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Journal of Advertising Research articles from May 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 May 1994
Why liking matters. (includes appendix) (Special Issue: Copy Testing)
May 1, 1994... Are likable TV commercials more effective? Is liking a useful measure for evaluative pretesting? Previous research shows liking can work in more than one way to influence viewer response, and some studies suggest that liking may be a valid...
Conclusions from the ARF's Copy Research Validity Project. (Advertising Research Foundation) (Special Issue: Copy Testing)
May 1, 1994... The Advertising Research Foundation's Copy Research Validity Project (Haley and Baldinger, 1991, hereafter referred to as the CRVP; also see Haley, 1990, for an earlier report) is the most comprehensive investigation of the predictive validity...
A rejoinder to "Conclusions from the ARF's Copy Research Validity Project." (response to John R. Rossiter and Geoff Eagleson's article in this issue, p. 19) (Special Issue: Copy Testing)
May 1, 1994... We particularly want to thank Rossiter and Eagleson for their appreciation of the strengths of the paired feature of the CRVP research design. If a researcher wants to understand the nature of the copy factors that are driving sales results it...
Convergent findings increase our understanding of how advertising works. (Special Issue: Copy Testing)
May 1, 1994... Over the years, numerous studies have been conducted to determine how advertising works and how to measure advertising's ability to affect sales. As early as the 1960s, studies conducted by Schwerin Research Corporation (SRC) determined that...
The missing measures of copy testing. (includes appendix) (Special Issue: Copy Testing)
May 1, 1994... Current copy-testing methods have become so familiar and so well established that it is easy to overlook their sizable limitations:
1. They are excessively rational. They seem to imply that ads work in only one way--the way that is compatible...
Increasing the odds for marketplace success - advertising development at FCB/LKP. (FCB/Leber Katz Partners) (Research Currents)
May 1, 1994... My purpose is to describe the creative development process at FCB/Leber Katz Partners. In doing so, I will also describe what we now call the advertising research department at the agency and provide some detail concerning what we do and how we...
Goodyear advertising research: past, present and future. (Research Currents)
May 1, 1994... We at Goodyear believe one of the most significant applications of Total Quality Management within the company is that we have applied the T.Q. approach to advertising--an area that has not traditionally been thought of as appropriate for the...
How advertising response modeling (ARM) can increase ad effectiveness. (includes appendix) (Special Issue: Copy Testing)
May 1, 1994... Advertising researchers must provide data regarding the effectiveness of an ad or commercial to advertising professionals for decision making. Especially today, when advertising dollars are highly accountable, it is imperative that the proposed...
Recognition versus recall. (Special Issue: Copy Testing)
May 1, 1994... The issue of Recall versus Recognition is one of the oldest debates of advertising research according to experts like Alexander Biel. It started when Starch and Gallup introduced these measures in the 1930s. It became confused with other...
Point of view: recall revisited: recall redux. (Special Issue: Copy Testing)
May 1, 1994... Day-After-Recall (DAR), as a means of determining the sales effectiveness of television commercials, is reviewed from the perspective of how DAR is measured during the 1990s as opposed to a decade earlier when the (now dead) Burke DAR system...
Recall revisited: recall redux - some reactions. (response to Joel S. Dubow's article in this issue, p.92) (Special Issue: Copy Testing)
May 1, 1994... In a paper remarkable for the consistency of its bias, Joel Dubow uses "an early 1990s prism" to examine my 1983 article, "Not Recall." If the subject happens to interest you, you might want to glance through "Not Recall" again. My article is...
"Recall Revisited: Recall Redux" - more reactions. (response to Joel S. Dubow's article in this issue, p. 92) (Special Issue: Copy Testing)
May 1, 1994... It is hard to know where to begin comment on Mr. Dubow's article "Recall Revisited: Recall Redux" because it is characterized by faulty assumptions, wrong-headed reasoning, and negative tone.
I feel compelled to respond to this paper because...
Why liking matters. (includes appendix)
May 1, 1994... Are likable TV commercials more effective? Is liking a useful measure for evaluative pretesting? Previous research shows liking can work in more than one way to influence viewer response, and some studies suggest that liking may be a valid...
Conclusions from the ARF's copy research validity project. (Advertising Research Foundation)
May 1, 1994... This study reanalyzes the results from the ARF's Copy Research Validity Project (Haley and Baldinger, JAR, April/May 1991). The CRVP examined the ability of 35 copy-testing measures to predict TV commercials' sales results, concluding that none...
A rejoinder to 'Conclusions from the ARF's Copy Research Validity Project.' (response to article by John R. Rossiter and Geoff Eagleson, in this issue, p. 19)
May 1, 1994... We particularly want to thank Rossiter and Eagleson for their appreciation of the strengths of the paired feature of the CRVP research design. If a researcher wants to understand the nature of the copy factors that are driving sales results...
Convergent findings increase our understanding of how advertising works.
May 1, 1994... At an ARF workshop in 1991, Information Resources, Inc. (IRI) presented findings from its "How Advertising Works" study, drawing upon the largest longitudinal database ever assembled of purchase behavior in a controlled television-advertising...
The missing measures of copy testing. (includes appendix)
May 1, 1994... Most copy-testing methods rely heavily upon verbal playback from people who have been exposed to the copy of interest. While this procedure undoubtedly provides much information of use in assessing the effects of exposure, it is biased in the...
How advertising response modeling (ARM) can increase ad effectiveness. (includes appendix)
May 1, 1994... ARM provides a framework to assess advertising performance by integrating several multiple measures used in copy research today. Two alternative routes to persuasion are delineated: central and peripheral. During central processing, the focus...
Recognition versus recall.
May 1, 1994... The issue of Recall versus Recognition is one of the oldest debates of advertising research according to experts like Alexander Biel. It started when Starch and Gallup introduced these measures in the 1930s. It became confused with other...
Point of view: 'Recall Revisited: Recall Redux.' (comment on article by Lawrence D. Gibson, Journal of Advertising Research, vol. 23, p. 39, 1983)
May 1, 1994... Day-After-Recall (DAR), as a means of determining the sales effectiveness of television commercials, is reviewed from the perspective of how DAR is measured during the 1990s as opposed to a decade earlier when the (now dead) Burke DAR system...
Recall revisited: recall redux - some reactions. (response to article by Joel S. Dubow, in this issue, p. 92)
May 1, 1994... In a paper remarkable for the consistency of its bias, Joel Dubow uses "an early 1490s prism" to examine my 1983 article. "Not Recall." If the subject happens to interest you, you might want to glance through "Not Recall" again. My article is...
"Recall Revisited: Recall Redux" - more reactions. (comment on article by Joel S. Dubow, in this issue, p. 92)
May 1, 1994... It is hard to know where to begin comment on Mr. Dubow's article "Recall Revisited: Recall Redux" because it is characterized by faulty assumptions, wrong-headed reasoning, and negative tone.
I feel compelled to respond to this paper...
Increasing the odds for marketplace success - advertising development at FCB/LKP. (FCB/Leber Katz Partners) (Research Currents)
May 1, 1994... My purpose is to describe the creative development process at FCB/Leber Katz Partners. In doing so, I will also describe what we now call the advertising research department at the agency and provide some detail concerning what we do and how we...
Goodyear advertising research: past, present and future. (Goodyear Tire and Rubber Co.) (Research Currents)
May 1, 1994... We at Goodyear believe one of the most significant applications of Total Quality Management within the company is that we have applied the T.Q. approach to advertising--an area that has not traditionally been thought of as appropriate for the...
