Journal of Advertising Research

The Journal of Advertising Research is the R&D vehicle for professionals in all areas of marketing including media, research, advertising and communications.

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Latest Issue Preview

What We Know About Television (Today and Tomorrow)

March 2013, Volume 53, No. 1 View full abstracts of the current issue

What We Know About TV Today (and Tomorrow)
Geoffrey Precourt

Mind Over Metrics:
The Dark Corners Where Research Strategies Hide: Throwing Light at the Intersection of the New and the Old
Pat LaPointe, MarketingNPV, looks at how holding on to out-dated research methods, or overconfidence in the new, can cause conflict and makes recommendations to the marketing science community to readdress the balance.

Marketing Matters:
How Healthy is Your Brand-Health Tracker? A Five-Point Checklist to Build Returns on a Critical Research Investment
Jenni Romaniuk of the Ehrenberg-Bass Institute warns of fat, bloated and unhealthy brand-health trackers, highlighting some common mistakes and areas for improvement.

For Better, for Worse? What to Do when Celebrity Endorsements Go Bad
What is the optimal decision for a company whose brand is endorsed by a celebrity immersed in a scandal? In this experimental study François A. Carrillat and Alain d'Astous, HEC Montreal and Josianne Lazure, Hewitt Equipment Limited, identify the conditions when best to revoke or continue the endorsement.

Are You In Good Hands? Slogan Recall: What Really Matters
Given the importance of slogans for brand building, what factors make a difference to slogan recall? Chiranjeev Kohli, and Sunil Thomas, California State University, Fullerton, and Rajneesh Suri, Drexel University share best practices and reveal the key to slogan effectiveness.

The Word of Mouth Dynamic: How Positive (and Negative) WOM Drives Purchase Probability: An Analysis of Interpersonal and Non-Interpersonal Factors
Research by Rodolfo Vázquez-Casielles, Leticia Suárez-Álvarez and Ana-Belén del Río-Lanza, University of Oviedo. highlights the importance of developing a proactive management of WOM communications that takes into account aspects of both the sender and receiver.

Judging a Magazine by Its Advertising: Exploring the Effects of Advertising Content on Perceptions of a Media Vehicle
pp.61-70
Two experimental studies by Sara Rosengren and Micael Dahlén, Stockholm School of Economics, explore how changes in advertising content can lead to different perceptions of a media vehicle. 

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What We Know About TV Today (and Tomorrow)

Do Online Video Platforms Cannibalize Television? How Viewers are Moving from Old Screens to New Ones
Jiyoung Cha, George Mason University, investigates whether (and how) online video platforms displace television with respect to time investment and viewership.

The Good News About Television: Attitudes Aren't Getting Worse. Tracking Public Attitudes toward TV Advertising
Michael T. Ewing, Monash University, looks at the efficacy of television advertising from viewers’ point of view across an eight-year period, and finds considerable scope for improving consumer attitudes toward television advertising.

Second-by-Second Analysis of Advertising Exposure in TV Pods: The Dynamics of Position, Length, and Timing
This study explores how message delivery may differ for television commercials that appear in various pod positions. Srinivasan Swaminathan, Drexel University, and Robert Kent, University of Delaware, demonstrate not only the potential of television metrics to drill down to detailed efficacy analysis but also to use that data to ensure maximum viewer engagement.

Understanding the Invisibility of the Asian-American Television Audience: Why Marketers Often Overlook an Audience of "Model" Consumers
Amy Jo Coffey, University of Florida, offers recommendations to overcome reported advertiser misperceptions and agency obstacles regarding the Asian-American TV audience, and to help encourage investment in this growing and affluent demographic segment.

View full abstracts of the current issue