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Journal of Advertising Research articles from November 1998
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 November 1998
Comparative Effectiveness of Executional Elements in TV Advertising: 15- versus 30-second Commercials.
November 1, 1998... The purpose of this article is to determine whether various executional alternatives are more or less effective when used in 15-second and 30-second commercial formats. The data was collected by an advertising testing agency on a large number...
Have Laboratory Experiments Become Detached from Advertiser Goals? A Meta-Analysis.
November 1, 1998... This meta-analysis of 443 laboratory experiments published over five decades examines the extent to which laboratory work has become detached from the goals of advertisers. Detachment occurs when the situation constructed in the laboratory...
Establishing Marketing Relationships in the Advertising Agency Business: A Transitional Economy Case.
November 1, 1998... Marketing relationships are widely studied in the environment of developed market economies. However, less is known about how this new marketing paradigm fares in a transitional economy. The topic of our study is the client-agency...
The Effectiveness of Negative Political Advertising: A Case Study.
November 1, 1998... The debate over negative political advertising is extensive and much of the existing research presents conflicting views of the effectiveness of these types of ads. This study utilized data from tracking polls to examine the effectiveness of...
The Medium Is the Message--Marshall McLuhan.
November 1, 1998... "THE MEDIUM IS THE MESSAGE."-MARSHALL MCLUHAN
When this was first written, in the '60s--near the time of Camelot in America--the medium could be a television program, radio show, magazine, or a billboard location. The medium was the...
What's in a Name? The Conversion of Peoples Drug to CVS.
November 1, 1998... A common misperception today is that retailers do not value attitudinal research. Among successful retailers nothing could be further from the truth. The current case study is of a major drug retailer basing the most significant strategic...
