Journal of Advertising articles from June 2005

Journal of Advertising archives from June 2005

From the editor.(Editorial)
June 22, 2005... I am using this column to update readers on the state of the Journal As noted in my Summer 2004 "From the Editor" column, tradition suggests that I provide an update of the Journal's status in the Summer issue each year. The Journal and...

Indirect persuasion in advertising: how consumers process metaphors presented in pictures and words.(research on indirect marketing)
June 22, 2005... In current advertising practice, it is rare to find magazine ads that lead off with a direct verbal claim such as "Tide gets clothes clean." Instead of straightforward claims that a brand possesses some attribute or delivers some benefit, one...

Sponsorship-linked marketing: opening the black box.
June 22, 2005... Research on sponsorship-linked marketing spans several literatures, including the marketing subdiscipline areas of advertising, consumer behavior, and strategy, as well as sports management, human movement sciences, and the social sciences....

Sociolinguistic effects on code-switched ads targeting bilingual consumers.
June 22, 2005... Some studies in marketing have begun to explore the influence of language on information processing and, in particular, on memory processes (e.g., Schmitt, Pan, and Tavassoli 1994; Schmitt and Zhang 1998; Tavassoli 1999). That research...

Internet uses and gratifications: a structural equation model of interactive advertising.
June 22, 2005... There is little doubt that the Internet has experienced an exponential growth in the number of users and has created enormous increases in its marketing and communication applications during a considerably short period of time. The Internet is...

Banner advertiser--Web site context congruity and color effects on attention and attitudes.
June 22, 2005... The changes in the way that advertisers are integrating Internet advertising into their overall efforts is indicative of the growing maturity of the medium. We look for the continued evolution of new and effective ad formats to aid in the...

Lessons from the rich and famous: a cross-cultural comparison of celebrity endorsement in advertising.
June 22, 2005... Today's American society is said to be fascinated with celebrities (Schickel 1985). Many successful individuals from a variety of fields, ranging from entertainment to sports, cuisine, business, and politics, are often elevated to celebrity...

Cross-cultural comparisons of interactivity on corporate Web sites: the United States, the United Kingdom, Japan, and South Korea.
June 22, 2005... The advent of the Internet has provided more opportunities and applications for advertisers and marketers in their strategy development because of its advantageous properties such as interactivity, low setup costs, global coverage, and so forth...

Perspectives on advertising research: views from winners of the American Academy of Advertising Outstanding Contribution to Research Award.
June 22, 2005... Advertising across traditional and new media continues to contribute significantly to the marketing activities of most goods and services. In 2003, overall advertising expenditures in the United States reached over $245 billion (Newspaper...