Business Periodicals

Journal of Advertising

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Issue Date: 09/22/2003

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1. Firing advertising agencies: possible reasons and managerial implications. This paper examines the possible reasons for and managerial implications of the firing of advertising agencies. The firing of an advertising agency is an important ... (PERIODICAL ARTICLE) 2. Teenage exposure to cigarette advertising in popular consumer magazines:... One of the most prominent issues surrounding tobacco advertising is whether tobacco advertisers target teenagers with their advertising and whether this, in turn, causes teens ... (PERIODICAL ARTICLE) 3. A test of ad appeal effectiveness in Poland and the United States: the... Successful advertising is a key requirement for overall success in the international market (de Mooij 1997). This marketing mix tool, which is heavily used in ... (PERIODICAL ARTICLE) 4. Food for health: the use of nutrient content, health, and... The marketing of food continues to evolve from its promotion as a tasty necessity for life to a potentially health-enhancing experience. Increased interest in the ... (PERIODICAL ARTICLE) 5. When does humor enhance or inhibit ad responses? The moderating role of... Research shows that humor may effect desirable responses by attracting attention, making ads more likeable, and perhaps more memorable (Rossiter and Percy 1997). Nevertheless, research ... (PERIODICAL ARTICLE) 6. "Brought to you by Brand A and Brand B": investigating multiple sponsors'... Corporate sponsorship of sports, arts, civic, and cultural events and activities has increased dramatically over the past decade, from $2.5 billion annually in 1990 to ... (PERIODICAL ARTICLE) 7. The relation between brand-name linguistic characteristics and brand-name... One of the functions of advertising is to increase brand awareness, and there are a number of techniques that advertisers may employ to achieve this ... (PERIODICAL ARTICLE) 8. From the editor. I have been editing The Journal of Advertising for almost six months now and I have learned a tremendous amount over that time period. To ... (PERIODICAL ARTICLE)
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