NEW YORK: Findings in the latest issue of the Journal of Advertising Research (JAR) offer advertisers some quantitative insights on one of marketing's most vexing – and longest standing – concerns: what is the ideal length of a television spot? ...
Josefa D. Martín-Santana, Pedro Reinares-Lara and Eva Reinares-Lara, Journal of Advertising Research, Vol. 56, No. 3, 2016, pp. 274-288
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.
Alice He, Qun Ge and Ashok Sethi, ESOMAR, Asia Pacific, Singapore, May 2015
This paper explores the use of EMO Scan, a software-based facial expression recognition tool, as the core passive measurement tool to test a TV program, focusing on the emotional response to the stimuli.
Nora J. Rifon, Elizabeth Taylor Quilliam, Hye-Jin Paek, Lorraine J. Weatherspoon, Soo-Kyong Kim and Karen C. Smreker, International Journal of Advertising, Vol. 33, No. 3, 2014, pp. 475-508
Food marketing is under increased scrutiny for its implicated role in the childhood obesity epidemic.
Soontae An and Hannah Kang, International Journal of Advertising, Vol. 33, No. 3, 2014, pp. 509-532
This study analysed advergames on top online gaming websites for children. The content of 131 websites was analysed to see whether each site contained advergames, particularly advergames for food products, and the way the advergames were presented to children.
This paper offers an overview of the 100 years the ANA has been in existence. It incorporates events in society, politics, science, culture and marketing, and also includes a short history of the day in 1910 the ANA was founded.