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Abstract: Faced with ever-increasing advertising restrictions, sponsorship of sports has been an important promotional avenue for tobacco companies in North America and around the world. This paper examines the corporate [...]

While the past several years have seen an increased number of academic studies on international advertising, our collective body of knowledge on the subject is not advancing as rapidly as [...]

As an increasing number of older adults return to college, the debate over using students as research subjects must be reconsidered. This study explicitly compares the results of an advertising [...]

In their recent Journal of Advertising Research article, John Philip Jones and Margaret Henderson Blair (1996) summarize their own and other empirical studies on the sales effects of TV advertising. [...]

Marketers continue to spend large amounts of money on advertising, which is one of the most important and visible marketing tools. Advertising is generally thought to have a current-period influence [...]

This article provides a summary of personal observations, practical experience, and discussions with leading professionals in the field of advertising and communications regarding how to identify a communications strategy expressed [...]

At an ARF workshop in 1991, Information Resources, Inc. (IRI) presented findings from its 'How Advertising Works' study, drawing upon the largest longitudinal database ever assembled of purchase behavior in [...]

The issue of Recall versus Recognition is one of the oldest debates of advertising research according to experts like Alexander Biel. It started when Starch and Gallup introduced these measures [...]

Over the years, numerous studies have been conducted to determine how advertising works and how to measure advertising's ability to affect sales. As early as the 1960s, studies conducted by [...]

'Advertising research is one of the most contentious pieces of research you can ever do,' says John Varndell, director at RSL Research. 'There's so much money involved and so many [...]

Comparative advertising is advocated as an effective method of communicating benefits of new brands (Droge and Darmon 1987; Murphy and Amundsen 1981). Although practitioners have shown increased interest in using [...]

During the late 1980s, television came under increasing scrutiny and pressure from a variety of advocacy groups. These groups objected to television programs that contained sex or violence, endorsed 'anti-family' [...]

This paper investigates the role of involvement in determining consumer response to radio and TV commercials. After reviewing relevant literature, a summary model that focuses on the amount and type [...]

Effective advertising generally presents situations and models with which consumers can readily identify. The benefits of goods and services are more apparent to people when they feel that advertisers understand [...]

When consumers process advertising messages, they often form inferences about product attributes for which no explicit claims are made in addition to beliefs about attributes that are explicitly described in [...]

Though still controversial, female nudity and erotic content have become almost commonplace in contemporary advertising. Over the past two decades, sexual illustrations have become more overt; ads today rely more [...]

The debate over comparative ads has continued for nearly two decades (Turgeon and Barnaby 1988). Some see these ads as industry's own form of consumerism and suggest they appeal to [...]

Data from a large-scale advertising copytesting study were analyzed to assess the overall level of recall of listed thoughts at a delay, and to determine the types of listed thoughts [...]

Does Retrospective Thought Measurement Influence Subsequent Measures of Cognitive Structure in an Advertising Context? This study examined the effects of taking thought measurements immediately after ad exposure on several aspects [...]

Characteristics of the Opinion Leader: A New Dimension This study empirically examined the role of a personality trait, public individuation, in furthering our understanding of opinion leadership. Relevance of this [...]

An experiment was conducted to investigate two selected effects (i.e., cognitive selected effects (gognitive and affective priming) of the context for print advertisements. The cognitive context, which primes certain attributes [...]

Resnik and Stern's (1977) fourteen-item information scale was used to compare the relative information value of direct response, product/store image, and institutional ads contained in eighteen magazines. Content analysis of [...]

This study considers the usefulness of a basic distinction between two types of evaluative processing in explaining memory for advertising. The results of empirical tests suggest that between-brand processing leads [...]

Based on ethnographic research, this article describes and interprets the verbal content Of television advertising as it circulates in everyday life. The research approaches the use of advertising content as [...]

It is hard to know where to begin comment on Mr. Dubow's article 'Recall Revisited: Recall Redux' because it is characterized by faulty assumptions, wrong-headed reasoning, and negative tone. I [...]

Many marketers fail to acknowledge the segmentation and sophistication of the growing over-50s sector In this era of one-to-one marketing, there seems to be one sector that advertisers have failed [...]

In a paper remarkable for the consistency of its bias, Joel Dubow uses 'an early 1990s prism' to examine my 1983 article, 'Not Recall.' If the subject happens to interest [...]

PERCEPTIONS OF ACCOUNTANT ADVERTISEMENTS Accountants and Advertising Several studies have been conducted on the attitudes of legal, medical, and accounting professionals toward advertising. This research found that a majority of [...]

Ad-supported television may not give viewers what they want, say two economists in a new FCC study. Examining the 1995 fall season, the FCC's Keith Brown and Florida International University's [...]

ALLOCATING TV SPOTS BY INDICES Network tv still has a way to go to improve the quality of its programing fare. But Kraft Inc. and its agency of record, Foote, [...]

MEDIOLOGY THE FUTILITY OF TUBE-BASHING I, try to be neutral, but it seems to me that the print media are deluding themselves with their ongoing barbs against television. Recent anti-tv [...]