Journal of Advertising articles from March 1997

Journal of Advertising archives from March 1997

The impact of information level on the effectiveness of U.S. and Korean television commercials.
March 22, 1997... Several marketing scholars have stressed the importance of culture in analyzing consumer response to marketing stimuli in different countries (see, e.g., Clark 1990; Cavusgil and Kaynak 1983; Farley and Lehmann 1994; Green and Langeard 1975;...

The effects of negative comparative political advertising on candidate evaluations and advertising evaluations: an exploration.
March 22, 1997... Scholars, journalists, and political observers have voiced strong concerns about the detrimental impact of negative campaign tactics, especially negative political advertising, on political participation and democratic processes (Ansolabehere...

Does advertising clutter have diminishing and negative returns?
March 22, 1997... Is advertising clutter an evil or a blessing to the media industry? That question has generated controversy among academics and practitioners alike. On the one hand, advertising brings revenue to the media; on the other hand, advertising...

Why media matter: toward a richer understanding on consumers' relationships with advertising and mass media.
March 22, 1997... A substantial portion of advertising research has focused on the processes consumers use to decode the information conveyed in an advertisement and/ or the situational factors that influence consumers' processing strategies (Coupey 1994;...

Consumer eye movement patterns on yellow pages advertising.
March 22, 1997... In 1992, yellow pages directories were a $9.4 billion information services business that reached 98% of American households (Mangel 1992). They are the fourth largest advertising medium in the United States after television, newspaper, and...