Showing papers in "Journal of Advertising in 1980"
TL;DR: In this paper, a new theory of the way in which advertising can influence consumers' attitudes toward products is proposed, based on visual imagery and classical conditioning rather than on the typical verbal belief summation approach to attitude.
Abstract: A new theory of the way in which advertising can influence consumers' attitudes toward products is proposed. The theory is based on visual imagery and classical conditioning rather than on the typical verbal belief summation approach to attitude. A supportive experiment is presented and the persuasive function of visual imagery in advertising is discussed.
243 citations
TL;DR: The authors report on an informal, empirical examination of this distinction stemming from data collected from advertising students over the past decade and a half, which revealed a systematic evaluation of advertising by students, regardless of the particular year or university in which student responses were assessed.
Abstract: One of the central ideas which Professor Sandage has attempted to communicate over the years has been that of the distinction between advertising viewed as a social institution and advertising as observed in advertisements. This paper reports on an informal, empirical examination of this distinction stemming from data collected from advertising students over the past decade and a half. This examination revealed a systematic evaluation of advertising by students, regardless of the particular year or university in which the student responses were assessed. Advertising students distinguished between the institutional and instrumental aspects of advertising.
162 citations
TL;DR: In this paper, the results of an exploratory study of female shoppers influenced to try new grocery products by sales promotions coupons were presented, which indicated that this consumer group represents a sizable market segment with many unique characteristics.
Abstract: This paper presents the results of an exploratory study of female shoppers influenced to try new grocery products by sales promotions coupons. The findings indicate that this consumer group represents a sizable market segment with many unique characteristics. Knowledge of the unique demographic and psychographic characteristics of this segment should facilitate development of promotional strategies to elicit early trial of new products.
89 citations
TL;DR: In this paper, the state of the art of advertising self-regulation is described based on personal in-depth interviews with executives of trade and professional business associations, and five essential criteria for effective self-regulatory programs are proposed.
Abstract: Personal in-depth interviews with executives of trade and professional business associations are the basis of a report on the state of the art of industrywide advertising self-regulation. Based on the experience developed by over 20 disparate industry groups, five essential criteria for effective advertising self-regulation programs are proposed. The article demonstrates that within industry is the knowledge and experience to increase the effectiveness of advertising self-regulation.
58 citations
TL;DR: The legal assumption that consumers recognize puffs as mere "seller's talk" that is not to be believed has been questioned by as mentioned in this paper, who found that substantial numbers of consumers believe that puffs might cause actual deception.
Abstract: There exists a legally unique class of literal advertising statements, puffery claims, that the law assumes to be incapable of causing any consumer deception. Based on the historic treatment of such claims before the law and “logical” interpretations of such claims by jurists, it is presumed that consumers recognize puffs as mere “seller's talk” that is not to be believed. These legal assumptions directly raise research questions about two possible ways puffs might cause actual deception: do substantial numbers of consumers believe puffs as literal facts? and, do consumers believe factual claims that might be implied by the puffs? Findings of any consumer belief of puffs or. what they imply (above a bare incidence) would be seen to contradict legal assumptions of consumer responses to such claims.
52 citations
TL;DR: In this paper, the authors report the results of a factorial-designed experiment regarding the effects of comparative messages, message sidedness, and the use of performance test results in print advertisement on two dimensions of informativeness.
Abstract: Full disclosure in advertising has become a concept of major concern to public policy decision makers and advertising practitioners. Comparative advertising, two-sided messages, and the use of performance tests results are three techniques used to help consumers become better informed and more knowledgeable about products. Yet, little empirical testing has been done to determine whether use of these techniques actually increases the informativeness of advertisements. This article reports the results of a factorial-designed experiment regarding the effects of comparative messages, message sidedness, and the use of performance test results in print advertisement on two dimensions of informativeness-the reader's perception of advertisement informativeness and the reader's awareness of product features.
42 citations
TL;DR: The authors analyzes the results of two experiments conducted by the Long Beach Independent Press-Telegram, and concludes that median sales volume gains of approximately 41% may be realized by using one-color, single-exposure newspaper ads, instead of otherwise identical black-and-white ads, for price-reduced items.
