Advocacy Advertising,the First Amendment,and Competitive Advantage: A Comment on Cutler & Muehling

Abstract

A continuing difficulty in regulating corporate advocacy advertising is distinguishing between political and commercial speech. An article by Cutler and Muehling argues that the competitive impact of an advertisement should be a factor in determining whether a corporate advocacy advertisement is commercial or political speech. If a corporate ad primarily benefits the ad sponsor, the ad is likely to be considered commercial speech, Cutler and Muehling say. If the ad benefits a larger industry or society, Cutler and Muehling would call the ad political speech. This comment argues that the Cutler and Muehling proposal helps little to illuminate or modify controlling Supreme Court criteria for distinguishing political and commercial speech. The comment also argues that the vagueness of the Cutler and Muehling proposal would permit the unconstitutional regulation of corporate political speech by misclassifying it as commercial speech.     

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.     

Full Service Agencies vs. A la Carte

Abstract

This article examines the new phenomenon of à la carte advertising in which an advertiser acts as coordinator and purchases various services from independent operations. A la carte advertising is mainly motivated by a desire on the part of cost conscious advertisers to reduce costs of advertising. In the long run this move may be more costly to the advertiser specially in terms of reduced profitability derived from less effective advertising. Full-service agencies make the most sense for most advertisers and can even provide effective service on an à la carte or modular basis if so desired.     

Fundamentals of Copy and Layout. Book,Albert C. and C. Dennis Schick. Chicago: Crain Books, 1984. $14.95

Abstract

The Federal Communications Commission relaxed commercial television licensee obligations regarding deceptive advertising in 1985. Local broadcasters may now decide which clearance policies to use to determine if advertisements are deceptive. A national mail survey of commercial television station sales managers was conducted to determine whether advertising clearance policies vary by station profitability or organization size. The proposition that clearance policies may be used to make a station's airtime more attractive to viewers was also given a preliminary test. Results suggest that clearance policies are affected by profitability level and organization size. The implications of study findings are discussed.     

Understanding Programmatic Creative: The Role of AI

In this article, we expand the concept of programmatic advertising to include programmatic creative as a vital component. While artificial intelligence (AI) has already automated the media buying process, the advertising creative process still requires extensive human efforts. Such discrepancy calls for AI to transform the advertising creative process. We provide a framework for understanding and investigating programmatic creative by drawing evidence from the advertising industry in China. We specifically discuss how big data and machine learning algorithms underpin programmatic advertising. We argue that AI will integrate programmatic buying and programmatic creative in the future. We also discuss the technological, regulatory, and legal challenges faced by programmatic creative. We argue that new theories and methods are needed to conduct research in this area and provide guidance for the advertising industry.     

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.     

Lancaster,Kent M. and Thomas C. Martin (1988). ADLAB,Gainesville, FL: University of Florida, 31 Pp. and software for IBM,Macintosh, and compatibles. $12.00

Abstract

Prior research on advertising literature consists primarily of studies of journal article authorship and author productivity, journal content and quality, and citation patterns. Absent from this stream of research is direct evidence of the influence of individual authors and their works in the form of peer evaluation and readership. For this study, a priori lists of influential books and articles were used in a survey of U.S. advertising educators and academic researchers. The results reveal a core of research-based and practice-oriented contributions of widely recognized importance and influence. The findings also provide (1) valuable lists of readings for current and future students and educators; (2) direct evidence of the quality of individual literary contributions; and (3) useful insights into the theoretical, intellectual, and practical foundations of the field.     

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.     

Advertising and Public Utilities 1900–1917

Abstract

During the period from 1900 to 1917, utility companies led in the expansion of the legitimate use of advertising in the political arena. Under the leadership of men such as Theodore Vail, President of AT&T, they openly invited the advertising business to help establish a public climate conducive to private, monopolistic utility service. Consequently, a growing number of advertising agencies found themselves engaged in political persuasion decades before the widespread use of advertising to elect candidates for public office. Early utility advertising thus prefigured the many types of advocacy and corporate image advertising widely used in the 1970s. It showed a willingness on the part of some agencies to develop non-product campaigns for clients involved in controversial public issues.     

Muslim millennials’ attitudes towards fashion advertising

Abstract

Recognizing the rapid growth of fashion marketing efforts in Muslim consumer markets, this article aims to investigate attitudes towards fashion advertising between Muslim millennials from two countries of diverse advertising environments. The conceptual framework used for investigation was adapted from an existing framework for attitudes towards advertising. A sample of young millennials (n?=?1,691) responded to a questionnaire-based survey measuring items related to beliefs, attitudes, and behaviors towards fashion advertising, in addition to religiosity and fashion consciousness. Analysis of hypothesis testing was performed using Structural Equation Modeling (SEM). Findings revealed that beliefs towards fashion advertising may be grouped into positive and negative factors which influence attitudes towards fashion advertising. Additionally, fashion consciousness also influences Muslim millennials’ attitudes towards fashion advertising. This article also examined the diversity of Muslim millennials in terms of religiosity, gender, and advertising environment on beliefs, attitudes, and behaviors towards fashion advertising. Analysis of group comparisons was done after establishing measurement invariance in Multi-group Confirmatory Analysis (CFA). Differences in attitudes towards fashion advertising across religiosity, gender, and cross-national groups illustrate the diversity within Muslim millennials. These differences are explained in terms of differences in antecedent positive and negative beliefs. This article contributes to the literature of attitudes towards advertising by illustrating the influence of gender, religiosity, and advertising environment on attitudes towards fashion advertising in diverse Muslim markets.     

