Journal of Advertising articles from March 1989

Journal of Advertising archives from March 1989

Two-sided versus one-sided celebrity endorsements: the impact on advertising effectiveness and credibility.
March 22, 1989... Two-Sided Versus One-Sided Celebrity Endorsements: The Impact on Advertising Effectiveness and Credibility This study examines celebrity endorsements in advertising using a two-sided framework, in terms of the internalization and identification...

Scheduling network television programs: a heuristic audience flow approach to maximizing audience share.
March 22, 1989... Scheduling Network Television Programs: A Heuristic Audience Flow Approach to Maximizing Audience Share A heuristic method for scheduling a television network's programs in order to maximize the network's share of audience, or any other...

Advertising self-regulation: true purpose and limits.
March 22, 1989... Advertising Self-Regulation: True Purpose and Limits The normal reaction to market failures is to expect that "regulatory responses" will solve them. However, in addition to regulation, there are several basic and complementary forms of...

Manipulating message involvement in advertising research.
March 22, 1989... Manipulating Message Involvement in Advertising Research Given the influential role involvement plays in advertising processing, it is important that researchers planning to manipulate the construct take great care in developing their...

Humor in U.S. versus U.K. TV commercials: a comparison.
March 22, 1989... Humor in U.S. versus U.K. TV Commercials: A Comparison A study of the use of humor in U.S. and U.K. television advertising was developed by surveying ad agency executives in the two countries and then by conducting a content analysis of...