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Journal articles on the topic 'Advertising measures'

Author: Grafiati

Published: 30 May 2022

Last updated: 31 July 2025

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1

Chung, Chanjin, and Harry M. Kaiser. "Measurement of advertising effectiveness using alternative measures of advertising exposure." Agribusiness 15, no. 4 (1999): 525–37. http://dx.doi.org/10.1002/(sici)1520-6297(199923)15:4<525::aid-agr8>3.0.co;2-2.

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2

Rose, Randall L., Paul W. Miniard, Michael J. Barone, Kenneth C. Manning, and Brian D. Till. "When Persuasion Goes Undetected: The Case of Comparative Advertising." Journal of Marketing Research 30, no. 3 (1993): 315–30. http://dx.doi.org/10.1177/002224379303000304.

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Why does the weight of current empirical evidence indicate little difference in the persuasiveness of comparative and noncomparative advertising? One explanation explored in this research is that the measures commonly used for assessing the persuasive impact of comparative advertising are limited in their ability to capture the unique effects that may arise from this type of advertising. Measures that capture relative impressions of the advertised and comparison brands are found to be far more sensitive in detecting persuasion effects of comparative advertising. Moreover, the appropriateness o

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3

Romaniuk, Jenni, and Samuel Wight. "The Influences of Brand Usage on Response to Advertising Awareness Measures." International Journal of Market Research 51, no. 2 (2009): 1–13. http://dx.doi.org/10.1177/147078530905100213.

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While there are many measures of advertising awareness, there are few guidelines about which of these a researcher should select. We examine how using the brand influences consumer responses to three measures commonly used in advertising tracking instruments. We find that for both top-of-mind and total unprompted advertising awareness measures, brand users are about 2.5 times more likely to recall advertising exposure than non-users; however, this ratio was lower for brand-prompted advertising awareness, with brand users only about 1.7 times more likely than non-users. This, we find, is becaus

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4

Ohme, Rafal, Michal Matukin, and Beata Pacula-Lesniak. "Biometric Measures for Interactive Advertising Research." Journal of Interactive Advertising 11, no. 2 (2011): 60–72. http://dx.doi.org/10.1080/15252019.2011.10722185.

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5

Hughes, G. David. "Realtime Response Measures Redefine Advertising Wearout." Journal of Advertising Research 32, no. 3 (1992): 61–77. https://doi.org/10.1080/00218499.1992.12466834.

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6

Li, Shanshi, Gabby Walters, Jan Packer, and Noel Scott. "A Comparative Analysis of Self-Report and Psychophysiological Measures of Emotion in the Context of Tourism Advertising." Journal of Travel Research 57, no. 8 (2017): 1078–92. http://dx.doi.org/10.1177/0047287517733555.

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This study investigates the influence of emotional responses evoked by destination television advertisements on three common variables of interest when assessing tourism advertising effectiveness: attitude toward the advertisement, postexposure destination attitude and visit intention. In particular, this study used a combination of self-report and psychophysiological measures of emotion and explored the consistency between these two measurement techniques. A total of 101 participants were exposed to 18 existing destination commercials while their real-time psychophysiological responses and se

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Adawiyah Sis, Atika Robiatun, and Albari ,. "PENGUKURAN EFEKTIFITAS PENGIKLANAN LINGKUNGAN MELALUI IKLAN TELEVISI (PENDEKATAN MODEL AIDA)." KINERJA 19, no. 1 (2017): 16. http://dx.doi.org/10.24002/kinerja.v19i1.531.

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Advertising can no longer be simply regarded as one type of marketing communications but it shouldÂ be packaged as one seed strategy in the context of the overall marketing strategy. In the development of theterm advertising or advertising green environment, it is stated as a strategy that tries to create a culture andÂ identity of the consumers who care about the environment. This study measures the environmental importanceof advertising that is linked to the purpose of advertising itself based on AIDA approach. The study is conductedÂ with the involvement of consumers who have seen a particu

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Reynolds, Molly E., and Richard L. Hall. "Issue Advertising and Legislative Voting on the Affordable Care Act." Political Research Quarterly 71, no. 1 (2017): 102–14. http://dx.doi.org/10.1177/1065912917724007.

