Innovation Management and Marketing in the High-Tech Sector: A Content Analysis of Advertisements

International Journal of Management, Vol. 28, No. 1, Part 2, March 2011

20 Pages Posted: 8 May 2014

See all articles by Daniel Gerhard

Daniel Gerhard

University of Erlangen-Nuremberg-Friedrich Alexander Universität Erlangen Nürnberg

Alexander Brem

University of Erlangen-Nuremberg-Friedrich Alexander Universität Erlangen Nürnberg - School of Business & Economics; Mads Clausen Institute

Christian Baccarella

University of Erlangen-Nuremberg-Friedrich Alexander Universität Erlangen Nürnberg

Kai-Ingo Voigt

University of Erlangen-Nuremberg

Date Written: March 2011

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.

Suggested Citation

Gerhard, Daniel and Brem, Alexander and Baccarella, Christian and Voigt, Kai-Ingo, Innovation Management and Marketing in the High-Tech Sector: A Content Analysis of Advertisements (March 2011). International Journal of Management, Vol. 28, No. 1, Part 2, March 2011. Available at SSRN: https://ssrn.com/abstract=2433961 or http://dx.doi.org/10.2139/ssrn.2433961

Daniel Gerhard

University of Erlangen-Nuremberg-Friedrich Alexander Universität Erlangen Nürnberg ( email )

Schloßplatz 4
Erlangen, Bavaria 91054
Germany

Alexander Brem (Contact Author)

University of Erlangen-Nuremberg-Friedrich Alexander Universität Erlangen Nürnberg - School of Business & Economics ( email )

Nuremberg
Germany

HOME PAGE: http://www.tm.rw.fau.eu

Mads Clausen Institute ( email )

Alsion 2
Sønderborg, 6400
Denmark
004565509246 (Phone)

HOME PAGE: http://www.sdu.dk/mci

Christian Baccarella

University of Erlangen-Nuremberg-Friedrich Alexander Universität Erlangen Nürnberg ( email )

Schloßplatz 4
Erlangen, Bavaria 91054
Germany

Kai-Ingo Voigt

University of Erlangen-Nuremberg ( email )

Schloßplatz 4
Erlangen, Bavaria 91054
Germany

HOME PAGE: http://www.industriebetriebslehre.de

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