Journal of Current Issues & Research in Advertising

doi: 10.1080/10641734.2000.10505097pmid: N/A

Abstract This article has no abstract

Edwards, Steven; Ferle, Carrie La

doi: 10.1080/10641734.2000.10505098pmid: N/A

Abstract Increasing presence of internet addresses across traditional media spurred the current study. Specifically, the study examined the cross media promotion of web site addresses in television commercials to determine if and when they were being used, and by whom? For comparison purposes, other forms of direct response channels were also measured. A clearer understanding of the practice of promoting web sites in television commercials was garnered by examining web site addresses for their size, length, positioning, frequency, product category representation, and other important attributes. The findings provide an initial base from which future growth and style of web site advertising in traditional media can be measured. Results indicate that advertisers may be returning to a bullet theory mentality, believing that if consumers are hit with a web address, they will visit the site. In this study, internet addresses analyzed were usually quite small, flashed quickly, and lacked any kind of support as to why consumers should want to visit a company's internet site. Implications for advertisers and suggestions for future cross media promotion of internet sites are provided.

Thorson, Esther; Ognianova, Ekaterina; Coyle, James; Denton, Frank

doi: 10.1080/10641734.2000.10505099pmid: N/A

Abstract This study examines the effects of negative political advertising on responses to a Senate and a gubernatorial race. Responses measured include: (1) knowledge about each race; (2) knowledge about a civics training media campaign; (3) confidence in knowledge about the races; (4) mood responses; (5) political cynicism; (6) political self-efficacy; and (7) voting behavior. The survey findings suggest that negative ads are associated with negative feelings toward the political races, the state, and the country; higher political cynicism; and lower perception of political self-efficacy. Implications of these findings for policy concerning political advertising are discussed.

Alwitt, Linda F.

doi: 10.1080/10641734.2000.10505100pmid: N/A

Abstract Interestingness of commercials is important to advertisers, who want viewers to maintain attention to an entire commercial. A key condition for interest is the viewer's need to make sense of the commercial. For interesting commercials, there is an information gap that must be filled by the viewer. For example, a commercial may be interesting because there is an unexpected ending to the executional plot, because the brand is not identified until late in the commercial, or because the message cannot be comprehended until late in the commercial. Executional characteristics of commercials that are related to interestingness were identified. Interest as viewers watched was related to post-exposure evaluations of commercials, and interest due to the brand and message was examined. Interesting television commercials result in more favorable attitudes toward the ad and the brand, and viewers make more positive statements about the commercials.

Mittelstaedt, John D.; Riesz, Peter C.; Burns, William J.

doi: 10.1080/10641734.2000.10505101pmid: N/A

Abstract This paper reports on research contrasting three different explanations of the relationship between endorsers and products in producing effective product endorsements. A full-factorial model, varying endorsers and products, was used to compare the effects of endorsers and products on perceptions of endorsement effectiveness. Additionally, explanations of endorsement effectiveness ratings were classified and analyzed. Results indicate that the matches between endorsers and products, rather than the nature of products or endorsers themselves, affect the perceived effectiveness of endorsements.

Lwin, May O.; Wee, Chow-Hou

doi: 10.1080/10641734.2000.10505102pmid: N/A

Abstract This study focused on how viewers from three countries (Australia, Myanmar and Singapore) respond to television commercials featuring various combinations of spokespersons with English accent types. Results showed that cross-cultural differences were apparent in subjects' responses to advertising, and that spokesperson race and accent both have significant influences on advertising effectiveness. In general, Caucasians were found to be superior to Asians as spokespersons across all three countries in influencing advertising effectiveness. However, when accent was considered together with race, accent appeared to cancel out the race effect, for e.g. Asian spokesperson with a Western accent obtained positive responses, even outperforming the Caucasian spokesperson with similar accent in many instances. The findings should be useful for international marketers.