AccessMyLibrary provides FREE access to millions of articles from top publications available through your library.
Journal of Advertising Research articles from September 1999
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
Set up an RSS feed
Create a link to this page
Copy and paste this link tag into your Web page or blog:
Journal of Advertising Research archives from September 1999
Editorial: emerging trends.(Editorial)
September 1, 1999... TWO TRENDS are emerging in advertising measurement. Trend one: Especially for packaged goods, data supplied by scanners offer marketers the option of essentially ignoring attitudes and similar personal variables. Instead, we can now go...
Exposure to sales flyers and increased purchases in retail supermarkets.
September 1, 1999... Results from two studies indicate that exposure to the advertising sale flyer for retail supermarkets is significantly and positively related to the number of advertised products purchased, the amount spent on these products, the number of...
Influences on the purchase of Yellow Page display advertisements.
September 1, 1999... We look at the frequency of display yellow page advertising purchases in 49 major U.S. cities for three different professional services. Unlike most other services marketing and Yellow Pages studies, we examine cross-sectional results across...
Attitude toward the Site.
September 1, 1999... Attitude toward the Ad ([A.sub.AD]) is widely used in studies of traditional mass media advertising. As e-commerce becomes more important, Attitude toward the Site ([A.sub.ST]) will gain parallel status in evaluating effectiveness. In this...
Advertising wearout: what and how you measure matters.
September 1, 1999... Two recent papers in the JAR (Blair and Rabuck, 1998 and Scott and Solomon, 1998) reach seemingly very different conclusions regarding advertising wearout. An analysis of the two papers reconciles the conclusions by showing that the two...
Enhancing the detection of misleading comparative advertising.(Observations)
September 1, 1999... Marketing academics have a long history of providing guidance to those concerned with assessing an ad's ability to mislead consumers. However, few recommendations have been offered regarding the specific measures to be employed in copy tests...
"Subtle servant:" a theme for the next decade.(Observations)
September 1, 1999... The well-documented scarcity of time as the 21st century begins suggests a continued emphasis on services as components of products. At the same time, the social unacceptability of "servants" means that the service components of products are...
A comparison of U.S. and Canadian consumers.(Research Currents)
September 1, 1999... This paper uses data from the PMB database in Canada, the Simmons SMM database in the United States, the 3SC Monitor of the Environics Research Group, and geodemographic analyses undertaken by Compusearch Micromarketing Data and Systems to...
