Rights statement: This is an Accepted Manuscript of an article published by Taylor & Francis Group in Journal of Marketing Management on 22/08/2014, available online:http://www.tandfonline.com/10.1080/0267257X.2014.943675
Accepted author manuscript, 317 KB, PDF document
Available under license: CC BY: Creative Commons Attribution 4.0 International License
Final published version
Research output: Contribution to Journal/Magazine › Journal article › peer-review
Is there a gap in the market, and is there a market in the gap? how advertising planning performs markets. / Jacobi, Erik; Freund, James; Araujo, Luis.
In: Journal of Marketing Management, Vol. 31, No. 1-2, 2015, p. 37-61.Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - Is there a gap in the market, and is there a market in the gap?
T2 - how advertising planning performs markets
AU - Jacobi, Erik
AU - Freund, James
AU - Araujo, Luis
N1 - This is an Accepted Manuscript of an article published by Taylor & Francis Group in Journal of Marketing Management on 22/08/2014, available online: http://www.tandfonline.com/10.1080/0267257X.2014.943675
PY - 2015
Y1 - 2015
N2 - This paper explores the performative role of marketing knowledge in advertising planning. It is based on an ethnography within the account planning department of a London advertising agency as it worked closely with a client and a market research agency to develop a new energy/health drink for launch in the United Kingdom. The case provides detailed support for the idea that marketing (and other) theories help perform or bring into existence that which they purport to describe. It also shows how such theories are hybridised and streamlined in the iterative battleground of a creative process, framed by the need to create plausible consumption and competitive relations. The main contribution of this article is to show how the performative power of marketing knowledge is ultimately determined not by its ?truth value?, but by its ability to produce compelling stories that stabilise the reflexive relationships between product attributes, consumer profiles and competitive relations.
AB - This paper explores the performative role of marketing knowledge in advertising planning. It is based on an ethnography within the account planning department of a London advertising agency as it worked closely with a client and a market research agency to develop a new energy/health drink for launch in the United Kingdom. The case provides detailed support for the idea that marketing (and other) theories help perform or bring into existence that which they purport to describe. It also shows how such theories are hybridised and streamlined in the iterative battleground of a creative process, framed by the need to create plausible consumption and competitive relations. The main contribution of this article is to show how the performative power of marketing knowledge is ultimately determined not by its ?truth value?, but by its ability to produce compelling stories that stabilise the reflexive relationships between product attributes, consumer profiles and competitive relations.
KW - performativity
KW - market creation
KW - advertising planning
KW - positioning
KW - ethnography
U2 - 10.1080/0267257X.2014.943675
DO - 10.1080/0267257X.2014.943675
M3 - Journal article
VL - 31
SP - 37
EP - 61
JO - Journal of Marketing Management
JF - Journal of Marketing Management
SN - 0267-257X
IS - 1-2
ER -