Pamela E. Pennock. Advertising Sin and Sickness: The Politics of Alcohol and Tobacco Marketing, 1950-1990

This book traces three efforts to ban or regulate the marketingof alcohol and tobacco products in the last half of the twentiethcentury. The first manifested itself in a string of congressionalhearings on the advertising of alcoholic beverages that beganin 1947 and continued until 1958. The second involved the antismokingpush that put warning labels on cigarette packages in 1965 andeliminated broadcast cigarette ads in 1970. The third was adrive to place similar limits     

The State of Internet-Related Research in Communications,Marketing, and Advertising: 1994-2003

This study analyzes trends, patterns, and rigorousness in research studies about the Internet through a content analysis of published Internet-related papers in 15 major journals in communications, marketing, and advertising between 1994 and 2003. Five hundred thirty seven papers of 4,050 total papers in the 15 journals (13.3%) were about the Internet. The results of this study demonstrate a definite pattern of increase in Internet research, the existence of a wide dispersion of individual and institutional contributors, a need for a more explicit theoretical framework, and a need for better methodological rigors in Internet research. In terms of topical coverage, this study concludes that Internet research deals with diverse research topics, but has not quite reached the last phase of Wimmer and Dominick's (2002) media developmental model (i.e., how we can improve the Internet).     

Trends in Advertising Research: A Longitudinal Analysis of Leading Advertising,Marketing, and Communication Journals, 1980 to 2010

This study provides a longitudinal content analysis of advertising research articles in 17 top-tier advertising, marketing, and communication journals published over the past 30 years (1980–2010, n = 926). The study's purpose is to shed light on the direction and progression of advertising as an academic field by updating and extending Yale and Gilly's (1988) study of advertising research trends. Nine content characteristics of the journal articles were examined: (1) theory presence (theory driven versus not theory driven), (2) names, types (theory versus theoretical framework/model versus construct), and originating disciplines of theory, (3) topic areas, (4) media of interest, (5) research approaches (empirical versus nonempirical and quantitative versus qualitative versus mixed), (6) methods, (7) types of effects, (8) units of analysis, and (9) research implications. Changes in the content characteristics of journal articles were found across the 30 years analyzed in five-year intervals. Implications for the field, scholars, and advertising practitioners are discussed.     

Sources of Scholarly Publications in Marketing,Advertising, and Public Relations

Advertising and marketing as fields of scholarship depend to a large extent on major scholarly publications for the exchange of ideas and research. The authors have examined six publications in the fields of advertising, marketing, and public relations in order to determine the major sources of new ideas in these fields.     

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.     

The Influence of Repetitive Health Messages and Sensitivity to Fluency on the Truth Effect in Advertising

Although merely repeating a product claim does not influence the objective validity of the claim, it often increases the subjective validity of the claim (the truth effect). Research notes that the truth effect plays an important role in health advertising. The present research investigates the moderating role of sensitivity to feelings of fluency (or processing ease) on the truth effect. The truth effect was more pronounced when the need for affect was high rather than low (Study 1) and when consumers were primed to trust their feelings (Study 2). Finally, Study 3 and Study 4 replicate these findings using advertising appeals. Advertisements that encourage consumers to focus on their feelings increase susceptibility to the truth effect.     

Rosemary Feurer. Radical Unionism in the Midwest, 1900-1950

For more than a decade, workers in the Midwest electrical manufacturingindustry, as well as many other blue-collar workers in the Americanheartland, rallied around an openly Communist union organizerwho promised to deliver an alternative vision of democracy andeconomic development. William Sentner's ability to thrive inwhat one would expect to be a hostile environment for Leftistsrested on a community-based organizing strategy attuned moreto local conditions than national or international events. Thisstory, Rosemary Feurer suggests, holds     

Piercing the Corporate Veil: Cape Industries and Multinational Corporate Liability for a Toxic Hazard, 1950-2004

The ‘corporate veil’ refers to the separation oflegal identity between parent firms and their subsidiaries,which gives the parent protection against the liabilities ofits subsidiaries. Fearing that such liability protection wouldfacilitate illicit activity, early twentieth century courts,especially in America, would sometimes ‘pierce’the corporate veil. This article explores Adams v. Cape (1990),in which American plaintiffs attempted to persuade the Englishcourts to lift the corporate veil and impose liability for industrialdisease on Cape Industries, a leading U.K. asbestos manufacturer.This landmark case shows how corporate strategy can be closelyintertwined with international corporate law and occupationalhealth and safety issues. It also highlights how limited liabilitylaw and separate legal personality can result in significantinjustice to claimants against multinational enterprises.     