Abstract: Little empirical research is available on the effects on retail sales of the use of color in newspaper advertising. This study analyzes the results of two experiments conducted by the Long Beach Independent Press-Telegram, and concludes that median sales volume gains of approximately 41% may be realized by using one-color, single-exposure newspaper ads, instead of otherwise identical black-and-white ads, for price-reduced items. This conclusion is supported by statistical analysis of empirical data on actual sales.
37 citations
TL;DR: The authors discusses some of the major implications of variety seeking for advertisers, including consumer brand loyalty, the willingness of consumers to try new products they may learn about through advertising and the time period required for advertising campaign wearout.
Abstract: Empirical research and various behavioral theories support the proposition that some people seek variety in the stimulation they receive. Sources of stimulation may include products, advertisements, mass media and so forth. This paper discusses some of the major implications of variety seeking for advertisers. It is believed that variety seeking by consumers can affect several aspects of advertising, including consumer brand loyalty, the willingness of consumers to try new products they may learn about through advertising and the time period required for advertising campaign wearout. These potential effects of variety seeking can be incorporated into strategic planning by advertisers to minimize negative consequences and maximize positive consequences of variety seeking behaviors by consumers.
26 citations
TL;DR: With two exceptions, introductory advertising texts present a naive and inaccurate account of the history and development of advertising as discussed by the authors, describing advertising as an attempt to inform distant consumers about the manufacturer's product, an explanation which is at odds with historical and contemporary evidence as well as orthodox economic theory.
Abstract: With two exceptions, introductory advertising texts present a naive and inaccurate account of the history and development of advertising. National advertising is described merely as an attempt to inform distant consumers about the manufacturer's product, an explanation which is inadequate and at odds with historical and contemporary evidence as well as orthodox economic theory. An understanding of advertising as an economic institution is not found in any of the texts.
25 citations
TL;DR: In this paper, the authors examined the impact of ego state congruity, as defined by transactional analysis, among three elements in an ad: vehicle, ad message, and product.
Abstract: A laboratory experiment was conducted to examine the impact of ego state congruity, as defined by transactional analysis, among three elements in an ad: vehicle, ad message, and product. The data support the notion that the greater the number of congruent elements, the higher the recall. A partial replication was conducted which supported this finding.
24 citations
TL;DR: The authors presented a model for assessing deception in children's advertising, including the following steps: pre-examination of questioned advertisements, sample selection to obtain relevant and representative children, determine understanding level of children, measure appropriate responses, determine if deception exists, determine deception's impact, and make a final decision regarding continuation of the campaign or a cease and desist order with or without corrective advertising.
Abstract: Criteria are explained for judging deceptive or unfair advertising, especially when directed toward children. A model is presented for ascertaining deception in children's advertising, including the following steps: pre-examination of questioned advertisements, sample selection to obtain relevant and representative children, determine understanding level of children, measure appropriate responses, determine if deception exists, determine deception's impact, and make a final decision regarding continuation of the campaign or a cease and desist order with or without corrective advertising.
TL;DR: The authors summarizes all NARB panel decisions concerning truth and accuracy in national advertising rendered during the mechanism's first eight years of operation and establishes parameters that determine the truthfulness and accuracy of advertising.
Abstract: This article summarizes all NARB panel decisions concerning truth and accuracy in national advertising rendered during the mechanism's first eight years of operation and establishes parameters that...
TL;DR: Douglas, Mary, and Baron Isherwood as discussed by the authors described the World of Goods as a "world of goods" with a focus on the distribution of goods in the marketplace.
Abstract: (1980). The World of Goods. Douglas, Mary, and Baron Isherwood. New York: Basic Books, Inc. 1979. Journal of Advertising: Vol. 9, No. 1, pp. 44-45.
TL;DR: In this article, the power of advertising is harnessed to address a significant social problem: the influence of advertising on children's consumption behavior, and the Federal Trade Commission is currently studying regulations that would ban or severely restrict television advertising to children.
Abstract: This paper proposes that the power of advertising be harnessed to address a significant social problem: the influence of advertising on children's consumption behavior. The Federal Trade Commission is currently studying regulations that would ban or severely restrict television advertising to children. Analysis from both marketing strategy and legal standpoints demonstrates that regulation will not solve the problem. It is suggested that an advertising campaign, sponsored by the FTC, and created and executed by a private advertising agency, might accomplish what regulation cannot.
