Journal of Advertising articles from March 2008

Journal of Advertising archives from March 2008

Projecting authenticity through advertising: consumer judgments of advertisers' claims.(Report)
March 22, 2008... The use of the term "authenticity" in brand-related advertising has taken on new meaning in recent times. Originally used to reassure consumers of the genuine article (Beverland 2005b), modern uses of the term go beyond such claims, seeking to...

The pursuit of self-regulatory goals: how counterfactual thinking influences advertising persuasiveness.(Report)
March 22, 2008... The persuasiveness of an advertising message is often a joint function of the audience members' processing of the ad and their cognitive activities prior to ad exposure. Previous research has shown that the cognitive activities consumers engage...

Effects of susceptibility to normative influence and type of testimonial on attitudes toward print advertising.(Report)
March 22, 2008... Testimonials are a popular advertising tactic. For example, in a content analysis of 95 green television ads, Iyer and Banerjee (1994) found that testimonials represented the third most common advertising tactic (15% of ads), after emphasizing...

Salient effects of publicity in advertised brand recall and recognition: the list-strength paradigm.(Report)
March 22, 2008... Strategies to generate publicity from advertising campaigns, which have been frequently used by political media consultants, have become a common practice in the repertoire of product and service markets since the 1990s (Harris 1998; Rothenberg...

Airport advertising effectiveness: an exploratory field study.(Case study)
March 22, 2008... U.S. air traffic has increased nearly 20% since its low following the September 11, 2001, attacks in New York and Washington, DC (BTS 2007). Many businesses are once again reallocating a significant portion of their advertising budget to...

Goal orientation and comparative valence in persuasion.(Report)
March 22, 2008... Because advertisers often want to enhance their audience's perception of the difference between their own brand and competitive brands, comparative advertising, an effective way to attain this goal, has emerged as an important research focus...

When product placement goes wrong: the effects of program liking and placement prominence.(Report)
March 22, 2008... Product placement has a number of advantages over traditional television advertising. One of the most important is that viewers cannot avoid exposure to the placements. Research studies investigating product placements reveal effects that are...

Evaluation of Internet advertising research: a bibliometric analysis of citations from key sources.(Table)(Report)
March 22, 2008... In 1993, the Internet burst into public consciousness. The introduction of the Web browser made the Internet more user friendly than it had been in the 1970s and 1980s when it was dominated by scientists and researchers. By the mid 1990s, many...

The Hidden Persuaders: then and now.(Report)
March 22, 2008... In Perloff's day, the idea of "hidden persuaders" was indeed a matter of bluff and, to some extent, hysteria. But no longer. If researchers had a responsibility in 1964 to serve the consumer, how much more of a responsibility is...

Responsibility and brand advertising in the alcoholic beverage market: the modeling of normative drinking behavior.(Report)
March 22, 2008... Moderate consumption of alcoholic beverages is the norm in the United States. Roughly two-thirds of the American public "has occasion to use alcoholic beverages," and this has been the case since the Gallup Organization first began tracking the...

How the digital video recorder (DVR) changes traditional television advertising.(Report)
March 22, 2008... The digital video recorder (DVR) (1) enables a television viewer to easily skip past television advertisements. In June 2007, DVR penetration was estimated at 17% of U.S. households (Steinberg and Hampp 2007). The fundamental effect of DVR...