Article

“Is it essential that a steamship company’s poster must have a ship?” The shortcomings of British shipping posters c.1840 to c.1970

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Abstract
Purpose – The purpose of this paper is to explore the nature of marketing communications of British shipping lines in the period from c.1840 to c.1970 to establish the extent to which these outputs reflect extant scholarship which points to the lack of innovation as a key reason for the demise of these lines. Design/methodology/approach – The research is built on a survey of >450 posters plotting the shifting nature of advertising messages over this long period in response to the market. This is supported by
reading trade press contemporary to the period to establish broader trends in marketing and whether this product sector was aberrant.
Findings – What is revealed is a generally static response in the promotion of British shipping lines throughout the timeframe, at odds with trends elsewhere. What stands out is the widespread criticism of the time singling out the shipping poster. This suggests an advanced appreciation of the role of the poster and the effectiveness of promotional messages focussing on emotions- versus a product-centred approach.

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Ketersediaan

Informasi Detail

Judul Seri

“Is it essential that a steamship company’s poster must have a ship?” The shortcomings of British shipping posters c.1840 to c.1970

No. Panggil

ATC PO DAV a

Penerbit

Liverpool : Emerald Insight., 2017

Deskripsi Fisik

40 halaman

Bahasa

English

ISBN/ISSN

-

Klasifikasi

ATC

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

online resource

Edisi

Journal of Historical Research in Marketing

Subjek

Port Management
Port Services
Port Marketing

Info Detail Spesifik

40 halaman

Pernyataan Tanggungjawab

David Clampin

Versi lain/terkait

Lampiran Berkas

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