1 - 6 of 6 articles
Abstract A content analysis is presented of sole-male images appearing in advertisements obtained from Business Week, Esquire, GQ, Playboy, Rolling Stone, and Sports Illustrated for the year 1993. Only two previous studies have looked exclusively at male images in magazine advertisements. The...
Abstract A fundamental challenge to media planners in using television advertising is to choose a daypart (time of day) combination that will achieve efficient delivery of an audience. The author addresses audience accumulation by daypart allocation with a household-level exposure model using...
Abstract Using the predictions of the ordered protection motivation model (OPM), the authors examined 371 adolescents' reactions to physical and social threat appeals in drug prevention public service announcements. Sensation seeking was also included in the experiment and analysis. In support...
Abstract Across cultures, do systematic differences in advertising content mirror predictable differences in the cultures themselves? The authors designed a study to shed light on that question, using Hofstede's cultural model as a tool for analyzing cultures and using advertising appeals...
Abstract The authors set out and estimate a dynamic logit model of viewing behaviour, which relates a channel's share ratings and audience composition to the programme types that it and competing channels are offering. Using the model on U.K. data, they evaluate the likely effects of changes in...
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