Issue: Volume 18, Number 1, 1999
What can advertising really do for brands?
Roderick White, International Journal of Advertising, Vol. 18, No. 1, 1999
The past few years have seen the development, primarily by Professor Ehrenberg, of the related views that advertising is, in general, a 'weak force' and that brands are simply 'large' or 'small', never 'strong' or 'weak'. This has led to the promulgation of the proposition that the main role for advertising...
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The emperor's old clothes: A rejoinder
Andrew Ehrenberg, International Journal of Advertising, Vol. 18, No. 1, 1999
Professor Ehrenberg responds to the preceding paper by Roderick White, 'What can advertising really do for brands?' Whether advertising induces emotional brand differentiation in terms of brand personalities and the like seems at best an open question. Ehrenberg suggests that the issue raised could be...
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Effects of tobacco advertising restrictions: Weak responses to strong measures
Janet Hoek, International Journal of Advertising, Vol. 18, No. 1, 1999
Many countries have imposed restrictions on tobacco advertising in the belief that these will curb tobacco consumption. These beliefs rely on the 'strong' theory of advertising, which holds that advertising exerts a powerful persuasive influence on consumers' behaviour. However, the research examining...
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Re-interpreting the effect of an advertising ban on cigarette smoking
Victor J Tremblay and Carol Horton Tremblay, International Journal of Advertising, Vol. 18, No. 1, 1999
Because of the high social cost of cigarette smoking, many countries have imposed advertising restrictions to reduce cigarette consumption. Yet previous research suggests that such advertising constraints have been ineffective in combating smoking. We show that this conclusion is incorrect because it...
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Advertiser risk-orientation and the opinions and practices of advertising managers
Alan Miciak, Adrian Sargeant and Douglas West, International Journal of Advertising, Vol. 18, No. 1, 1999
This article examines advertiser risk-orientation and managers' attitudes towards campaign planning. Advertiser risk-orientation is viewed in the context of the propensity of advertising managers to engage in risk-taking. Findings are based on a survey of top advertisers in North America measured by...
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Exhibitor commitment and the evaluation of exhibition activities
Jim Blythe, International Journal of Advertising, Vol. 18, No. 1, 1999
This paper reports on research carried out with UK exhibitors regarding the methods they use for assessing whether their exhibition activities have been effective or not. It was found that differences occur which are related to the proportion of the marketing budget which is committed to exhibiting....
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Perceptions of integrated marketing communications among marketeers and advertising agency executives in New Zealand
Mani Padsetti, Wilna Fourie, Ken Hyde, Philip Kitchen and Lyn Eagle, International Journal of Advertising, Vol. 18, No. 1, 1999
From the early 1990s, marketing literature began to feature a number of articles suggesting that integrated marketing communications (IMC) would have a major impact on advertising as we know it, and on client-advertising agency relationships. A counter-view appeared at that time in the literature suggesting...
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Top advertisers and product categories on markets worldwide
Not credited, International Journal of Advertising, Vol. 18, No. 1, 1999
The top advertisers and product categories give an overview on the nature of advertising markets. This review of the top ten advertisers and categories in the world's ten largest advertising markets shows that despite similarities, national markets remain distinctive...
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