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Abstract The last decade has witnessed profound changes in advertising and the profession that supports it. These changes have important implications for research on advertising. This paper discusses the changes in advertising and the implications of these changes for research on advertising. It...
Abstract This study examines how attitude toward the ad, Aad, affects brand choice. We investigate the applicability of two contrasting perspectives—an independent or direct effects model and a mediated or indirect effects model. In a lab setting we manipulate (1) a brand's ad picture (good/bad)...
Abstract This experiment tested the hypothesis that depth of involvement in a magazine article is inversely related to subsequent recall and recognition of accompanying advertisements. Subjects read magazine articles interspersed with unfamiliar advertisements for common product types. Results...
Abstract This study reports the results of a survey of advertising managers and editors of weekly and daily newspapers and of selected consumer magazines concerning the issue of feature advertising. Feature advertising is defined as paid advertising space that looks like editorial copy in the...
Abstract Are all modern wartime ads that depict combat judged as ethical? The results of a study conducted during the recent Persian Gulf conflict suggest that the social marketing uses of such ads (e.g., to solicit blood donations) are judged as more ethical than the nonsocial uses of such ads...
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