Cable Television and Advertising: An Assessment

Since its inception, the cable television industry has experienced a large growth rate. Today 16 percent of the U.S. television homes are linked to some form of cable. While there have been numerous federal, state, and local inquiries and a great deal of literature devoted to cable development and potential, there has only been a limited amount of study devoted to cable's relationship to the advertising industry. This paper discusses some of the more pertinent issues of the cable-advertising industry relationship. It traces the past developments of cable's structure and relationship to advertising and offers some current viewpoints concerning this interesting relationship.     

Television Advertising Avoidance: Advancing Research Methodology

New technologies have led to increased television advertising avoidance. In particular, mechanical avoidance in the form of zipping and zapping has gained momentum in recent years. Channel switching or “commercial zapping” studies employ diverse methodologies, including self reports, electronic monitoring, laboratory, and in-home observation which has led to a diversity of reported results. This article proposes advancing and standardizing the methodology to comprise a two-phase hidden observation and survey method. A number of research phases have led to the development of this method to collect both mechanical and behavioral avoidance data. The study includes a detailed outline of the hidden observation approach. The survey phase opens up the potential for the collection of viewer data that may further illuminate television advertising avoidance behavior.     

Consumer Attitudes Toward Professionals' Television Advertising

No abstract available for this article.     

Children's Television Advertising and Brand Choice: A Laboratory Experiment

This experiment attempts to investigate the vulnerability of children to television advertising. Subjects between six and eight years of age were exposed to commercial stimuli under varying conditions. Groups were randomly assigned to view segments of “Jeannie,” a network children's show, either with an experimenter-produced commercial of a previously-unknown brand or a control ad inserted into the program context. In addition, the effects of traditional methodologies employed in related literature to one which minimizes reactance effects were studied. Children's brand choices were found to be influenced significantly by the communication of the commercial message for the previously-unknown brand.     

Cultural Values in Indian Television Advertising

The study investigates cultural values portrayed in commercials aired on television in India. The study included a comparison of the cultural values depicted in Indian and Western product brands as well as a comparison across four groups of products for both within and across Indian and Western brands. The study concludes that Indian and Western marketers are stressing the following cultural values: modern, symbolic, tradition, and utilitarian, and are blending Eastern and Western values. Results of the study indicate the importance of considering cultural values associated with different product types in the development of successful advertising campaigns.     

The Use of Humor in Asian and Western Television Advertising:

Researchers frequently cite the importance of testing the validity of Western business theory in other regions of the world such as Asia. In response, this study seeks to determine whether US.-based theory concerning the use of humor in television adver- tising has predictive validity in two rapidly emerging Asian markets (Korea and Thailand) and one European market (Germany). Of par- ticular interest are hypothesized relationships between product type and marketers' use of humor to communicate brand information. While some evidence of predictive validity is found, the overall pattern of results suggests that international business managers should exercise caution before assuming that U.S. advertising suate- gies apply in other national markets.     

Corrective Advertising: An Experimental Evaluation of Alternative Television Messages

Through the use of Federal Trade Commission recommended corrective message copy, alternative television advertisements were analyzed experimentally to determine if message content format influences the effects of corrective advertising. Results indicate that a corrective advertisement in which persuasive (and accurate) product claims are followed by corrective copy is superior in altering erroneous product performance beliefs. A corrective message using a format of this type resulted in consumers' holding more accurate beliefs about the medicinal capabilities of Listerine mouthwash. Further, decrements to the image of the brand and the firm were minimized with this message format.     

Integrating Results from Children's Television Advertising Research

Children's television advertising is rapidly becoming a major concern to government agencies, citizens' groups and researchers in many areas of the social sciences. To this point there has been little integration of research efforts. This article presents a model of the processing of television advertising by children in order to organize and integrate previous research results and to act as the basis for suggesting future directions for research. The authors indicate that more involvement by advertisers is needed.     

数字时代中国电视广告的优势及形式

传统的电视经营模式中绝对少不了广告。因为电视是目前中国家庭最为普遍的接受信息的工具，观众收看电视节目不用付费，而电视节目的生产、播放需要大量资金，广告费就成了广电媒体的主要收入。据统计，中国现阶段电视经营收入的90％来自电视广告。传统模式下的电视广告有受众广泛、覆盖面广、传播迅速、形象生动等特点，电视媒介也已经将这些特点运用到了极致，希望吸引更多的广告主来投放广告。     

Potential Secondary Effects of Regulating Children's Television Advertising

The Federal Communications Commission and the National Association of Broadcasters are currently formulating rules and regulations to limit the amount of TV advertising directed at children. What has not been considered are potential secondary effects of these proposed rules and regulations.

The apparent basis of this action is great faith in the power and effectiveness of consumerist legislation. Even if the law is effective in accomplishing its primary objectives, it may produce negative consequences for many consumers and negative reactions within the business community.     

Children's Television Advertising: The Attitudes and Opinions of Elementary School Guidance Counselors

Abstract

Advertising researchers often assume that the audience reacts to ads homogeneously, but evidence suggests that individuals process ads subjectively on the basis of their membership in groups defined by ethnicity or gender, or their life themes or experiences. The authors examine how one group, heterosexuals, reacts to the portrayals of an out-group, homosexuals, in ads. They find that heterosexuals' emotional and attitudinal responses to a homosexual ad depend on their general attitude toward homosexuality. The effect on attitude toward the brand sponsor is more muted. Practical implications are noted for advertisers facing consumer groups that have diverse opinions on social issues such as homosexuality.     

Creative Strategies in Highly Creative Domestic and International Television Advertising

The author gives an ITV Company view of the research environment of the eighties.     

Satisfaction with the Informational Value of Magazine and Television Advertising

Abstract

This survey examines consumer satisfaction with the informational value of magazine and television advertising. Three significant conclusions are indicated by the data: (1) consumers are more satisfied with the informational value of magazine advertising than television advertising; (2) blacks are more satisfied with the informational value of both types of advertising than whites; and (3) middle-income are more satisfied with the informational value of both types of advertising than are low - and high-income.     

The Incidence and Characteristics of Disclaimers in Children's Television Advertising

Abstract

This paper reports the results of research that updates and expands previous research on disclaimers in children's television. The study examines the incidence, form, position, language level and variance by product category of a sample of nearly 1,000 advertisements televised during children's programs.     

Studying the Child/Television Advertising Relationship: A Symbolic Interactionist Approach

The authors argue that research has focused too narrowly on the effects of television advertising on children. To fully understand the child/television advertising relationship, it is their position that it is necessary to actually examine the social character of child viewing situations. They present the logic of the naturalistic method of symbolic interactionism as an alternative approach for developing a more complete understanding of television advertising in the lives of child viewers.     

Television Advertising to Children: What Parents are Saying about Government Control

Four hundred parents were interviewed in the Southwestern United States to study parental response to the idea of child marketing and specifically television advertising to children. Findings indicate that the children of those parents interviewed are exposed, on the average, to more than twenty hours of television each week and that in-store product recognition on the part of the children is quite high. General response of the parents indicate a strong doubt in the honesty of advertising to children and a call for greater federal legislation to correct the situation. Also, a strong degree of cynicism was observed among parents interviewed about the institution of television advertising to children and its apparent misleading aspects. Parents were quick to criticize the use of premiums and prizes as a tool of selling to children.