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Abstract Hawkins' (1970) article on subliminal stimulation has been used for over 15 years as empirical evidence that subliminal advertising can directly affect consumption-relevant behavior. Our study presents new evidence that casts doubt on Hawkins' conclusion that “a simple subliminal...
Abstract For some time researchers have suggested that elderly individuals are, as a group, heavier viewers of television than other age segments of the population. However, there have been few efforts to explore the segment itself relative to television orientation. Using data generated from...
Abstract This article reports a replication of the Stewart and Furse (1986) study of the influence of executional factors on advertising performance. Using a new set of 1,017 commercials, coded for content, the replication finds the original results reported by Stewart and Furse are highly...
Abstract Despite the importance of diary measures, the dominant method used to measure radio audiences, few studies have been published concerning the accuracy of those measures. Several different measures of car radio audiences were conducted over a three-month period, including an audio tape...
Abstract Advocacy advertising has become an often-used means for corporations to express their viewpoints on a variety of controversial issues. Recent events make it unclear whether advocacy advertising may be viewed as political (editorial) speech and, therefore, outside the regulatory controls...
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