Subject Index
 

Neil Francis, co-founder and creative partner at Stephens Francis Whitson, asks why good copywriters, and the skills to write persuasive copy in a brand tone of voice, seem to be thin on the ground. I ...

Few people have the talent to write persuasively, but everybody in management, marketing and sales thinks they can, and thus that they do not need to hire professional copywriters. The results are pai ...

The roles of two constructs of consumer knowledge and self-assessed product knowledge and objective product knowledge and are examined in an experiment in which consumers read ads for high-tech produc ...

This paper presents a knowledge-creation approach permitting both marketer and researcher to apply principles of systematized design to concepts in text format and simulated visual format. The goal is ...

While many parts of pharmaceutical advertisements are regulated, each advertisement also contains a promotional component in which the advertiser conveys information to the consumer. The purpose of ...

This best practice piece on briefing agencies covers the rise in importance of the account planner and the belief that agencies do not trust clients to provide a fully crafted creative brief. It cover ...

Writing effective copy for your ads and other marketing materials plays a key role in turning potential customers into paying ones. To do so requires a number of different considerations, including a ...

Describes how First Impression and the Cancer Research Campaign ran a competition for teenagers to write their own anti-smoking ad. The project was named Get-Into. A website and a (free) exhibition st ...

Coming to feel that only numbers count is seductive. Numbers seem safe and scientific. But in our heart of hearts we already know that not everything that matters can be quantified, so we look for w ...

This article covers the core elements of effective print advertisising, from initial concept work to placement and evaluation. Among the topics discussed are how to establish the right objectives, the ...

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1985, the ...

This paper reports findings from a telephone study conducted among agency art directors and copywriters about their attitudes and beliefs about television commercials. The study finds significant diff ...

Research evidence from research International on the value of slogans, straplines and enlines, how they perform and what their purpose is in advertising. Factors which must be considered to ensure tha ...

Argues that copywriters have a completely different model from advertising researchers of how people in the real world respond to advertising. They believe that researchers fail to understand the diff ...

Although improvements in traditional quantitative and qualitative research techniques have enhanced our ability to collect timely, valid, and reliable data, and to analyze these data with greater insi ...

This article provides a summary of personal observations, practical experience, and discussions with leading professionals in the field of advertising and communications regarding how to identify a co ...

A variety of factors motivate managers of firms to change advertising slogans. Principal among these factors is the desire to improve the financial performance of the firm, which should be viewed posi ...

A study of comparative versus non-comparative copy, to test a number of hypotheses about the superiority of the former. Previous studies reviewed. Main finding: the verbal strategies used in advertisi ...

Base on published summaries of the findings drawn from over 30 major research studies, many of which are still on-going, this book is not a theory book on advertising effectiveness, although the autho ...

An experimental study to investigate what is added to print advertisements by the use of `power words' (e.g. `new', `improved', `freshness' etc.) Respondents were shown versions of the ad with or with ...

The authors argue for the value of `visual metaphor' compared with direct verbal exposition, and claim that much of the world's most effective advertising has been founded on this approach (some examp ...

Four good reasons for avoiding a negative sentence in advertising whenever possible are its relative difficulty of comprehension, its uninformativeness, the fact that it presupposes or implies precise ...

Advertisers are accused of degrading the English language by deliberate misspelling, the use of slang, the creation of new words and expressions and the use of language which does not conform to the c ...

Advertising, written in the language of a movie, a celebrity, a profession or any familiar style transferred from another context, can be created more easily and can communicate more effectively than ...

Though extensive work goes into developing new product ideas, less time and consideration is given to getting the concept execution right, despite the risk that a faulty execution can kill a good idea ...