Exploring deception and puffery in television advertising

Public policy decisions dealing with deceptive advertising have relied extensively on case-by-case adjudication with the Federal Trade Commission. Unfortunately, behavioral evidence has not been considered in the vast majority of these cases. The final determination rests with the Commission’s own expertise in judging an advertisement’s “capacity to deceive.” Consumer response data are not required, although recent developments suggest the FTC is seriously considering the inclusion of meaningful behavioral evidence in policymaking and adjudicative proceedings. This study is one of a series dealing with dimensions of perceived deception across different respondent populations (including students, lawyers, housewives, children, and minority groups). The focus here is on the semantics of deception, i.e., the way in which subjects evaluate selected television commercials which were unofficially rated for deception by FTC staff attorneys. The factor analytic paradigm provides one approach for generating summaries of viewer’s evaluative (affective) responses, and thereby providing some normative or benchmark data of potential value in the regulatory process.     

Consumer information cues in television advertising: A cross country analysis

This paper compares the number of consumer information cues found in television advertisements in three countries: Australia, Ecuador, and the United States. Earlier studies conducted by Resnick and Stern in the United States and Dowling in Australia were replicated in Ecuador. Content analysis of 108 Ecuadorian television advertisements evaluated the number and types of information cues in each commercial. Results indicate that a much greater proportion of Ecuadorian television commercials contain consumer information cues than those broadcast in the other two countries. The explanation suggested for this observation is that Ecuador, due to its level of economic development, has many more products in the introductory stages of the product life cycle. This situation, in turn, requires more extensive communication of consumer information to market the products effectively. This finding implies an additional dimension, information content level, which must be considered when adapting international campaigns to conditions in developing countries.     

A longitudinal view of women's role portrayal in television advertising

This article concerns an issue of interest to both advertisers and consumers: female sex-role portrayal in television advertisements. A comparative study using content analysis was conducted for television commercials observed in 1977 and in 1980, respectively. Significant changes between these years are noted on a number of dimensions relevant to the way women are represented in television commercials. These changes are also interpreted in a broader historical perspective whenever possible. Both positive and negative changes are noted and discussed.     

Sponsorship effect metric: assessing the financial value of sponsoring by comparisons to television advertising

Since sponsoring is an increasingly important marketing communication medium, it is important for managers to know whether their sponsorships are giving a good financial return relative to other communication alternatives. Although several “rules of thumb” are commonly used in the industry for converting sponsorship exposure time into television advertising equivalent values, this research is the first to empirically test them by means of two experiments employing realistic stimuli and representative samples. Across 6 stimuli brands, study 1 finds that an average of 127 s of sponsor logo exposure achieves the same effects as a 30 s TV ad, but variance around this figure is high and depends on a variety of factors such as communication goal, sponsor fit, type of exposure, and whether the sponsor is a known brand. Study 2 finds that combining sponsoring with television advertising does increase the effects of sponsoring, although effects vary widely depending on the context, but even in the best case the increase is not supportive of the high levels of advertising suggested by many industry experts. Overall, the findings will allow managers to more confidently assess the financial value of their sponsorship investments.     

Television commercials in violent programming: An experimental evaluation of their effects on children

Using an experimental method, this study found that when a commercial was viewed immediately following a high-violence dramatic programming segment, children’s ad copy recognition scores were significantly lower and attitudes toward the ad and the advertised brand were significantly less favorable than when the commercial was viewed following a low-violence (but otherwise near-identical) program segment. The influence of program violence level on some advertising response measures was more pronounced when the commercial was positioned immediately following the dramatic programming segment than when immediately preceding it. The study cautions advertisers to examine carefully whether, in reaching for high audience ratings and cost efficiency through violent television programs, they may be sacrificing communication effectiveness of their brand advertising. He has published numerous articles on advertising effectiveness, children and advertising, buyer behavior, and marketing strategy in theJournal of Marketing Research, Journal of Marketing, Journal of Communication, Journal of Retailing, Journal of Consumer Affairs, Journal of International Marketing, and others. Her primary research interests are in children and advertising issues, buyer behavior, and marketing ethics. Her research has appeared in theJournal of Services Marketing, Journal of Broadcasting and Electronic Media, Journal of Nonprofit and Public Sector Marketing, and proceedings of numerous national and regional marketing conferences.     

