Subject Index
 

A framework for standardisation of ad content based on cultural and socio-economic similarity among countries is proposed. Advertising standardisation is investigated in the Arab world, a culturally s ...

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 ...

This paper examines the issues surrounding the effectiveness of magazine advertising. As the market has grown and fragmented, and publications have begun to increase in size, it has become increasingl ...

Guy Consterdine, research consultant to the Periodical Publishers Association, reports on a new study investigating the sales effectiveness of magazine advertising by using time-specific data from the ...

Darran Snatchfold, advertising marketing manager at IPC Prospector, puts the case for innovative advertising in magazines. He argues that magazines when used creatively can appeal to each of the five ...

Jack Kliger, president and CEO of Hachette Filipacchi Media US, is a passionate believer in the future of magazines. In this article he considers the problems and opportunities facing the industry and ...

Consumer purchase decisions often require reliance on various information sources. Although prior research on information seeking has focused on the number of information sources used, the types of so ...

This study examines the mixed-media strategy of advertising online and publicizing the web location in magazine advertisements. It also analyzes the extent of integration between websites and print ad ...

Admap’s US editor, Stan Rapp, reckons that at least 60% of advertising is wasted (nonvertising). He sets out three simple rules to assess whether an ad is providing value for money, and then, using a ...

This study presents a quantitative examination of the qualitative impact of print media, both newspaper and magazine, on advertising effectiveness. Previous research has identified 39 distinct qualita ...

Discusses the outlook for magazines in the US, 2004. Low-cost magazines are unlikely to survive during economic downturn, but those that deliver a quality readership (willing to pay good subscriptions ...

The Association of Publishing Agencies (APA) researches how customer magazines work as a marketing channel. In this article, Hilary Weaver describes two studies that help explain the rise and continu ...

It seems to be the prerogative of the older generation to shake their heads and sigh and tut that the teenagers of today have 'never had it so good' and that they don't know how lucky they are. But wh ...

The Involvement Index, presented at WAM 2002, has been embraced as a breakthrough, enabling qualitative data to be effectively incorporated into the planning and buying process and sparking debate ove ...

The author recently analyzed the accumulation patterns of 120 different magazine schedule/target combinations in order to identify a potential hierarchy of ad exposure accumulation by both broad edito ...

One of a number of expert reviews of the US media scene produced in March 2003, and looking at 2003/4. This one looks at the changing role of magazines and the value of reader involvement.

New Zealand society has changed dramatically in the last 50 years and so has food advertising. This paper argues that some developments in advertising appear to directly counter social and economic t ...

This best practice piece covers the magazine sector. Magazines, it asserts are the most fragmented of media sectors and have been seen, since the arrival of commercial TV, as a support medium. Magaz ...

This is a version of a speech given at the Periodical Proprietors Association. In it Christine Walker demonstrates that the magazine sector had performed better than any other media type in 2001 comp ...

The basic role of advertising media has been considered to be simply delivering the brand message to its target audience. However, even if the message is sufficiently delivered, it is not clear whethe ...

A media plan that uses magazines for advertising and targets opinion leaders can make use of two levers which involve interpersonal communication: the first is quantitative because opinion leaders are ...

With increasingly more media choices, each capturing less time with oversolicited consumers, attention is the new benchmark in advertising. It is no longer enough to reach prospective consumers; adver ...

The author asks whether the present favourable move towards magazine advertising is a real trend, and concludes that it is. He offers three reasons why: - (1) there is clear and long standing evidenc ...

The author uses the laws of Weight Watchers to describe the natural laws of advertising: - (1) don't pig out - moderation makes advertising work better; (2) don't skip dinner - more continuous adverti ...

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 ...

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 author, from Reader's Digest, describes how magazine issues can be customised into targeted, quantifiable marketing events. These can assist marketers with a wide range of marketing problems - fr ...

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 ...

The basic role of advertising media has been considered to be simply delivering the brand message to its target audience. However, even if the message is sufficiently delivered, it is not clear whethe ...

This paper argues that much current campaign tracking and econometric modelling is systematically undervaluing good agency planning practice and the potential of media advertising. This is not a refle ...