Journal of Advertising articles from September 2003

Journal of Advertising archives from September 2003

From the editor.(Editorial)
September 22, 2003... I have been editing The Journal of Advertising for almost six months now and I have learned a tremendous amount over that time period. To begin, I must say that I have enjoyed the job--it is very exciting to read manuscripts that share newly...

The relation between brand-name linguistic characteristics and brand-name memory.
September 22, 2003... One of the functions of advertising is to increase brand awareness, and there are a number of techniques that advertisers may employ to achieve this objective (e.g., frequent brand-name mentions within the ad, frequent placements of ads in...

"Brought to you by Brand A and Brand B": investigating multiple sponsors' influence on consumers' attitudes toward sponsored events.
September 22, 2003... Corporate sponsorship of sports, arts, civic, and cultural events and activities has increased dramatically over the past decade, from $2.5 billion annually in 1990 to an estimated $8.7 billion in 2000 in North America (International Events...

When does humor enhance or inhibit ad responses? The moderating role of the need for humor.
September 22, 2003... Research shows that humor may effect desirable responses by attracting attention, making ads more likeable, and perhaps more memorable (Rossiter and Percy 1997). Nevertheless, research has also shown that humorous ads do not always elicit...

Food for health: the use of nutrient content, health, and structure/function claims in food advertisements.
September 22, 2003... The marketing of food continues to evolve from its promotion as a tasty necessity for life to a potentially health-enhancing experience. Increased interest in the connections between food and health may have been driven by time-challenged...

A test of ad appeal effectiveness in Poland and the United States: the interplay of appeal, product, and culture.
September 22, 2003... Successful advertising is a key requirement for overall success in the international market (de Mooij 1997). This marketing mix tool, which is heavily used in developed markets, has gained popularity and has been supported by growing...

Teenage exposure to cigarette advertising in popular consumer magazines: vehicle versus message reach and frequency.
September 22, 2003... One of the most prominent issues surrounding tobacco advertising is whether tobacco advertisers target teenagers with their advertising and whether this, in turn, causes teens to smoke. Certainly, this is an issue that warrants concern. In...

Firing advertising agencies: possible reasons and managerial implications.
September 22, 2003... This paper examines the possible reasons for and managerial implications of the firing of advertising agencies. The firing of an advertising agency is an important event for the agency and for the client. For the agency, losing just one major...