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Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Research Paper

This investigation attempts to assess quantitatively past studies on advertising-appeal differences and scale them on a common metric.

Article

This article summarises the insights from a series of key papers addressing comparative advertising, where a product or service directly compares itself to a competitor to express that competitor’s inferiority.

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

Creativity widely is acknowledged to be a powerful tool for generating effective advertising communication, yet little is known about its application in the rapidly changing Chinese marketplace.

News

NEW YORK: Even though a brand may feel empowered by its category leadership, comparative advertising may not work to the product's advantage, according to a new study in the Journal of Advertising Research.

Research Paper

U.S. service-brand marketers have a long history of going head to head using "strictly" comparative advertising.

Research Paper

Many previous studies on attention have ignored the eye-catching potential of 'direct context'—the entire promotional and editorial content an observer can view at the same time—in print media.

Case Study

This case study describes how Magnum ice cream relaunched its core variants by exploiting the social buzz of the Cannes Film Festival.

Research Paper

This cross-cultural study examined television advertising appeals (functional versus experiential and local versus global appeals) and their relationship with brand knowledge core components (brand awareness, brand attitude, and brand uniqueness) across countries at different levels of economic development.

Research Paper

International advertisers routinely struggle to adapt humorous ads for the domestic markets of different countries.

Research Paper

This research explored whether advertisements can insult consumers by underestimating their intelligence.

Research Paper

How harmful is a parody for the target brand? To address this question, the current study focused on negative advertising parodies created by amateurs and spread through social media.

Research Paper

Today, more women are seeking public office in elections at all levels. Studies have thus drawn attention to the use of political advertising by female candidates.

Research Paper

The purpose of this research is to help better understand the effects of a productharm crisis on crisis and non-crisis brands’ customer perceived value and market competitive structure in the auto industry.

News

NEW YORK: Advertisements are not trusted by half of Americans and only 3% completely trust them, although opinion varies depending on the age and educational background of respondents, a recent survey has found.

Research Paper

Prior research suggested that males are more selective information processors and females are more detailed processors, but effects on advertising attention and attitudes have been largely unstudied.

Research Paper

Jenni Romaniuk discusses the circumstances in which it is beneficial to feature more than one brand in an advertisement.

Research Paper

A replication of a 1989 survey of senior advertising agency creative practitioners shows that their views remain quite favorable toward comparative advertising that explicitly identifies competitors.

Research Paper

This exploratory study investigates young consumers' responses to mobile ads that use different types of interactivity: consumer-message interactivity, consumer-marketer interactivity, and consumer-consumer interactivity.

Research Paper

Fictional brands are brands that exist only in the world of fiction and not the real physical world. Reverse product placement consists of transforming these fictional brands into products and services in the real physical world.

Case Study

This campaign for NRMA Insurance, an Australian insurance brand, highlighted its comprehensive insurance cover to increase market share with a more expensive product.

Case Study

This case study shows how Walmart, the American retail chain, became competitive on a local level and converted new and lapsed shoppers to its stores.

Research Paper

Through an experimental design, this study examines the mediating role of attitude towards values advocacy advertising sponsored by Miller and McDonald’s.

Case Study

PAM, a cooking spray brand with a long heritage, defended its price premium over rivals with this campaign.