Cross-cultural research in advertising: An assessment of methodologies

The volume of scholarly work in cross-cultural advertising has been increasing in recent years. This study examines empirical studies in this area from a methodological perspective. Cross-cultural research designs should include many critical facets that do not surface in studies involving single cultures. These facets are discussed within the context of cross-cultural advertising literature. It is apparent from this review that a sharper focus on cross-cultural research tools and considerations can strengthen studies of advertising, lead to more robust results, and increase validity and reliability. Both students and practitioners need meaningful and generalizable findings that will emerge only when strict methodological considerations are adhered to. His articles have appeared in theJournal of Marketing, Journal of International Business Studies, Journal of the Academy of Marketing Science, and others. His areas of interest include global new product development, entrepreneurship, and exporting.     

The effectiveness of publicity versus advertising: a meta-analytic investigation of its moderators

This study provides an answer to the question whether and under which conditions publicity is more or less effective than advertising. Advertising refers to paid communication that identifies the message sponsor, whereas publicity is communication that secures editorial space in media for promotion purposes and does not have an identifiable sponsor. The primary advantage of advertising over publicity is the sponsor’s control over message content; its disadvantages are audience skepticism and lack of credibility. We investigate this trade-off between credibility effects and effects of recipients’ processing and evaluation of message content. Results of a meta-analytic structural equation model show that the positive credibility effect of publicity is on average about three times as strong as the information evaluation effect, supporting the overall superiority of publicity over advertising. This effect, however, is moderated by prior knowledge and only holds for products about which recipients lack prior knowledge. The effects change for known products when advertising becomes superior. The effectiveness of publicity depends on further moderating variables. In particular, academic studies tend to underestimate the true effects of publicity over advertising due to experimental manipulations. Campaigns that combine publicity and advertising weaken the effects of publicity, whereas advertorials (i.e., advertisements disguised as editorial material) are more effective, since they combine the advantages of both publicity and advertising. The results have theoretical and practical implications.     

Mass media and adolescent minority consumers: An experiment in effectiveness

The authors review the research regarding minorities and media preference and usage contending that there are inconclusive and conflicting findings and that there is a dearth of information regarding media preferences within minority populations. The authors present the results of an experiment designed to test effective media within minority groups rather than focusing on minority versus majority groups. Additionally the study focuses on adolescent rather than adult consumers. The dependent criterion measure was ad effectiveness indicated by recall/recognition, believeability and attitude influence scores. The independent measures were newspaper, radio and television advertisements. The experiment included individual groups of white, black and brown students and a racially mixed control group. The study finds that there are significant differences in the effectiveness of one medium over another with adolescent black and brown minority groups. The study has implications for retailers who are traditionally attempting to reach minority consumers through the use of newspapers which may not be the most effective medium with which to reach those particular segments.     

对渭南市金融机构依法收贷维护金融债权情况的调查报告

企业悬空、逃废金融债务是近年来困扰银行经营和发展的一个重要问题,依法收贷维护金融债权是金融部门依法打击逃废债行为,努力降低不良贷款的主要措施之一.本文通过对辖区各家金融机构近年来依法收贷、维护金融债权情况的调查,认真分析了金融机构依法收贷过程中存在的困难和问题,从政府、人民银行和金融机构不同角度提出了下一步工作的思路和措施.     

Multiple sources in advertising appeals: When product endorsers are paid by the advertising sponsor

Previous research has shown that respondents who are exposed to multiple sources featured in an advertising appeal engage in more diligent processing of the message arguments than those who are exposed to a single message source presenting the same basic appeal. Other research has demonstrated that the persuasive advantage of an appeal can be significantly diminished when respondents perceive that the message source is motivated by the compensation received to endorse a product. Using a 2 (Single vs. Multiple Sources)×2 (Paid vs. Unpaid Source) between-subjects factorial design, subjects were shown a print advertisement for a new multivitamin food supplement. Results showed that subjects exposed to unpaid multiple sources generated significantly more positive thoughts and attitudes than those exposed to a similar number of sources who were paid to endorse the product. In contrast, subjects in the single-source conditions showed no significant differences in the number of thoughts and the strength of attitudes in response to paid versus unpaid message sources. Theoretical and managerial implications of these findings are discussed. He holds a Ph.D. from Indiana University in marketing and international business. His research in the field of advertising and persuasion focuses on attitude theory, social cognition, and emotion. His published work has appeared in theJournal of Marketing Research, Journal of Marketing, Journal of Experimental Social Psychology, Psychology & Marketing, Journal of Global Marketing, andAdvances in Consumer Research. His research and writing interests are in the area of managerial and consumer decision making. He is the author of the trade bookJudgment Calls: High Stakes Decisions in a Risky World (1993) and the textbookConsumer Behavior (1993). He is the author or co-author of more than 60 refereed articles on managerial and consumer decision making in such publications as theJournal of Marketing Research, Journal of Marketing, Decision Sciences, Journal of the Academy of Marketing Science, Journal of Public Policy and Marketing, andJournal of Personal Selling and Sales Management. He holds a Ph.D. from the University of Georgia. His research in the field of attitude and persuasion, the self-concept and social memory has appeared in a number of journals including theJournal of Personality and Social Psychology, Journal of Experimental Social Psychology, Social Cognition, Psychology & Marketing, Journal of Marketing Research, andAdvances in Consumer Research.     

