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Celebrating 50 years, the Journal of Advertising Research 50th Anniversary Special Edition is packed with analysis and insights from over 40 internationally renowned academics and industry leaders.

Journal of Advertising Research - December 2010

Journal of Advertising Research    Journal of Advertising Research

Season of Plenty

Geoffrey Precourt, Vol. 50, No. 4, 2010, pp.345-346

In his editorial for volume 50, issue 4 of the Journal of Advertising Research, Geoffrey Precourt opens the discussion on the "Season of Plenty".

Change is the New Constant

Todd Powers, Vol. 50, No. 4, 2010, pp.351

The society that we currently live in is facing a lot of changes. Some of the strong forces that are driving these changes include advances in technology and cultural shifts in using these technologies. One constant is the fact that we can look to research to guide us into the future.

Ehrenberg’s View of Advertising

Byron Sharp, Vol. 50, No. 34, 2010, pp.352-353

Byron Sharp pays tribute to a legend in marketing research, Andrew Ehrenberg, and highlights his contributions to the industry.

“Does Anyone Really Know if Online Ad Campaigns Are Working?”: An Evaluation of Methods Used to Access the Effectiveness of Advertising on the Internet

Paul J. Lavrakas, Sherrill Mane, and Joe Laszio, Vol. 50, No. 4, 2010, pp.354-373

In 2008, the Interactive Advertising Bureau (IAB) commissioned a study of the reliability and validity of the predominant methods used to assess Internet advertising effectiveness (IAE). The evaluation was conducted by an expert research methodologist who had no prior association with the IAB or any of the IAE measurement companies (IAB 2010). The study concluded that the methods that were evaluated have uncertain reliability and validity due to (1) an almost exclusive use of quasi-experimental designs with non-equivalent comparison groups, (2) extremely low response rates that likely lead to non-ignorable nonresponse bias, and (3) weighting methods that have not been shown to actually “fix” the problems they strive to address.

The Product Well Placed: The Relative Impact of Placement and Audience Characteristics on Placement Recall

Etienne Bressoud, Jean-Marc Lehu, and Cristel Antonia Russell, Vol. 50, No. 4, 2010, pp.374-385

The relative impact of placement and audience characteristics on product placement recall is assessed with survey data from 3,532 individuals who viewed a DVD movie rental the previous day. Eleven American movies were selected and the executional characteristics of 88 placements therein were coded. Viewing the movie on a large screen emerged as the most important factor on recall: in addition to its main effect, it increases the positive impact of visual characteristics of the placement. Another key finding is the detrimental effect of multiple simultaneous placements: Not only do they reduce placement recall, they eliminate the otherwise positive impact of a placement’s level of plot integration and auditory mention.

In-Store Video Advertising Effectiveness: Three New Studies Provide In-Market Field Data

Mark Yi-Cheon Yim, Seung-Chul Yoo, Brian D. Till, and Matthew S. Eastin, Vol. 50, No. 4, 2010, pp.386-402

The current study explores the impact of in-store video advertising, which has been developing quickly but has been little researched. The study consists of three field studies that examine the effectiveness of this medium. Study 1 utilized a headmounted mini-camera to identify the extent to which in-store video advertising appeared in consumers’ field of view. Study 2 evaluated recall and recognition of in-store video advertising. Finally, Study 3 manipulated the format of in-store video advertising to identify factors that might enhance recognition. Data reveal that, despite relatively brief exposure, in-store video advertising can be effective in generating increased recall, recognition, brand familiarity, and purchase intention.

The Power of Reach and Frequency in the Age of Digital Advertising: Offline and Online Media Demand Different Metrics

Yunjae Cheong, Federico de Gregorio, and Kihan Kim, Vol. 50, No. 4, 2010, pp.403-415

A survey was conducted of 104 U.S. advertising-agency media directors regarding current practices in media-schedule evaluations—for both offline and online media— and the application and perceptions of reach-and-frequency estimation models. Results suggest that traditional exposure-based criteria such as reach-and-frequency distribution remain important and often are used in evaluations of offline media schedules. For online media, however, a majority of agencies rely on qualitative assessments followed by cost-based criteria or Internet-specific measures (page views). The findings also indicate decreased levels of satisfaction with computerized reach-and-frequency estimation models compared to media directors in the mid-1990s. The authors urge continuous validation of model accuracy and development of new reach-and-frequency estimation models.

