Issue: Volume 26, Number 2, 2007
Editorial
Douglas West, International Journal of Advertising, Vol. 26, No. 2, 2007, pp. 147-148
The Editorial of IJA 26, 2 by Prof. Douglas West....
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What can advertisers learn from neuroscience?
Hilke Plassmann, Tim Ambler, Sven Braeutigam and Peter Kenning, International Journal of Advertising, Vol. 26, No. 2, 2007, pp. 151-175
The insights of neuroscience are only just becoming available for the study of advertising. This paper seeks to consolidate the contribution so far. Advertising works in two ways: it may trigger some immediate response and/or change the respondent’s brand memories in some way that influences later behaviour....
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Consumers’ intentions to opt in to SMS advertising: a cross-national study of young Americans and Koreans
Alexander Muk, International Journal of Advertising, Vol. 26, No. 2, 2007, pp. 177-198
This paper examines the differences between American young consumers and their Korean counterparts’ interests in accepting SMS advertising via their mobile phones. The appeal of using the mobile phone as an advertising medium is its accessibility because it can pinpoint the locations of mobile phone...
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Social uses of advertising: an example of young male adults
Vince Mitchell, Jonathan E. Macklin and Jez Paxman, International Journal of Advertising, Vol. 26, No. 2, 2007, pp. 199-222
This study identifies social uses of advertising by young male adults who have been brought up in a mass media-driven society, which makes them more advertising literate. A diary study revealed the frequent use of TV advertising slogans and taglines that did not directly relate to any product purchase...
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Why young consumers are not open to mobile marketing communication
Ian Grant and Stephanie O'Donohoe, International Journal of Advertising, Vol. 26, No. 2, 2007, pp. 223-246
This paper explores young people’s motivations for using mobile phones. Older adolescents’ everyday use of traditional and new forms of mediated communication were explored in the context of their everyday lives, with data generated from self-completion questionnaires, diaries and mini focus groups....
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An empirical examination of public attitudes towards advertising in a transitional economy
Dan Petrovici and Stanley Paliwoda, International Journal of Advertising, Vol. 26, No. 2, 2007, pp. 247-276
This paper examines public attitudes towards advertising within the context of transition in central and eastern Europe. Drawing on a consumer survey conducted in three cities within Romania, the study conceptualises Pollay and Mittal’s (1993) model of beliefs and attitudes towards advertising. This...
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Comments
The art of reviewing III
John B Ford, Gerard Prendergast and Agnes Nairn, International Journal of Advertising, Vol. 26, No. 2, 2007, pp. 277-282
The subject for this issue’s Comments section is our annual focus on what it takes to be a good reviewer for theInternational Journal of Advertising. Contributions are from Gerard Prendergast and Agnes Nairn, both of whom have received awards for reviewing excellence from IJA....
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Response to ‘International food advertising, pester power and its effects’
John B Ford and Tim Ambler, International Journal of Advertising, Vol. 26, No. 2, 2007, pp. 283-286
This comment piece is a response from Tim Ambler of the London Business School to the paper ‘International food advertising, pesterpower and its effects’, published in IJA 25, 4....
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Book reviews
Herd: How to Change Mass Behaviour by Harnessing our True Nature
Lyn McGregor, International Journal of Advertising, Vol. 26, No. 2, 2007, pp. 287-288
A book review of: Herd: How to Change Mass Behaviour by Harnessing our True Nature, Mark Earls (2007), John Wiley & Sons....
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Convergence Culture: Where Old and New Media Collide
Nigel Sheldon, International Journal of Advertising, Vol. 26, No. 2, 2007, pp. 288-289
A book review of: Convergence Culture: Where Old and New Media Collide, Henry Jenkins (2006), New York University Press....
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Ex Libris
Christopher Macleod, International Journal of Advertising, Vol. 26, No. 2, 2007, pp. 289-292
Christopher Macleod discusses the advertising and marketing books which have been important in his own thinking and career....
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Global adspend trends
Global Adspend Trends
Colin Macleod, International Journal of Advertising, Vol. 26, No. 2, 2007, pp. 293-295
IJA's regular discussion and round-up of the current and forecasted condition of worldwide advertising expenditure....
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