Journal of Advertising articles from December 1995

Journal of Advertising archives from December 1995

Ad size as an indicator of perceived advertising costs and effort: the effects on memory and perceptions.
December 22, 1995... Introduction Few would argue that a relatively large ad is a powerful attention-grabber. Perhaps more importantly, the size of a print advertisement may convey important brand-related information that consumers use to form purchase-relevant...

Young children's perceptions of cigarette brand advertising symbols: awareness, affect, and target market identification.
December 22, 1995... Background and Study Focus Since the publication of the December 1991 issue of the Journal of the American Medical Association, "Old Joe" the camel has come to symbolize the ongoing controversy about the appropriateness of using trade...

Creating the contrast: the influence of silence and background music on recall and attribute importance.
December 22, 1995... Introduction Considerable research has examined how advertising language influences message effectiveness (cf. Boozer, Wyld and Grant 1992; Burns, Biswas and Babin 1993; Gardial et al. 1993; Stern 1990). Additionally, many studies have...

Television programming and its influence on viewers' perceptions of commercials: the role of program arousal and pleasantness.
December 22, 1995... Introduction While commercials are created in isolation, they are not viewed in isolation. Instead, viewers encounter commercials in the context of television programming rather than as stand-alone segments of information and entertainment....

Effects of global market conditions on brand image customization and brand performance. (includes appendix)
December 22, 1995... For many years, marketing and advertising managers and researchers have wrestled with the issue of customizing versus standardizing as strategies for international markets. Managers can achieve economies of scale, message consistency, and the...

How journal editors view replication research.
December 22, 1995... Replication is an essential part of good science. Discussion of the role of replication has been ongoing in the advertising/consumer behavior/marketing literature since the Arndt article appeared in 1976 (Arndt 1976; Brown and Coney 1976; Brown...