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Abstract A content analysis of all 1977, 1978 and 1979 issues of the leading advertising, marketing and communication publications was conducted to determine the frequency of replication in advertising research. The results revealed that replications are seldom published in advertising research...
Abstract An experiment was employed to examine the effectiveness of comparative magazine advertising appeals when employed by new brands competing with a dominant brand in their product category. Three experimental treatments were used: a direct comparative copy appeal; a “brand X” comparative...
Abstract This investigation focused on the ethical perceptions that advertising practitioners, advertising agency account managers, and corporate advertising managers hold regarding members of their organizations and members of organizations they work with on a regular basis. In addition to...
Abstract Several national magazines contain “back-of-the-book” advertisements which make claims that are highly questionable. This paper reports the results of a two-phase study of deceptive magazine advertising. The preliminary part of the study focuses on the perspectives of editors of...
Abstract The growing economic importance of the older age segment of society dictates a closer look at its media use and attitudes and how it differs from younger segments. The current study indicates that both the use of mass media and attitudes towards mass media differ between young,...
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