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Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Research Paper

To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Research Paper

Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures.

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Research Paper

This Viewpoint presents the results of a study into the marketing attitudes of Gen Z, which involved a quantitative survey, a qualitative survey and quantitative advertising testing.

News

CHICAGO: The age-old advertising doctrine “sex sells” may actually be false, according to new academic research.

Research Paper

Television advertising-avoidance research delivers a broad range of estimates for the extent of channel switching during advertising breaks (i.e., commercial zapping).

Research Paper

Agency creativity is a product of team efforts whereby members interact to share knowledge, skills, and expertise to produce creative campaigns.

Research Paper

Resonant advertisements—which employ a twist or deviation to create multiple meanings—commonly are used by marketing practitioners.

Research Paper

This study demonstrates the potential of certain neurological measures—in particular, biometrics—to identify television advertisements that successfully lead to sales.

Research Paper

These three studies found support for a process termed hedonic contamination, whereby exposure to advertisements before a movie or television show activates persuasion knowledge, directs attention to the product placements, and reduces consumption enjoyment.

Article

This article looks at how guilt-eliciting communications, so extensively used by charities asking for donations and governments attempting to demarket certain harmful behaviours, can be used by more conventional marketers and offers a number of guidelines.

Article

This article discusses the importance of brand meaning and the threats that have emerged against it in the digital age.

Research Paper

Gay and lesbian consumers increasingly are recognized as a lucrative target market. Advertisements more frequently incorporate images of gay and lesbian people; however, more research is needed to understand mainstream (heterosexual) consumer response to these advertisements.

Research Paper

Conventional advice when targeting older adults is to use factual, rational appeals over emotional appeals due to age-related differences in information processing.

Research Paper

This study explored how online and offline buyers of a specific product differ in their cross-channel use throughout the purchase process and how this differs across types of products.

Research Paper

Advertisements that elicit negative emotions (e.g., guilt) have been found effective in prompting socially desirable behaviors, such as making monetary donations to charity.

Research Paper

Scholarship on advertising has traditionally focused on the effects of advertising on sales and proving that advertising is effective; less attention has been paid to looking at how the effects of advertising come about, especially when it comes to the most cost effective way of driving growth and sales.

Research Paper

This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme.

Research Paper

The purpose of the current study was to analyze both the relationship between spot length and unaided recall in a real-world environment and the direct effect on recall of other advertising break-planning variables.

Research Paper

Despite the popularity of brand placements in television programming, little is known about their effectiveness when they are used separately compared with when they are combined with television commercials.