Journal of Advertising articles from June 2003

Journal of Advertising archives from June 2003

From the editor.(Editorial)
June 22, 2003... It is my pleasure to assume the editorship of the Journal of Advertising. I am humbled by the American Academy of Advertising's trust in me to perform the duties associated with this important position. I would like to take this...

Account planners' views on how their work is and should be evaluated.
June 22, 2003... A relatively recent development in the U.S. advertising industry, account planning is aimed at generating strategic insights during three key phases of the campaign process: strategy generation, creative development, and campaign evaluation....

And now, a word from our sponsor: a look at the effects of sponsored content and banner advertising.
June 22, 2003... According to a recent Jupiter Communications report (Peach, Blank, and Grahn 2002), on-line ad spending is expected to reach $14 billion by 2007, making the Internet the fourth largest advertising communication medium. This growth is fueled by...

On the use of time expressions in promoting product benefits: the metaphoric and the Literal.
June 22, 2003... The theme of time is increasingly used by advertisers to convey product benefits, indicative of the accelerating societal time concern that accompanies industrialization and urbanization (Gross and Sheth 1989). Rich evidence has been...

Long-term effects of television advertising on sales of consumer durables and nondurables: the case of China.
June 22, 2003... All advertising is nor designed to lead directly to sales. For example, some advertising may be aiming for long-term brand-image building. Whether it is designed for short-term or long-term purposes, advertising's effectiveness lies in its...

Party bias in political-advertising processing: results from an experiment involving the 1998 Taipei Mayoral Election.
June 22, 2003... The processing of political advertising is inherently complex. Variations in the environment in which political advertising operates make it difficult to detect the effects of advertising, and differences in voters make examinations even more...