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Journal of Advertising Research articles from July 2000
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 2000
Editorial: Mutual Understanding.
July 1, 2000... THE FIRST TWO ARTICLES in this issue should remind US of a basic tenet of advertising: that one must have understanding to make effective advertising. The first article, by Bush and Bush, expands the issue to understanding between agencies...
Potential Challenges the Internet Brings to the Agency-Advertiser Relationship.
July 1, 2000... The explosive growth of the internet has the potential to alter agency-advertiser relationships and blur the functions performed by each. Moreover, newer challenges are also surfacing in regard to web-related activities and functions...
English in Dutch Commercials: Not Understood and Not Appreciated.
July 1, 2000... Dutch consumers are increasingly exposed to English in commercials on television. Advertising agencies appear to use English because of financial and image reasons. This article investigates how often commercials that contain English occur in...
Segmentation Based on Affinity for Advertising.
July 1, 2000... In this article the usefulness of the Affinity for Advertising concept is investigated by means of three questions: "What is Affinity for Advertising?"; "To what extent do people differ in their Affinity for Advertising in different media?";...
Fewer Is Better.
July 1, 2000... YVAN BOIVIN [*]
This article presents an approach to media vehicle elimination that differs from current practices in which the judgment of media analysts plays a significant role. First, it is suggested that the impact of a media plan...
The Problem with Micro-Marketing.
July 1, 2000... While traditional media advertisements are designed to appeal to a particular audience, each of us is constantly amid a veritable sea of advertising that has not been designed for us, whether due to the nature of the message or the goods or...
Methods and Measures That Profile Heavy Users.
July 1, 2000... Heavy users can be a critical segment for packaged-goods marketers to target. Yet many attempts to profile heavy users have proven to be unsuccessful because of methodological and measurement problems. This article shows the diagnostic...
Review of Brand Leadership.
July 1, 2000... by David A. Aaker and Erich Joachimsthaler New York: The Free Press, 2000
THIS BOOK completes a trilogy by David Aaker. It is the capstone of his by-now-famous work on brands, branding, and brand equity.
Brand Leadership is rather...
