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American Academy of Advertising. Conference. Proceedings

Latest Issue: 01/01/2005

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In This Issue

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1. HOW DID THIS AD GET IN MY BROWSER? A THEORETICAL EXAMINATION OF ONLINE... INTRODUCTION "The Internet's real potential as an advertising medium will be realized when brand managers can turn to particular Web sites and know with some ... (PERIODICAL ARTICLE) 2. MEMORY BASED MEASURES FOR WEB ADVERTISING EFFECTIVENESS Abstract Prior advertising studies investigating memory for advertisements have heavily relied on examining effects of explicit memories (i.e., recall or recognition). However, in the Web ... (PERIODICAL ARTICLE) 3. ADVERTISING AS AN INSTRUMENT OF SOCIO-ECONOMIC TRANSFORMATION: A... Abstract: Mass communications have been used as a tool to promote national development in the Third World for than half a century. Most studies on ... (PERIODICAL ARTICLE) 4. SPECIAL TOPICS: SOMETIMES YOU NEED TO DO IT WITH A CLUB. EFFECTIVE... AAF Mosaic Program and Education Services Connie Frazier * There are over 200 AAF College Chapters * The AAF College Chapter Guide to Success is ... (PERIODICAL ARTICLE) 5. DOES AD LIKABILITY IN COPY TESTING PREDICT THE AD'S CAMPAIGN PERFORMANCE? Abstract Ad likability (Liking^sub Ad^) is for many advertisers the primary measure stressed in a copy test to determine whether the ad is approved for ... (PERIODICAL ARTICLE) 6. CONCEPT WITH CHARACTER PREPARING NEW CREATIVES IN GOOD TIMES AND IN BAD Abstract Research confirms that creative positions remain limited (McMillan et al 2001) and yet highly desirable to advertising graduates (Kendrick and Fullerton 2002). What skills/attributes ... (PERIODICAL ARTICLE) 7. SPECIAL TOPICS: RELECTIONS ON THE 2004 ELECTION CYCLE Abstract The Special Topics Session was developed to provide members of the American Academy of Advertising an opportunity to gain post-election insights and reflections on ... (PERIODICAL ARTICLE) 8. DOES BEER ADVERTISING AFFECT OVERALL CONSUMPTION IN THE UNITED STATES? Abstract Critics of alcoholic beverage advertising have maintained that the huge expenditures and attractive promotional messages result in increased levels of alcohol consumption and contribute ... (PERIODICAL ARTICLE) 9. ADVERTISING vs. R&D: RELATIVE EFFECTIVENESS ON BRAND EQUITY Abstract This study examines whether advertising can contribute directly to brand equity and, if it can, determines how much value advertising can deliver to brands ... (PERIODICAL ARTICLE) 10. THE CHANGING ROLE OF MALES PORTRAYED AS SEXUAL IMAGES IN MAGAZINE... HEADNOTE Abstract A study of 929 sexual images of male models in six general interest, women's, and men's magazines replicates previous studies that addressed the ... (PERIODICAL ARTICLE)
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