The impact of research design on consumer price recall accuracy: An integrative review

For almost half a century, researchers have examined consumer knowledge of prices, often with disturbing and conflicting results. Although the general findings suggest that consumer knowledge of prices is poorer than assumed in neoclassical economic theory, significant variations among results exist. The authors synthesize findings from prior studies to determine the impact of research design choices on price recall accuracy measures. A meta-analysis indicates that a significant amount of variation in the accuracy of consumers’ price recall is related to research design characteristics such as the presence of financial rewards, respondents’ task size, and the price elicitation approach. Implications for price awareness research are discussed. Hooman Estelami is an assistant professor of marketing and codirector of the Pricing Center at the Graduate School of Business, Fordham University. His research has been published in, among others, theJournal of the Academy of Marketing Science, theJournal of Service Research, theJournal of Product and Brand Management, theJournal of Marketing Theory and Practice, theJournal of Consumer Satisfaction/Dissatisfaction and Complaining Behavior, theJournal of Professional Services Marketing, theJournal of Business in Developing Nations. Donald R. Lehmann is George E. Warren professor of marketing at the Graduate School of Business, Columbia University. His research has been published in theJournal of Marketing Research, theJournal of Marketing, Marketing Science, theJournal of Business Research, theJournal of Retailing, theJournal of Product Innovation Management, Management Science, Marketing Letters, and elsewhere. He has written numerous books related to marketing research and marketing management.     

论利益返还请求权的性质

票据法上的利益返还请求权是票据法为实现票据权利人与票据义务人之间利益关系的二次平衡而设计的.理论上对于利益返还请求权的性质存有较大的争议,主要有新票据权利说、票据权利残留物说、损害赔偿请求权说、票据法特别规定之请求权说、不当得利请求权说等观点.既然利益返还请求权是票据法上规定的一项权利,而票据法又是民事特别法,就不能割断其与民法上债的几个基本类型的联系,相反,只有将它在债的基本类型中定位和定性,才能准确地把握其性质.利益返还请求是基于不当得利之债而产生的,其性质应当是不当得利返还请求权.     

Firm-to-firm and interpersonal relationships: Perspectives from advertising agency account managers

We do things for people we like, our friends. However, in firm-to-firm exchange relationships, boundary spanners are economic agents representing their firms contractually to achieve specific goals. Thus, questions arise as to whether close interpersonal relationships exist in business settings, how they are defined, and whether they influence the nature and functioning of interfirm exchange. A qualitative study with advertising agency account managers finds that analyzing interpersonal relationships across groups from both sides defines firm-to-firm relationships. Participants define these relationships based on the extent to which the agency is involved in the client’s business across categories including vendor, partner, and surrogate manager. Interpersonal relationship exist across categories including strictly business, business friends, and highly personal. The relationships are distinguished based on the knowledge base developed about the brand manager. Overwhelmingly, the participants claim that devoloping close, interpersonal relationships is beneficial to both their professional and personal lives. Diana L. Haytko (DianaHaytko@smsu.edu) is an associate professor of marketing at Southwest Missouri State University. She received a B.S. in advertising from the University of Colorado, an M.S. in advertising from the University of Illinois, and an M.B.A. and Ph.D. in marketing from the University of Wisconsin. Her research interests are in the field of relationship marketing, both from a business-to-business and a consumer perspective. Her work has been published in theJournal of Consumer Research, theJournal of Retailing, theJournal of Marketing Communications, and theJournal of Shopping Center Research.     

区域产业政策有效性评估——基于中国资源型和老工业城市的证据

区域产业政策是实现城市转型升级的重要举措.基于2003-2018年中国资源型和老工业城市数据,使用双重差分模型评估了国家产业转型升级示范区试点政策(以下简称"示范区试点政策")的实施效果.研究发现,示范区试点政策显著推动了资源型和老工业城市转型升级,促进了当地产业结构高度化和合理化.这一结果在经过共同趋势、安慰剂、倾向得分匹配、敏感性和混合政策冲击等检验后,依然稳健.异质性分析发现,集群式和老工业基地内的示范区,城市转型升级效果较为显著,而单一式和资源型城市内的示范区,转型升级效果欠佳.机制检验表明,示范区试点政策通过提升城市创新能力、投资能力和资金支持效应,推动了城市产业转型升级.基于上市公司数据,从创新投入、投资机会和市场竞争角度进一步提供了微观证据.因此,应继续扩大示范区试点政策,并加强城市产业集群建设,以利于资源型和老工业城市实现转型升级.     

