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Journal of Advertising articles from June 2001
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Journal of Advertising archives from June 2001
The Role of Myth in Creative Advertising Design: Theory, Process and Outcome.
June 22, 2001... In an empirical study using five real-world creative teams from an advertising agency, participants were given a strategic brief for a new beverage product and asked to design the layout for a print ad. Think-aloud concurrent protocols obtained...
Understanding the Mental Representations Created by Comparative Advertising.
June 22, 2001... Despite theories suggesting that the cognitive impact of comparative advertisements differs from that of noncomparative ads, little progress has been made toward empirically understanding the types of mental representations engendered by these...
Exploring Managers' Perceptions of the Impact of Sponsorship on Brand Equity.(Polling Data)(Statistical Data Included)
June 22, 2001... Sponsorship of sporting and other events has become an increasingly popular marketing communications vehicle. However, little research has investigated how sponsorship participation is beneficial to a firm and its brands. This study explores...
The Unpredictable Audience: An Exploratory Analysis of Forecasting Error for New Prime-Time Network Television Programs.(Statistical Data Included)
June 22, 2001... This article investigates possible determinants of forecasting error for new prime-time network television programs. Each season, advertising industry forecasters attempt to predict the audience shares for new fall programs. Advertising...
Organizational Buying and Advertising Agency-Client Relationships in China.(Statistical Data Included)
June 22, 2001... The 1980s and 1990s have seen the development of an interesting, diverse, and relevant body of literature on the advertising agency-client relationship. In recent times, an area of focus has been the application of organizational buying...
Signaling Quality and Credibility in Yellow Pages Advertising: The Influence of Color and Graphics on Choice.(Illustration)(Statistical Data Included)
June 22, 2001... This research investigates the ability of color and graphics to convey information about quality and credibility and their influence on choice in Yellow Pages advertising. In Experiment 1, participants exposed to Yellow Pages ads across three...