Journal of Advertising Research - March 2013
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Celebrating 50 years, the Journal of Advertising Research 50th Anniversary Special Edition is packed with analysis and insights from over 40 internationally renowned academics and industry leaders.

March 2013, Volume 53, No. 1
Journal of Advertising Research: What We Know About TV Today (and Tomorrow)

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What We Know About TV Today (and Tomorrow)
Geoffrey Precourt, pp.3-4
In his editorial, Geoffrey Precourt reminds marketers that even in this new age of digital, television remains the more successful medium for advertising. He also introduces the papers published in JAR Volume 53, issue 1, which cover the current research on television.

 Mind Over Metrics:
The Dark Corners Where Research Strategies Hide: Throwing Light at the Intersection of the New and the Old
Pat LaPointe, pp.9-10
In this commentary, Pat LaPointe states that measuring the impact of marketing on sales is a delicate balance of science and common sense. When the marketing ecosystem is rapidly evolving, the balance can be threatened by both the tendency to hand on too long to past scientific methods and passionate advocates of newer tactics. LaPointe looks at how this can cause conflict and damage the company 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, pp.11-13
Jenni Romaniuk of the Ehrenberg-Bass Institute questions the value of brand-health trackers, reviewing the architecture of the brand-health tracker and highlighting some common mistakes and areas for improvement. These cover the areas of data collection, the concepts, the sample, the questions and the metrics.

For Better, for Worse? What to Do when Celebrity Endorsements Go Bad
François A. Carrillat, Alain d'Astous and Josianne Lazure, pp.15-30
This experimental study examined what is the optimal decision for a company whose brand is endorsed by a celebrity immersed in a scandal (revoking versus continuing the endorsement) as a function of brand/endorser fit (congruence versus incongruence) and of the veracity of the negative event created by the celebrity’s reaction (denying versus admitting the facts). In the case of congruence, revoking the endorsement is suboptimal with respect to brand attitude and purchase intention. Furthermore, denying lowered the endorser’s trustworthiness which, in turn, hampered attitude and intention. Managerial and theoretical implications, as well as directions for further research, were also considered.

Are You In Good Hands? Slogan Recall: What Really Matters
Chiranjeev Kohli, Sunil Thomas and Rajneesh Suri, pp.31-42
Slogans are very important in brand building, and recall is considered one of the most effective measures of slogan success. For this study, 220 respondents were asked to recall slogans. Factors impacting recall of the 150 short-listed slogans were investigated. The study relied on objective (rather than perceptual) data, and factored in the natural variance associated with the variables of interest in the marketplace without imposing the artificial constraints of lab settings. The results suggest that to improve recall, slogans should be retained for long periods of time and supported by extensive marketing budgets. When designing the slogans, care should also be taken to keep them short. However, contrary to expectations, none of the other design elements—complexity of slogans, use of jingles, and use of rhymes—had an impact on slogan recall.

The Word of Mouth Dynamic: How Positive (and Negative) WOM Drives Purchase Probability: An Analysis of Interpersonal and Non-Interpersonal Factors
Rodolfo Vázquez-Casielles, Leticia Suárez-Álvarez and Ana-Belén del Río-Lanza, pp.43-60
This study has two main objectives: (a) to examine the relative impacts of positive and negative word of mouth (PWOM and NWOM) on the shift in the receiver’s brand purchase probability; and (b) to analyze the effect, direct or indirect, of a number of interpersonal and non-interpersonal factors on the relation between PWOM or NWOM and the shift in the receiver’s purchase probability. The data were collected from a sample of 1,035 consumers in four product/service categories. The results suggest that firms should develop 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
Sara Rosengren and Micael Dahlén, pp.61-70
This article explores how changes in advertising content can lead to different perceptions of a media vehicle. In two experimental studies, the advertising content of a magazine is manipulated in terms of being high-end-versus-low-end, for high-versus-low reputation brands, and high-versus-low execution quality. The results show how the advertising content can be either beneficial or detrimental for magazine perceptions. By looking at the influence of advertising content—rather than advertising quantity—the studies complement advertising-clutter research and point to different ways in which media owners can manage their advertising content.

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, pp.71-82
This study investigated whether (and how) online video platforms displace television with respect to time investment and viewership. To that end, this study employed mail surveys of a random sample of Internet users throughout the United States. This study revealed that the existence of the time displacement effect depends on (1) what type of online video venues consumers use; (2) how much video content overlaps between online video platforms and television in general; and (3) what type of video content consumers watch online. Specifically, the current study found that the time spent using the Internet to watch user-generated videos and on video-sharing sites reduced the time spent watching television as a consequence.

The Good News About Television: Attitudes Aren't Getting Worse. Tracking Public Attitudes toward TV Advertising
Michael T. Ewing, pp.83-89
Periodically tracking public sentiment toward television advertising (TVA) is an important barometer for the advertising industry and its myriad stakeholders. To date, however, most studies of consumers’ attitudes to TVA have been cross-sectional. This study, alternatively, provides a quasi-longitudinal examination of Australian attitudes toward TVA across four time points (2002, 2005, 2008, and 2010). Findings suggest that although attitudes toward TVA are generally negative, in fact they have not deteriorated over time. Considerable scope consequently exists for improving consumer attitudes toward TVA.

Second-by-Second Analysis of Advertising Exposure in TV Pods: The Dynamics of Position, Length, and Timing
Srinivasan Swaminathan and Robert Kent, pp.91-100
This study explores how message delivery may differ for television commercials that appear in various pod positions. Channel changing at the onset of commercials often may lead to higher exposure levels for advertisements in the first pod position. When advertising pods are relatively long, viewers may return within the pod, so commercials in the first and last pod positions may have higher exposure levels than commercials in middle pod positions. The set of advantageous pod positions, however, can differ in commercial breaks that appear near the beginning and end of programs. Ideas for audience measurement, media buying, and advertising creative are developed.

Understanding the Invisibility of the Asian-American Television Audience: Why Marketers Often Overlook an Audience of "Model" Consumers
Amy Jo Coffey, pp.101-118
Asian-Americans lack the advertiser recognition and investment levels enjoyed by other ethnic groups in the United States. Given this demographic group’s greater purchasing power and comparable growth rate, online survey and in-depth executive interviews reveal how US Asians’ income, language, and other audience traits are valued by US television advertisers and compares these perceptions to those for Hispanics. Recommendations are offered to overcome reported advertiser misperceptions and agency obstacles and to help encourage investment in this growing and affluent demographic segment.

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