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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 - June 2010

Journal of Advertising Research    Journal of Advertising Research

The Power of Television in a Digital Age

Geoffrey Precourt, Vol. 50, No. 2, 2010, pp.109-110

In his editorial, Geoffrey Precourt asks whether TV is our past or an integrated part of our future and introduces the 50th volume, issue 2 of the Journal of Advertising Research.

What Behavioral Economics Can Teach Marketing Research

Joel Rubinson, Vol. 50, No. 2, 2010, pp.114-117

In his "Viewpoint", Joel Rubinson examines the use of behavioural economics on marketing research.

Customer Engagement Is The New Marketing

Lynne d Johnson, Vol. 50, No. 2, 2010, pp.118-119

In her book review, Lynne d Johnson reads "Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web" by Brian Solis.

The March toward Quality: The ARF's Quality-Enhancement Process

Ray Pettit, Vol. 50, No. 2, 2010, pp.120-124

Ray Pettit comments on the results of the Foundation of Quality study, conducted by the Online Research Quality Council of the Advertising Research Foundation. Their charge was to create a series of templates, definitions, metrics, and declarations that would bring structure to the conversations that buyers and sellers are having or need to have about data quality.

Cracking the Cross-Media Code: How to Use Single-Source Measures to Examine Media Cannibalization and Convergence

Glenn Enoch and Kelly Johnson, Vol. 50, No. 2, 2010, pp.125-136

ESPN Research + Analytics has developed seven basic concepts of cross-media research and behavior by examining behavioral cells of users and usage. They found that the heavier user of one medium tends to be a heavier user of other media. Cross-media usage is not a zero-sum game—rather, the media pie is growing because of “new markets of time.” While earlier speculation focused on convergence, time spent using more than one medium at a time is limited. Media users are using different media platforms at different times and in different places for different purposes—the best available screen for their location.

Measurable Emotions: How Television Ads Really Work - Patterns of Reactions to Commercials Can Demonstrate Advertising Effectiveness.

Anca Cristina Micu and Joseph T. Plummer, Vol. 50, No. 2, 2010, pp.137-153

Emotional responses are complex and should be measured against a variety of metrics. Five advertising research companies spanning three physiological (GSR, HRT, and facial EMG), one symbolic (ZMET), and three self-report (verbal, visual, and moment-to-moment) measures tested the effectiveness of the same four television commercials. This study compared and contrasted the physiological, symbolic, and self-report measure results and found they should be used in combination, depending on the information needed. Traces from the physiological measures indicate the peaks of lower-order emotions. Self-report measures capture conscious emotional reactions using preset labels. Symbolic measures provide a mental map of the brand. The authors suggest brand managers could use different criteria in setting the advertising objectives and reorient the creative briefing process. Emotional experiences are co-created, and advertising planning should link the “brand story” with a consumer’s “life story.”

Using Interactive Program-Loyalty Banners To Reduce TV Ad Avoidance: Is It Possible to Give Viewers a Reason To Stay Tuned during Commercial Breaks?

Stephen Richard Dix, Steven Bellman, Hanadi Haddad and Duane Varan, Vol. 50, No. 2, 2010, pp.154-161

This study used a sample of the general public in Australia to test whether program-related interactive banners superimposed over commercials during programming breaks would reduce channel changing. Interaction with the banners reduced channel changes during the ad break by almost 40 percent, although interaction did distract viewers from optimally processing the ads. With the potential for advertising avoidance rates being driven up by digital video recorders, however, accepting reduced levels of advertising impact may be a necessary consequence of strategies designed to retain audiences, such as interactive loyalty banners.

Assessing a New Advertising Effect: Measurement of the Impact of Television Commercials on Internet Search Queries

Dan Zigmond and Horst Stipp, Vol. 50, No. 2, 2010, pp.162-168

Most Americans today use both television and the Internet on a daily basis, and studies have shown that many are frequently online or in proximity of a computer while they are watching television. One result of these multi-platform media use patterns is a new television advertising effect: today’s consumer can easily obtain more information on an advertised product by searching for more information on the Web. This article demonstrates the measurement of such an effect by introducing a new metric—a measure of changes in Google search queries—that can show how TV commercials or sponsorships can trigger Internet searches by consumers. We believe this metric is a valuable addition to the researcher’s toolkit for assessing advertising effects and regions of interest as it measures an actual behavioral advertising response.

The Power of Emotional Appeals in Advertising: The Influence of Concrete Versus Abstract Affect On Time-Dependent Decisions

Cenk Bülbül and Geeta Menon, Vol. 50, No. 2, 2010, pp.169-180

In this article, the authors explore the role of affective appeals in advertising on time-dependent decisions—that is, decisions for the short term versus the long term. They introduce the distinction between abstract and concrete affect and, in two experiments, show that concrete affective appeals drive behavioral intentions more strongly in the short-term perspective, whereas abstract affective appeals appear to drive behavioral intentions more strongly in the longer-term perspective. Their findings help extend our thinking on the role of emotional appeals in advertising as they also introduce a new distinction in such appeals: “concrete versus abstract affect.” The authors provide examples and illustrations for concrete and abstract affect and discuss the implications of their finding.

A Netnographic Exploration: Listening to Online Consumer Conversations

Rama K. Jayanti, Vol. 50, No. 2, 2010, pp.181-196

Consumer conversations on a health-related electronic bulletin board are analyzed to investigate two key processes instrumental to creativity: analogical reasoning and reflective reframing. A netnographic analysis of these two creative strategies revealed two consistent themes of physician partnership and personal outcomes. To study the implications of these two themes for hospital communications, a content analysis of 40 comprehensive cancer-center Web sites was conducted. The results demonstrate a gap: although patients in online conversations emphasize physician partnership and personal outcomes, the majority of hospital communications emphasize reputation, expertise, and compassion. Strategic recommendations grounded in consumer conversations conclude the article.

Listening Solutions: A Marketer's Guide to Software and Services

Stephen D. Rappaport, Vol. 50, No. 2, 2010, pp.197-213

This article is excerpted from The Listening Playbook, by Stephen D. Rappaport (The Advertising Research Foundation, 2010), which is concerned with listening to conversations as part of brand strategy.

Match Game: Linking Sponsorship Congruence with Communication Outcomes

Gerard P. Prendergast, Derek Poon and Douglas C. West, Vol. 50, No. 2, 2010, pp.214-226

One of the key debates in the sponsorship literature has been the importance of congruence between a sponsor and the event being sponsored. Functional sponsorship congruence describes a situation where the sponsor’s product or service is aligned intrinsically with the event. Image congruence, in contrast, exists when some aspect of an event’s image is similar to some aspect of the sponsoring brand. Little work, however, has been undertaken on the interaction between functional and image congruence. Is it worth sponsoring an event if there is low functional and/or low image congruence? Or would the sponsor (ignoring altruistic motives) be better off leaving the money in the bank? From a service perspective, this study investigated such interactions by means of an experiment using representative mock advertisements. No evidence was found of interaction effects between functional and image congruence, which suggests a compartmentalization of congruence rather than its being a multi-dimensional construct. Sponsorships involving low functional and low image congruence were found unable to create more favorable communication outcomes than no sponsorship at all. Managerial implications are discussed and future research directions suggested.

For more information

For more information about the Journal visit www.journalofadvertisingresearch.com or contact Catherine Gardner, Managing Editor, catherine@thearf.org.

If you would like to contribute an article, submit online at www.editorialmanager.com/jar or email jar@thearf.org with any questions.

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