New Technologies Drive CPG Media Mix Optimization

Angela Reynar, Jodi Phillips, and Simona Heumann, Vol. 50, No.4, 2010, pp.416-427

This study seeks to optimize media allocation and discuss the role of online in consumer packaged goods (CPG) marketing. To this end, the authors explore in depth three CPG subcategories: beauty care, home care, and beverages. By doing so, the authors seek to accomplish the following:

  • Provide a better understanding of how the various media vehicles available to consumer packaged goods (CPG) marketers work together
  • Demonstrate the need to move beyond traditional views and measurements of marketing
  • Explore the impacts each marketing driver has on sales and understand how they work together
  • Illuminate the power of the Internet in an overall marketing campaign.

Survey-Based Targeting Fine-Tunes Television Media Planning: A Case for Accuracy and Cost Efficiency

J. Alexander Smith, Brett A. Boyle, and Hugh M. Cannon, Vol. 50, No. 4, 2010, pp.428-439

This paper examines the use of single-source, survey-based targeting data to complement ratings data for television media planning. We argue that the essence of targeting rests in determining the relative concentration of product users in various media audiences. This product-media concentration reflects the motivation and lifestyles of product and media users and is unlikely to vary significantly over time or across markets. Using data from SMRB, we argue that the product-media selectivity captured in the selectivity-index can be combined with conventionally measured ratings data to accurately estimate target market ratings. These, in turn, can be used for more accurate, cost-efficient television media planning.

Does Doing Good Do Good?: How Pro Bono Work May Benefit Advertising Agencies

David S. Walker, Vol. 50, No. 4, 2010, pp.440-449

“Pro bono” programs, long associated with the legal industry, have become formal service offerings of a number of advertising agencies. Using grounded theory to observe discussion in the industry literature, this study identifies the various types of pro bono work and the advantages and disadvantages of having such a client. From the findings, it appears that although an agency may want to be seen as a good citizen for doing this kind of work, there are also definite business reasons for helping a nonprofit organization. Among them are creating fresh creative opportunities, motivating staff, gaining exposure, increasing agency profile/prestige, and attracting paying clients.

Nostalgia Drives Donations: The Power of Charitable Appeals Based on Emotions and Intentions

John B. Ford and Altaf Merchant, Vol. 50, No. 4, 2010, pp.450-459

The authors find that appeals for charity that evoke personal nostalgia will have an effect on the charitable-donation intentions of consumers. In study 1 (with 103 respondents), nostalgic charity appeals evoke higher levels of emotions and donation intentions than non-nostalgic appeals. Study 2 (457 respondents) indicates that this effect is moderated by the consumer’s propensity towards being nostalgic. In study 3 (sample: 186 consumers), the effect of nostalgia emotions and intentions is, in turn, moderated by the importance of the memory evoked. Nostalgia-based charity appeals work better when they evoke important memories for the consumer. The results indicate that advertising/fund-raising professionals can effectively use nostalgia to stimulate donations.

Can Public-Service Advertising Change Children’s Nutrition Habits? The Impact and Relevance of Familiarity

Monali Hota, Ruben Chumpitaz Cáceres, and Antoine Cousin, Vol. 50, No. 4, 2010, pp.460-477

This study presents research conducted in France that builds (and tests) a framework for effectiveness of pro-nutrition public service announcements targeted at children. The study used the example of advertisements that encouraged children’s fruit consumption. “Child-relevance” of a campaign, which is created by using popular elements from commercial children’s food advertising, is found to be a key antecedent to effectiveness of pro-nutrition messages, both in terms of attitudinal and behavioral change. Further, it is also important to take care of the aspect of “campaign familiarity” and spend proportionate amounts of media budgets on public service messages in comparison to commercial food advertising.

For more information

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