AccessMyLibrary provides FREE access to millions of articles from top publications available through your library.
Journal of Advertising Research articles from January 2002
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
Set up an RSS feed
Create a link to this page
Copy and paste this link tag into your Web page or blog:
Journal of Advertising Research archives from January 2002
A question about brands.(Brief Article)(Editorial)
January 1, 2002... As You CAN SEE, the two lead articles in this issue are about brands and branding. Safeguarding brands has been the rationale for much media advertising for the past number of years. "Brand equity is the reason for advertising; it is our...
Why brands grow.
January 1, 2002... What causes brands to grow over time? Our article addresses this important question. Measures of market share, market penetration, customer loyalty, and price were gathered in two time periods, five years apart, for 353 brands in 21...
Why a brand's most valuable consumer is the next one it adds.
January 1, 2002... Some marketers spend a great deal of time, money, and effort trying to define and target a brand's most valuable consumers among current buyers. "Less valuable" consumers, however, are essential to brand health and growth. A larger percent of...
What products can be successfully promoted and sold via the internet?
January 1, 2002... The internet has the potential to reshape consumer buying patterns. Using a survey of 307 internet users, we explore four domains: consumer attitudes, internet experiences, demographics, and personality traits that may potentially influence...
Exploring the use of advertising agency review consultants.
January 1, 2002... The author investigates the often controversial role of advertising agency review consultants by focusing on (1) relationships between their use and client-ad agency relationship success, (2) reasons for consultant use, and (3) the extent to...
Identifying viewer segments for television programs.
January 1, 2002... Increasingly, as channels and programs are aired, their competition has encountered revolutionary changes in a broadcasting context. These have led to the need for more simplified and manageable segments of the broadcasting market for...
"Market patriotism": advertising dilemma. (Observations).
January 1, 2002... Given the events of September 11, 2001, stating or implying that it is patriotic to purchase from a particular advertiser involves an obvious trade-off. On one hand lurks the possibility of criticism for, in effect, waving the flag for...
Second-by-second looks at the television commercial audience. (Observations).
January 1, 2002... Television audience measuremnet needs better technology, improved comptition larger samples, granular data by time, and a focus on commercial, not progra, ratings. This paper shows how data from set-top boxes in digital cables televison...
Advertising localization overshadows standarization. (Observations).
January 1, 2002... The controversy over the use of standardized advertising campaigns has not been settled. Very little research has examined the role of American and non-American subsidiaries in designing and implementing campaigns for nondomestic markets....
Qualitative Market Research: A comprehensive guide. (Book Review).(Brief Article)
January 1, 2002... by Hy Mariampolski
Sage Publications, September 2001, ISBN: 076-1969446, $99.00
HY MARIAMPOLSKI'S TREATISE on Qualitative Research is indeed a comprehensive survey of the topic, ranging from an interesting historical and...
