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 ...

This paper describes the creative approach of the newly developed Communication Index (CI), which compares the diverse communication patterns of China and India and potential marketing applications. T ...

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 ...

With the advancements in mobile phone technology and the increase in consumer use of wireless devices to access the internet, there is a need to explore the inevitable effect of these factors on mobil ...

The ubiquity of text messaging (SMS) based mobile communication creates new opportunities for marketers. However, the factors that induce consumers to accept mobile devices as an advertising medium ar ...

The emergence of mobile phones as the leading personal communications device portends their attractiveness as a potentially lucrative media platform for marketers. This article presents initial consum ...

Mobile advertising has become one of the most popular applications in mobile commerce, particularly in the form of text advertising through SMS (Short Messaging Service). However, in the study of mobi ...

Location-based advertising (LBA) is not new but being able to access it through one’s mobile communication device is. Description of this revolutionary advertising medium is provided as well as some o ...

This paper introduces the idea that businesses ought to be concerned about a form of consumer protest known as culture jamming, and then sets out the problem of how to research a phenomenon that is no ...

In this article, MediaLab's Kathryn Bradley looks at consumer attitudes to product placement in theory and in practice in order to assess whether its controlled introduction into UK programming could ...

Product placement is an increasingly popular source of revenue for commercial broadcasters as other sources of income are becoming squeezed. This article, by MediaLab's Kathryn Bradley, looks at the o ...

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 ...

Jean-Paul Edwards, head of media futures at Manning Gootlieb OMD, describes four key trends that influence how new technologies are developing. Firstly consumers are increasingly choosing whether to ...

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 ...

A round-table discussion between participants from IBM, Unilever and Pfizer. The discussion covers: how to effectively use new technology (such as iPods, broadband or cell phones, etc.) for marketing ...

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 ...

In 2003 COI Communications, the Government’s communications agency, commissioned a comprehensive, in-depth study of media use and attitudes to advertising among Britain’s ethnic minority communities. ...

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 ...