Issue: Volume 15, Number 3, 1996
Effects of horrific fear appeals in public attitudes towards AIDS
Roger Bennett, International Journal of Advertising, Vol. 15, No. 3, 1996
Participants in an attitude change experiment completed questionnaires concerning AIDS. Certain groups were then exposed to a fear-neutral depiction of the AIDS problems, others to a frightening representation, and the remainder to a horrifically fearsome image. Subjects again filled in the questionnaire...
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People's advertising in China: a longitudinal content analysis of the People's Daily since 1949
Prof Lauren A Swanson, International Journal of Advertising, Vol. 15, No. 3, 1996
The number of advertisements in the People's Daily newspaper has increased, as has the proportion of advertisements whose objective is to introduce new Chinese industrial products targeted towards corporate audiences. Also consistent with modernization and marketization efforts, there are more foreign...
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The strategic functions of advertised agencies in China: a networking perspective
Prof S T K Luk and Prof L S C Yip, International Journal of Advertising, Vol. 15, No. 3, 1996
This exploratory study investigates both marketing and strategic functions of advertising agencies in China. The results of factor analysis identify four categories of strategic functions: product development, relationship maintenance, company strength, and knowledge and adaptation. The findings indicate...
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Channel surfing, brand loyalty and risk propensity: a segmentation approach to modelling consumer switching behaviours in the USA
Prof J Reardon and Prof V J Massad, International Journal of Advertising, Vol. 15, No. 3, 1996
This study explores North Americans' propensity for change in the context of consumer switching behaviours: channel surfing, brand loyalty and political loyalty. A proposed framework based on an adoption/diffusion explanation suggests that there is an inverse relationship between age and risk propensity,...
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An econometric study of advertising and cigarette demand in the United Kingdom
Dr Martyn Duffy, International Journal of Advertising, Vol. 15, No. 3, 1996
This article reports the results of an empirical investigation of the effect of total cigarette advertising on aggregate demand for cigarettes in the United Kingdom. The research is conducted within the framework of the Becker-Murphy model of rational addictive behaviour, using time series spanning the...
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