Journal of Advertising articles from December 2007

Journal of Advertising archives from December 2007

From the editor.(Editorial)
December 22, 2007... I am penning this column at roughly the halfway point for 2007. At this six-month mark, we have already received about 90 submissions. Having had discussions with two past Journal of Advertising editors who recalled receiving about 100...

A data-overlay approach to synthesizing single-source data.(Report)
December 22, 2007... Throughout the 1980s and into the 1990s, single-source data was a popular topic in the literature on media planning (Assael and Poltrak 1991, 1993, 1994, 1996, 2002; Cannon and Seamons 1995; Eskin 1985; Garrick 1984, 1986; Lu and Kiewit 1987;...

Cause-related marketing (CRM): the influence of donation proximity and message-framing cues on the less-involved consumer.(Report)
December 22, 2007... Categorized as sponsorships, cause-related marketing (CRM) involves profit-motivated giving and enables firms to contribute to nonprofit organizations while also increasing their bottom line by tying those contributions to sales (Dean 2004;...

The effects of dual-task processing on consumers' responses to high- and low-imagery radio advertisements.(Report)
December 22, 2007... It has often been assumed in the radio industry that high-imagery ads (i.e., ads that elicit visual images in the minds of readers/viewers/listeners) produce more bang for the buck than their low-imagery counterparts. Witness, for example, the...

Exploring the dimensions of proactivity within advertising agency-client relationships.(Report)
December 22, 2007... How should agency personnel manage relationships with their clients to effect renewal? Although research over the last 25 years suggests that agencies that take the initiative within relationships are rated highly by clients (Davies and Prince...

I spy a sponsor: the effects of sponsorship level, prominence, relatedness, and cueing on recall accuracy.(Report)
December 22, 2007... There is no doubt that sponsorship is growing and becoming a stable part of the communications mix for many firms. There is also no doubt that sponsorships can provide value to sponsoring firms (e.g., differentiating the brand and adding...

Effects of product placement in on-line games on brand memory: a perspective of the limited-capacity model of attention.(Report)
December 22, 2007... Advances in technology (i.e., expanded television channels from cable and satellite transmission, remote control, VCR, DVR) have made it increasingly easier for consumers to avoid traditional advertising messages. As a result, brands have had...

The effects of advertising and brand value on future operating and market performance.(Report)
December 22, 2007... In this paper, we investigate the impact of advertising and brand value on future operating and market performance. Key intangible assets such as brand value (or brand equity), product differentiation, and goodwill are the outcomes of...

Psychometric properties of the Schlinger Viewer Response Profile (VRP): evidence from a large sample.(Report)
December 22, 2007... Advertisers in the United States spent $128.3 billion in 2003, with network, spot, and cable television spending accounting for 38.1% of the total, some $48.9 billion (TNS Media Intelligence/CMR 2004a, 2004b). The same source also stated that...

Psychophysiological and memory effects of negative political ads: aversive, arousing, and well remembered.(Report)
December 22, 2007... Negative political advertisements elicit a lot of attention from pundits, reformers, and scholars. Unfortunately for critics, there remains a consensus that negative political ads work, as Sabato (1981) pointed out more than two decades ago....

An exploratory investigation of consumers' perceptions of wireless advertising.(Report)
December 22, 2007... The growth of mobile commerce (m-commerce) offers U.S. companies exciting communication opportunities. With the advent of wireless advertising, the dynamics of business-to-consumer relationships can be greatly enhanced. Wireless advertising...

Harlow Gale and the origins of the psychology of advertising.
December 22, 2007... Harlow Stearns Gale (1862-1945) was a seminal thinker about the psychology of advertising in the midst of the advertising era called the "Modern Period" by advertising research pioneer Daniel Starch. These were the years from 1850 to 1911...