Subject Index
 

This Comments section looks at what it takes to be a good reviewer for the International Journal of Advertising. It is written by Leyland Pitt from Simon Fraser University in Vancouver, British Columb ...

This article discusses 'experiential marketing' (EM), defined as 'a live interaction with consumers, which presents products or ideas within the context of a total brand experience'. EM is said to be ...

This paper describes FacetraceTM, a method for measuring emotions from facial expressions. The paper outlines what led to the construction of the technique, and the psychological theory underpinning i ...

Media planning should concern itself with measuring what matters most. This is not the number of media exposure since ad recall does not follow media consumption well, high share-of-voice is not effic ...

Today's measures of 'vehicle exposure' will not be the measures of the future. Increasing sample sizes will eventually lose the battle as a consequence of ever-increasing fragmentation of media behavi ...

Everyone involved in communications is challenged by today's environment where people are faced with burgeoning choice, content can be designed by the individual, advertising is increasingly easy to a ...

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 ...

Notions of how advertising works are so deeply embedded in organisational practice that they routinely overrule judgement. While research repeatedly concerns itself with message takeout, product detai ...

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 ...

Models of advertising have changed dramatically in the last 20 years, as simplistic conceptions of the pattern of consumer behaviour (such as AIDA) have fallen out of favour, and more complex idea com ...

The purpose of this article is to address why older advertising measurement systems (based on outdated theories of how consumers process information) are specifically leading to some marketers getting ...

In the past, behaviour was presumed as conscious, sequential and rational, and hierarchy-of-effects (HOE) models of advertising, like AIDA, reflected this thinking. However, recent studies show that e ...

This paper proposes a new model of advertising research based on the new understanding of the mind provided by brain science. It hypothesises that much advertising nowadays works implicitly – either b ...

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 ...

The subject of this comments section is a focus on what it takes to be a good reviewer for International Journal of Advertising. The benefits, rewards and responsibilities of reviewing are discussed, ...

A major goal for advertising is to have an enduring emotional impact on an audience by facilitating their creation of personally relevant understandings of an advertisement. This is achieved through a ...

Mark Westaby, director of the Portfolio PR Group and founder of Metrica, a research and evaluation company, argues that PR (especially media relations) plays a critical role in the marketing mix, espe ...

Building on the new understanding of the mind provided by brain science, David Penn, managing director and co-founder of Conquest Research, looks at the conscious/unconscious divide in advertising pro ...

This paper is about advertising that works on our emotions without necessarily achieving high levels of attention or recall. We compare the most popular recallbased metric - claimed ad awareness - aga ...

The importance of accurately assessing the impact of marketing, advertising, and communications efforts is evident to today’s marketer. Much is riding on the proper evaluation and measurement of the e ...

This article is about affective advertising, defined as that which works more on our emotions and feelings than on our knowledge and beliefs. This sort of advertising can be processed effectively at r ...

Despite its importance, little is known about the prevalence of theory in the literature on advertising research. Utilising a content analysis of the three premier advertising journals over an 11-year ...

Mary Goodyear’s groundbreaking thinking on the evolution of marketing has proved to be an invaluable tool – useful for explaining and understanding markets, brands and advertising as well as consumer ...

Wendy Gordon, founder and partner at Acacia Avenue research and strategy consultancy, confronts some traditional theories of consumer decision-making and explains how recent research is modifying our ...

This article is a tribute to Ernest Dichter, whose introduction of motivation research (MR) left a legacy of ideas that shaped advertising practice and study in the twentieth century. His pioneering c ...

The dream economy throws up challenges in terms of how to do research. It also offers new forms of data that we must get to grips with if we are to understand the economy: current cultural phenomena s ...

David Penn, managing director of Conquest Research, sets out to show (1) that in the last 20 years, neuroscience and evolutionary psychology have challenged the view of how the conscious mind works; ( ...

Tim Reid contends that the brands that people find stimulating are those that help us grow and be the sort of people we want to be. 'Fast learners' are the first to recognise these brand features. Th ...

Given the espoused importance of replication by researchers, there is still surprisingly little evidence of its practice in advertising research. In this paper, we apply Berthon et al.'s (2002) replic ...

WARC Hot Topics are the essential guide to debates in and around marketing. This paper explores the key issues surrounding LIP, with onward links to related papers on WARC and the Web.