Attitude to time has been analysed from different disciplines such as sociology, anthropology, psychology and management, but up to know it has received limited attention in the marketing literature, particularly in the area of consumer behaviour. This study explores whether attitude to time underpins attitude formation and consequently behaviour towards something absorbing time. Time attitude is understood as the unconscious inclination to use the past, present, and future as driving forces to think or to make decisions related to a particular time related issue, such as advertising and its avoidance, the context for this thesis. The contributions of this study are intended to be both conceptual and empirical. The conceptual contribution is supported by the development of direct linkages between time attitude, attitude toward advertising, and TV commercial avoidance. The empirical contribution includes the testing of the hierarchical model developed in the previous stage. The model is intended to work across cultures rather than to be culture specific, therefore it was tested empirically in two different countries: Chile and the U.K. in two questionnaire surveys. The main objectives of the research are threefold. First, to develop crosscultural valid scales to measure both attitude to time and attitude toward advertising. Second, to test if two additional dimensions of time (time pressure and planning) are at the same level in the time paradigm as past, present, and future. Third, to explore the relationship between attitude to time and attitude to advertising and behaviour toward advertising. The test of the proposed hierarchical model was done with SEM (structural equation modelling). Results indicate that time attitude is indeed underpinning attitude formation towards advertising, which in turn is underpinning behaviour towards advertising. In addition, as a result of this research, valid and more comprehensive scales are presented to measure attitude to time and attitude to advertising. Time pressure and planning are found not to be at the same level of the time paradigm as the traditional past, present, and future dimensions.

This research aims to develop conceptual insight into the practice and impact of a specific digital phenomenon – “viral marketing” – on marketing communications agencies. Specifically, it explores the UK, one of the most important hubs in global advertising looking at agenciesr campaign design planning, the roles of creative teams and the management processes through three research objectives: · To explicate, classify and explore the changes in advertising campaign planning processes and roles which digital phenomena such as virals have introduced · To capture and codify the working models which creative managers employ and the messaging strategies considered and implemented in viral campaigns · To develop theoretical models for understanding virals, agency campaign management, creative roles and develop extant frameworks Prior Work: Research into virals has grown rapidly over the last ten years but it is dominated by computing studies of online diffusion. The creative perspective has received little attention. Those studies which do address this viewpoint are principally focussed on the final advert. The voice of the producers of such campaigns – creative managers – is largely absent from the literature with a single study of campaign measurement. The roles of core teams/functions within the agencies, the criteria for viral creative concept evaluation, the campaign processes and working models are experiencing unprecedented change. Viral campaigns offer a bridge between the “old” and “new” worlds; it possesses the characteristics of TV and the Web. It is important because such viral campaigns have challenged the established models of advertising management and planning. Methods: The study undertakes the first comprehensive evaluation of the exisiting research into viral marketing, locating gaps in the creative design and management. Qualitative methodology through semi-structured in-depth interviews with creative managers in a range of UK advertising agencies is used to represent their views and responses to viral phenomena as they conceived, designed and reflected on campaigns.

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by Paul W. MacAvoy [and] Robert S. Pindyck. / Bibliography: leaves 73-74.

This Practice-Based Ph.D. thesis is in two sections, the written element presented as a sequence of eight Fascicles, and the practical element presented as an inter-related set of nine Artist’s Books and Multiples. This thesis presents a series of Artist’s Books and Multiples of graphic expressions of anxiety, each informed by a comparative study presented as a sequence of Fascicles of the visual strategies used to advertise cigarettes in America in mass-circulation magazines between 1945 and 1964. The thesis is presented as a boxed object containing the eight Fascicles (each containing a Gatefold Image) and the nine Artist’s Books and Multiples. The thesis identifies specific design and illustration solutions in cigarette advertising such as considerations of artwork, photography, layout, typography, characterisation, and diagrammatic representation of process. The conclusions are then used as the basis for 9 books and multiples in which I explore, within my own artwork, the dynamics of visual instruction, and the devices for reassuring the anxious consumer using irony and humour throughout. Each Fascicle has a Gatefold visual montage with juxtaposed imagery central to the theme. The thesis combines visual analysis and the making of imagery in equal measure. The vast proportion of original visual examples used in the Fascicles are reproduced for the first time in colour from a wide range of contemporary magazines. Particular emphasis is placed on the professional manuals generated by the advertising profession itself. A brief study of the cigarette market in the pre-1945 period identifies early anxieties about the product and how the tobacco industry and the advertising industry sought to address them. The thesis identifies the industries’ invention of the 'Safe Cigarette' and then explores the anxieties implicit in that concept, presenting visual means by which anxiety is depicted. Visual strategies of reassurance in the form of personifiers are compared - ranging from people in socially esteemed professions through to the use of animals (dogs) and visual fictions (Santa Claus). Two factors in particular have been identified to distract consumers from the gathering sense of unease in the safety of the product that culminated in the report of the American Surgeon General in 1964 - the appeal to the consumption of the cigarette in the outdoors and the corresponding success of menthol cigarettes, and the appeal to the reassurance that technology can impart - in the success of the Filter-Tip market. The twin polarities are reflected in the Artist’s books, 'Which Filter Works?' and 'Menthol Daze'. In the last Fascicle the techniques of persuasion after 1945 are compared with those used by the American Huckster of the early twentieth century and the thesis concludes with an assertion of the role that visual humour can play in exposing fallacious marketing.

