Journal of Advertising articles from September 1991

Journal of Advertising archives from September 1991

Multiple resource theory and consumer processing of broadcast advertisements: an involvement perspective.
September 1, 1991... Introduction Leigh (1991) has provided an interesting perspective on radio and TV ad processing using Wickens' (1984) multiple resource theory (MRT) as a conceptual basis. The purpose of this paper is to review MRT from an alternative...

Who talks advertising? Literary theory and narrative "point of view."
September 1, 1991... Advertisers can develop more effective communication strategies by selecting the best "who" to present messages. In Lasswell's model of the communication process (1948), the firm itself is the ultimate sender of messages -- the answer to the...

Value-expressive versus utilitarian advertising appeals: when and why to use which appeal.
September 1, 1991... Introduction The two most common approaches used in advertising to influence consumer behavior might be described as value-expressive (image) or symbolic appeal and utilitarian (functional) appeal (Park, Jaworski, and MacInnis 1986;...

Corporate advertising in America: a review of published studies on use, measurement, and effectiveness.
September 1, 1991... Advertising in America has historically been product oriented. However, with the advent of modern corporations with multiple product and/or service offerings, a different type of advertising has appeared, the primary purpose being to promote...

An exploratory study of television advertising practices: do profitability and organization size affect clearance formality?
September 1, 1991... Introduction Local television station managers have more responsibility for advertising clearance due to the demise of the National Association of Broadcasters Television Code (U.S. v. NAB 1982) and the relaxation of the Federal...

Designing effective promotional games: opportunities and problems.
September 1, 1991... Games have increasingly become promotional tools. Marketers of a variety of goods and services use games as crucial parts of their advertising and promotion strategies (Feinman, Blashek, and McCabe 1986; Jagoda 1984). Incentive (1990)...