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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 2010

Is Anybody Listening?

Geoffrey Precourt, Vol. 50, No. 1, 2010, pp.3-4

In his editorial, Geoffrey Precourt discusses the art of listening and introduces the articles for this issue of the Journal of Advertising Research.

Management Slant

Provides a bullet-point summary of key learnings and conclusions from the main articles in JAR issue 50,1.
Media: No Longer the Caboose

Joel Rubinson, Vol. 50, No. 1, 2010, pp.8-9

In his Viewpoint column, Joel Rubinson examines how media strategy should be integrated in innovation and brand-creation processes, causing planning to change.

Commentary: How More Precise Magazine Inputs Can Improve Media Mix Modeling: The Impact of More Balanced Metrics on ROI

James Collins, David Dixon, Wayne Eadie, Mark Reggimenti, David Shiffman, Julia Soukhareva, Judy Vogel and Britta Ware, Vol. 50, No. 1, 2010, pp.10-15

This article summarises two papers: "Magazines & Media Mix Models: Prescription for Success" and "Better Representing Magazine Effects in Marketing Mix Modeling" presented at the October 2009 Worldwide Readership Research Symposium in Valencia, Spain. The papers took different approaches toward a problem that each independently recognized: Media-mix modeling has become a vibrant part of the media-evaluation process, but accurate outputs require quality inputs. Often there is a wide variation in how magazine data are provided to modeling companies. "Better Representing Magazine Effects in Marketing Mix Modeling" earned the Chairman’s Award for the best paper from more than 50 presented at the Symposium.

The Value of Listening: Heeding the Call of the Snuggie

David Wiesenfeld, Kristin Bush and Ronjan Sikdar, Vol. 50, No. 1, 2010, pp.16-20

The emerging practice of listening online allows marketers to observe naturally occurring conversations between consumers about products, brands, and companies. It’s no surprise that a technique anchored in actual conversations captures context and emotion better than traditional methods. What is surprising is that listening can be essential to finding the real story. In such cases, it may be more correct to think of traditional “asking” methods as a complement to listening. The bottom line: Both “listening” and “asking” techniques are required to develop an accurate, robust understanding of the marketplace.

The Power of Atlas: Why In-Store Shopping Behavior Matters

Jacob Suher and Herb Sorenson, Vol. 50, No. 1, 2010, pp.21-29

This report introduces Atlas, a model that accurately describes shopper behavior across a series of supermarkets in terms of traffic across the store, share of shopping at various locations, resulting purchases, and the amount of time shoppers invest in these activities. The value of the tool to measure the in-store “audience” for advertisers is assessed as is its utility for allowing store management to evaluate a wide range of “what if” movements of categories to alternate locations, with alternate display sizes. This report focuses on center-of-store aisles but points the way to deployment for the full store, including end-caps and perimeter displays.

Putting Listening to Work: The Essentials of Listening

Stephen D. Rappaport, Vol. 50, No. 1, 2010, pp.30-41

This article is excerpted from the forthcoming publication, The ARF Listening Playbook, which is concerned with listening to conversations as part of brand strategy. The book answers four key questions marketers are asking: What is listening, how do brands use listening to achieve marketing objectives, what methods are used, and where is listening headed?

Can Old Media Enhance New Media?: How Traditional Advertising Pays off for an Online Social Network

Markus Pfeiffer and Markus Zinnbauer, Vol. 50, No. 1, 2010, pp.42-49

Allocating marketing budgets in the most efficient way remains one of the key challenges for any marketing executive. Especially in cases of online pure plays such as social networks, the trade-off between online channels (display advertising and search engine marketing) versus classic communication (television, radio, print) has been fervently discussed during the last decade. In practice, online channels are often being favored for their direct accountability in terms of cost per click. To prove the actual value of various channels, the authors present a marketing mix modeling case study examining the business impact of various communication channels and the role of other external factors that influence usage of the website.

