Journal of Advertising articles

Recent articles from Journal of Advertising

Stay away from me: examining the determinants of consumer avoidance of personalized advertising.
March 22, 2012... Today, the advanced development of information-processing technology allows advertisers to shift the focus of their efforts from traditional mass advertising to personalized advertising to deliver messages tailored to individual preferences. In this study, we define personalized advertising as...

It's not whether you win or lose; it's how the game is played: the influence of suspenseful sports programming on advertising.(Cover story)
March 22, 2012... From crime dramas to scary movies, suspense plays a central role in many types of television programs. Unique among programs featuring suspense are sporting events (Peterson and Raney 2008). In contrast to scripted programs, in which the hero typically survives, sporting events are unscripted,...

The role of accent standardness in message preference and recall.
March 22, 2012... Companies often use different accents in their marketing communications and accents typically represent a strategic choice. For example, current Orbit chewing gum television ads feature a woman who stops shoppers and, in a British accent, asks, "Do you have a dirty mouth?" Does her British...

Spokescharacters: how the personality traits of sincerity, excitement, and competence help to build equity.
March 22, 2012... Advertisers have long been involved with developing spokescharacters, considering them as creative elements that promote brand differentiation and avoid brand parity. Here, spokes-characters are defined as humanlike visual images that can symbolically convey a brand's attributes, benefits, or...

Change in a sponsorship alliance and the communication implications of spontaneous recovery.
March 22, 2012... Marketing has embraced the potential value of strategic alliances for decades. Strategic alliances can be viewed as a form of interorganizational cooperative strategy that "entails the pooling of specific resources and skills by the cooperating organizations in order to achieve common goals, as...