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.     

Comment on ‘The economics of tobacco advertising: spending,demand, and the effects of bans’

This paper comments on a paper by Lancaster and Lancaster ‘The economics of tobacco advertising: spending, demand, and the effect of bans’, published in the International Journal of Advertising, 22(1). In their response, the authors specifically tackle comments made on their method of meta-analysis.     

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.     

Pigott,Stanley. OBM/A Celebration: One Hundred and Twenty-Five Years in Advertising. London: Ogilvy,Benson & Mather Limited, 1975

Abstract

This study reports the results of a survey of advertising managers and editors of weekly and daily newspapers and of selected consumer magazines concerning the issue of feature advertising. Feature advertising is defined as paid advertising space that looks like editorial copy in the form of a short feature article. It was posited that this type of advertising might offer a unique challenge to the process of advertising self-discipline among print media. Ad managers and editors differed on a number of points, but agreed that questions pertaining to feature ads should be addressed through media self-discipline.     

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.     

Cone,Fairfax M. The Blue Streak. Chicago: Crain Communication, 1976

Abstract

This survey, conducted among 17 of the 25 largest advertising agencies, highlights the reduction of entry-level employment opportunities, for college graduates, when 1974 is compared to 1973. The survey also gives indication of the relative popularity various schools enjoy as preparers of future advertising executives. The author closes with an appeal to the advertising industry concerning the need to increase the number of entry-level opportunities.     

Where Should Articles on the Link between Tobacco Advertising and Consumption Be Published?

Abstract

Articles on tobacco advertising's impact should be published in the Journal of Advertising or in comparable specialized scholarly outlets such as the Journal of Consumer Research, Journal of Marketing and Journal of Advertising Research, plus economic journals for econometric analyses. Instead, many analyses of the relationship between tobacco advertising and consumption as well as of smoking initiation and prevalence as related to advertising, can now be found in such publications as the Journal of the American Medical Association (JAMA), the British Journal of Addiction, the New England Journal of Medicine, and the Journal of Health Politics, Policy and Law. To add insult to injury, those articles are the ones that are frequently quoted on the front pages or in the health columns of major newspapers and magazines as well as by the broadcast media. What is going on here? Should we, as advertising scholars, care about these developments?     

Britt,Steuart Henderson. Psychological Principles of Marketing and Consumer Behavior. Lexington,Mass.: Lexington Books, 1978

Abstract

Conventionally, an advertiser's spending on the creative component of an advertising campaign is small in relation to the media budget and is channeled exclusively to a single advertising agency. Gross challenged those conventions more than 20 years ago, using a mathematical model of advertising effectiveness. His model suggested spending more on the creative component and doing so in a competition among several independent sources. The model assumed a normal distribution of effectiveness of advertisements. Data on response to consumer product ads show that the distribution of effectiveness is not normal, but quite skewed. Using Monté Carlo simulations and Gross's framework, the authors find that the skewness strengthens the case for competition. Shifting a sizable percentage of a campaign budget away from media spending and into competitive generation of creative renderings apparently can be very profitable.     

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.     

Advertising Regulations in Sub-Saharan Africa

Abstract

This paper examines the status and outlook of advertising regulations in sub-Saharan Africa. It begins with a synoptic overview of the region's advertising industry, which is used as a backdrop. Advertising regulations pertaining to tobacco, alcohol, pharmaceuticals, children, and politics are examined, and seven regulatory forces (consumer protection; growth of service industry; fairness and vulnerable groups; new media technologies; civil rights and privacy; religion, morality, and taste; and nationalism) likely to stimulate advertising regulations in the region are also presented. The paper concludes with implications and directions for future research.     

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.     

Pollay's Pertinent and Impertinent Opinions: “Good” versus “Bad” Research

Abstract

The final issue of the Journal of Advertising for 1993 contains a series of editorials about tobacco advertising. The series is keyed by Jean Boddewyn with responses from Lawrence Soley and Richard Pollay. Certainly the issue raised by Boddewyn concerning the appropriate venue for this type of research has been discussed and challenged in that series. However, the response from Pollay goes beyond the issue of where smoking/advertising related research should be published. The Pollay editorial raises additional issues for debate and contains some “facts” which call for correction.     

Chaffee,Steven H., and Petrick,Michael J. Using the Mass Media: Communication Problems in American Society. New York: McGraw-Hill, 1974

Abstract

In recent years, a number of internal and external forces have urged companies to pay increased attention to the role that corporate advertising plays in marketing communications strategy. Despite this increased importance, a comprehensive view of current corporate advertising practices does not exist. This study reports the practices of the 500 largest manufacturing and the 300 largest non-manufacturing firms in the U.S. and makes observations on several key management issues, including the definition of corporate advertising, objectives and measurement, funding, and future directions.     

