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140 results on '"Bang, Hae In"'

26. Portrayals of Latinos in Magazine Advertising.

Author

Taylor, Charles R. and Bang, Hae-Kyong

Abstract

Offers a content analysis of U.S. magazine advertisements aimed at general audiences, finding that Latinos are highly underrepresented in magazine advertising. Shows that, although Latinos represent 10.5% of the U.S. population, they were present in just 4.7% of ads, and only 2.2% contained a Latino model in major role. (SR)

Published
1997

40. The effects of a consistent ad series on consumer evaluations: a test of the repetition--variation hypothesis in a South Korean context

Author

Yoo, Changjo, Bang, Hae-Kyong, and Kim, Youngchan

Subjects
Advertising -- Evaluation, Advertising -- Influence, Advertising, marketing and public relations, Business, Business, international
Abstract

While academics and practitioners alike appear to widely hold the idea that consistent advertising campaigns can be effective in creating a positive and lasting image for a brand, little empirical evidence of these effects and their nature has been provided in the literature. In this study, we conducted two experiments in South Korea to examine the impact of the use of a consistent ad series versus (a) an inconsistent ad series and (b) multiple exposures to a single ad. We used the repetition--variation hypothesis as a theoretical basis for predicting that a consistent ad series will be more effective in enhancing the brand's image on key brand personality dimensions, attitude towards the brand (A-Brand) and purchase intention. Results provide support for the notion that a consistent message enhances A-Brand, purchase intention and brand personality in comparison to an inconsistent ad series, and also provide initial support for the repetition--variation hypothesis.

Published
2009

41. Portrayals of Latinos in magazine advertising

Author

Taylor, Charles R. and Bang, Hae-Kyong

Subjects
Magazine advertising -- Demographic aspects, Hispanic Americans -- Portrayals, Business, Education, Literature/writing, Mass communications
Abstract

Media portrayals of Latinos in magazines show a severe under-representation of the group. Advertisers targeting Latin audiences choose to advertise in Spanish language media. Latinos were stereotyped evidenced by under-representation in business settings and relation in comparison to other minority groups, though slightly over-represented in family settings. Results suggest a need for advertisers and researchers to monitor the types of portrayals of Latinos in magazines and other media.

Published
1997

46. Benefit and risk information in prescription drug advertising: review of empirical studies and marketing implications

Author

Kopp, Steven W. and Bang, Hae-Kyong

Subjects
Pharmaceutical industry -- Advertising, Advertising, marketing and public relations, Business, Health care industry
Abstract

As pharmaceutical companies began to advertise prescription drugs directly to consumers as well as to physicians, understanding the impact of benefit and risk information in drug advertising on physicians and consumers has become more critical. This paper reviews previous empirical studies that examined the content of benefit and risk information in drug advertising and its potential effects on physicians' subsequent prescribing behaviors. It also reviews studies that investigated how consumers process information on a drug's efficacy and side effects. Based on the findings of these studies, implications are discussed for effective marketing information development as well as for government regulation.

Published
1999

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