Journal of current issues and research in advertising 

About: Journal of current issues and research in advertising is an academic journal published by Taylor & Francis. The journal publishes majorly in the area(s): Advertising research & Product (category theory). It has an ISSN identifier of 1064-1734. Over the lifetime, 436 publications have been published receiving 14082 citations. The journal is also known as: Journal of current issues & research in advertising & JCIRA.

Measuring Attitude toward the Brand and Purchase Intentions

Abstract: Attitude toward the brand (Ab) and purchase intentions (PI) are two pivotal and popular constructs that have been routinely used by advertising scholars and practitioners. Despite their popularity, standard scales, with known psychometric properties, for measuring Ab and PI are not available. Furthermore, these two constructs might not be empirically distinguishable. On the basis of scales reported in prior studies, the authors develop measures of Ab and PI and assess their psychometric validity within a well-established, attitude toward the ad (Aad) theoretical framework. Implications of their findings are discussed.

How Consumers Assess the Value of Advertising

Abstract: This paper introduces a new construct—advertising value—a representation of the perceived value of advertising to consumers. A conceptual model is proposed and tested via a mall intercept survey. A portion of the model focusing on how informativeness and entertainment influence advertising value is then examined in an experimental study. The results from both tests strongly support the validity of the proposed relationships. Potential implications and applications of the construct as well as hypothesized relationships with other variables are also discussed.

Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall

Abstract: A promotional strategy of growing interest is the placement of branded products in movies. An experiment compared the recall effectiveness of common product-placement strategies with each other and with advertising. Prominent placements elicited higher recall than did advertisements, which, in turn, outperformed subtle placements. The explicit mention of a product in the audio script (without a visual depiction) led to better recall than a subtle visual placement (without audio reinforcement). However, the addition of a complementary audio message did not significantly enhance the recall of a product that already enjoyed prominent visual display.

Brand Placement: A Review

Abstract: Brand placement—often referred to as “product placement”—is a growing practice in an increasing number of media vehicles. Through placement, a brand is included as part of a mass media program in return for some consideration from the advertiser. This review clarifies the definition of brand placement and outlines an emerging body of research into placement, especially in its potential impact on program audiences. Missing, though, has been a framework that recognizes the strong bond audiences may form with programs and characters—and the unique opportunity brand placement affords advertisers to represent desirable identity characteristics through the brand/character pairing.

A Study of Factors Affecting Consumer Evaluations and Memory of Product Placements in Movies

Abstract: An important issue for a firm wishing to invest in a product placement is deciding how its product or brand is going to be presented within the movie. Accordingly, the objective of this research study is to examine the impact of objective and subjective characteristics of product placements on consumer evaluations and memory. A sample of 103 movie goers viewed and reacted to 18 product placements taken from 11 different movies. After a one-week delay, they were contacted and asked to recall the products and brands they had seen. Based on the results, it appears that the effectiveness of product placement as a communication strategy must be gauged against the specific objectives of decision makers.