Issue: Volume 26, Number 4, 2007
Editorial
Douglas West, International Journal of Advertising, Vol. 26, No. 4, 2007, pp. 419-420
Editorial of Vol. 26, No. 4, 2007, by Douglas West....
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The academician-practitioner gap in advertising
Gergely Nyilasy and Leonard N. Reid, International Journal of Advertising, Vol. 26, No. 4, 2007, pp. 425-445
The existence of the academician-practitioner gap is readily acknowledged and widely discussed in the marketing/advertising literature. This paper analyses key writings on the nature of the academician-practitioner rift and proposes a new approach complementing the literature. The review identifies five...
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The Web Motivation Inventory: replication, extension and application to internet advertising
Shelly Rodgers, Qimei Chen, Ye Wang, Ruth Rettie and Frank Alpert, International Journal of Advertising, Vol. 26, No. 4, 2007, pp. 447-476
The Web Motivation Inventory (WMI) is used in internet advertising research, and is frequently used and cited in advertising, marketing and communication literature. Investigations of the robustness of the WMI have been somewhat limited. Additionally, new uses of the internet are not accounted for by...
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More than meets the eye - investigating the hidden impact of brand placements in television magazines
Jörg Matthes, Christian Schemer and Werner Wirth, International Journal of Advertising, Vol. 26, No. 4, 2007, pp. 477-503
A growing research literature suggests that visual brand placements need not be recalled in order to have an impact on brand attitudes. In an experimental study working with an authentic television broadcast, the authors investigated the influence of frequency of placement exposure, viewers' involvement...
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The influence of message format on the effectiveness of print advertisements for tourism destinations
Alain Decrop, International Journal of Advertising, Vol. 26, No. 4, 2007, pp. 505-525
In a context of overabundant ads and saturated consumers, message format is crucial in developing effective advertising campaigns. In this study, four major format components of print advertisements are considered: picture, logo, text and headline. The goal is to investigate the effectiveness of each...
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Internet advertising effectiveness - the effect of design on click-through rates for banner ads
Helen Robinson, Anna Wysocka and Chris Hand, International Journal of Advertising, Vol. 26, No. 4, 2007, pp. 527-541
Online advertising has experienced phenomenal growth since its inception in 1994. This empirical study investigates the impact of seven creative characteristics of banner ads on the effectiveness of online advertising using a multiple regression model. A random sample of 209 banner ads was drawn from...
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Directions in marketing communications research: an analysis of the International Journal of Advertising
Douglas West, International Journal of Advertising, Vol. 26, No. 4, 2007, pp. 543-554
This paper provides a content analysis of the inputs and outputs of the International Journal of Advertising (IJA) during the period 1992-2006 and was sparked by the 25th anniversary of the journal (1982-2006). A total of 348 papers were surveyed using a content analysis in order to provide researchers...
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Global economy and adspend prospects
Colin Macleod, International Journal of Advertising, Vol. 26, No. 4, 2007, pp. 571-574
IJA's regular discussion and round-up of the current and forecasted condition of worldwide advertising expenditure....
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Comments
International advertising: issues and challenges
John B Ford, Charles R. Taylor and Barbara Mueller, International Journal of Advertising, Vol. 26, No. 4, 2007, pp. 557-564
The subject for this issue's Comments section is international advertising issues and challenges. Charles R. Taylor, from Villanova University, provides a commentary that offers a series of suggestions for improving the quality of international advertising research. His recommendations include: (1) building...
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Book reviews
It’s not just PR: public relations in society
Andrew Purcell, International Journal of Advertising, Vol. 26, No. 4, 2007, pp. 565-566
A book review of It's not just PR: public relations in society, W. Timothy Coombs and Sherry J. Holladay (2007), Blackwell Publishing....
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The New Influencers: A Marketer’s Guide to the New Social Media
Susan Dobscha, International Journal of Advertising, Vol. 26, No. 4, 2007, pp. 567-569
A book review of The New Influencers: A Marketer's Guide to the New Social Media, Paul Gillin (2007), Quill Driver Books....
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Ex Libris
Malcolm White, International Journal of Advertising, Vol. 26, No. 4, 2007, pp. 569-570
Malcolm White, chairman of the Account Planning Group (APG) and a co-founder of communications agency krow, discusses the books that both inspire and engage him personally and professionally. These include a number of reference books, such as The Chronology of Words and Phrases and A Word in your Shell-Like,...
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