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2005

Advertising

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Full-Text Articles in Advertising and Promotion Management

Child Targeted Tv Advertising And Its Influence On The Child- Parent Purchase Relationship:, Catriona Nash, Serge Basini Jul 2005

Child Targeted Tv Advertising And Its Influence On The Child- Parent Purchase Relationship:, Catriona Nash, Serge Basini

Conference proceedings

Since the 1970s an argument has raged over the influence child targeted advertising has on its young audiences (Lawlor & Prothero 2003). An area of particular interest is the effect of child targeted advertising on the parent-child purchase relationship, commonly referred to as ‘pester-power’. In recent years, harnessing its power has become a Holy Grail for those who believe it to be the key to parent’s purse strings (Harding 2004). Industry spending on advertising to children has significantly increased in the past decade, from $100 million in 1990 to more than $2 billion in 2000 (www.media-awareness.ca). This paper outlines preliminary …

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Testing For A Synergistic Effect Between Online Publicity And Advertising In An Integrated Marketing Communications Context, Anca C. Micu May 2005

Testing For A Synergistic Effect Between Online Publicity And Advertising In An Integrated Marketing Communications Context, Anca C. Micu

WCBT Faculty Publications

This dissertation examined the relationship among four exposure conditions in marketing communications (pure advertising, advertising priming, publicity priming, and pure publicity) that include either advertising or publicity or both. Also, the indirect relationship between brand communication exposure condition and purchase intent was modeled via path analysis. 634 students participated in an online experiment. Repeated measures MANCOVA analysis results indicate that the two synergistic conditions, which included an ad-article or article-ad combination, were more effective in terms of brand communications impact than the pure advertising condition. The pure publicity condition was found to be more effective than any of the other …

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Advertising To New Parents -- An Examination Of The Ways Select Children's Product Manufacturers Attract New Parents As Potential Customers, John L. Mccullough Jr. Jan 2005

Advertising To New Parents -- An Examination Of The Ways Select Children's Product Manufacturers Attract New Parents As Potential Customers, John L. Mccullough Jr.

Seton Hall University Dissertations and Theses (ETDs)

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