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Articles 1 - 11 of 11
Full-Text Articles in Entire DC Network
An Experiment In Testing Advertising Levels By Measuring Natural Test Market Variation, Michael Latta
An Experiment In Testing Advertising Levels By Measuring Natural Test Market Variation, Michael Latta
Atlantic Marketing Journal
A field experiment utilizing a new experimental approach to measuring advertising exposure which provides a range of levels of exposure was conducted in eight main test market and eight fringe cities for a global Fortune 500 company consumer durable product. The results showed: a) targeted rating points of advertising delivered are strongly related to advertising effectiveness, and b) this effect is attributable to advertising level and to whether the members of the target audience live close to or far from the broadcast source.
Kasky V. Nike: Lurking First Amendment Time Bomb For Marketers?, Michael J. Landry
Kasky V. Nike: Lurking First Amendment Time Bomb For Marketers?, Michael J. Landry
Atlantic Marketing Journal
While attention has focused on the U. S. Supreme Court protecting corporate political speech, the Court has left untouched a California Supreme Court ruling of significance to marketers in their efforts to use advertising and public relations to offset what they view as unfair criticism. The case, Kasky v. Nike, stems from 1995 accusations that athletic footwear and apparel manufacturer Nike exploited and abused employees in Asian sweatshops. Through advertising and public relations efforts, Nike denied the claims. In 1998, Californian Mark Kasky sued, claiming Nike’s denials violated laws regarding unfair competition and false advertising and, because the denials were …
The Impact Of Message Sequencing In The New Product Introduction Process: Boosting Message Retention And Its Impact On Product Attitude, Bobi Ivanov, Kimberly A. Parker, Jeanetta D. Sims, Chan Yun Yoo
The Impact Of Message Sequencing In The New Product Introduction Process: Boosting Message Retention And Its Impact On Product Attitude, Bobi Ivanov, Kimberly A. Parker, Jeanetta D. Sims, Chan Yun Yoo
Atlantic Marketing Journal
This study focused on providing a more nuanced understanding of the message retention-attitude (cognition-affect) relationship in new product introductions. Using advertising and publicity as independent and combined promotional tools, this study aims to determine an effective approach to strengthen the retention-attitude relationship as well as the level of new product information retention and, through it, the attitude toward the product. To that end, a two-phase experiment was conducted involving 423 participants. The results revealed that publicity, compared to advertising, in general, was a more effective strategy in boosting retention and that the publicity-publicity sequence strategy was the most effective in …
The World Of Mad Men: Study Of The Show "Mad Men" And Its Influence On Retro-Sexism In Advertising And Media, Michaela Hordyniec
The World Of Mad Men: Study Of The Show "Mad Men" And Its Influence On Retro-Sexism In Advertising And Media, Michaela Hordyniec
InPrint
No abstract provided.
Buttering Up The British: Irish Exports And The Tourist Gaze, Mary Ann Bolger
Buttering Up The British: Irish Exports And The Tourist Gaze, Mary Ann Bolger
InPrint
No abstract provided.
Misplaced Misrepresentations: Why Misrepresentation-Of-Age Statutes Must Be Reinterpreted As They Apply To Children’S Online Contracts, Michelle A. Sargent
Misplaced Misrepresentations: Why Misrepresentation-Of-Age Statutes Must Be Reinterpreted As They Apply To Children’S Online Contracts, Michelle A. Sargent
Michigan Law Review
The information age revolutionized the relationship between individuals and the internet. Today, children are the targets of online advertisements that lure them into accepting terms of service, thus entering into online agreements. While children may feel comfortable navigating websites, they are psychologically predisposed to be unsophisticated and impulsive actors online. Children lack the digital literacy to understand the implications of accepting website terms of service. Meanwhile, several states have misrepresentation-of-age statutes that prevent children from using the infancy doctrine to disaffirm online contracts because, in accepting the terms of service, children often represent that they are old enough to enter …
Persuasive Strategies And Hats Off For Cancer Donations, Janae Masnovi
Persuasive Strategies And Hats Off For Cancer Donations, Janae Masnovi
Pepperdine Journal of Communication Research
This quantitative research project set out to answer the question, “What type of advertising strategy, logos, ethos, or pathos, will be most effective in increasing donations to Hats Off for Cancer, a nonprofit organization?” By administering a survey including manufactured advertisements to potential donors through the Hats Off for Cancer e-newsletter, the Hats Off for Cancer Facebook page, and my own Facebook network, I received 44 responses. These responses indicated the participants’ involvement with the organization as well as their preferred advertising strategies and their reasoning for this. 79 percent of respondents felt that the advertisement using pathos was most …
Damsels And Heroines: The Conundrum Of The Post-Feminist Disney Princess, Cassandra Stover
Damsels And Heroines: The Conundrum Of The Post-Feminist Disney Princess, Cassandra Stover
LUX: A Journal of Transdisciplinary Writing and Research from Claremont Graduate University
This research explores cultural shifts in the popularity of the Disney princess in American culture, especially its postmodern resurgence, as well as the complex relationship between Disney’s recent representations of women in the 1990’s and post-feminist ideology. My project begins by analyzing the historic appearance of the Disney female in relation to the women’s movements. I also examine lingering anti-feminist backlash in representations of what I call “New Wave” Disney heroines. Finally, I examine the implications of post-feminist discourse and advertising for young female viewers.
Indecency Sells. . . But It Comes At An Unfortunate Price: A Look At Whether Gaming Authorities Can Regulate Advertising, Jonathan Peck
Indecency Sells. . . But It Comes At An Unfortunate Price: A Look At Whether Gaming Authorities Can Regulate Advertising, Jonathan Peck
UNLV Gaming Law Journal
No abstract provided.
Deceptive Advertising And The Federal Trade Commission: A Perspective, Larry T. Pleiss
Deceptive Advertising And The Federal Trade Commission: A Perspective, Larry T. Pleiss
Pepperdine Law Review
No abstract provided.
Ftc Regulation Of Endorsements In Advertising: In The Consumer's Behalf?, Whitney F. Washburn
Ftc Regulation Of Endorsements In Advertising: In The Consumer's Behalf?, Whitney F. Washburn
Pepperdine Law Review
The Federal Trade Commission, as recently as 1980, has issued Guides designed to prevent deception of consumers due to misleading product endorsement advertising by celebrities and others. The new Guides indicate that the FTC intends to continue its recent trend offending advertisers and even endorsers liable for deceptive endorsement practices. However, a critical analysis of the Guides, in light of marketplace realities and consumer needs, raises serious question as to whether they are likely to promote accurate endorsement advertising. This comment will explore pre-1980 regulations and trace the progression of controls through the advent of the FTC Guides. The Guides …