Journal of Advertising articles from June 2004

Journal of Advertising archives from June 2004

From the editor.(Editorial)
June 22, 2004... I am using this column to update interested parties on the "state of the journal." Tradition suggests that the Editor report on this matter in the Summer issue each year, and I hope to continue that tradition. In many ways, 2003 was a year...

Remembering Kim B. Rotzoll.
June 22, 2004... The death of Kim Rotzoll last November was not the usual situation in which a cherished colleague dies. Such news usually comes long after colleagues have retired, and however active they may have been at one time in an organization clear to...

How advertising practitioners view ethics: moral muteness, moral myopia, and moral imagination.
June 22, 2004... Advertising practitioners face ethical issues that are common to all professionals, but they also encounter issues related to factors unique to advertising. Despite some academic and popular discussion of ethics in advertising, ranging from its...

Spokes-characters: creating character trust and positive brand attitudes.
June 22, 2004... The use of spokes-characters has received increased media attention, with hour-long television programs devoted to addressing their potential benefits to brands. This attention is not surprising, given their prevalence both in historical and...

Imagine yourself in the product: mental simulation, narrative transportation, and persuasion.
June 22, 2004... A recent television ad for a Lexus[R] automobile was filmed from the driver's seat. The car is stopped at an intersection with a car next to it. The announcer says, "Imagine this is your only chance to make an impression. What type of...

Assessing the long-term impact of a consistent advertising campaign on consumer memory.
June 22, 2004... Although most advertising researchers assume that a consistent long-term advertising campaign is an effective way to present a solid enduring image to consumers and maintain a long-term relationship, there is little published research on the...

A theory-based approach for improving demand artifact assessment in advertising experiments.
June 22, 2004... Demand artifact has been an ongoing concern in many fields where researchers work with human subjects in laboratory settings (e.g., Baker 1999; Grossman and Till 1998; Horvat 1986; Lim and Summers 1984; Orne 1962; Sawyer 1975). As expressed by...

Television and Web advertising synergies.
June 22, 2004... Communicators and marketers frequently use multiple communication tools (e.g., advertising, public relations, and direct marketing) or channels (e.g., television, magazines, and the Web) within a single campaign. The ultimate goal of employing...