Ithaca College

Assistant Professor Yvette Sterbenk has co-published an article in the International Journal of Advertising exploring the ways in which brand/cause‘fit’ shapes advertising message strategies. 

Strategic Communications Assistant Professor Yvette Sterbenk has co-published an article in the International Journal of Advertising exploring the ways in which brand/cause‘fit’ shapes advertising message strategies. 

The article, entitled "How brand-cause fit shapes real world advertising messages: a qualitative exploration of ‘femvertising’," analyzes award-winning femvertisements to shed light on the differences in messages between brands that are targeted mainly toward women and those that aren't. This research helps inform a growing area of marketing: advertising that focuses on women's empowerment.