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Journal of Advertising Research articles from September 2003
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 September 2003
Editorial: age-specific or cohort?(Editorial)
September 1, 2003... As you can SEE, much of this issue is devoted to research among young people and students. Yes, our editorial policy is to reject research among students that purports to be applicable to the general population. But here we are. First, we...
Factors affecting online advertising recall: a study of students.
September 1, 2003... In this article we examine factors that might impact on web advertising recall and recognition. These factors include the viewing mode, duration of page viewing, and web page context factors, including text and page background complexity and...
Does it pay to shock? Reactions to shocking and nonshocking advertising content among university students.
September 1, 2003... Although the use of shocking content in advertising appeals has been widely adopted, the effectiveness of such communication strategies has not been empirically investigated. In two laboratory studies, conducted in the context of HIV/AIDS...
Time versus pause manipulation in communications directed to the young adult population: does it matter?
September 1, 2003... In verbal, one-way marketing communication, e.g., radio advertising, the only cues that the target customer has are voice related. Competitive and financial considerations dictate that advertisers use the most cost-effective means to...
Email advertising: exploratory insights from Finland.
September 1, 2003... Since the advent of the internet, much speculation has ensued regarding its tangible benefits to business. This article looks at the effectiveness of email advertising to promote information to consumers. Within this email promotion context,...
Developing a cost-effective brand loyalty program.
September 1, 2003... What makes a brand loyalty program successful or cost-effective? Interviews of 41 managers of brand loyalty programs were conducted to establish the best practices for such programs. Following this, a study of 132 brand managers and a study...
Estimating advertising effects on sales in a competitive setting.
September 1, 2003... Over the last several decades, advertising effects on sales have been studied without appropriately taking into consideration competitors' advertising activities. As a result, advertisers often instinctively match competitors' spending...
Gender and e-commerce: an exploratory study.
September 1, 2003... The authors consider the role of gender as it relates to e-commerce and offer a conceptual framework that attempts to explain why women are less satisfied than men with the online shopping experience. Perceived emotional benefits are...
Message order effects and gender differences in advertising persuasion.
September 1, 2003... This article demonstrates how presentation order, gender, and value relevance can influence advertising processing under different viewing situations. One study found that message order and gender influenced message persuasion: under...
