in the early stage of their life cycles. Regarding the specific content, the ‘mother brand’ is shown to play a very important role. On the other hand, the results show that incorporated technology, its superiority and functionality do not play an important role in the advertisements",
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Innovation management and marketing in the high-tech sector: A content analysis of advertisements. / Gerhard, D.; Brem, Alexander; Baccarella, Ch.; Voigt, K.-I.

In: International Journal of Management, Vol. 28, No. 1, 2011, p. 330-348.

Research output: Contribution to journalJournal articleResearchpeer-review

TY - JOUR

T1 - Innovation management and marketing in the high-tech sector: A content analysis of advertisements

AU - Gerhard, D.

AU - Brem, Alexander

AU - Baccarella, Ch.

AU - Voigt, K.-I.

PY - 2011

Y1 - 2011

N2 - Advertizing high-technology products is a tricky and critical task for every company, since it means operating in an environment with high market uncertainty. The work presents results of a content analysis of 110 adverts for consumer electronics products which examines how these products and the incorporated technology are communicated to the customer. Based on established coding schemes, the content and the appeals of the adverts are evaluated by coders. The results show that these adverts are very informative, mainly have rational appeals and feature products being in the early stage of their life cycles. Regarding the specific content, the ‘mother brand’ is shown to play a very important role. On the other hand, the results show that incorporated technology, its superiority and functionality do not play an important role in the advertisements

AB - Advertizing high-technology products is a tricky and critical task for every company, since it means operating in an environment with high market uncertainty. The work presents results of a content analysis of 110 adverts for consumer electronics products which examines how these products and the incorporated technology are communicated to the customer. Based on established coding schemes, the content and the appeals of the adverts are evaluated by coders. The results show that these adverts are very informative, mainly have rational appeals and feature products being in the early stage of their life cycles. Regarding the specific content, the ‘mother brand’ is shown to play a very important role. On the other hand, the results show that incorporated technology, its superiority and functionality do not play an important role in the advertisements

M3 - Journal article

VL - 28

SP - 330

EP - 348

JO - International Journal of Management

JF - International Journal of Management

SN - 0813-0183

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