Subject Index
 

This article explores the role and interpretation processes of puns in print advertising. The function of punning (wordplay) in advertising varies from double meanings to humorous effects. Textual ana ...

This study investigated how mass media exposure and cultural values influence Korean immigrants' responses to models in print advertising. In a between-subject design, participants viewed advertisemen ...

This paper examines the interpretation of print advertising by different interpretive communities, and explores how audiences interpret open-text vs closed-text advertisements. A reader-response/recep ...

Dr Robert Heath, Bath University School of Management, and Stuart McDonald, head of advertising insight at News International, present some new research that shows that press advertising is as effecti ...

Despite its importance surprisingly little is known about the influence of colour in advertising. This paper studies the effects of the three components of an ad’s colour (hue, saturation and lightnes ...

Short-term advertising strength (STAS) is estimated based upon personal interview data. These estimates are upward biased relative to electronic single-source-based estimates. However, when electronic ...

In this paper, ZenithOptimedia's Andrew Green assesses the effectiveness of long-term advertising in the printed media. While newspapers and magazines have increased and diversified their content in a ...

This paper details the various different factors which can influence the effectiveness of print advertising. Design, content and placement, among others, are of central importance, as is the type of p ...

Erwin Ephron contends that growing commercial avoidance (via TiVo, PVR etc.) does not threaten mass media. It only threatens intrusive media like TV and radio. There is less commercial avoidance in p ...

Much has been written about the working relationship of advertising agencies and their clients. This paper examines whether advertising agency and client managers use the same mental models to evaluat ...

The author's belief is that successful advertising has to achieve four responses: - appreciation, branding, communication, and desired effect on brand. TV can be thought of as another branch of showb ...

This is a review of newspapers and magazines. In much of the world the two sectors show different trends with newspaper circulations and readerships slowly falling, though the share of ad spend remai ...

This paper attempts to explore the impact of pictures on the accompanying verbal information in print advertisements for high-imagery and low-imagery copy, and for high-involvement and low-involvement ...

The author recently analyzed the local delivery of national magazine schedules in concert with proposed purchases of local Internet media weight on a Designated Market Area basis. The purpose of the 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 ...

We replicate, using adult web users, a study comparing advertising effectiveness and content evaluation in print and on the web (Gallagher, Foster, and Parsons, 2000). As in the original study involvi ...

Some have argued that traditional principles of mass media advertising do not apply on the web. We present an empirical study that contradicts this assertion. Our findings suggest that advertisers nee ...

Advertising is generally seen to play an informative, image-shaping role. Advertisers, however, are increasingly demanding proof of what their investment brings them in the sense of 'more sales'. 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 1987, Appe ...

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 ...

Are advertisements with more peripheral pictures more memorable than those with fewer pictures? If advertisers' objectives could be accomplished with advertisements containing fewer pictures, signific ...

Argues for the benefits of integrated media planning. It is time planners went back to regarding media as complementary, not competitive.

Surveys the current state of magazine readership research in the US. Research has moved away from being a tool for publishers to sell against each other towards addressing the key business interests o ...

Describes how Millward Brown in the US have compensated for the relative lack of media consumption data (as compared to the UK) by adding media consumption questions to ad tracking surveys. The includ ...

How important are pictures and illustrations in print media advertising of hospitals ? This German study tests a series of hypotheses relating to the noting of various combinations of text and illus ...

Confronted with the unavoidable question of finding survival strategies in an intensely competitive market for hospitai services which is characterized by a decreasing number of beds and the danger of ...

This article calls for the application of content analytic techniques to advertising as a method of predicting advertising effectiveness. A comprehensive empirical investigation examines the effect of ...

Argues that pre-testing of magazine advertising provides an essential link between the creative product and media placement, which allows the message to be fine-tuned for much greater effect and retur ...

Recall methods are used to establish the important variables in effective print advertisements. Headline size, copy length, position in the publication and illustration placement are measured along w ...

How print ads which have been seen, but not remembered, can still influence behaviour. People rate ads which they have seen but forgotten as more likeable, memorable and distinctive than ads they have ...