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Journal of Advertising Research articles from July 1996
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 1996
Sponsorship: from management ego trip to marketing success.
July 1, 1996... Sponsorship is expensive. The asking price to become a Centennial Olympic Partner of the 1996 games in Atlanta was $40,000,000 in cash or services. The price to become a sponsor of the 1994 World Cup was $10,000,000 to $15,000,000. Coca-Cola...
Modeling the impact of Olympic sponsorship on corporate image.
July 1, 1996... Olympic sponsorship is an investment that requires an investment. In order to help Olympic sponsors make the best possible use of their media and marketing investments, NBC conducted a number of studies since its coverage of the Summer Olympics...
Linking advertising to box office performance of new film releases - a marketing planning model.
July 1, 1996... How will planned advertising expenditures by a motion-picture studio affect the box-office performance of a new film release? This is a critical question that is of concern to all motion-picture studios prior to the release of a new film....
The financial implications of advertising as an investment.
July 1, 1996... "It is the day of cost cutters, and if advertising is viewed as a cost, then advertising will be cut, too." (Danaher and Rust, 1994)
"Capitalizing brands, or putting them on the balance sheet, is still a controversial subject." (Broadbent,...
Effectiveness, objectives, and the EFFIE awards.
July 1, 1996... The EFFIE awards(*) began in 1969 as a small prestigious award program within the advertising research community sponsored by the New York Chapter of the American Marketing Association. In contrast to the creative award shows like the One Show,...
Community: a hidden value in the Advertising Effectiveness Awards.
July 1, 1996... Measuring advertising effectiveness is an issue of increasing relevance in today's business climate where accountability is a central goal of managers (Ellis and Johnson, 1993). The Advertising Research Foundation has held workshops,...
Advertising clutter in consumer magazines: dimensions and effects.
July 1, 1996... Is advertising clutter a blessing or a curse to the advertising industry? Advertising clutter is the density of advertisements in a media vehicle. Whether or not increase in clutter level will reduce the effectiveness of an advertisement is one...