TL;DR: In this article, the effects of a qualifying statement on a reader's confidence in, and image of, a technical performance claim in a print advertisement were investigated, focusing on variations in the intensity and location of qualifying statements, the source of the performance test results, and readers' familiarity with the advertised product.
Abstract: This research investigated the effects of a qualifying statement on a reader's confidence in, and image of, a technical performance claim in a print advertisement. The study focused on variations in the intensity and location of qualifying statements, the source of the performance test results, and readers' familiarity with the advertised product. Analyses of variance and orthogonal contrasts were employed to test fourteen hypotheses. The findings suggest that the use of a qualifying statement regarding a technical performance claim reduces a reader's confidence in the claim and makes his or her image of the claim less favorable. Other statistically significant findings also are reported.
TL;DR: In this paper, the authors argue that satellite broadcasting and computer technology in combination with cable transmission and interactive television have the potential for upsetting the established relations of power and profit within communications and reorganizing the content of communication and the distribution of audiences across media.
Abstract: The patterns of public communication established with the institutionalization of television in the 1950's have become radically destabilized. The primary agents of this change are satellite broadcasting and computer technology in combination with cable transmission and interactive television. These developments have the potential for upsetting the established relations of power and profit within communications and reorganizing the content of communication and the distribution of audiences across media. These changes do not constitute a revolution in the nature of public communication, however. Rather, new technologies deepen and intensify basic patterns of communications that came into existence with the birth of the national magazine and the modern newspaper in the 1890's. These media simultaneously created both a mass, national audience and the differentiated audience for specialized, national publication. The new media offer opportunities for creating both a mass, international audience, and ...
TL;DR: The authors evaluated the performance of a set of psychographic variables as mediators of the media-market relationship, and discussed the implications of this performance for media selection theory, and concluded that psychographics might also be used for this purpose.
Abstract: Most media selection problems involve some kind of matching between media audience and target market membership. As a rule, this matching is done indirectly, using demographics as mediating variables. Recent studies have suggested that psychographics might also be used for this purpose. This study evaluates the performance of a standard set of psychographic variables as mediators of the media-market relationship. It then discusses the implications of this performance for media selection theory.
TL;DR: In this article, four recent FTC cases on deceptive advertising were used to examine Fishbein's concepts of attribute salience and inferential belief formation, and the findings suggest that attributes considered salient by the FTC may not be considered by consumers when making brand choices, and that a truthful ad may lead subjects to form incorrect inferential beliefs about product attributes.
Abstract: Four recent FTC cases on deceptive advertising were used to examine Fishbein's concepts of attribute salience and inferential belief formation. The findings suggest that (1) attributes considered salient by the FTC may not be considered by consumers when making brand choices, (2) a truthful ad may lead subjects to form incorrect inferential beliefs about product attributes (therefore, such an ad may ultimately be deceptive), and (3) information contained in advertising is processed by subjects to discount exaggerated statements, thus reducing the credibility of the ad.
TL;DR: In this article, the authors investigate the relationship between the independent variables (average quarter hour audience, station format, consumer spendable income per household, market population, number of radio stations per market) and the dependent variable (station rates) for both fixed and grid rate stations.
Abstract: This investigation (1) identifies the variables which influence radio rate structure and (2) determines the extent to which these variables influence spot prices differently for stations with fixed rate cards and stations with grid rate cards. Regression analysis was employed to investigate the relationship between the independent variables (average quarter hour audience, station format, consumer spendable income per household, market population, number of radio stations per market) and the dependent variable (station rates) for both fixed and grid rate stations. A Chow test and a series of univariate t-tests were then used to investigate the differences between the regression equations, revealing that stations with grid rates do not base spot prices on audience delivery as much as stations with fixed rates. The major implication is that advertisers should avoid buying time from the top of the grid whenever possible, as these rates are priced higher than fixed rates yet deliver fewer listeners pe...
TL;DR: In this paper, the effects of message content format on the effect of corrective advertising were analyzed through the use of Federal Trade Commission recommended corrective message copy, and the results showed that a corrective message using a format of this type resulted in consumers holding more accurate beliefs about the medicinal capabilities of Listerine mouthwash.