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During the congressional fight over the Affordable Care Act (ACA), interest groups spent record sums on television issue advertising in targeted efforts to influence members of Congress, but did the money make any difference? We use the literatures on outside lobbying and legislative behavior to develop two hypotheses about issue advertising’s effects on members’ voting decisions. We test the hypotheses using population-weighted, station-level advertising data mapped into congressional districts. We find negligible evidence that issue advertising had a causal effect on either House committee o

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9

Pyun, Do Young, Heetae Cho, and Ho Keat Leng. "Applicability of belief measures for advertising to sponsorship in sport." International Journal of Sports Marketing and Sponsorship 21, no. 2 (2020): 351–69. http://dx.doi.org/10.1108/ijsms-06-2019-0059.

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PurposeWhile advertising and sponsorship are conceptually different, many studies have used the same measures for both constructs. The assumption is that respondents perceive both domains similarly. The purpose of this study was to test the invariance of the belief measures between the advertising and sponsorship measurement models across different consumer segments and to provide empirical justification for the practice.Design/methodology/approachTwo independent samples were recruited from two different consumer segments: university student consumers (n = 290) and general consumers (n = 324).

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10

Precourt, Geoffrey. "How Do Neurological Measures Work in Advertising?" Journal of Advertising Research 56, no. 2 (2016): 120. http://dx.doi.org/10.2501/jar-2016-023.

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11

Yoo, Chan Yun. "Implicit Memory Measures for Web Advertising Effectiveness." Journalism & Mass Communication Quarterly 84, no. 1 (2007): 7–23. http://dx.doi.org/10.1177/107769900708400102.

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12

Schreiber, Robert J., and Valentine Appel. "Advertising Evaluation Using Surrogate Measures for Sales." Journal of Advertising Research 30, no. 6 (1990): 27–31. https://doi.org/10.1080/00218499.1990.12466749.

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13

Stewart, David W. "Measures, Methods, and Models in Advertising Research." Journal of Advertising Research 29, no. 3 (1989): 54–60. https://doi.org/10.1080/00218499.1989.12467704.

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14

Choi, B. Paul. "Advertising Intensity in the U.S Property and Liability Insurance Industry: Market Power or Profits?" Journal of Finance Issues 16, no. 2 (2017): 35–46. http://dx.doi.org/10.58886/jfi.v16i2.2253.

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This study aims to investigate the conduct of the U.S. Property and Liability insurers on the market in relation to the structure-conduct-performance (SCP) paradigm. Advertising activities constitute the conduct of the industry and the relationship between advertising intensity and market structure is empirically tested over 14-year period. The results indicate a positive and non-significant relation between concentration and advertising and a negative and significantrelation between performance and advertising. Thus, the conduct as measured by advertising intensity does not provide an additio

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15

Unger, Jennifer B., Frank J. Chaloupka, Donna Vallone, et al. "PhenX: Environment measures for Tobacco Regulatory Research." Tobacco Control 29, Suppl 1 (2020): s35—s42. http://dx.doi.org/10.1136/tobaccocontrol-2018-054469.

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ObjectiveA Working Group (WG) of tobacco regulatory science experts identified measures for the tobacco environment domain.MethodsThis article describes the methods by which measures were identified, selected, approved and placed in the PhenX Toolkit.FindingsThe WG identified 20 initial elements relevant to tobacco regulatory science and determined whether they were already in the PhenX Toolkit or whether novel or improved measures existed. In addition to the 10 complementary measures already in the Toolkit, the WG recommended 13 additional measures: aided and confirmed awareness of televised

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Varan, Duane, Annie Lang, Patrick Barwise, René Weber, and Steven Bellman. "How Reliable Are Neuromarketers' Measures of Advertising Effectiveness?" Journal of Advertising Research 55, no. 2 (2015): 176–91. http://dx.doi.org/10.2501/jar-55-2-176-191.

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Morris, Jon D., Chongmoo Woo, and Chang-Hoan Cho. "Internet Measures of Advertising Effects: A Global Issue." Journal of Current Issues & Research in Advertising 25, no. 1 (2003): 25–43. http://dx.doi.org/10.1080/10641734.2003.10505139.

