Journal of Advertising articles from June 1996

Journal of Advertising archives from June 1996

The information content of advertising: a meta-analysis.
June 22, 1996... The evidence on consumer attitudes toward advertising shows that consumers prefer advertising that helps in decision making (Zanot 1984). Providing information that differentiates a brand from its competitors tends to increase commercial recall,...

Exploring the construct of organization as source: consumers' understandings of organizational sponsorship of advocacy advertising.
June 22, 1996... Advocacy advertising is a competitive business tool that marketers and organizations use to affect public opinion and create an environment more favorable to their position. For example, major drug manufacturers used advocacy advertising...

Affect intensity and the consumers' attitude toward high impact emotional advertising appeals. (includes appendices)
June 22, 1996... One of the most critical concerns advertisers express about television advertising is the potential decline of the persuasive impact of TV spots because of increasing clutter in the media environment. To make advertising appeals more distinctive...

Music and lyrics in commercials: a cross-cultural comparison between commercials run in the Dominican Republic and in the United States.
June 22, 1996... Introduction Relatively few studies in advertising have had music as the central focus. Bruner (1990) noted that as of 1990 fewer than 20 studies in marketing had concentrated on music. None of those studies examined the role of lyrics. Most...

Increasing brand name recall in print advertising among Asian consumers.
June 22, 1996... Perhaps the most distinctive skill of professional marketers is their ability to create, maintain, protect, and enhance brands (Kotler and Armstrong 1996). Clearly, brands differ in the amount of power and value they have in consumers' minds...