Abstract: Through the use of Federal Trade Commission recommended corrective message copy, alternative television advertisements were analyzed experimentally to determine if message content format influences the effects of corrective advertising. Results indicate that a corrective advertisement in which persuasive (and accurate) product claims are followed by corrective copy is superior in altering erroneous product performance beliefs. A corrective message using a format of this type resulted in consumers' holding more accurate beliefs about the medicinal capabilities of Listerine mouthwash. Further, decrements to the image of the brand and the firm were minimized with this message format.
TL;DR: Advertising regulation has its origins in the law of caveat emptor, a law of freedom of speech established from the same philosophical background as was the First Amendment as mentioned in this paper, and the relationship between advertising regulation and the first amendment is discussed.
Abstract: This article argues that advertising regulation and the First Amendment are not nearly so incompatible as has been popularly suggested. The reason lies in their common historical roots. Advertising regulation has its origins in the law of caveat emptor, a law of freedom of speech established from the same philosophical background as was the First Amendment. This relationship is described, and implications for present and future regulation are discussed.
TL;DR: In this paper, the authors compared benefit analysis and problem analysis and found that salient problems have a stronger relationship with the dependent variable than the salient benefits, while message design implications and measurement problems were discussed.
Abstract: This article reports the results of a study that compared benefit analysis and problem analysis. The salient problems were found to have a stronger relationship with the dependent variable than the salient benefits. Message design implications and measurement problems were discussed.
TL;DR: This paper examined the influence of magazines and television show choice patterns on the overall use of these media by U.S. men and women, finding that over 50% of magazine readership can be explained by these patterns, differentiating heavy and light users of the medium based on the "heaviness of readership" of these different editorial and program selections.
Abstract: This paper examines the influence of magazine and television show choice patterns on the overall use of these media by U.S. men and women. Over 50% of magazine readership can be explained by these patterns, differentiating heavy and light users of the medium based on the “heaviness of readership” of these different editorial and program selections. Forty-one percent of womens' television viewing behavior was explained, but only 19% of the mens'. The paper reviews the results in light of inter-media similarities in choice patterns, as well as interpreting the significant effects of choice patterns within each medium. The author would like to thank Leo Burnett Company, Inc., for supplying the data used in the study, and the Division of Research of the Graduate School of Business Administration, Harvard University, for its support.
TL;DR: From the mid-50's to his death in 1969, Howard Luck Gossage served as advertising's resident gadfly as discussed by the authors, who attempted to raise his colleagues' consciousness to advertising's clear abuses -its basic philosophy of overkill fueled by the poisonous commission system, the subsequent tasteless and irrelevant messages, the clear disregard for the well being of the media, etc.
Abstract: From the mid-50's to his death in 1969, Howard Luck Gossage served as advertising's resident gadfly. A successful practitioner through his own unorthodox approach to advertising messages, Gossage above all attempted to raise his colleagues' consciousness to what he saw as advertising's clear abuses — its basic philosophy of overkill fueled by the poisonous commission system, the subsequent tasteless and irrelevant messages, the clear disregard for the well being of the media, etc. This legacy of theory and practice is, it is contended, clearly relevant to contemporary concerns.
TL;DR: Schneider and Martin this article discuss the role of strategic advertising campaigns in the success of advertising campaigns, and present a survey of the most successful campaigns of the 1980s. Journal of Advertising: Vol 9, No. 3, pp 48-48.
Abstract: (1980). Strategic Advertising Campaigns. Schultz Don E. and Dennis G. Martin. Chicago: Crain Communications, Inc. 1979. 220 pp. Journal of Advertising: Vol. 9, No. 3, pp. 48-48.
TL;DR: Burton, Philip W., and William Ryan as discussed by the authors published the advertising fundamentals, Third Edition, 1980, Grid Publishing, Inc., Columbus, Ohio: Grid Publishing Inc., 1980, 882 pp.
Abstract: (1980). Advertising Fundamentals, Third Edition. Burton, Philip W., and William Ryan. Columbus, Ohio: Grid Publishing, 1980, 882 pp. Journal of Advertising: Vol. 9, No. 4, pp. 45-46.