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18

Zarzosa, Jennifer, and Bruce A. Huhmann. "Measures of aesthetic dimensions and reactions in advertising." International Journal of Advertising 38, no. 2 (2018): 258–75. http://dx.doi.org/10.1080/02650487.2018.1442632.

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19

Widijowati, Dijan, and Sergiy Denysenko. "Securing Consumer Rights: Ethical and Legal Measures against Advertisements that Violate Advertising Procedures." Lex Publica 10, no. 1 (2023): 28–42. http://dx.doi.org/10.58829/lp.10.1.2023.28-42.

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Abstract. Advertising is an integral part of modern consumer culture, shaping consumer behavior and influencing purchasing decisions. However, concerns have arisen regarding advertisements that violate established advertising procedures, such as false claims, deceptive practices, and manipulative tactics. This paper explores the legal measures available to protect consumers from such advertisements and secure their rights. It emphasizes the importance of consumer rights in maintaining a fair marketplace and examines the consequences of advertising violations on consumer trust and decision-maki

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20

Handayani, Sri, Enny Rachmani, Kriswiharsi Kun Saptorini, et al. "Is Youth Smoking Related to the Density and Proximity of Outdoor Tobacco Advertising Near Schools? Evidence from Indonesia." International Journal of Environmental Research and Public Health 18, no. 5 (2021): 2556. http://dx.doi.org/10.3390/ijerph18052556.

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Background: Smoking was among the top contributors to deaths and disability as the prevalence among male adults remains high, and that among male youth increases in Indonesia. While local studies have shown high visibility of outdoor tobacco advertising around schools, the country still has no outdoor tobacco advertising ban. Objective: To examine the association between youth smoking behavior and measures of outdoor tobacco advertising density and proximity in Indonesia. Methods: We combined two primary data sources, including outdoor tobacco advertising and smoking behavior among male youth

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21

Whissell, Cynthia, and Lorna McCall. "Pleasantness, Activation, and Sex Differences in Advertising." Psychological Reports 81, no. 2 (1997): 355–67. http://dx.doi.org/10.2466/pr0.1997.81.2.355.

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Advertisements in men's, women's, girls', and boys' magazines ( n = 38,195 words) were scored objectively in terms of 15 measures of linguistic style, e.g., use of common words, use of long words, use of specific words and emotional tone (pleasantness and activation, as measured by the Dictionary of Affect). There were several sex- and age-related differences among advertisements from different sources. Advertisements from boys' magazines were extremely active, those from women's and girls' magazines were shorter and unusually pleasant. In two follow-up studies ( N = 122 volunteers), objective

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22

Hansen, Flemming, Jørgen Kai Olsen, and Steen Lundsteen. "The effects of print vs TV advertising, documented using short-term advertising strength (STAS) measures." International Journal of Advertising 25, no. 4 (2006): 431–46. http://dx.doi.org/10.1080/02650487.2006.11072982.

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23

Nikolaeva., M. A., and E. V. Goncharova. "Advertising policy of organizations: theoretical aspects of its development." Lizing (Leasing), no. 6 (December 20, 2024): 46–55. https://doi.org/10.33920/vne-3-2406-09.

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The article discusses the theoretical aspects of the development and implementation of advertising policies of organizations. The author's definition of the term «advertising policy» is given; the purpose, objectives, principles, main directions of advertising policy, and the grounds for their choice are indicated. Possible risks from choosing a certain direction of advertising policy and measures to prevent them have been identified. The expected results of the implementation of advertising policy have been established.

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24

Lee, Angela Y. "Effects of Implicit Memory on Memory-Based versus Stimulus-Based Brand Choice." Journal of Marketing Research 39, no. 4 (2002): 440–54. http://dx.doi.org/10.1509/jmkr.39.4.440.19119.

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The author introduces implicit (versus explicit) memory to examine advertising effects on brand choice. Whereas explicit memory is demonstrated by the conscious recollection of an event, implicit memory is inferred by an improvement in some task performance as the result of having experienced the event. This research shows that memory-based choice benefits from advertising that enhances conceptually driven implicit memory whereas stimulus-based choice benefits from advertising that enhances perceptually driven implicit memory. The findings provide evidence that the two types of implicit memory

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25

Gorlenko, O. "Regulation of Advertising Activities in Russia and Abroad." World Economy and International Relations, no. 3 (2012): 29–33. http://dx.doi.org/10.20542/0131-2227-2012-3-29-33.