Financial Markets and Marketing: The Tradeoff between R&D and Advertising during an Economic Downturn

Surinder Tikoo and Ahmed Ebrahim, Vol. 50, No. 1, 2010, pp.50-56

This article examines the association between stock returns and earnings changes of firms that have made different tradeoffs with respect to R&D and advertising spending during an economic downturn. During the 2000–2002 bear market that was associated with a downturn in the U.S. economy, we find the coefficient that relates stock returns and earnings changes to be significantly greater for firms that increased their advertising expenditures and decreased their R&D expenditures than for firms that increased their R&D expenditures and decreased their advertising expenditures. Our results suggest that investors perceive that an increased emphasis on advertising can enable firms to stem earnings erosion that can potentially occur during an economic downturn.

Changes in Social Values in the United States, 1976-2007: "Self-Respect" Is on the Upswing as"A Sense of Belonging" Becomes Less Important

Eda Gurel-Atay, Guang-Xin Xie, Johnny Chen and Lynn Richard Kahle, Vol. 50, No. 1, 2010, pp.57-67

The list of values (LOV) was administered in a national survey in 2007 to monitor social values across key demographic variables in the United States (Kahle, 1983). The results were compared and contrasted with those in two previous national surveys in 1976 and 1986. This study provides a rare glimpse into the changes in social values in America for the last three decades. We find that deficit values are being replaced by excess values over time in America. This suggests that some of the more traditional advertising approaches that relied on deficit values may need to be replaced by newer tactics that tap into excess values.

Cost Per Second: The Relative Effectiveness of 15- and 30-Second Television Advertisements

Kate Newstead and Jenni Romaniuk, Vol. 50, No. 1, 2010, pp.68-76

Although half the length of a 30-second ad, the media cost of a 15-second advertisement is between 60 to 80 percent that of a 30-second advertisement. Is this price premium warranted on the basis of relative effectiveness? We find that recall and likeability scores for 15-second advertisements are approximately 80 percent that of 30-second advertisements. However, the performance of 15- and 30-second advertisements was equal for correct brand identification. The better branding execution of 15-second advertisements appears to compensate for their length disadvantage. This difference in branding execution is consistent across advertisements sourced from Australia, the United States, and the United Kingdom. These findings will aid marketers to commission effective advertising and provide useful benchmarks for negotiating deals for media purchasing.

Art for the Sake of the Corporation: Audi, BMW Group, DaimlerChrysler, Montblanc, Siemens, and Volkswagen Help Explore the Effect of Sponsorship on Corporate Reputations

Manfred Schwaiger, Marko Sarstedt and Charles R. Taylor, Vol. 50, No. 1, 2010, pp.77-91

This article examines whether exposure to a company’s sponsorship of cultural activities such as “high-brow” arts—including classical music, literature, art exhibitions, and museums—provides a long-term increase in the general public’s assessment of corporate reputation. As corporate reputation has been found by previous studies to be composed of two primary dimensions (i.e., the likeability of the firm, the competence of the firm), it is of particular interest to examine whether sponsorship of cultural events affects one or both of these dimensions. A two-dimensional model of image transfer is used as the theoretical basis for a study of more than 3,000 German consumers conducted in collaboration with 10 major multinational companies (e.g., BMW Group and Siemens). Results show that some significant effects of culture-sponsoring activities can be demonstrated for the likeability dimension of corporate reputation and some of its antecedents. However, no significant link between culture sponsorships and consumer perceptions of firm competence is found.

What's up? Exploring Upper and Lower Visual Field Advertising Effects

Kendall Goodrich, Vol. 50, No. 1, 2010, pp.91-106

This research examines the effect of the vertical positioning and format of online advertising on attention, aided recall, and brand attitude. Prior research (Previc, 1990) suggests greater attention for stimuli in the lower visual field (LVF) than in the upper visual field (UVF). The results of this online study indicate that (1) lower page placement significantly increases ad attention, supporting prior LVF/UVF research; (2) there is an inverse relationship between ad attention and brand attitude (in this study’s online environment), supporting mere exposure theory; and (3) online ad format (rectangle ad or leaderboard) has a significant direct effect on attention, aided recall, and brand attitude, attributed to object salience/familiarity. Management implications are discussed.

Be Part of a Modern Classic

Douglas West, Vol. 50, No. 1, 2010, pp.107

In a summary editorial, Douglas West encourages readers to submit to the Journal of Advertising Research.

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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