Readings in Public and Nonprofit Marketing. Lovelock,Christopher H., and Charles B. Weinberg. Palo Alto,Calif.: The Scientific Press,the Stanford Barn, 1978

Abstract

In a recent paper, Johar and Sirgy have proposed a hypothesis that value-expressive advertising appeals are persuasive when the product is value-expressive, whereas utilitarian appeals are persuasive when the product is utilitarian. Johar and Sirgy suggested that future research be directed at testing these hypotheses. This comment points out that direct support for these hypotheses already exists. The experimental evidence in support of these and related predictions is discussed. Suggestions for future research on the effectiveness of utilitarian versus value-expressive appeals are offered.     

Academic labour,journal ranking lists and the politics of knowledge production in marketing

In this paper, we engage with the rising importance of journal ranking lists. We explore the pressure these place on marketing academics and the politics of knowledge production, stressing academic game-playing, careerism, and paradigmatic homogeneity. We appreciate that scholars are disciplined by these lists, their line managers, and reaffirm list power through their own patterns of self-management. Nonetheless, marketing academics should avoid making the naïve assumption that the appearance of a paper in a highly rated journal necessarily serves as a proxy for ‘quality’. Publication in a particular outlet does not transform the ultimate contribution being made in any substantive fashion. We provide an extensive critique of the function and impact of journal lists. However, it is also recognised that these are very important for members of the marketing community. As such, we explain our reasons for contesting the recent regrading of the Journal of Marketing Management (JMM) by a prominent journal list and underline the changes that have been made to the Journal since the beginning of the current editorial term. Finally, the support of prominent scholars among our thought community for the policies being implemented is highlighted and we underscore the rigour of contributions to the Journal, the review process, the rising citations, downloads and truly global readership of the JMM.     

Bunce,Richard. Television in the Corporate Interest. New York: Praeger, 1976

Abstract

Conventional wisdom suggests that advertisers should approach the use of negative advertising with a great deal of caution. Perhaps because of its success in the political arena, negative advertising has recently been featured more prominently in the marketing of goods and services. Such a tactic is risky given that so little research on the subject is currently available. Prior to using negative advertising (if this genre of advertising should be used at all) in the marketing of non-political goods and services, a better understanding of the factors influencing its effectiveness must be achieved. This paper examines the literature, models, and theory applicable to the study of negative advertising. Thirteen research propositions are suggested.     

A Meta-Analysis into Multiscreening and Advertising Effectiveness: Direct Effects,Moderators, and Underlying Mechanisms

Using another media screen while watching television has become a part of people’s daily routines. The topic of multiscreening has thus received increased attention from advertising scholars in recent years. To gain a better theoretical understanding of the circumstances under which multiscreening effects occur and to offer practical guidelines to advertisers, the current study synthesizes the results of past studies on multiscreening and advertising and examines the direct effects of multiscreening on both cognitive and affective advertising outcomes, the possible moderators of those effects, and the underlying mechanisms of multiscreening with regard to advertising outcomes. The results indicate a negative direct effect of multiscreening on cognitive outcomes. The effect is weakened, however, by factors related to research, advertising, and media. In addition, the results show no direct or total effect of multiscreening on affective advertising outcomes, but this again depends on various media-, advertising-, and research-related factors. Finally, the results show that attention, enjoyment, and resistance constitute the underlying mechanisms that explain the effect of multiscreening on memory and persuasion.     

Can Sentiment Toward Advertising Explain Materialism and Vanity in the Globalization Era? Evidence From Dubai

ABSTRACT

This report presents the first study to address sentiment toward advertising, materialism, and vanity in the globalized city of Dubai. A conceptual model is developed and subsequent hypotheses are tested via structural equation modeling. The main research findings suggest that consumers in Dubai exhibit positive perceptions of advertising as well as higher levels of materialism and vanity. Sentiment toward advertising is found to positively influence materialism levels, while materialism strongly influences views, concern for physical appearance, and personal achievement. Sentiment toward advertising, however, has no direct effect on any vanity trait, suggesting that vanity is more an internal personal trait.     

