Accounting & Marketing

Department of Education, Ono Academic College, 1 HaSidrah HaAkademit (One Academic Boulevard), Kiryat Ono, Israel

Publications

• Research Article   
  Advertising under Fire: Verbal vs. Nonverbal Discrepancies as a Strategic Marketing Tool during Wartime
  Author(s): Tsfira Grebelsky-Lichtman* and Gal Grinstein
  
  An essential challenge when advertising during wartime is how to market products positively despite the negative warlike emotional and social atmosphere. Grounded in marketing theoretical perspective, this study develops a theoretical and analytical framework that analyzes patterns of verbal vs. nonverbal discrepancies as a marketing strategy during wartime. We analyzed all advertisements of governmental agencies and commercial companies from the commercial television channels in Israel (n=744) during the war period (November/2023-March/2024). One-way ANOVA tests in addition to Scheffé post-hoc analyses were computed to expose significant differences in patterns of verbal vs. nonverbal discrepancies of strategic marketing tool during wartime. The findings revealed significant proportions of discrepant verbal/nonverbal patterns in advertisements aired during wartime. Moreover, w.. Read More»
  

  Abstract PDF