Subject Index
 

This paper discusses how brands, and their values, become established in the mind of the consumer. The AIDA model of brand communication is now widely rejected within the marketing community. It is ac ...

Aphorisms are brief sayings containing snippets of wisdom in a memorable way. In brand advertising, they can be very persuasive. Their purpose is to provoke response and start debate. The best adverti ...

Modern film trailers seem to be made by a computerised formula designed simply to shock, with no hint of what the film is about. They appear to be made not by people who love films, but by people who ...

This paper provides a content analysis of the inputs and outputs of the International Journal of Advertising (IJA) during the period 1992-2006 and was sparked by the 25th anniversary of the journal (1 ...

The existence of the academician-practitioner gap is readily acknowledged and widely discussed in the marketing/advertising literature. This paper analyses key writings on the nature of the academicia ...

The advent of the digital age has changed the way many advertisers perceive how advertising works. In 1991, Mike Hall conducted research among creative agencies and clients and postulated four models ...

Today it is harder than ever for a brand to stand out from the crowd and make its mark. But consumer engagement offers a lifeline for brands to (re-)establish relevance. Smart brands realise that bran ...

Many people scan media and ignore advertisements, precisely because they look like advertisements. So what can we do about it? One answer may be the 'big idea', not based on a single concept, but on a ...

Extant research has been conducted on message framing as an advertising strategy for brand communication, but discoveries are inconclusive and even conflicting. The current study, integrating theories ...

Neil Dawson, of Hurrell & Dawson and deputy convenor of the judges for the 2006 IPA Effectiveness Awards, looks at the lessons that can be drawn from the entries of the 30 winners. Though very diverse ...

The advertising industry is crossing an inflection point, passing from the conventional mass media interrupt and repeat model for advertising to a family of advertising models centered on relevance. T ...

This study identifies social uses of advertising by young male adults who have been brought up in a mass media-driven society, which makes them more advertising literate. A diary study revealed the fr ...

Building on the paper 'Measures of Engagement, previously published by the ARF, this paper discusses the measurement of engagement in brand messages. It features a variety of innovative, but empirical ...

Chuck Young, founder and CEO of Ameritest, introduces the concept of 'the Flow State' to effective advertising. The most effective advertising, he argues, is that which stretches the meaning of the br ...

The purpose of this article is to address why older advertising measurement systems (based on outdated theories of how consumers process information) are specifically leading to some marketers getting ...

This article explores the way in which advertising builds brand relationships. Behavioral research by Watzlawick, Bavelas, and Jackson (1967) suggests it is the emotional not the rational content in c ...

In this article, Jeremy Bullmore argues that the internet has not changed mass communication quite so drastically as everyone seems to think. It is true that it gives audiences a voice for the first t ...

This empirical study brings together prior research on competitive advertising effects from two perspectives: ad repetition and brand familiarity. Specifically, we compare free and cued recall, attitu ...

This paper aims to summarise some of the leading efforts to measure engagement by synthesising a wide range of research previously undertaken into the topic. It focuses on the importance of measuring ...

Previous experimental research found that the pre-exposure of publicity about advertisements has two distinct but related effects in advertised brand recall: (a) a facilitative effect on publicized br ...

This study examines the within-participants effects of web advertising and product publicity and the between-participants effects of similar versus varied web product publicity and advertising message ...

In the past, it was presumed that behaviour was conscious, sequential and rational. The hierarchy-of-effects (HOE) models of advertising, like AIDA, reflect this ‘old world’ thinking, where ‘emotional ...

Chuck Young, founder and CEO of Ameritest, argues that the debate about emotional versus rational advertising is a red herring. Both rational and emotional responses are generated simultaneously as 'm ...

This article introduces a new framework for copy testing. It reveals how the quality of advertising-specific elements (as perceived by the viewer) function to trigger persuasion. Building on McGuire’s ...

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 ...

Our main purpose is to address these questions: how do emotions interact with and influence so-called “rational” processes; which are more important in brand communication and advertising? We first es ...

In the latest decades, emotions have become an important research topic in all behavioral sciences, and not the least in advertising. Yet, advertising literature on how to measure emotions is not stra ...

This article defines the integrated marketing process and shows how it can be used to improve advertising. It discusses how integrated marketing thinks about brands, the consumer experience with produ ...

Jon Howard-Spink, planning director of Mustoes, argues that, in today's complex market and media environment, the issue over the role of advertising awareness (as a measure of advertising success) mus ...

This article starts with a commentary about the paradoxical nature of advertising from Pierre Berthon at Bentley College and Leyland Pitt at Simon Fraser University, which asks serious questions about ...