The Quality of Advertising Education Today

Abstract

Based upon their findings in a survey of advertising educators. practitioners, and students, the authors cite a lack of agreement on the proper content, the value, and the aims of advertising education. The article suggests that this failure to achieve consensus is actually a failure of communication, which is further manifested in the fact that educators have achieved neither the respect of nor the leadership in the field. The authors maintain that educators have the potential to command both but that they themselves must correct the situation through meaningful interaction win practitioners and thus resolve these misunderstandings and make their rightful contribution to advertising.

Note: The authors wish to thank Davenport Bruker, graduate student at the Universiy of Georgia, for his valued assistance in conducting the survey used in this study.     

Trends in Advertising Research: A Longitudinal Analysis of Leading Advertising,Marketing, and Communication Journals, 1980 to 2010

This study provides a longitudinal content analysis of advertising research articles in 17 top-tier advertising, marketing, and communication journals published over the past 30 years (1980–2010, n = 926). The study's purpose is to shed light on the direction and progression of advertising as an academic field by updating and extending Yale and Gilly's (1988) study of advertising research trends. Nine content characteristics of the journal articles were examined: (1) theory presence (theory driven versus not theory driven), (2) names, types (theory versus theoretical framework/model versus construct), and originating disciplines of theory, (3) topic areas, (4) media of interest, (5) research approaches (empirical versus nonempirical and quantitative versus qualitative versus mixed), (6) methods, (7) types of effects, (8) units of analysis, and (9) research implications. Changes in the content characteristics of journal articles were found across the 30 years analyzed in five-year intervals. Implications for the field, scholars, and advertising practitioners are discussed.     

Divita,S. F. ed. Advertising and the Public Interest. America Marketing Association, 1974

Abstract

Advocacy advertising has become an often-used means for corporations to express their viewpoints on a variety of controversial issues. Recent events make it unclear whether advocacy advertising may be viewed as political (editorial) speech and, therefore, outside the regulatory controls of the Federal Trade Commission. This article discusses the current state of advocacy advertising by reviewing the criteria proposed (and/or used) by the courts, regulatory agencies, and advertising/marketing scholars in determining the regulatory boundaries of this form of advertising. In addition, the article proposes additional criteria that may be helpful in making such a determination.     

Global Advertising Practices

Abstract

This empirical study of European, Japanese and U.S. multinational companies provides a cross-sectional investigation on the degree of standardization practiced in advertising strategy and message elements, objectives and types of content of standardized advertising and ways of using adapted strategy. Based on the sampled data, no statistical difference was found for any of the analyses at the 0.05 significance level. However, it can be concluded from the data that global marketers are moving toward standardization in their advertising. The contributions of this research can be significant for both academicians and practitioners. Managerial implications and future research directions were also provided.     

Children,Smoking and Advertising: The Evidence is There for Those Who Wish to See it (A Reply)

In a recent article in this journal, Colin McDonald (1993) criticized our research on cigarette advertising and children's smoking. This paper refutes each of his criticisms and shows that our research and that of others in this field provides a convincing argument that cigarette advertising does influence children's smoking. These arguments are now widely accepted, with the only prominent disagreement coming from those with most to lose—the tobacco industry.     

The American Academy of Advertising: The Early Years

Abstract

The first seven years of the American Academy of Advertising were crucial. It was the first and only organization ever formed specifically for advertising educators. In the beginning, many advertising educators did not see the need for such an organization and many others had a “wait and see” attitude. The Academy survived; and, at the end of the period, more than 300 teachers had joined. It also was recognized by the advertising profession. This article serves as a synopsis of those seven years.     

Exploring antecedents of attitudes and skepticism towards pharmaceutical advertising and inter-attitudinal and inter-skepticism consistency on three levels: an international study

Abstract

Given the increasing relevance of over-the-counter (OTC) drugs to individuals’ health and well-being, this study explores whether selected health variables, as well as consumers’ attitudes and skepticism towards advertising in general, influence their attitudes and skepticism towards pharmaceutical advertising. It extends previous research by building on the theory of inter-attitudinal consistency, examining how three different levels of attitudes and skepticism are interrelated. A field study was conducted on three continents (727 subjects; non-student sample). Results reveal that consumer attitudes and skepticism towards advertising in general, influence attitudes and skepticism towards pharmaceutical advertising in particular, which positively impact the attitudes and skepticism towards four different ad appeal types. The study extends the theory of inter-attitudinal consistency to inter-skepticism consistency. Results further indicate that attitudes and skepticism towards advertising in general can be considered as key antecedents, but that several additional health-related factors also influence consumers’ attitudes and skepticism towards pharmaceutical advertising. Moreover, attitudes and skepticism towards advertising in general, towards pharmaceutical advertising, as well as towards specific pharmaceutical ads, are negatively related. Reasons explaining these results are addressed, as are study limitations and implications for future research.     

