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Journal of Advertising Research articles from June 2006
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 June 2006
Editorial: co-creating our future.
June 1, 2006... SOME OF YOU MIGHT RECALL a recent issue of the Journal of Advertising Research (JAR) that covered topics conspicuously similar to those addressed in this issue. Some of you might also recall that the title of the current issue was originally...
Interactive IMC: the relational-transactional continuum and the synergistic use of customer data.(Integrated Marketing Communication)
June 1, 2006... In a business-to-business context in the auto insurance industry, the synergistic value of the continuum of relational-transactional data in developing interactive Integrated Marketing Communication (IMC) relationships was assessed. While all...
When synergy in marketing communication online enhances audience response: the effects of varying advertising and product publicity messages.
June 1, 2006... This study examines the within-participants effects of web advertising and product publicity and the between-participants effects of similar versus varied web product publicity and advertising messages on audiences' perceived trust, message...
Examining effects of advertising campaign publicity in a field study.
June 1, 2006... Previous experimental research found that the pre-exposure of publicity about advertisements has two distinct but related effects in advertised brand recall: (a) a facilitative effect on publicized brands and (b) an inhibitive effect on...
How event sponsors are really identified: a (baseball) field analysis.
June 1, 2006... Event sponsors often do not receive proper credit for their efforts. This issue was examined in a field study involving over 300 baseball fans attending minor league games during the summer season. Signal detection analyses reveal that, even...
E-zines silence the brand detractors.(customer loyalty)
June 1, 2006... In this article we investigated whether a company's recommendation factor can be increased by opt-in e-zines. A sample of 817 railway travelers was interviewed on the train. Using Reichheld's (2001) recommendation index, respondents were...
Recall effect of short message service as a complementary marketing communications instrument.
June 1, 2006... A quasi-experimental study was designed to investigate the recall effect of Short Message Service (SMS) as a complementary marketing communications instrument. An experimental group (EG) was formed, consisting of people who had called an SMS...
Effectiveness of telescopic advertisements delivered via personal video recorders.
June 1, 2006... The advent of personal video recorders (PVRs) may alter existing patterns of television advertising viewing. Although much of this might be characterized by increased advertising avoidance, this article explores the potential for a new...
Predicting webcasting adoption via personal innovativeness and perceived utilities.
June 1, 2006... Broadcasting over the internet presents a new frontier for media and advertising industries to conquer. At the local level, the greatest asset of a television station is its "localism"--with the audience still regarding television stations as...