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Under the conditions of economic turbulence and dynamic development of the advertisement market in Russia the list of the measures regulating the advertising activities should be systematically reconsidered and amended. It is clear that execution of the respective measures is impossible without the political will because of the need in substantial financial contributions and organizational efforts. Only a systematic approach to the management of advertising activities can secure harmonization of the interests of business, state and society. This is a key prerequisite for reducing the scope of

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26

Truong, Yann, Rod McColl, and Irena Descubes. "Testing U.S. Advertising Belief and Attitude Measures in France." Journal of Euromarketing 18, no. 1 (2009): 035–46. http://dx.doi.org/10.9768/0018.01.035.

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27

Ridout, Travis N., Dhavan V. Shah, Kenneth M. Goldstein, and Michael M. Franz. "Evaluating Measures of Campaign Advertising Exposure on Political Learning." Political Behavior 26, no. 3 (2004): 201–25. http://dx.doi.org/10.1023/b:pobe.0000043453.96025.a8.

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28

Truong, Yann, Rod McColl, and Irena Descubes. "Testing U.S. Advertising Belief and Attitude Measures in France." Journal of Euromarketing 18, no. 1 (2009): 35–46. http://dx.doi.org/10.1080/10496480902865231.

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29

Leigh, James H., and Anil Menon. "A Comparison of Alternative Recognition Measures of Advertising Effectiveness." Journal of Advertising 15, no. 3 (1986): 4–20. http://dx.doi.org/10.1080/00913367.1986.10673013.

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30

Reijmersdal, Eva A. van, and Esther Rozendaal. "Transparency of digital native and embedded advertising: Opportunities and challenges for regulation and education." Communications 45, no. 3 (2020): 378–88. http://dx.doi.org/10.1515/commun-2019-0120.

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AbstractThis article elaborates on one of the main characteristics of digital native and embedded advertising: its lack of transparency. Challenges and opportunities for disclosing native advertising practices as well as how educational measures concerning this type of advertising should look are discussed. In addition, a future research agenda is presented.

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31

Duda, Aneta. "Przykazania właściwego stosunku do mediów ojca profesora Leona Dyczewskiego a komunikacja marketingowa." Roczniki Nauk Społecznych 13(49), no. 1 (2021): 117–32. http://dx.doi.org/10.18290/rns21491.8.

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The article refers to the principles of “appropriate attitude to the media” formulated by Father Professor Leon Dyczewski to contemporary marketing communication: advertising and public relations. In line with his recommendations, the issue of media education was taken up in relation to the knowledge and competence of advertising reception. Based on the research by Seth Ashley and colleagues a scale for measuring media literacy was developed, with particular emphasis on content creation techniques and reception of advertising. The model includes elements of knowledge measurement about 1) the w

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Zhao, Jiang, Shu-e. Mei, and Wei-jun Zhong. "Bidirectional Role of Accuracy and Recognition in Internet-Based Targeted Advertising." Journal of Electronic Commerce in Organizations 13, no. 1 (2015): 50–66. http://dx.doi.org/10.4018/jeco.2015010104.

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The effective media strategy in advertising is gradually becoming the premise of company that lives in the competition of marketing. Due to the rapid growth of new advertising media and technologies, it is possible for a firm to precisely target advertising to the potential consumer segment within a market. This research explores the extent to which an advertiser should regulate the quality of its targeting and effect on consumers' surplus and social welfare. The authors present a theoretic model measuring the targeting quality of internet-based targeted advertising with two measures termed ac

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33

Salois, Matthew J., and Amber Reilly. "Consumer Response to Perceived Value and Generic Advertising." Agricultural and Resource Economics Review 43, no. 1 (2014): 17–30. http://dx.doi.org/10.1017/s1068280500006882.

