Journal of Advertising articles from September 2007

Journal of Advertising archives from September 2007

From the editor.(Editorial)
September 22, 2007... With more than half a year behind me as Editor of the Journal of Advertising, I thought it would be a good time to reflect on the review process here at the Journal. Reviewers are the heart of the Journal, and a rigorous, but fair review system...

The effects of media context experiences on advertising effectiveness.(Report)
September 22, 2007... The effectiveness of advertising depends on both the quality of the product being advertised and the quality of the ad itself. A third factor is equally obvious, but receives relatively less attention: the media context in which the ad appears....

1900-2000 in review: the shifting role and face of animals in print advertisements in the twentieth century.(Report)
September 22, 2007... Humans have a long and enduring relationship with animals. The longevity of this relationship stems from the fact that animals have historically filled a multiplicity of roles, such as serving as a food source, a transportation source, a tool...

Vigilante marketing and consumer-created communications.(Report)
September 22, 2007... Advertising as a practice has been greatly affected by recent trends in technology and media. Beyond the traditional notions of corporate-generated, paid, dissemination of one-to-many marketing messages, new technologies allow for more...

Determinants of brand advertising efficiency: evidence from the German car market.(Report)
September 22, 2007... In 2003, the automobile industry spent $21.4 billion on media advertising. It has repeatedly been suggested that companies overadvertise (e.g., Aaker and Carman 1982) and that advertising efficiency is low. Recently, the accountability of...

Diagnostic advertising content and individual differences: testing a resource-matching perspective with a Taiwanese sample.(Report)
September 22, 2007... Given the rich multitude of data available in this information age, individuals may develop a set of easy rules to help them recognize what product information in advertising is diagnostic and, thus, more deserving of their attention....

Investigating the simultaneous presentation of advertising and television programming.(Report)
September 22, 2007... In the currently prevalent format of television advertising, where advertising is presented sequentially with programming, viewers have multiple options to avoid exposure to the advertisement, including the ability to zap ads (change channels...

Identification effects on advertising response: the moderating role of involvement.(Report)
September 22, 2007... With the population of the United States rapidly becoming more ethnically diverse, firms increasingly target specific ethnic groups in their marketing communications (e.g., Pires, Stanton, and Cheek 2003). Such targeting responds not only to...

The moderating effects of expectation on the patterns of the interactivity-attitude relationship.(Report)
September 22, 2007... Ever since the potential of the Internet as an advertising medium was recognized, most people have believed that interactive communication should always be highly engaging and generate positive communication outcomes. For the past decade, along...

Focus on research: direct-to-consumer (DTC) advertising.
September 22, 2007... Introduction Direct-to-consumer (DTC) advertising of prescription drugs has been controversial since its inception. Proponents suggest that DTC messages delivered via television, print, and the Internet provide consumers with information...

Direct-to-consumer (DTC) branded drug web sites: risk presentation and implications for public policy.(Report)
September 22, 2007... Americans learn about prescription drugs from many sources, such as health-care professionals, television and print advertisements, and the Internet. Direct-to-consumer (DTC) branded Web sites (such as www.viagra.com) provide a range of...

Understanding the impact of direct-to-consumer (DTC) pharmaceutical advertising on patient-physician interactions: adding the web to the mix.(Report)
September 22, 2007... Increasingly, people these days go on-line for health-related information. The number of American adults who look for health or medical information on-line has rapidly increased from 52 million in 2000 to 73 million in 2002 and 93 million in...

Presumed influence of direct-to-consumer (DTC) prescription drug advertising on patients: the physician's perspective.(Report)
September 22, 2007... Since 1997, when the U.S. Food and Drug Administration (FDA) modified its regulation of direct-to-consumer (DTC) prescription drug advertising, DTC advertising spending has increased strikingly from approximately $1 billion in 1997 to $4.2...