Bernstein,Sidney R. This Makes Sense to Me: An Opinionated Editor Speaks Out. Chicago: Crain, 1976

Abstract

Process tracing data help researchers understand how yellow pages advertisement characteristics influence consumer information processing behavior. In a laboratory experiment eye movement data were collected while consumers chose businesses from telephone directories. Consumers scan listings in alphabetic order. Their scan is not exhaustive. As a result, some ads are never seen. Consumers noticed more than 93% of the quarter-page display ads but only 26% of the plain listings. They perceived color ads before ads without color, noticed more color ads than noncolor ads, and viewed color ads 21% longer than equivalent ads without color. Also, they viewed 42% more bold listings than plain listings. Consumers spent 54% more time viewing ads for businesses they ended up choosing, which demonstrates the importance of attention for subsequent choice behavior.     

New Product Development. Gruenwald,George. Chicago: Crain Books, 1985, 414 Pp. $34.95

A core value throughout much of American history, frugality received official sanction during World War II when the U.S. government, to mobilize the home front, launched poster campaigns that preached being thrifty with goods and services, recycling metals and other materials, growing and storing food at home, obeying price and ration controls, and buying war bonds. This paper examines the consumption context, implementation, creative execution, and impact of government-sponsored poster advertising during this important turning point in the history of American consumer culture. The final section considers the significance of these campaigns in consumption and poster history, as well as some implications for reinspiring frugal values and behaviors.     

The New World of Advertising. Compiled by the editors of Advertising Age. Chicago: Crain Books, 1975

Abstract

This study empirically tested the assumption that the more creative alternatives generated, the better the chance of developing the most effective campaign creative strategy. A panel of four professional creative people from a branch of a “top-twenty” advertising agency judged positioning statements generated by four groups of advertising students. Various analyses of the data tended to confirm the assumption.     

Benevolent Dictators. Cummings,Bart A. Chicago: Crain Books, 1984. 344 Pp. $24.95

Abstract

A mall-intercept study recruited 601 subjects in three cities who viewed simulated Yellow Pages ads for florists or caterers. Ad information was either generally stated or specific to the product involved. Ads either did or did not contain color. Color was used to attract attention to the ad or else to enhance product appearance. Subjects selected an initial consideration set and a final set of ads to call. Ads with product-specific information were more likely to be considered and called. Findings showed that ads with color were more likely to be considered, but only using product-enhancing color increased chances that an ad would be called. Ads that used enhancing color in a manner that substantiated verbal claims were most likely to be called first.     

Rogers,Everett M., and Rekha Agarwala-Rogers. Communication in Organizations. New York: The Free Press, 1976

Abstract

A review of past research on the persuasive effects of source expertise and source similarity reveals inconsistent results. In an effort to provide more direction for advertisers and other communicators, insight into source effects was sought through examining the relationship between source expertise and source similarity. Results revealed that there is no underlying relationship between expertise and similarity. The presence of one source characteristic does not impact the other source characteristic. As a result, the advertiser's decision relating to what type of communication source to use remains an important one. In view of these findings and past research, future research directions are identified.     

Howard,John A. and J. Hulbent. Advertising and the Public Interest. Chicago: Crain,Inc., 1973

Abstract

This study presents a content analysis of sexual portrayals in magazine advertisements during 1964 and 1984. The results show that the percentage of ads with sexual content did not increase over the twenty-year period, but that the types of sexual portrayals did; sexual illustrations became more overt; and there was a greater reliance on visual than verbal sex in 1984 than 1964. The study also found that female models are more likely to be portrayed as sexually clad, partially clad or nude than were male models.     

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.