Journal of Advertising articles from December 1994

Journal of Advertising archives from December 1994

The death of advertising. (Notes and Comments)
December 1, 1994... Advertising on its Deathbed Never has advertising appeared so pale and lifeless. Advertising expenditures as a percentage of personal consumption expenditures peaked in 1984, and have been trending down ever since (McCann-Erickson, cited in...

A Content Analysis of Animation and Animated Spokes-Characters in Television Commercials.(Statistical Data Included)
December 1, 1994... This study employed content analysis to examine animation and animated spokes-characters in television advertising. The majority of spokes-characters observed in this study were humans, animal personifications, or product personifications....

Advertising to Investors: The Effect of Financial-Relations Advertising on Stock Volume and Price.
December 1, 1994... Financial-relations advertising is a major type of corporate advertising, yet little research has addressed its effectiveness. The authors use a time-series approach to study the effect of financial-relations advertising an stock trading volume...

Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues.
December 1, 1994... This research explores a growing genre of marketing communication, labeled hybrid messages, which creatively combine key advantages (and avoid key disadvantages) inherent in advertising and publicity messages. Several types of hybrid messages...

Awareness of Sponsorship and Corporate Image: An Empirical Investigation.(Statistical Data Included)
December 1, 1994... Corporate sponsorship is growing in importance as an element of the communications mix. The number of companies participating in sponsorship, as well as corporate expenditures for sponsoring events, is on the rise as organizations seek new ways...

The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising.(Illustration)(Statistical Data Included)
December 1, 1994... The conceptualization of the Personal Involvement Inventory was a context-free measure applicable to involvement with products, with advertisements, and with purchase situations. The empirical work to develop this measure was mainly validated...

Crisis in Advertising?
December 1, 1994... Crisis in Advertising? The word "crisis" (Stewart 1992) may be too strong to describe the current situation in the advertising industry, but no one can deny that these are trying times for advertisers. Current trends in the industry are indeed...