Journal of Advertising articles from September 2006

Journal of Advertising archives from September 2006

The relation between script complexity and commercial memorability.
September 22, 2006... ********** In the competitive, increasingly cluttered environment of television advertising, copywriters and art directors strive to create commercials that are memorable. At the same time, copywriters typically write scripts that are not...

Advertising standardization's positive impact on the bottom line: a model of when and how standardization improves financial and strategic performance.
September 22, 2006... ********** During the last few decades, the topic of standardization of advertising has received considerable attention in the academic literature. As Agrawal (1995) noted, the issue has been formally studied for over 50 years, and it is...

Insights from a "failed" experiment: directions for pluralistic, multiethnic advertising research.
September 22, 2006... ********** Peruse a business research database in search of ethnicity and advertising research and you will find studies that pit just about any two groups against each other in an attempt to identify, produce, and explain differences...

Perceived effects of direct-to-consumer (DTC) prescription drug advertising on self and others: a third-person effect study of older consumers.
September 22, 2006... ********** In 1997, pharmaceutical companies gained full access to consumer markets when the Food and Drug Administration (FDA) revised its rules and regulations on television advertising and removed stringent information-disclosure...

The impact of program context on motivational system activation and subsequent effects on processing a fear appeal.
September 22, 2006... ********** There is little doubt that one of the main motivations for tuning in to most prime-time television is to be moved emotionally. Whether looking for a sitcom that makes you laugh out loud, a crime drama that entices you with its...

Do marketers get the advertising they need or the advertising they deserve? Agency views of how clients influence creativity.
September 22, 2006... ********** For marketers seeking creative advertising, conventional wisdom holds that creativity is solely a function of advertising agency expertise (Elliott 2003; White 2003). Many marketers assume that if they do not get highly creative...

An analysis of endorsement effects in affinity marketing: the case for affinity credit cards.
September 22, 2006... ********** Since the early 1990s, the concept of affinity marketing has spawned considerable interest within for-profit organizations across a variety of product and service industries as a means of tapping into the membership base of...

Audience response to product placements: an integrative framework and future research agenda.
September 22, 2006... ********** The volume and sophistication of product (or brand) placements have grown impressively and rapidly, easily outpacing research efforts in the field (Tiwsakul and Hackley 2005). The extant literature on placements is just over a...

The state of internet-related research in communications, marketing, and advertising: 1994-2003.
September 22, 2006... ********** It is estimated that, as of September 2003, over 606 million people were using the Internet worldwide (NUA 2003). The number of Internet users is still growing, and a significant part of people's daily life is devoted to the...

Advertising budgeting methods and processes in China.
September 22, 2006... ********** By bringing in their advanced knowledge, international joint ventures (IJVs) have improved many aspects of Chinese business. Indeed, governments in emerging economies such as China and elsewhere have developed policies...