Journal of Advertising articles from December 2006

Journal of Advertising archives from December 2006

From the editor.(Editorial)
December 22, 2006... As many of you know, I complete my editorial duties for the Journal of Advertising on December 31, 2006. During my term as Editor, I have had the pleasure of associating with a number of very special people. I have been very lucky to work with...

The power of numbers: investigating the impact of event roster size in consumer response to sponsorship.
December 22, 2006... Marketers have long acknowledged potential benefits of symbiotic marketing, which involves two or more firms working together for mutual benefit (Adler 1966). This phenomenon has recently attracted renewed research attention, with topics...

Interactivity and its facets revisited: theory and empirical rest.
December 22, 2006... Internet-based advertising has been growing by leaps and bounds, with its year-on-year growth "vastly outstripping any other media channel" according to the Internet Advertising Bureau (Pilkington 2004). The evidence, however, is that the full...

A further assessment of indirect comparative advertising claims of superiority over all competitors.
December 22, 2006... A fundamental consideration in the development of advertising strategy involves competitive positioning. At one extreme, advertising can act as if the advertised brand exists in a competitive void through the use of a noncompetitive positioning...

Examining the influence of telepresence on spectator and player processing of real and fictitious brands in a computer game.
December 22, 2006... "Where have all the young men gone?" asked advertisers after reviewing television ratings for the 2003-2004 season (Shields 2005). It seems that the answer may be found in games. About 150 million people in the United States, or 63% of the...

On the potential for advertising to facilitate trust in the advertised brand.
December 22, 2006... Research has found that trust affects consumers' value perceptions (Sirdeshmukh, Singh, and Sabol 2002), impacts consumers' choices (Erdem and Swait 2004), and enhances brand commitment and loyalty (Chaudhuri and Holbrook 2001). Such findings...

Responses to humorous ads: does audience involvement matter?
December 22, 2006... Fundamental to the practice of employing humor in advertising is the belief that humor helps influence audience responses to the ad and the advertised product in a direction favorable to the advertiser. This belief has led to the popularity of...

Different positive feelings leading to different ad evaluations: the case of coziness, excitement, and romance.
December 22, 2006... Beginning in the 1980s, several researchers have demonstrated that, next to cognitions, feelings could also play an important role in the formation of judgments on advertising (Batra and Ray 1986; Burke and Edell 1989; Fabrigar and Petty 1999;...

The effectiveness of "in-game" advertising: comparing college students' explicit and implicit memory for brand names.
December 22, 2006... The expansion of the video and computer game industry has made advertisers aware of the potential of video and computer games as an advertising vehicle (Kelly 2003). The placement of brands in games is called "in-game advertising." It is...

Use and effectiveness of billboards: perspectives from selective-perception theory and retail-gravity models.
December 22, 2006... Recent years have seen growth in outdoor advertising revenues. According to the Outdoor Advertising Association of America, annual revenues were $2.8 billion in 1993; over the following 10 years, expenditures almost doubled, increasing to $5.5...