Journal of Advertising articles from June 2006

Journal of Advertising archives from June 2006

From the editor.
June 22, 2006... As I have done for the last three years, I am using this summer issue "From the Editor" column to update readers on the state of the Journal. The relationship between the Journal's editorial staff and our publisher and printer, M.E....

Sex differences in responses to probability markers in advertising claims.
June 22, 2006... Despite the obvious role of language in communication and persuasion, the marketing literature has surprisingly little to say about how words are used to persuade audiences to accept advertising claims. Although authors such as Cook (1992),...

The differential effects of celebrity and expert endorsements on consumer risk perceptions: the role of consumer knowledge, perceived congruency, and product technology orientation.
June 22, 2006... Celebrity endorsements are widely prevalent in advertisements. According to some estimates, almost 20% of all television advertisements in the United States feature a famous person as an endorser (Agrawal and Kamakura 1995). Some of the...

Estimating confidence bounds for advertising effect duration intervals.
June 22, 2006... This study concerns an analysis of the dynamic effects of current and past advertising on current and future sales. There is general agreement in the marketing literature that advertising positively affects sales. Furthermore, this effect may...

The influence of metaphors and product type on brand personality perceptions and attitudes.
June 22, 2006... Marketers use brand personality, the set of human characteristics associated with a brand (Plummer 1985), to establish a unique identity for their brand. Practitioners have testified to the advantages of brand personality in contributing to...

Effects of comparative advertising in high-and low-cognitive elaboration conditions.
June 22, 2006... The research on comparative advertising, wherein a product or service is explicitly compared with that of a competitor, has obtained mixed results. On the one hand, some researchers (e.g., Levine 1976; Shimp and Dyer 1978) found that...

The influence of home page complexity on consumer attention, attitudes, and purchase intent.
June 22, 2006... The Web is an emerging advertising medium (e.g., Brackett and Carr 2001; Berthon, Pitt, and Watson 1996; Yoon and Kim 2001), and organizations are including the Web as part of their advertising and promotional mixes (Nour and Fadlalla 2000)....

Progressive yet traditional: the portrayal of women compared to that of men in e-commerce magazine advertisements.
June 22, 2006... Advertising serves as a form of communication and cultural record that can reflect the social condition and be a constructor of those who view the ads (Kellner 1995). However, this cultural record may not always reflect reality; instead it...

Introduction to the special section on the economic dimensions of advertising media audiences.
June 22, 2006... Advertising is a fundamentally economic activity. Advertisers purchase access to audiences assembled by media organizations, hoping to persuade consumers of media products to become consumers of their products as well. While media economics...

Generational and regional differences in media consumption patterns of Chinese Generation X consumers.
June 22, 2006... Many multinational corporations (MNCs) target young, urban consumer segments in emerging economies because these young consumers, when compared with previous generations, are better educated, have greater disposable incomes, consider...

Effectiveness of advertising in different media: the case of U.S. Army recruiting.
June 22, 2006... The U.S. Army spends about $100 million per year on advertising to promote its recruiting efforts, and a similar amount is spent by the other armed services together. These advertising activities raise several questions, including the...

Modeling the audience's banner ad exposure for internet advertising planning.
June 22, 2006... As market players take a more realistic view of the Internet as a medium for advertising nowadays, an array of metrics has been introduced specifically for Internet advertising (Bhat, Bevans, and Sengupta 2002). However, given these...