Kennedy,Sherril H., and David R. Corkindale. Managing the Advertising Process. Lexington,Mass.: Lexington,Books, 1976

Abstract

A mail survey was conducted among a sample of account and creative services personnel working in advertising agencies nationwide to determine areas of conflict in working relationships between these two groups. Additionally, respondents were asked to perform the same critical analysis of their colleagues within their own departments. Analysis of responses from 256 agency employees indicate that some disagreement between account management and creative services exists. Creative services personnel tended to be more critical of account management than account managers were of creative people. Results are explained by the differing perspectives of the generalist (i.e., account managers) and specialist (i.e., creative services) that must be brought together in an agency to produce effective advertising.     

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.     

Nie,Norman H., et at. Spss Statistical Package for the Social Sciences,Second Edition. New York: McGraw-Hill Book Co., 1975

Abstract

This paper examines a commonly used indicator of reliability in advertising studies (the test-retest correlation coefficient), and shows that reliability values obtained by this method are not as simple to interpret nor as closely related to the idea of stability or reproducibility as many casual readers in the area might presume them to be. Examples from the advertising literature are provided to demonstrate these points, and several cautions in using test-retest correlations as reliability estimates are offered. It is also suggested that other statistics may prove useful to the researcher as supplements to the limited amount of information contained in the estimated reliability number.     

Liu,Peter Yi-Chih. The Development of the Advertising Industry in Japan and Taiwan: A Comparison, 1945–1975. Taipei: International Advertising Agency,Ltd., 1975

Abstract

An increase in regulatory activity regarding false and deceptive advertising during the late 1960s and throughout the 1970s instigated an increase in the number of articles on the subject in both the academic and trade journals. Most of the developing literature centered on post hoc regulation done by formal government agencies (such as the FTC) and informal self-regulatory agencies (such as NAD/NARB). Largely overlooked was the routine but important advertising clearance process that addresses matters of falseness, deception and taste before the advertisements appear in the media. Recent trends toward de-regulation make the clearance process more important than ever before.

This article focuses on widely followed clearance procedures prevalent among major advertisers who use agencies and national media. A case example is included to show nuances and intricacies of the process. Common exceptions to the example are noted. Figures are included to model the general process and primary concerns of the involved parties.     

Advertising Age Yearbook 1983. Covering the Events of 1982. Chicago: Crain Books, 1983, 320 pp. $34.95

Abstract

The use of highly attractive women in advertising is certainly popular, though support for their effectiveness is somewhat mixed (e.g., Bower and Landreth 2001; Caballero, Lumpkin, and Madden 1989; Caballero and Solomon 1984). Other research has established that some women experience negative affect by comparing themselves with these beautiful models (e.g., Irving 1990; Martin and Gentry 1997; Richins 1991). The present research extends prior undertakings by investigating whether the negative affect stemming from comparisons with these highly attractive models may have a negative impact on advertising effectiveness. The pattern of results from two studies indicates that, when sufficient negative affect is generated as a consequence of comparison with beautiful models, evaluations of both the model as a spokesperson and the product argument may be affected adversely because of model derogation. Given the significant effect that evaluations of spokesperson and product argument can have on product evaluations and intentions, the importance of this finding of model derogation is discussed.     

William L. Rivers and William T. Slater,Aspen Handbook on the Media,Aspen Institute Program on Communications and Society,Palo Alto,California, 1975, 182 pp.

Abstract

A study of the use of humor in U.S. and U.K. television advertising was developed by surveying ad agency executives in the two countries and then by conducting a content analysis of television commercials. The survey of executives revealed a more accepting attitude toward the use of humor, and a broader view of the potential uses of humor among the British agencies. The content analysis showed a significant increase in the use of humor in the U.S. since the last major benchmark study, but less humor than in the U.K. sample of advertising. An examination of the content analysis data using the Foote, Cone and Belding (FCB) planning matrix revealed a situational use of humor in both countries, with humor most often used with low involvement/ feeling products and least often used with high involvement/feeling and thinking products. For the most part, the views of agency executives reflect the incidence and use of humor in their respective countries.     

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 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.     

Naubauer,Robert G. Packaging,the Contemporary Media. New York: Van Nostrand Reinhold, 1973

Abstract

Additional advertising regulation is being proposed for both tobacco and alcoholic beverage products. The possible outcome of these proposed regulations is examined based on the effect that advertising regulation has had on tobacco consumption in the past.