Journal of Advertising Research

The Journal of Advertising Research is the R&D vehicle for professionals in all areas of marketing including media, research, advertising and communications.

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Keeping Score: Sports and Marketing

March 2012, Volume 52, No. 1 View full abstracts of the Current Issue

Editorial: Keeping Score: Sports and Marketing

Geoffrey Precourt

Catching Lightning in a Bottle
Pat LaPointe, Managing Editor of MarketingNPV, on the danger of focusing on breakthrough ideas.

The Various Words of Mouth—Moving Beyond the “Road-to-Damascus” Conversion
Persuading someone to buy a product is one outcome of word of mouth, but do you know the other five possible outcomes? Jenni Romaniuk, from the Ehrenberg-Bass Institute explains.

Take Your Pick: Kate Moss or the Girl Next Door?—The Effectiveness of Cosmetics Advertising
Using “nonidealized” models in advertisements has become more common since the Dove Campaign for Real Beauty – but is this type of advertising truly beneficial for the brand? Michael Antioco, EMLYON Business School, Dirk Smeesters, Rotterdam School of Management, and Aline Le Boedec, Finaref, found effectiveness depends on the self-esteem of women exposed to the ad.

How Emotional Tugs Trump Rational Pushes: The Time Has Come to Abandon a 100-Year Old Advertising Model
Orlando Wood, BrainJuicer Labs, demonstrates the importance of measuring emotional response to advertising and illustrates the flaws in conventional pre-testing measures.

The Power of ‘Like’: How Brands Reach (and influence) Fans through Social-Media Marketing
Andrew Lipsman, Graham Mudd and Mike Rich, comScore, and Sean Bruich, Facebook, offer an in-depth analysis of how social media brand impressions reach Fans and Friends throughout Facebook, as opposed to just on brand Fan pages. The study profiles three major brands – Starbucks, Southwest Airlines, and Microsoft Bing – to examine the reach and frequency of branded content on the world’s largest social network.

Memo to Marketers: Quantitative Evidence for Change – How User-Generated Content Really Affects Brands
This study investigates how involvement with brand-related user-generated content affects consumers’ perceptions of brands. George Christodoulides, Henley Business School, Colin Jevons, Monash University, and Jennifer Bonhomme developed a model that provides new insights into the links between drivers of UGC creation, involvement, and consumer-based brand equity.

KEEPING SCORE—SPORTS AND MARKETING

The Flipside of the Sponsorship Coin: Do You Still Buy the Beer When the Brewer Underwrites a Rival Team?
Sponsorships are generally assumed to have positive brand effects, but in this study of two Swedish soccer teams, Lars Bergkvist, University of Nottingham Ningbo, found that the supporters of one club transferred their dislike of their archrival to the beer that sponsored that hated team. In brief, Dr. Bergkvist writes, “Close association will be a liability when it comes to fans of rival teams. Anything associated with the rival team is bad and should be avoided at all cost.”

Warning Flags on the Race Track: The Global Markets’ Verdict on Formula One Sponsorship
Joe Cobbs, Northern Kentucky University, Mark D. Groza, Northern Illinois University, and Stephen W. Pruitt, University of Missouri, examine the sporting life at one of its most elite tiers. And their findings are somewhat surprising: Although previous research has indicated that U.S. markets approved of Formula One (F1) promotional investments, “Warning Flags” ramped up the scope of research to an international level by analyzing the global financial markets’ valuation of commercial sponsorships and found that F1 commercial sponsorships are met with investor resistance across a collection of 15 of the world’s stock markets.

How Much Is Too Much? Collective Impact of Repetition and Position in Multi-segment Sports Broadcast
Yongick Jeong, Louisiana State University, Hai Tran, DePaul University, and Xinshu Zhao, Hong Kong Baptist University evaluated ad effectiveness of four years of Super Bowl commericals. They found that brands advertised more in the first half—and brands that appeared in both halves but shown more in one half than the other—were better recognized than those equally promoted in both halves. Meanwhile, advertisements presented in both halves but repeated more in the second half were less favored than those shown more in the first half—repeated exposures positively influenced brand recognition, but overexposure negatively affects brand liking.

Benchmarking the Use of QR Code in Mobile Promotion: Three Studies in Japan
As a shortcut for mobile input, quick response (QR) code is increasingly being integrated in cross-media advertising campaigns in many countries in the world. Questions remain, however, about its actual use in different media, the motivations for consumers to use it, and especially, the perceived risks with using QR code. Shintaro Okazaki, Universidad Autónoma de Madrid, Hairong Li, Michigan State University, and Morikazu Hirose, Tokyo Fuji University explore the use of QR code in marketing through three different methods.

Is An Advertisement Worth the Paper It’s Printed on? The Impact of Premium Print Advertising on Consumer Perceptions
Although more companies are using premium-print technologies in their advertising, empirical research has yet to examine the effectiveness of such executions. Stefan Hampel, Unister GmbH, Daniel Heinrich, University of Mannheim, and Colin Campbell, Monash University investigate the effect of such techniques on the key constructs of advertising impact and consumer behavior.

The Hand, the Bill... or Both? The Role of Credibility in Handbill Acceptance
Handbills are commonly distributed in high pedestrian districts around the world. Invoking theories related to source credibility and medium credibility, research by Gerard P. Prendergast, King Ting Wai, and Wing Yi Cheung, Hong Kong Baptist University highlights the interrelationships among distributor credibility , handbill credibility, environmental concerns and handbill acceptance.

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