The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising,Advergames, and Advertising in Social Network Games

The study presents a framework for the analysis of advertising in digital games. It reviews literature on in-game advertising, advergames and advertising in social network games. The framework distinguishes between stimulus characteristics of the game as well as of the advertising that lead to psychological responses toward the game and the brand and to actual behavior toward the game and the brand. It takes into consideration individual factors of the player and social factors surrounding the player. In addition, theoretical models of advertising perception in digital games and issues regarding regulation are addressed. Directions for future research in the area of advertising in digital games are provided.     

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.     

Ethics in Advertising Decisionmaking: Implications for Reducing the Incidence of Deceptive Advertising

A survey of 206 advertising professionals assessed the relative influence of four factors (ethics, legal considerations, business considerations, and anticipated approval of management/peers) on decision-making about advertising content and policy. Most professionals were influenced only by legal considerations; ethics exerted a relatively minor role. Age and length of professional experience were related to the factor that exerted the dominant influence on an individual's decisionmaking. Those who were youngest and had least professional experience were most influenced by business considerations. Professionals who were slightly older with slightly more experience were most influenced by legal considerations. Finally, those professionals who were the oldest and had the most experience were primarily influenced by ethical considerations. The results are used as basis for identifying specific actions in professional training, advertising agency management, and advertising regulation which have potential to reduce the incidence of deceptive advertising.     

Allied Breweries and the Development of the Area Manager in British Brewing, 1950-1984

Brewing in the United Kingdom in the years following 1950 sawa shift from a production to a retailing orientation. As partof this shift, the role of the area manager started to movefrom production and sales discipline to retail development.This article explores the job of the area manager during theperiod, seeking to demonstrate the weakness in recent accountsthat suggest that area managers serve only as an "informationrelay" between senior managers and unit managers. Although theevidence is limited, because of problems with the survival ofrecords, it suggests a more complex picture, which has implicationsfor area managers in retail and service industries more generally.     

The Role of Advertising in the Marketing Strategy of Accountancy Firms: Evidence from a Regional Market

Rules governing the advertising activity of accountancy firms have recently been relaxed. Published evidence is, however, scant regarding the perceived value of accountancy firms' advertising by both users of their services and by business advisers. Building on a conceptual model of the role of advertising in accountancy firms described in an earlier issue of this journal [Watkins and Wright, Service Industries Journal, Vol. 5, No. 3, November 19851, this article presents some results from a recent survey of a regional accountancy market. These results show that a careful examination of advertising within the overall marketing mix is required, with other forms of marketing perhaps offering greater possibilities. The overall conclusion is that the cost-effectiveness of the advertising of accountancy services h s t be open to doubt.     

Marketing Gum, Making Meanings: Wrigley in North America, 1890-1930

This essay is a business and cultural history of Wrigley marketingin North America from the 1890s until the early 1930s. Wrigleyrelied on wholesalers at a time when consumer goods makers wereexpanding their sales forces. A prolific advertiser, Wrigleyprovided favorable terms to retailers carrying chewing gum,countering the view that advertising, by enabling direct communicationbetween manufacturer and consumer, diminished retailer cloutin the chain of distribution. Wrigley advertising constructedmeanings on multiple levels, discussed here with the theoreticaltools of liminality and semiotics. The text of Wrigley ads championedrelief for two modern conditions: indigestion and stress. Theimagery, mainly that of the liminal "Spearman," evoked notionsof unworldly escape and infantile nostalgia. The ads were richlypolysemic. Accordingly, Wrigley's widespread popularity andmarket dominance by 1930 should be assessed in terms of bothmarketing function and representational process.