Journal of Advertising articles from September 1993

Journal of Advertising archives from September 1993

Comprehension and perceived believability of seals of approval information in advertising.
September 1, 1993... In January, 1990, the American Heart Association (AHA) launched "HeartGuide," a new food certification program. Under development since 1987, HeartGuide aspired toward educating consumers about saturated fat, sodium, and cholesterol in foods by...

Advertising clearance practices of radio stations: a model of advertising self-regulation.
September 1, 1993... Advertising self-regulation has been identified by many as an effective and efficient tool for curbing excesses in advertising (Colford 1987; Zanot 1985). However, advertising self-regulation programs have minimal impact if they lack power or...

A content analysis of environmental advertising claims: a matrix method approach.
September 1, 1993... A growing concern among Americans for protection of the environment has become apparent in recent years and has clearly attracted the attention of companies seeking to profit from environmentally-sound marketing practices. The effort to target...

On the need for relative measures when assessing comparative advertising effects.
September 1, 1993... Does comparative advertising create more favorable impressions about the advertised brand than noncomparative advertising? The answer is "no" according to the opinions of many advertising practitioners (cf. Muehling, Stem, and Raven 1989; Rogers...

The relationship between experimental manipulations and tests of theory in an advertising message involvement context. (includes appendices)
September 1, 1993... In their efforts to define the processes and factors influencing brand attitude formation and change, researchers have often considered advertising message involvement (AMI) to be an important moderating variable. Recent theoretical perspectives...

Understanding the economic factors affecting help-wanted advertising.
September 1, 1993... Introduction Newspaper help-wanted advertising, a commonplace method of recruiting employees, is an advertising success story. The Newspaper Advertising Bureau (NAB 1991) estimates that $347 million worth of help-wanted ads were sold...

Pretesting TV commercials: methods, measures, and changing agency roles.
September 1, 1993... The methods and measures currently used for copy testing advertisements and commercials have a long history in advertising. Historical reviews by two prominent advertising researchers, Benjamin Lipstein (1984-85) and John E. Maloney (1987), trace...