建设工程价款优先受偿权争议及制度重建

建设工程价款优先受偿权作为法定抵押权,其主体为建设工程施工承包人;担保范围仅限于承包人的实际支出费用;担保标的仅限于与建造工程债权有牵连关系的不动产标的物。同时,“不宜折价或者拍卖的建设工程”包括消费者已支付全部价款或者大部分价款的商品房和涉及国家根本利益的建设工程。该权利不以登记为其成立生效要件,成立于建设工程竣工之时,且承包人须向法院提起确认享有该权利的确权之诉。借鉴我国台湾地区承揽人法定抵押权制度,建议在以后的立法中明确建设工程价款优先受偿权为法定抵押权,明确实际支出费用的范围以及引入预为抵押权登记制度。     

资本资产定价模型(CAPM)在深证A股市场的有效性检验

以深证A股市场为研究对象,通过时间序列回归方法对CAPM在深证A股市场的有效性和适用性进行实证检验,结果表明,目前深证A股所需要面对的主要是非系统风险,而系统风险对股票收益的解释力很低。因此CAPM并不适合深证A股市场,深证A股市场仍然是一个不成熟的市场。     

Cooperative advertising,pricing strategy and firm performance in the e-marketing age

Cooperative advertising plays a strategically important role in marketing programs. In this paper, we use a game theoretical model to study not only cooperative advertising but also pricing strategy in a manufacturer—e-retailer supply chain with the consideration of product categories. First, two cooperative advertising models (the leader-follower Stackelberg and the strategic alliance) are established and analyzed. We then compare the two models to develop some important theories and managerial insights. Furthermore, we utilize a bargaining model to implement profit sharing and determine the manufacturer’s participation rate for cooperative advertising in the channel coordination of strategic alliance. Based on our results, we derive optimal market strategies and identify probable paths of future research.     

Market valuation models of the effect of advertising and promotional spending: A review and meta-analysis

A narrative review is presented, within the organizing framework of a meta-analysis, of econometric models reported in the business literature that estimate the effect of advertising and promotional spending on the market value of the firm. Results from published market valuation models are aggregated, and various model specifications are appraised. In brief the meta-analysis finds support for a positive relationship between levels of advertising and promotional spending and the market value of the firm. That is, marketing activities (represented here by observed advertising and promotions spending) are generally expected to deliver future cashflows and produce increases in shareholder wealth. The review seeks to enhance understanding among the community of marketing scholars of the properties of market valuation models published in the literature and serves as a springboard for ongoing investigation of a crucial question for marketing theory and practice. Margy P. Conchar (concharm@mail.ecu.edu) (Ph.D., University of Georgia) is an assistant professor at East Carolina University. Her research focuses on consumer behavior and advertising. Her work in consumer behavior concentrates on risk, motives, and optimal consumption experience. Her research in advertising focuses on the interface between advertising and finance, accounting, or economics. She has previously published in the proceedings of the Academy of Marketing Science, the Association for Consumer Research, the American Marketing Association of Educators, and the Society for Marketing Advances. Melvin R. Crask (mcrask@terry.uga.edu) (DBA, University of Indiana) is an associate professor of marketing at the University of Georgia (UGA). He is currently serving as director of the MBA program at UGA. His teaching interests are in the areas of marketing research and marketing strategy. He has published more than three dozen articles and papers dealing with marketing research methods and with strategic issues in marketing. He is also the coauthor of two books, one on marketing strategy and one on marketing research. George M. Zinkhan (gzinkhan@terry.uga.edu) (Ph.D., University of Michigan) is the Coca-Cola Company Chair of Marketing at the University of Georgia. His major research interests include advertising, communication, and e-commerce.     

影响土地调控政策效果的因素分析

土地政策作为一种调控手段在供给方面的作用要远远大于在需求方面的作用。土地政策的有效调控不仅取决于政策本身，还取决于政策发挥作用的传导渠道是否畅通。从土地调控的传导机制来看，影响土地政策发挥作用的因素主要是土地的市场化程度、财税体制的完善程度、各种调控政策的协调性程度、政策执行主体的执行保证程度等。改善土地调控的外部环境，协调各政策主体利益，将影响土地政策的效果。