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Journal of Advertising Research articles from July 1994
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 July 1994
The after-effects of price-related consumer promotions.
July 1, 1994... We report here on an extensive international study of the after-effects of price-related consumer promotions for leading brands of packaged grocery products. We first outline the general background and then describe the design of the study, its...
Modeling linkage-advertising: going beyond better media comparisons.
July 1, 1994... In a 1993 editorial in this journal, Cook reports that "Gradually media researchers are moving, from documenting that advertising was placed and exposed as planned, to documenting that it had the desired impact." What appears needed for picking...
The effect of modern female sex role portrayals on advertising effectiveness.
July 1, 1994... The rise in the number of working women has created a cultural shift in American society. Since working women are no longer available solely to manage the home, sharing household responsibilities has become a critical issue among families....
Advertising awards and advertising agency performance criteria.
July 1, 1994... Advertising awards are meant to recognize outstanding advertising, according to criteria and rules laid down by the awarding institutions. Frequently, media are owners or sponsors of awards events, but advertising organizations and business...
Aging and the problem of television clutter.
July 1, 1994... To the 32 million Americans who are 65 or older (U.S. Bureau of the Census, 1990), television is more than just a broadcast medium. It is a social presence in their homes and in their lives. For some seniors, television fills the gap created by...
Observations: the long and short of persuasive advertising.
July 1, 1994... Over the years, various objections have been made to pre-post preference shift testing. One recent objection asserts that it is not in the best long-term interests of brand building, suggesting that this type of testing produces "a bias towards...
Rejoinder to Larry Gibson's response to "Recall Revisited: Recall Redux". (response to article by Larwrence D. Gibson, Journal of Advertising Research, vol. 34, p. 107, 1994)
July 1, 1994... Let me begin this rejoinder to Larry Gibson's (1994) response to my "Recall Revisited: Recall Redux" (RR:RR) article (Dubow, 1994) by quoting the opening paragraph of his response in its entirety:
In a paper remarkable for the consistency of...
Rejoinder to Hal Ross' response to "Recall Revisited: Recall Redux". (response to article by Harold L. Ross, Journal of Advertising Research, vol. 34, p. 109, 1994)
July 1, 1994... Hal Ross (1994) begins his response to my "Recall Revisited: Recall Redux" (RR:RR) article (Dubow, 1994) by writing, "It is hard to know where to begin. . . . "I have the same problem in addressing his response. The reason is that, unlike Larry...
The television audience examined. (Winner of ARF's 1994 Richard L. Lysaker Prize For Outstanding Research on Media)
July 1, 1994... Television is a fundamental part of our lives. It plays an important role in shaping our intellectual and physical consumption. In order to understand its impact, it is necessary to appreciate and measure how people interact with the medium....
