Journal of Advertising articles from June 1992

Journal of Advertising archives from June 1992

Discrimination vs. avoidance: "zipping" of television commercials.
June 1, 1992... One of the more pressing problems facing television advertisers today is zipping: fast-forwarding viewers through commercials when playing a pre-recorded or rented videotape. This paper presents the results of laboratory and field...

The effects of preference heterogeneity and source characteristics on ad processing and judgements about endorsers. (includes appendix)
June 1, 1992... This article examines the influence of experienced and similar sources on consumer attitudes and intentions for services that vary on preference heterogeneity (the extent to which consumer tastes and preferences vary across consumers). Two...

Depth versus breadth strategies for global brand image management.
June 1, 1992... Developing and maintaining a brand image is vital to any successful marketing and communication campaign. An image that clearly communicates the needs satisfied by the brand contributes to brand equity and helps combat brand parity. The...

The adaptive information processing hypothesis: accounting for the V-shaped advertising response function.
June 1, 1992... Previous research at Anheuser-Busch reported that the relationship between advertising expenditures and sales can exhibit a V-shaped pattern, with greater sales at both increased and reduced levels of advertising expenditures. While the...

Evidence for predicting the effectiveness of value-expressive versus utilitarian appeals: a reply to Johar and Sirgy. (J.S. Johar and M. Joseph Sirgy's 1991 article 'Value-Expressive Versus Utilitarian Advertising Appeals: When and Why to Use Which Appeal')
June 1, 1992... In a recent paper, Johar and Sirgy have proposed a hypothesis that value-expressive advertising appeals are persuasive when the product is value-expressive, whereas utilitarian appeals are persuasive when the product is utilitarian. Johar and...

Modality congruence, multiple resource theory and intermedia broadcast comparisons: an elaboration.
June 1, 1992... Relevant research literature and theoretical bases on the effects of message congruence among multiple stimulus modalities are reviewed to demonstrate the importance of modality congruence to the subject of comparisons between TV and radio...

Some observations and thoughts on the founding and early years of the 'Journal of Advertising.'
June 1, 1992... Attempts to fund a Journal of Advertising began in the early 1960s, largely through the efforts of C.H. Sandage. Although not successful in getting foundation funds, Sandage was instrumental in publishing Occasional Papers in Advertising as a...