Dealing with complaints about advertising in Australia: the importance of regulatory self-discipline

Many countries have imposed restrictions on tobacco advertising in the belief that these will curb tobacco consumption. These beliefs rely on the ‘strong’ theory of advertising, which holds that advertising exerts a powerful persuasive influence on consumers' behaviour. However, the research examining the advertising-consumption relationship has reached contradictory conclusions and led some to argue that such bans are ineffective.

In contrast, proponents of the ‘weak’ theory of advertising suggest that advertising reinforces rather than initiates consumers' behaviour. This paper explores tobacco advertising restrictions in the context of the weak theory and suggests that the apparent failure of increased restrictions to depress either juvenile or aggregate tobacco consumption is unsurprising. The paper concludes that decisions about tobacco advertising restrictions are political and should be based on ethical principles and not on assumed behavioural consequences, which are unsupported by modern advertising theory.     

Trends in Total Advertising Expenditure in 29 Countries, 1970–1980

There is a growing body of national studies identifying reasons for ‘juvenile smoking initiation’ that is, the conditions, motivations and precipitating circumstances associated with children starting to smoke. In contrast, there has been a lack of systematic cross-national research to compare juvenile smoking initiation in a similar manner in countries with different values, levels of economic development, political systems and social stratification. Controlling for all of these factors is a daunting task indeed for any researcher. However, considering that one common remedy has been proposed to combat juvenile smoking, namely, to ban or severely restrict tobacco advertising, it was highly desirable to compare countries which differ significantly in terms of public policies towards tobacco advertising, in order to determine the relative impact of tobacco advertising on why juveniles start smoking. To this end, the tobacco industry's international information organization (INFOTAB) commissioned the Children's Research Unit to investigate a variety of personal, social and cultural factors—including advertising—bearing on juvenile smoking initiation in a sample of countries selected for their different systems regulating tobacco product advertising.     

Marketing in an Electronic Age. Buzzell,Robert D. (Ed.). Boston,MA: Harvard Business School Press, 1985. 404 Pp. $32.50

Abstract

American and Japanese print ads were content analyzed to examine how advertising expression and content differed in the two cultures. The degree of emotional appeals, informativeness, and comparativeness of advertising were the dimensions studied. As hypothesized, Japanese ads were evaluated as more emotional and less comparative than American ads. In contrast to a priori notions, Japanese ads were found to contain at least as many information cues as American ads.     

Culture,Perceived Value,and Advertising Acceptance: A Cross-Cultural Study on Mobile Advertising

Abstract

Adverting standardization has been widely discussed since 1990s. Recently, this discussion has been extended to mobile advertising. When it comes to adopt a standardization or localization strategy, it is important that marketers understand how mobile advertising is perceived in different markets. This study examines the impacts of four perceived values of mobile advertising on young Australian and Chinese consumers’ acceptance of mobile advertising. The findings suggest that perceived functional value have the most positive effect on mobile advertising acceptance, followed by credibility and interactivity value. Further analyses reveal that culture moderates the relationships between perceived values and advertising acceptance.     

Determining perceptions,attitudes and behaviour towards social network site advertising in a three-country context

ABSTRACT

Regardless of the growth in social media and social network advertising (SNA), little theoretical and empirical knowledge exists on the differences between countries, and the perceptions and attitudes towards social network advertising. The purpose of the study is to investigate the relationships between users’ perceptions (personal and societal), their attitudes and their behaviour towards Facebook advertising, across three countries, as well as the moderating role of privacy and general advertising attitudes. Online surveys were administered and a convenience sampling resulted in 1,166 respondents. Structural equation modelling was used to test the proposed model.

The research indicates that the social support theory shows promise for examining the perceptions and attitudes towards SNA. Furthermore, the validity of the conceptual model is confirmed in all three countries; however, the strength of these relationships differs. Additionally, it is evident that consumers’ culture influences the role of privacy and trust in SNA perceptions.     

Sackheim,Maxwell. My First 65 Years in Advertising. Blue Ridge Summit,Pennsylvania: Tab Books, 1975

Abstract

Elliott White Springs took over his family's old cotton mills in the early years of the Great Depression. During World War II he decided that the mill would profit more from producing finished cotton textiles and textile products. Immediately following World War II he launched his Springmaid brand of finished textiles with ads that shocked the ad industry in 1948 through 1959. Periodicals reporting his efforts at the time were highly critical of Springs' ads; however, Springs' strategy and ad tactics brought increased sales and brand name awareness for Springmaid.

Springs' ads, and even the criticism they generated, have been neglected by advertising historians. The author believes advertising writers have overlooked a true leader, perhaps a genius at the time, in the development of advertising practice. This article advocates the work of Springs as worthy of inclusion in the literature of the history of noteworthy and successful advertising.