Reframing replicative research in advertising

Given the espoused importance of replication by researchers, there is still surprisingly little evidence of its practice in advertising research. In this paper, we apply Berthon et al.’s (2002) replicative research framework to advertising. A conceptualisation of the relationship between replication, extension and generation in advertising research is offered. The framework delineates eight possible research strategies. These are discussed in turn and illustrated with examples from the advertising literature. The paper concludes with a discussion of the factors that influence the selection of a research strategy.     

Marketing images of gender: A visual analysis

An interpretive method drawing from social psychology, feminist theory and art criticism is developed to analyze contemporary images of gender. Utilizing and expanding upon visual research techniques, a selection of ads from contemporary fashion magazines and catalogs was assembled to illustrate particular themes suggested by research on the representation of gender in advertising. The body‐and what it expresses‐is a site of central concern, and discussion focuses on how female and male bodies are represented in advertising. The conventions of art history, when framed within a social science perspective, offer unique contributions to the study of advertising and gender, well suited for researchers interested in the culture of consumption.     

Western Concepts,Russian Perspectives: Meanings of Advertising in the Former Soviet Union

Abstract

Western advertising professionals base their interpretations of advertising in the former Soviet Union on a Western model of advertising and neglect Russian perspectives on advertising. Symbolic interactionism suggests that things have different meanings for different people at different times. The author discusses the influence of Russian culture on advertising in the former Soviet Union and the problem of imposing Western concepts. A month-long research study was conducted in Moscow, Russia in May 1991. Interviews with government officials, business and advertising industry professionals, academicians, and students were audiotaped. Findings suggest that advertising in the former Soviet Union is an interaction between social and economic realities and not just a means of uncovering a new marketplace.     

Understanding programmatic TV advertising

ABSTRACT

Television is undergoing tremendous technological developments, which will enable marketers to direct commercial messages to more specific audiences at the individual and/or household level. Traditional ways of buying TV advertising are being challenged by the programmatic approach, which originated with search and display ads, and uses data and technology and real-time auctions to automate transactions between buyers and sellers. We discuss the changes to TV that enable the rise of programmatic models and propose that its future success depends on the coordination and availability of three factors, abbreviated DAD: distribution, ad inventory and data. We also elaborate on the effects of media context and how the TV program environment matters for advertising effectiveness. Finally, we discuss the future of TV advertising and related research needs.     

Advertising, 2nd Edition. Runyon,Kenneth E. Columbus,OH: Charles E. Merrill Publishing Co., 1984. 702 pp

Abstract

Despite cultural similarities between the United States and the United Kingdom, there are substantial differences between American and British television advertising. British commercials tend to contain less information, employ a soft sell rather than a hard sell approach, and attempt to entertain the viewer. British viewers' opinions of advertising are also more favorable than those of American viewers. It is important that scholars and practitioners concerned with these two markets and with international advertising generally be aware of these differences and understand why they have evolved. Possible explanations are evaluated and implications of these findings discussed, including areas for future research.     

Advertising Management: Its Role in Marketing. Sachs,William S. Tulsa,Oklahoma: PennWell Books, 1983

Abstract

The advertising literature contains some evidence that offensive advertising is multidimensional in nature, but little is known about the character of these dimensions. In an exploratory study of TV advertising, two different dimensions of “offensive” were identified. These dimensions were labeled Offensive Products and Offensive Execution. This distinction is important both for the study of the construct as well as for advertisers who are faced with decisions on advertising execution. The Offensive Products dimension contains those products related to consumer problems which social norms dictate should not be discussed in public. The Offensive Execution dimension, the dimension over which the advertiser has more control, consists of those ads which are perceived to be offensive by the nature of the execution or themes and/or topics of the ad and not the product itself.