Journal of Advertising articles from March 2007

Journal of Advertising archives from March 2007

Understanding the role of idiosyncratic thinking in brand attitude formation: the dual interference model.
March 22, 2007... Advertising researchers have long had an interest in understanding the amount and type of cognitive elaboration that occurs in response to a persuasive communication. On exposure to an advertisement, viewers are assumed to generate various...

The relative effectiveness of comparative and noncomparative advertising: evidence for gender differences in information-processing strategies.
March 22, 2007... Comparative appeals are commonly employed in advertising and are believed to have many strategic advantages over noncomparative appeals. For example, comparative advertising can effectively encourage consumers to engage in relative judgments,...

Comparing the application of integrated marketing communication (IMC) in magazine ads across product type and time.
March 22, 2007... During the last decade of the twentieth century, the concept of integrated marketing communications (IMC) received considerable attention from practitioners and academics alike, and that interest has continued into the new millennium (e.g.,...

The influence of humor strength and humor-message relatedness on ad memorability: a dual process model.
March 22, 2007... Following the early research on humor in advertising (e.g., Duncan 1979; Speck 1987; Sternthal and Craig 1973), numerous studies have attempted to explain the relationship between humor and ad outcomes (e.g., Alden and Hoyer 1993; Alden,...

Contextual priming and applicability: implications for ad attitude and brand evaluations.
March 22, 2007... Most of the commercial messages that consumers are exposed to today are placed in media contexts such as news, entertainment, or other advertisements or commercials. These contexts, in turn, may have a significant impact on how advertising...

Simply captivating: understanding consumers' attitudes toward the cinema as an advertising medium.
March 22, 2007... Advertising expenditure in the United States is projected to reach $292 billion by the end of 2006 (Sanders 2005). Despite increased advertising spending, however, reaching many key target markets has become difficult in recent years (Ewing and...

The power of affective response and cognitive structure in product-trial attitude formation.
March 22, 2007... "The joy of driving isn't something you can get from a catalog.... Quality and versatility can't be experienced through TV commercials," said Alain Visser, head of European marketing at Opel (a European subsidiary of General Motors Corp.), when...

The effects of information sources on consumer reactions to direct-to-consumer (DTC) prescription drug advertising: a consumer socialization approach.
March 22, 2007... After the recent Vioxx recall incident, direct-to-consumer (DTC) advertising for prescription drugs now faces increasing criticism at various levels of society. DTC advertising of prescription drugs refers to any promotional effort by a...

The effects of program involvement on commercial exposure and recall in a naturalistic setting.
March 22, 2007... Traditionally, information about size and composition of the program audience, provided by audience measurement services such as A.C. Nielsen, serves as the basic currency in negotiations between buyers and sellers of television ad time. It is...

Erratum.(Correction notice)
March 22, 2007... Due to a manufacturing error, some pages in the winter 2006 (vol. 35, no. 4) issue omitted some text in table notes. Readers wishing to obtain corrected pages should contact custserv@mesharpe.com. (Subscribers with access to Metapress will find...