Journal of Advertising articles from September 1995

Journal of Advertising archives from September 1995

Does TV advertising really affect sales? The role of measures, models, and data aggregation.
September 22, 1995... Marketers continue to spend large amounts of money on advertising, which is one of the most important and visible marketing tools. Advertising is generally thought to have a current-period influence on sales, called the current effect, and a...

Enhancing the efficacy of split thirty-second television commercials: an encoding variability application.
September 22, 1995... Most television commercials today are in a 30-second format, but shorter commercials (less than 30 seconds) have become increasingly popular. In 1992, 32% of all television commercials were 15 seconds long (Arbitron Annual Report 1992). One...

Brand equity, brand preference, and purchase intent.
September 22, 1995... Introduction Factories rust away, packages become obsolete, products lose their relevance. But great brands live forever. - Backer Spielvogel Bates The cost of bringing a new brand to market is approximately $100 million (Ourusoff 1992),...

How magazine articles portrayed advertising from 1900 to 1940.
September 22, 1995... Introduction Advertising has been a target of criticism for decades (Fullerton and Nevett 1986; Pollay and Mittal 1993; Steiner 1976). The criticism has been related not only to advertising's intended effects on society, but also its...

Standardized multinational advertising: the influencing factors. (includes appendix)
September 22, 1995... Although the final decision regarding standardization is always the client's, clients hire agencies to develop advertising strategies and executions and advise them (clients) on their use. The purpose of this study is to determine why, and to...

Opportunities for involvement research: a scale-development approach.(Research Note)
September 22, 1995... The Journal of Advertising has published a variety of articles on involvement. Researchers have focused on conceptualizing involvement (cf. Andrews, Durvasula, and Akhter 1990; Zaichkowsky 1986), measuring involvement (e.g., Zaichkowsky 1994),...