Current Issue
Issue: Volume 29, Number 2, 2010
Integrated Marketing Communications in 2010 and Beyond
Charles R. Taylor, International Journal of Advertising, Vol. 29, No. 2, 2010, pp. 161-164
In his editorial, Charles R. Taylor introduces this edition of the International Journal of Advertising and its theme of integrated marketing communications. He also announces the journal's 2009 award...
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How advertising strategy affects brand and USP recall for new brands and extensions
Nathalie Dens and Patrick De Pelsmacker, International Journal of Advertising, Vol. 29, No. 2, 2010, pp. 165-194
We investigate possible interaction effects between new product branding strategies (new brands versus extensions) and advertising strategies (informational, positive emotional and negative emotional)...
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Effects of message framing, vividness congruency and statistical framing on responses to charity advertising
Chun-Tuan Chang and Yu-Kang Lee, International Journal of Advertising, Vol. 29, No. 2, 2010, pp. 195-220
Having recognised the growing importance of charitable donation and sophisticated advertising techniques in charity advertising, this study examines message framing, vividness congruency and statistic...
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How consumer meterogeneity muddles the international advertising debate
Scott Koslow and Carolyn Costley, International Journal of Advertising, Vol. 29, No. 2, 2010, pp. 221-244
Standardisation versus localisation is an enduring topic in international advertising. The generalisability of research on the topic is another issue. We address the second issue and in the process sh...
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Exporting America: usage of symbols in international advertising under conditions of consumer ethnocentrism and U.S.-focused animosity
May O. Lwin, Andrea J. S. Stanaland and Jerome D. Williams, International Journal of Advertising, Vol. 29, No. 2, 2010, pp. 245-278
This research examines the use of cultural representations in advertising in Asia-Pacific under conditions of US-focused animosity and consumer ethnocentrism. We first positioned countries along the d...
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How media factors affect audience responses to brand placement
Eva van Reijmersdal, Edith Smit and Peter Neijens, International Journal of Advertising, Vol. 29, No. 2, 2010, pp. 279-302
This study investigates the influence of media factors on brand placement effects in a real-life setting. Although many studies on brand placement have been conducted, insights into context effects on...
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Negotiating subcultural authenticity through interpretation of mainstream advertising
Ilona Mikkonen, International Journal of Advertising, Vol. 29, No. 2, 2010, pp. 303-326
This paper explores how subcultural authenticity is constructed and negotiated as members of a subculture interpret mainstream advertising images. A reader-response theory approach was adopted, and em...
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Chief Culture Officer: How to Create a Living, Breathing Corporation -- Grant McCracken
David Bain, International Journal of Advertising, Vol. 29, No. 2, 2010, pp. 327-328
In this book review, David Bain considers a book that offers to help the reader ‘extract value from culture, create value through culture’....
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Netnography: Doing Ethnographic Research Online -- Robert V. Kozinets
Stephanie O'Donohoe, International Journal of Advertising, Vol. 29, No. 2, 2010, pp. 328-330
In this book review, Stephanie O'Donohoe presents the book from the authoritative guide on netnography, a term that Kozinets coined. He argues that scholars and marketing practitioners interested in c...
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From Prime Time to My Time: Audience Measurement in the Digital Age -- Andrew Green
John Billett, International Journal of Advertising, Vol. 29, No. 2, 2010, pp. 330-332
John Billett reviews this book on the craft of media research from Andrew Green. Green covers different media types, the history of advertising for each and offers an informed insight on the challenge...
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Ex Libris
Jon Steel, International Journal of Advertising, Vol. 29, No. 2, 2010, pp. 332-334
In this article, Jon Steel cites the books that have been the most influential on his working life including, amongst others, "Ogilvy on Advertising" and "The Book of Gossage"....
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