The Filene’s Basement Bridal Sale: A Content Analysis of Store-Authored and Media-Authored Communications about a Retail Special Event

  • Ellen R. Foxman
  • Susan Dobscha
Conference paper
First Online:
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

This paper explores one retailer’s use of publicity for a long term goal, the promotion of a special sale. Content analysis demonstrates differences between store- and media-authored communications. The researchers propose an explanation for these rooted in the disparate objectives of the media and the retailer, and provide suggestions to retailers for managing media presence at store special events so as to use this type of marketing communication effectively.

Keywords

Public Relation Marketing Communication Store Loyalty Athletic Event Special Sale 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
This is a preview of subscription content, log in to check access.

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. "The Boston Supershoppers," Time, December 26, 1969: 27.Google Scholar
  2. Botan, Carl H. and Vincent Hazleton, Jr., eds. 1989. Public Relations Theory, Hillsdale, NJ: Lawrence Erlbaum.Google Scholar
  3. Bradley, Duane. 1978. "Getting in Shape to Shop Filene’s Basement." Yankee (Nov.): 135–136 + .Google Scholar
  4. "Bridal Wave Sweeps Store." 1994. (captioned photos). Chicago Tribune (Tuesday, Nov.8): n.p.Google Scholar
  5. Brown, Neil Porter. 1994. "Chaaarge! Elbows Lead to Bridal Bargain." The Patriot Ledger (Tuesday, May 24): 1.Google Scholar
  6. Collins, Patrick. 1995. "Charge of the White Brigade." Sunday Standard-Times (New Bedford, MA, January 15, v.87, no. 4): E1– E2.Google Scholar
  7. Culligan, Matthew J. and Dolph Greene. 1982. Getting Back to the Basics of Public Relations & Publicity. New York: Crown Publishers.Google Scholar
  8. Davis, Susan. 1995. "No blushing brides in Filene’s frenzied mob." Westwood Suburban World (Natick, MA, May 25): n.p.Google Scholar
  9. Filene’s Basement, Inc. n.d. "Filene’s Basement." Fact sheet, history, and store directory/floor plan.Google Scholar
  10. Filene’s Basement, Inc. n.d. "Filene’s Basement Bridal Sale: Facts, Background and Anecdotal Information." Public relations handout.Google Scholar
  11. Foxman, Ellen R. and Susan Dobscha (1997), "The Filene’s Basement Bridal Event: Ethnography of a Consumer Rite of Passage," working paper.Google Scholar
  12. Grunig, J. E. 1989. "Symmetrical Presuppositions as a Framework for Public Relations Theory." In Public Relations Theory, Carl H. Botan and Vincent Hazleton, Jr., eds. Hillsdale, NJ: Lawrence Erlbaum: 17–44.Google Scholar
  13. Hallahan, Kirk (1997). "PR Bibliography: Graduate Research." Website. Address: http://lamar.colostate.edu/~hallahan/hbibgrad.htm.
  14. Kreisberg, Sanford. 1982. "Basement Battles." Boston Magazine (July): p.88 + .Google Scholar
  15. Schultz, Christine. 1994. "It’s All Over in 37 Seconds." Yankee (Jan.): n.p.Google Scholar
  16. Spears, Gregory. 1995. "Till Debt Do Us Part." Kiplinger’s Personal Finance Magazine (May): n.p.Google Scholar
  17. Spitzer, Harry and F. Richard Schwartz. 1982. Inside Retail Sales Promotion and Advertising. New York: Harper & Row.Google Scholar
  18. Winston, Martin Bradley. 1982. Getting Publicity. New York: John Wiley & Sons.Google Scholar

Copyright information

© The Academy of Marketing Science 2015

Authors and Affiliations

  • Ellen R. Foxman
    • 1
  • Susan Dobscha
    • 1
  1. 1.Bentley CollegeBaton RougeUSA

Personalised recommendations