Subject Index
 

This article discusses the ten ads which received the most complaints to the Advertising Standards Authority in 2007. As well as providing some background information regarding the ads, it also contai ...

Marketers are facing an increasing challenge from groups pressing the rights of privacy rights of consumers when it comes to receiving commercial messages; the advent of devices such as TiVo and DVRs ...

This paper examines public attitudes towards advertising within the context of transition in central and eastern Europe. Drawing on a consumer survey conducted in three cities within Romania, the stud ...

This paper investigates the image and role of the advertising industry in US society. In spite of heavy investment in social welfare schemes, Jaffe describes the advertising industry’s ongoing image ...

This paper discusses potential implications for marketers following the recent shift in party control of congress in the US. Speaker-elect Nancy Pelosi (D-CA) has outlined an ambitious plan for legis ...

Attitude toward advertising has been widely researched in the last few decades. Its ubiquitous effect on the advertising industry manifests itself in the domain of consumer purchasing behavior and in ...

With the size of ethnic minority groups expanding and their disposable income increasing, the consumption landscape and media environment are constantly evolving. It is important for advertisers to un ...

Time allocation theory holds that individuals allocate their discretionary time purposively, depending upon their time orientation: to the past, present, or future. We use this perspective to understa ...

Georgia Phillips, general manager of add+impact International, has analysed responses from 14 Asia and Asia-Pacific countries to prove the diversity and range of attitudes to advertisements across the ...

Advertising scaled its highest peak of self-respect and influence on Thursday, 17th July, 1924.This was when the International Advertising Convention (the annual gathering of the Associated Advertisin ...

This article explores the formation of Japanese mobile users’ attitudes to pull-type wireless advertising and their willingness to ‘click’ such ads. Both theoretical and practical considerations are u ...

This paper explores the globalization of advertising debate with particular focus on Asia. It presents analyses of responses to advertising across the Asian Markets which shows how widely the response ...

The majority of research about offensive advertising has been conducted in Western countries. However, little is known about consumers' perceptions of offensive advertising in an Asian context, especi ...

The nature of opinion has changed dramatically over the last few years. Once the vertical, hierarchical model defining the flow of information was the most popular method used by organisations seeking ...

This article is based on a paper presented at the annual conference of the Market Research Society. The authors introduce a study to understand the involvement of audiences for TV advertising and desc ...

To examine Web users' beliefs, attitudes and behaviour towards Web advertising, Pollay and Mittal's (1993), belief model is tested via structural equation modelling. The results suggest the model is a ...

The purpose of the study was to ascertain whether advertising professionals judge advertising creativity in the same way as the general public, and whether demographic variables significantly affect j ...

This paper reports on the findings of a survey about attitudes now, and predictions for the future, regarding web advertising versus other media, with college students as the target. College students' ...

The author addresses the problem of establishing customer relationships in the Age of Noise - the most information and clutter-rich era in the history of civilisation. He argues that creating a 'high ...

US legislation now allows pharmaceutical brand owners to advertise prescription drugs `direct to consumers' (DTC). The easy global access to manufacturers' US targeted Internet sites suggests that a c ...

Investigates the utility of the concept of the Affinity for Advertising by asking three questions: What is Affinity for Advertising? To what extent do people differ in their Affinity for Advertising i ...

Print advertising performance is influenced by consumers' attitudes toward advertising in general. Respondents with more favourable attitudes toward advertising recalled a higher number of advertiseme ...

The possibility of Egyptian attitudes towards advertising being affected by exposure to media portrayals of advertising is discussed in the context of cultivation effects. A census of all content rela ...

The purpose of this study was to replicate and extend a previous study (Stevenson, Bruner, and Kumar, 2000) by further exploring the advertising hierarchy-of-effects and its antecedents in the context ...

It is important that Senators, Congressmen and other policy-makers understand the advertising business. One way of achieving this is by using the AAAA's Legislator Education program (Leg-Ed) which pla ...

In the spirit of the IPA's bridge-building initiatives between industry and academia, we argue that academics can enhance practitioners' current understanding of consumers' advertising literacy. Revie ...

Print advertising performance was found to be influenced by consumers' attitudes towards advertising in general. Respondents with more favorable attitudes towards advertising recalled a higher number ...

Examines how the American advertising industry responded to its critics in the late 1950s and early 1960s. Criticism of advertising was not new: it had come under scrutiny in the Progressive and New D ...

This study - comprising a postal survey among 946 Americans - considers consumer perceptions of advertising clutter. It examines clutter in television, radio, magazines, newspapers, Yellow Pages, and ...

This paper is based on research conducted in Russia during its transition to a more liberal economic and political system. The data cited are taken from VCIOM nation-wide surveys and polls conducted i ...