Le secteur de l’intérim s’est fortement démocratisé ces dernières décennies et génère de nombreuses externalités négatives pour la société civile. En effet, l’intérim est source de vulnérabilité sociale pour les intérimaires, dans une société où les individus s'intègrent socialement à travers leur emploi. L’intérim contribue à la précarisation des conditions de vie et de travail, à la relégation et à l’exclusion sociale. Pour limiter ces dérives sociales et internaliser les problématiques sociétales, les entreprises de travail temporaire (ETT) sont incitées, à travers le reporting extra-financier, à s’engager dans une démarche RSE. Les ETT valorisent leur engagement à travers une communication sociétale volontaire, qui repose notamment sur la production d’un rapport RSE/Développement Durable. La communication sociétale véhicule les engagements pris par les ETT pour protéger les intérêts des intérimaires. Les objectifs de la communication sociétale sont multiples : améliorer l’image et la réputation, favoriser l’autorégulation des activités, permettre un accès continu aux ressources intérimaires, diminuer l’encadrement des activités par les pouvoirs publics, légitimer l’existence des ETT malgré ces externalités négatives, générer une attitude positive des parties prenantes, contribuer à la performance globale et diminuer les coûts cachés relatifs au turn-over du personnel. L’engagement RSE doit être déployé au sein des ETT et susciter l’adhésion collective des parties prenantes internes. Cependant, la littérature académique relative à l’engagement RSE dans le secteur de l’intérim relève un décalage entre la communication sociétale et les pratiques réelles des ETT. Par contraste, ce décalage provoque des effets inverses et génère une attitude négative des parties prenantes envers les ETT. Compte tenu de ces enjeux, le manque d’informations dans la littérature académique ainsi que l’absence d’études empiriques relatives au décalage entre la communication sociétale et les pratiques réelles des ETT nous ont conduits à formuler notre problématique de recherche générale. Nos travaux de recherche ont pour objectif d’apporter des contributions significatives dans ce domaine de recherche émergent. / The temporary employment sector has greatly democratized in recent decades and generates numerous negative externalities for civil society. Indeed, the temporary employment sector is a source of social vulnerability for the temporary workers, in a society where individuals are socially integrated through their jobs. The temporary employment sector contributes in the precarious of life and work conditions, relegation and social exclusion. To limit these social deviations and internalize societal issues, the temporary work companies (TWC) are encouraged, through extra-financial reporting, to engage in CSR. The TWC value their commitment through a voluntary social communication, which is based in particular on the production of a CSR/Sustainable Development report. The societal communication vehicle commitments by TWC to protect the temporary workers’s interests. The objectives of social communication are numerous : improve the image and the reputation, promote self-regulation activities, allowing continuous access to temporary resources, reduce supervision activities by public authorities, legitimize the existence of ETT despite these negative externalities, generate positive attitudes of stakeholders, contribute to the overall performance and reduce hidden costs due to the staff turnover. The CSR commitment must be deployed within the TWC and arouse the collective membership of the internal stakeholders. However, the academic literature on the CSR commitment in the temporary employment sector is a gap between social communication and the actual practices of TWC. In contrast, this gap causes the opposite effect and generates negative attitudes of stakeholders towards TWC. Given these challenges, the lack of information in the academic literature and the lack of empirical studies on the gap between social communication and the actual practices of TWC led us to formulate our overall research problem. Our research aim to make significant contributions in this emerging area of research.