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Journal of Advertising Research articles from November 2001
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 2001
Editorial: Advertising and freedom and the complex market.(Brief Article)(Editorial)
November 1, 2001... IN THE MIDST of all our intense work on the immediate effects of advertising, sometimes I begin to think about the larger effects of our profession. One book in particular stays in mind. It was one that was immensely popular in the sixties...
Omission.(Correction Notice)
November 1, 2001... The following acknowledgement was inadvertently left out from the article "Just Say No to Traditional Student Samples" by William L. James and Brenda S. Sonner, which appeared in the September/October 2001 issue. "The authors wish to...
Benchmarking advertising efficiency.(Data Envelopment Analysis study)(Statistical Data Included)
November 1, 2001... Advertising accountability demands that advertising efficiency be measured, maximized, and benchmarked. In this paper we demonstrate the application of Data Envelopment Analysis to benchmark advertising efficiency. Data Envelopment Analysis...
Point of view: Does advertising cause a "Hierarchy of Effects"?
November 1, 2001... This paper addresses three general questions about hierarchy models of advertising effects: (1) Why hierarchy-of-advertising-effects models do not provide an accurate description of the effects of advertising, and (2) Why these...
Assessing advertising creativity using the Creative Product Semantic Scale.
November 1, 2001... The purpose of the study was to ascertain whether advertising professionals judge advertising creativity in the same way as the general public, and whether demographic variables significantly affect judgments about the creativity of...
Planned or impulse purchases? How to create effective infomercials.
November 1, 2001... Conventional wisdom suggests that most purchases made from infomercials-- 30-minute direct-response television advertisements--are made on impulse. However, this study of 878 infomercial purchasers of six products from a major international...
Using TV daypart "Double Jeopardy Effects" to boost advertising efficiency.
November 1, 2001... Several TV audience studies have revealed a "Double Jeopardy effect" whereby highly rated programs generate not only more viewers but also disproportionately more loyal viewers than lower-rated programs. In these cases, loyalty was measured...
Is the internet more effective than traditional media? Factors affecting the choice of media.(Statistical Data Included)
November 1, 2001... This study seeks to compare the differences in media characteristics between the internet and traditional media, then determine product characteristics that are the most influential in the choice of internet advertising, and, finally,...
Who pays for magazines? Advertisers or consumers?(Statistical Data Included)
November 1, 2001... This study compared change in prices paid by consumers with those paid by advertisers for 96 major magazines published continuously between 1980 and 1998. Advertisers are paying a whole lot more while consumers actually paid less for...
Positioning: The Battle for Your Mind (20th Anniversary Edition). (Book Review).
November 1, 2001... Al Ries and Jack Trout McGraw Hill, 2001
I STILL REMEMBER READING the "original" book back, I guess, in 1981. I had heard of "positioning," which was a buzz word then akin perhaps to "branding" now: used all the time but still...
