Current Issue
Issue: Volume 30, Number 5, 2011
Editorial: Making academic research on advertising more managerially relevant
Charles R. Taylor, International Journal of Advertising, Vol. 30, No. 5, 2011, pp. 739-742
Charles R. Taylor's editorial returns to the subject of the relevance of academic research in advertising to the real world and introduces Volume 30, issue 5 of the International Journal of Advertisin...
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Evidence-based advertising: an application to persuasion
J. Scott Armstrong, International Journal of Advertising, Vol. 30, No. 5, 2011, pp. 743-767
Complex phenomena such as advertising are difficult to understand. As a result, extensive and repeated testing of diverse alternative reasonable hypotheses is necessary in order to increase knowledge...
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Comments on J. Scott Armstrong's 'Evidence-based advertising: an application to persuasion'
Les Carlson, John R. Rossiter, David W. Stewart and J. Scott Armstrong, International Journal of Advertising, Vol. 30, No. 5, 2011, pp. 769-794
The following section features three sets of commentaries by Les Carlson, John R. Rossiter and David W. Stewart, discussing some of the controversial points in J. Scott Armstrong's preceding paper 'Ev...
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'That was funny, but what was the brand again?': Humorous television commercials and brand linkage
Paul van Kuilenburg, Menno D.T. de Jong and Thomas J.L. van Rompay, International Journal of Advertising, Vol. 30, No. 5, 2011, pp. 795-814
This study examines the effects humour complexity and humour relatedness in humorous television commercials have on brand linkage. The research design combined a content analysis of humour characteris...
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Social marketing meets interactive media: lessons for the advertising community
Ronald P. Hill and Nora Moran, International Journal of Advertising, Vol. 30, No. 5, 2011, pp. 815-838
Advertisers involved with social marketing are beginning to recognise the sea change that is coming due to the spread of interactive media usage throughout many subpopulations of interest. Unfortunate...
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How a presenter's perceived attractiveness affects persuasion for attractiveness-unrelated products
Sandra Praxmarer, International Journal of Advertising, Vol. 30, No. 5, 2011, pp. 839-865
Contrary to the beauty match-up hypothesis, several studies report positive effects of a presenter's attractiveness for attractiveness-unrelated products. This research demonstrates how, via which pat...
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Gender roles in advertising: measuring and comparing gender stereotyping on public and private TV channels in Germany
Silke Knoll, Martin Eisend and Josefine Steinhagen, International Journal of Advertising, Vol. 30, No. 5, 2011, pp. 867-888
This study discusses and provides a measure for the degree of stereotyping in advertisements. Applying this measure, the study shows to what degree gender stereotypes in advertising differ between pub...
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Source characteristics and advertising effectiveness: the roles of message processing motivation and product category knowledge
Cengiz Yilmaz, E. Eser Telci, Muzaffer Bodur and Tutku Eker Iscioglu, International Journal of Advertising, Vol. 30, No. 5, 2011, pp. 889-914
The study examines the impact of source likeability and source credibility on the effectiveness of print advertisements. A theoretical model that depicts the impacts of source characteristics on (1) a...
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Frank Rose - The Art of Immersion: How the Digital Generation is Remaking Hollywood, Madison Avenue, and the Way We Tell Stories
Simon Pulman, International Journal of Advertising, Vol. 30, No. 5, 2011, pp. 915-916
In this book review, Simon Pulman introduces the book that is a survey of how the media industry is evolving. He highlights the cultural power of the internet and that the hive mind has rendered tradi...
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Jon Radoff - Game On: Energize Your Business with Social Media Games
Scott Gallacher, International Journal of Advertising, Vol. 30, No. 5, 2011, pp. 916-917
Scott Gallacher's book review looks at Jon Radoff's "Game On", which provides comprehensive practical guidance on consumer engagement in social media gaming. The book is itself set up as a game, leadi...
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Marshall Sponder - Social Media Analytics
Tim Ambler, International Journal of Advertising, Vol. 30, No. 5, 2011, pp. 918-919
Tim Ambler reviews this text from Marshall Sponder, intended to establish the vocabulary of social media analytics. As new media must must be included in modern business models, it also means analytic...
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