Subject Index
 

David Bonney, a strategic planner at McCann Erickson London, makes the case for advertising that taps into sad emotions, and rails against the endlessly happy and up-beat communications so often used. ...

In the early 1990s various studies showed the importance of advertising likeability for advertising effectiveness. Has the role of advertising likeability changed since then? We analyzed audience reac ...

Recall, one of the key metrics in advertising testing, has been criticized over the years as favoring rational advertising over emotional advertising. An analysis and reconsideration of the available ...

This paper is born out of frustration at outdated models of thinking that are alive and well today instead of being dead and buried (and a source of amusement). The marketing community obstinately cli ...

Erik du Plessis, CEO of Millward Brown South Aftrica, believes that new brain-scanning techniques and new thinking on emotion are revolutionising advertising practices. Using the theories of the neuro ...

In this introduction to Admap’s focus on advertainment, Roderick White looks at the role and value of advertising as (and in) entertainment, and how advertisers are looking beyond traditional media ad ...

This benchmarking study examines Chinese children’s perceived truthfulness of and liking for television advertising in three Chinese cities with different developmental levels of advertising. An in-pe ...

In 2002, in collaboration with MarketResponse Netherlands, Ster devised a new method for the measurement of the processing of television ads by audiences. This paper will describe how this method was ...

This paper considers the the power and importance of brand and advertising stories in generating a marketplace in which we all want to participate. After all, the marketplace itself is a matrix of sto ...

This is a best practice piece on the use of humour in advertising. It explains that humour may be cognitive, affective or both. The reasons for using humour and its drawbacks are discussed. The accep ...

Ian Fermor discusses the comparative effectiveness of brand and product advertising. He sees a danger of brands fragmenting to meet smaller consumer groups with a consequent reduction in benefit from ...

This article suggests that increases in the liking of products are mediated by an individual's implicit memory. Cognitive science has discovered that memory is basically structured in three componen ...

This paper shows that product category is an important moderator of the relationship between commercial liking and memory. In this multi-year survey of responses to commercials shown on the Super Bowl ...

Neurological science shows that rational and emotional processing (e.g. of advertising messages) are not alternatives or in a sequential hierarchy of effects, but simultaneous, integrated and reflexiv ...

Clients want marketing research that informs them about what actions they should take, not only what their current situation is. This requires that marketing research use multiple measures instead of ...

The central idea of this paper is 'show emotions and the viewer will buy'. Based on a research with 951 TV commercials and 1,361 viewers, the authors arrived at several conclusions: Feelings on TV is ...

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 1964, Well ...

Describes a proposed exploratory research project to study emotional, feeling and highly rational reactions to visual stimuli and how they work together. It is hypothesised that it is possible to dist ...

Three advertising effectiveness dimensions were linked in a local random telephone survey asking respondents' most disliked or liked commercial. The survey included describing the commercials, brand p ...

Recent advertising has increasingly rejected traditional brand messages and is not about anything. In view of the fact that people are getting more (media-) illiterate, is it really a fair assumption ...

There have been many papers written that examine how tracking measures are interpreted, but few about how well the measures themselves work. This paper examines the traditional approach to tracking to ...

This paper reports on a small experiment set in a wider theoretical context of how advertising works. A model of the cognitive, affective, and memory effects of advertising is drawn from the neuroscie ...

Increasing use of TV planning optimisers focuses more attention on the qualitative aspects of TV planning, already assuming greater importance because of a) TV fragmentation, b) increasing costs and c ...

Argues that advertising practitioners and researchers have failed to exploit academic findings which could be very valuable, for advertising testing and evaluation and for media scheduling. Two partic ...

Research often explores the impact that advertising has on consumers. What it does far less, however, is explore the impact of what's already in consumers' minds on advertising. In this paper, we expl ...

Consumer liking of an ad does not cause noting, neither does noting cause liking. Usage causes both. Moreover many advertising models work in a linear way by pushing consumers up a hierarchical ladde ...

More and more research is suggesting that 'likeability' matters. What does 'liking' mean and how does it translate into increased sales?

Argues for the importance of measuring `likeability' of commercials as evidence of effectiveness. Illustrated with data from Impact Information, the author's South African tracking company, and descri ...

Although much recent research argues for the importance of likeability both as a determinant of advertising effectiveness and as a diagnostic tool to guide the production of television commercials, th ...

Are likable TV commercials more effective? Is liking a useful measure for evaluative pretesting? Previous research shows liking can work in more than one way to influence viewer response, and some s ...