Journal of Advertising articles from March 1992

Journal of Advertising archives from March 1992

Viewer preference segmentation and viewing choice models for network television.
March 1, 1992... Individual viewing decisions have a direct impact on the media planning of television advertisers and, consequently, on the revenues of the major television networks. This paper represents an attempt to better understand these decisions. We use...

Message framing and the interrelationships among ad-based feelings, affect, and cognition. (includes appendix)
March 1, 1992... Introduction The distinction between affective and cognitive responses to advertising is well-established (e.g., Burke and Edell 1989; Mackenzie, Lutz and Belch 1986; Park and Young 1986). Recently, this stream of research has...

Consequences of an unpleasant experience with music: a second-order negative conditioning perspective.
March 1, 1992... This research examines the undesirable effects that an unpleasant experience with a musical composition can have on consumers' attitudes toward a brand that is subsequently associated with the music in an advertising-type relationship. Results...

Separate, but not equal: racial segmentation in cigarette advertising.
March 1, 1992... The ethnic segmentation of the cigarette market is currently controversial, but not a new phenomenon. A census of 540 cigarette ads from 1950-1965 Ebony magazines, compared to a matched sample from Life, reveals segmented and segregated...

Decision support for media selection using the analytic hierarchy process.
March 1, 1992... This paper addresses the media selection problem, a special form of resource allocation problem. After reviewing characteristics of media decisions and existing analytical approaches, two approaches incorporating the analytic hierarchy process...