Journal of Advertising articles from September 2002

Journal of Advertising archives from September 2002

From the guest editor.(Editorial)
September 22, 2002... Special Issue on Advertising and the New Media In general terms, new media have entered our lives ever since the birth of communication. From the early days of radio to television to VCRs, the newest media are introduced continuously and...

Managing the power of curiosity for effective Web advertising strategies.
September 22, 2002... A primary challenge in creating effective advertising is to ensure that the advertisement not only attracts the target consumer's attention, but also generates interest and educates the consumer about product benefits and positioning (cf....

The netvertising image: Netvertising Image Communication Model (NICM) and construct definition.
September 22, 2002... Research on Internet advertising, a phenomenon barely a decade old (Leigh 2000), lacks both a theoretically grounded definition of "image," here called the netvertising image (Stern 2001), and an image communication model. When the first model...

Measures of perceived interactivity: an exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity.
September 22, 2002... The word "interactive" is often used as a synonym for new media such as the World Wide Web. Advertising practitioners and researchers use the phrase "interactive advertising" to describe Internet or Web-based advertising. However, despite the...

Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention: the mediating role of presence.
September 22, 2002... Internet advertising has evolved dramatically since its inception in 1994 when the first banner ads appeared on the Hotwired site (Adams 1995). Although banner ads are still a dominant type of Internet advertising, their share decreased from...

Banner advertisement pricing, measurement, and pretesting practices: perspectives from interactive agencies.
September 22, 2002... Introduction Within a short span of six years, the Internet has evolved into an important medium for advertisers and marketers for both branding and direct-selling purposes. As a central part of the fast expanding digital economy, the...

Choosing the right mix of on-line affiliates: how do you select the best?
September 22, 2002... Introduction On-line commerce has experienced a downturn in the recent past. Forrester Research reports that, whereas total on-line sales were close to $4 billion in June 2000, they were only about $3 billion in June 2001 (Forrester...

Forced exposure and psychological reactance: antecedents and consequences of the perceived intrusiveness of pop-up ads.
September 22, 2002... The idea that, for every action, there is an equal and opposite reaction has been termed reactance in psychology literature. Reactance theory is a social psychological theory that explains human behavior in response to the perceived loss of...

Measuring users' Web activity to evaluate and enhance advertising effectiveness. (Research In Brief)d.
September 22, 2002... Web advertisers must make decisions about the effectiveness of their Web site as a communication medium or of a Web-based ad campaign, whereas academics need to use comparative measures in their research of Web users' attitudes and behaviors....