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Journal of Advertising Research articles from January 1995
A journal devoted to advertising, marketing, and media research. Its editorial emphasis is toward new approaches, even ones that may challenge traditional thought in the field. Published for academics, practitioners and users of advertising, marketing and
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Journal of Advertising Research archives from January 1995
YOU DON'T HAVE TO BE SCHIZOPHRENIC...
January 1, 1995... to be of more than one mind. Consumers, marketers, and, yes, even researchers are sometimes divided within themselves on a subject. The topic of values seems to bring out paradoxical thinking in many of us.
The lead article in this issue...
MEASURING VALUES CAN SHARPEN SEGMENTATION IN THE LUXURY AUTO MARKET.
January 1, 1995... This study hypothesized that owners of American, German, and Japanese luxury cars will differ in terms of the values they consider important to them in their daily life and the car attributes they desire. Consistent with the hypotheses,...
DOES WINNING ADVERTISING AWARDS PAY?: THE AUSTRALIAN EXPERIENCE.
January 1, 1995... This study examines whether the winning of advertising awards affects the billings and income of Australia's top 50 advertising agencies. This is undertaken by examining the winners of four national advertising awards, both in total and by...
WHAT HAPPENS TO TELEVISION RATINGS DURING COMMERCIAL BREAKS?
January 1, 1995... We study television audience levels during commercial breaks by recalibrating the people meter to produce second-by-second ratings. The audience levels show a surprising amount of change, not just during commercial breaks and between programs...
COPY-TESTING AND BRAND EQUITY: WHAT'S THE CONNECTION?
January 1, 1995... In a much misunderstood research paper published in the late eighties, Gerry Tellis carried Out an analysis of single-source consumer purchasing and media exposure data of the toilet tissue category. For some reason, this caught the attention...
LOCAL PARTNERSHIPS: THE STRATEGIC ASSET IN MULTICULTURAL RESEARCH.
January 1, 1995... 1. THE MULTICULTURAL BUSINESS PARADIGM
Before the ice age, the continents were one, single land mass. Today, there is a Herculean effort to wire them back together through teleconferencing, telefax, and the internet. At the same time, no...
COMPETITIVE CLUTTER IN NETWORK TELEVISION ADVERTISING: CURRENT LEVELS AND ADVERTISER RESPONSES.
January 1, 1995... Recent findings indicate that competitive messages can reduce the memorability of information from television ads. In this article, the causes and potential effects of competitive clutter are described, and an enhanced analysis of competitive...
THE EFFECT OF ADVERTISING SLOGAN CHANGES ON THE MARKET VALUES OF FIRMS.
January 1, 1995... A variety of factors motivate managers of firms to change advertising slogans. Principal among these factors is the desire to improve the financial performance of the firm, which should be viewed positively by investors, and should result in...
OBSERVATIONS: A CROSS-CULTURAL STUDY ON THE AFFECT-BASED MODEL OF HUMOR IN ADVERTISING.
January 1, 1995... This study compares the responses of Finnish and American university students to 10 humorous television commercials. The results begin to establish cross-cultural support for use of an affect-based model to assess the effectiveness of humor...
