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Full-Text Articles in Public Relations and Advertising
Appeals To Ownership Of Automobiles In Style Magazines Of The U.S. And U.K., 1930-2000, Steven D. Silver
Appeals To Ownership Of Automobiles In Style Magazines Of The U.S. And U.K., 1930-2000, Steven D. Silver
Faculty Publications
We report an analysis of attribute and motive content of appeals to automobile ownership in print advertising of style magazines in the U.S. and U.K. Results of the analyses show significant country differences in appeals to technology, status and subcategories of motivation.
Understanding The Effectiveness Of Product Placement: The Roles Of Placement Congruency And Information Processing, Kavita Jayaraman, Jing Zhang
Understanding The Effectiveness Of Product Placement: The Roles Of Placement Congruency And Information Processing, Kavita Jayaraman, Jing Zhang
Faculty Publications
This project examined the influence of placement congruency and information processing on the effectiveness of product placement in a TV sitcom. In an experiment, we found that compared to an incongruently placed product, a congruently placed product elicited lower level of product recall, but more favorable product attitudes among respondents. Moreover, this attitudinal effect was more pronounced when the respondents engaged in incidental (vs. deliberate) information processing when they watched the TV program.