Journal of Advertising articles from September 1996

Journal of Advertising archives from September 1996

Is value associated with initiating new advertising agency-client relations?
September 22, 1996... Investors constantly seek and receive new information about publicly-held firms. They use the new information to revise their information sets and their portfolio holdings, thus causing changes in the market values of the firms. Managers of the...

Tangibility in services advertising: an investigation of verbal versus visual cues.
September 22, 1996... Service businesses have undergone dramatic growth over the past 30 years, and now make up more than 53% of the gross domestic product of the United States (U.S. Bureau of the Census 1995). As this growth continues, demand for research on services...

Matching advertising appeals to culture: the influence of products' use conditions.
September 22, 1996... Understanding cultural differences is often considered a prerequisite for successful international advertising (Keegan 1989). The reasoning is that consumers grow up in a particular culture and become accustomed to that culture's value systems,...

Assessing the media habits and needs of the mobility-disabled consumer.
September 22, 1996... The Americans with Disabilities Act (ADA) gives civil rights protection to individuals with disabilities, prohibiting discrimination against them just as previous legislation prohibited discrimination based on race, sex, national origin, and...

Textual analysis in advertising research: construction and deconstruction of meanings.
September 22, 1996... Here we have the lesson of our epoch, the one that most fascinates us just now - that unlike physics, in which two bodies may not occupy the same space, language is a material in which the same names are capable of supporting several mutually...