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Journal of Advertising Research articles from January 1998
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 1998
Using reach/frequency for Web media planning.(includes appendix)(advertising media planning)
January 1, 1998... Reach and frequency estimation of media schedules for major media types has become the common method of operation for media directors and planners in advertising agencies over the last 50 years or so. All indications point to an increasing...
Internet ad buys - what reach and frequency do they deliver?
January 1, 1998... The bulk of the formulas for R/F in the media industry have been developed for magazines (Metheringham, 1964; Simmons, 1978; Agostini 1961 and 1962). For magazines, reach estimates need to be based on individual magazines rather than by type...
Consumer perceptions of advertising clutter and its impact across various media.(includes appendices)
January 1, 1998... The public's attitude toward advertising has turned more negative in recent decades (Zanot, 1984). The reasons cited include the rise of consumerism, perceived deception, offensive stereotypes, and an increasing amount of advertising. The...
Zapp! A study on switching behavior during commercial breaks.
January 1, 1998... In the autumn of 1994, an influential advertising executive publicly expressed his concerns about the efficacy of advertising on TV in the Netherlands. At that time, some large TV advertisers were running a "burst" campaign, in which a single...
Behavioral measures of television audience appreciation.
January 1, 1998... With ever increasing pressure to contain advertising budgets, advertisers are keen to find ways to improve the efficiency of their media planning (Danaher and Rust, 1994; White and Miles, 1996). Lloyd and Clancy (1991) focused on selecting...
Probing a constituency.(research on job preparedness of advertising agency applicants)
January 1, 1998... It is always comforting to hear that a significant majority of advertising agency presidents believe that undergraduate advertising training is useful (e.g., Marquez, 1980). It is equally discomforting to encounter study after study reporting...
Advertising to increase effectiveness of use.
January 1, 1998... Why does Rembrandt toothpaste whiten teeth? Because its advertising says it does - not the only reason but one that raises the odds.
If that conclusion seems difficult to accept, it may be helpful to follow the reasoning process in some...
How to effectively compete against private-label brands.
January 1, 1998... April 2, 1993, was a historic day in the U.S. private-label "scare." On "Marlboro Friday," Philip Morris decreased the price on Marlboro cigarettes by 40 cents a pack in response to the increasing popularity of cheaper cigarettes. In one day,...
