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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 - March 2011

Journal of Advertising Research

The Future of Marketing Research

Geoffrey Precourt, Vol. 51, No. 1, 2011, pp.207-208

In his editorial of the first issue of JAR's 51st year, Geoffrey Precourt introduces the focus of the journal: the future of advertising research. Recognizing that the world of marketing changes quickly, he states that the future must be part of the Journal's content mix.

The Shape of Marketing Research in 2021

Anca Cristina Micu, Kim Dedeker, Ian Lewis, Robert Moran, Oded Netzer, Joseph Plummer and Joel Plummer, Vol. 51, No. 1, 2011, pp.213-221

This guest editorial of JAR considers what the "new normal" of marketing will be and suggests that it will be the digitization of everything, the need for constant change and adaptation affected by the continuous flow of knowledge. Involving consumers in co-creation will be increasingly important, while raw data for market research has increased massively and so will require the tools and people to mine it. Download the full text

Evidence Proves The Future Is Now: Why Great Creative Needs Great Research

Eileen Campbell, Vol. 51, No. 1, 2011, pp.222-223

Advertising has struggled with two critical questions: what makes an advertisement great? And, if we can source that genius, can we use it to predict future greatness? While excellence is frequently judged and recognized with awards, it is the consumer's willingness to invest in the advertised product that defines greatness. This commentary considers the effect of creativity on effectiveness, while also recognizing that they are not synonymous.

Tracking Back-Talk in Consumer-Generated Advertising: An Analysis of Two Interpretative Approaches

Colin Campbell, Leyland F. Pitt, Michael Parent and Pierre Berthon, Vol. 51, No. 1, 2011, pp.224-238

The advent of inexpensive hardware (video cameras) and free video-production and -editing software has enabled almost anyone to produce a reasonably competent video. When this is coupled to free video-hosting sites such as YouTube, individual consumers can produce content—and many do so—in the form of ads about the brands they love, hate, or simply want to comment on. This means that advertising no longer is strictly under the control of marketers and their advertisers’ agencies. It also means that many of the tried-and-trusted tools of advertising research do not work well in the age of consumer-generated content. Much of the feedback on consumer-generated advertising is in the form of ad hoc comments and discussion on video-hosting sites rather than data collected by means of formal structured survey. Yet it may be critical, in many cases, for those who manage advertising to understand it well. The authors introduce and demonstrate two approaches that may be used to make sense of the conversations that surround consumer-generated advertising—correspondence analysis of the word structure in consumer comments and a new form of Bayesian machine learning-based content analysis that iteratively “learns” concepts and their relationships. Managerial implications are identified, the limitations of the research acknowledged, and avenues for future research outlined.

Online Persuasion: How the Written Word Drives WOM - Evidence from Consumer-Generated Product Reviews

Jin Li and Lingjing Zhan, Vol. 51, No. 1, 2011, pp.239-257

Consumer-generated product reviews are important sources of information for producers and consumers. This research includes two studies designed to investigate how language style, organizational structure, and other content features affect the perceived helpfulness of online product reviews. In study 1, researchers analyzed a data set of online product reviews regarding a consumer electronic device and identified content characteristics shared by helpful reviews. Study 2 used an experimental approach to probe the boundary conditions under which specific content features may or may not influence review helpfulness.

Friends, Fans, and Followers: Do Ads Work on Social Networks? How Gender and Age Shape Receptivity

David G. Taylor, Jeffrey E. Lewin and David Strutton, Vol. 51, No. 1, 2011, pp.258-275

Social-networking sites (SNS) such as Facebook and Twitter are growing in both popularity and number of users. For advertisers and the sites themselves, it is crucial that users accept advertising as a component of the SNS. Anecdotal evidence indicates that social-networking advertising (SNA) can be effective when users accept it, but the perception of excessive commercialization may lead to user abandonment. Empirical support for these propositions, however, is lacking. Based on media uses and gratification theory, the authors propose and empirically test a model of content-related, structural, and socialization factors that affect users’ attitudes toward SNA. or NBC? Streaming Video versus Traditional TV: A Study of an Industry in Its Infancy

Kelty Logan, Vol. 51, No. 1, 2011, pp.276-287

The research employed online interviews among young adult viewers of online streaming television and traditional television to determine how media differ in terms of use and advertising perceptions and avoidance. Results indicated more similarities than differences. Significant differences regarded the amount of use and viewer attitudes toward advertising. Specifically, young adults watched 62 percent more traditional television than online television and were significantly less tolerant of online television advertising. These findings appeared to reflect the convenience-orientation of online television viewers. Advertisers should note that advertising presence on online streaming television will increase their message frequency among young adults.

The Appeal of Reality Television for Teen and Pre-Teen Audiences: The Power of "Connectedness" and Psycho-demographics

Anthony Patino, Veltichka D. Kaltcheva and Michael F. Smith, Vol. 51, No. 1, 2011, pp.288-297

With the continued popularity of reality television among young viewers, it is vital to identify pre-teen and teen audiences who not only watch a reality program but have a high level of connectedness to it. Connectedness extends beyond just viewing the program and involves further engagement—posting on social networking sites, for instance, or buying products placed on the show. The authors report on a study that incorporated a national Harris Online survey of 1,098 preteens and teens in the United States to identify psycho-demographic groups that are likely to have high connectedness to reality programming. The findings will help network programmers and advertisers to make more effective decisions related to scheduling, media buying, product placements, and social-networking strategies.

The Bluetooth Enigma: Practicalities Impair Potential - Awareness is High. Can Usage Be Higher?

Antje Cockrill, Mark M. Goode and Amy White, Vol. 51, No. 1, 2011, pp.298-312

This article analyzes young people’s attitudes toward Bluetooth Proximity Marketing, their intention to use it, and the barriers that deter consumers from using this technology. Awareness and knowledge of this technology are very high; key barriers to use appear to be that Bluetooth uses up battery power too quickly and that consumers distrust the technology owing to privacy concerns. Positive attitude, which includes peer influence and fun/excitement, also is an important factor governing the future intention to use the technology. Significant gender differences in adaptation and intention also were discovered. Managerial implications and suggestions for further research are discussed at the end of this study.

Following the Fashionable Friend: The Power of Social Media - Weighing the Publicity Effectiveness Of Blogs versus Online Magazines

Jonas Colliander and Micael Dahlén, Vol. 51, No. 1, 2011, pp.313-320

This article investigates—and compares—the effects of brand publicity in social and “traditional” digital media. In an analysis of consumer responses to identical brand publicity in seven popular blogs and seven popular online magazines, the authors found that blogs generated higher brand attitudes and purchase intentions.

Pitting the Mall Against the Internet In Advertising-Research Completion: Internet Panels are More Popular. Are They More Effective?

Thomas Maronick, Vol. 51, No. 1, 2011, pp.321-331

Internet surveys—particularly those utilizing panels of consumers—have supplanted the mall intercept as the method of choice for many advertising researchers. Internet surveys are estimated to be growing at a rate of almost 14 percent per year, with as much as 35 percent of all advertising research conducted using Internet panels. One question remains: How do the data utilizing Internet panels compare with mall-intercept data? This empirical study seeks to answer this question by replicating four mall-intercept studies using an Internet panel. Print, broadcast, and Internet ads were tested using the same products/brands, test and control ads, screening criteria, and survey questions. The results showed some differences, particularly with responses to open-end questions. The results also demonstrated that much of that difference appeared to be due to the influence of the researcher in the mall-intercept environment, a factor not present with Internet-panel surveys.

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