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This study examines the relationship between generic advertising and perceived value for 100 percent orange juice using data from a survey on consumption, perceived value, advertising awareness, and other key measures. We investigate the relationships between consumption and perceived value and between generic advertising and perceived value and identify features of generic advertising of orange juice that have the greatest influence on consumers. Our analysis indicates that perceived value is strongly associated with increased consumption and is influenced by generic advertising. Generic adve

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Li, Hongni. "Visual Communication Design of Digital Media in Digital Advertising." Journal of Contemporary Educational Research 5, no. 7 (2021): 36–39. http://dx.doi.org/10.26689/jcer.v5i7.2312.

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With the continuous development of modern science and technology, great changes have taken place in the advertising media industry where the traditional form of advertising has gradually changed into digital ones. Compared with the traditional advertising, digital advertising has more flexibility and has a variety of forms in its advertising creation according to product itself. In addition, visual communication design plays a critical role where it is an important way to improve digital advertising. Therefore, it is necessary to optimize visual communication design in order to improve the qua

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35

Dmitrieva, Natal'ya, and Ekaterina Zavyalova. "Ethical Aspects of Advertising: Perception, Evaluation, and Regulation." Bulletin of Kemerovo State University. Series: Political, Sociological and Economic sciences 2022, no. 4 (2022): 403–11. http://dx.doi.org/10.21603/2500-3372-2022-7-4-403-411.

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The advertising ethics appeared together with advertising itself. The legislative and public regulation of advertising is centuries old, but the ethical issues still remain acute all over the world. In the Russian Federation, these problems are more pronounced than elsewhere because domestic advertising started to develop only after the collapse of the Soviet Union. In thirty years, Russian advertising had to cover the distance which developed countries needed a century to cover. The research featured controversial advertising messages that caused indignation of both Russian citizens and publi

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36

Bondarenko, Olha, Maryna Utkina, and Ruslana Dehtiar. "Targeted Advertising and Protection of Personal Data." Law, State and Telecommunications Review 16, no. 1 (2024): 303–21. https://doi.org/10.26512/lstr.v16i1.49305.

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[Purpose] To conduct a comprehensive analysis of the essence, types of targeted advertising, and features of personal data protection in the context of using targeted advertising with the aim of aligning Ukrainian legislation with the requirements of the European Union. In particular, the study aims to analyze the nature of advertising and the role of targeted advertising in the modern world, identify the main advantages and disadvantages of using targeted advertising, characterize different types of targeted advertising (such as contextual advertising, advertising in social networks, actually

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37

Hovland, Roxanne W., and Kent M. Lancaster. "Do Concentrated Markets Spend More on Advertising? Evidence on Nondurable Consumer Goods Industries." Journal of Macromarketing 5, no. 2 (1985): 17–31. http://dx.doi.org/10.1177/027614678500500203.

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This study explores the relationship between market concentration and the level, intensity and distribution of industry advertising. Industry and top four firm annual advertising expenditures in 12 established consumer nondurable product groups are positively and significantly related to market concentration. These results hold for a relatively homogeneous subset of product categories, for alternative functional forms, and for alternative measures of advertising.

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38

Djafarova, Elmira, and Kristina Kramer. "YouTube advertising: Exploring its effectiveness." Marketing Review 19, no. 1 (2019): 127–45. http://dx.doi.org/10.1362/146934719x15633618140855.

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Advertising on YouTube is becoming increasingly popular due to its large potential in engaging existing and new target audiences via highly interactive video advertisements. However, YouTube is criticised for providing mostly lower value user-generated content. This leads to major concerns among marketers regarding how resources can be allocated most efficiently across channels and how effective YouTube is as an advertising channel. The purpose of this study is to evaluate existing literature exploring the effectiveness of YouTube advertising. This research contributes to academic literature b

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39

Sun, Ji. "Research on visual communication form of Shenyang subway advertisement." Transactions on Social Science, Education and Humanities Research 10 (August 29, 2024): 225–29. http://dx.doi.org/10.62051/4zqkkg27.

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In the context of the background of new media development, the speed of information transmission increases. Subway advertising, as an important form of advertising, has distinct characteristics in the level of visual communication. Subway advertising plays a role in shaping urban cultural image and releasing information, and has its own unique features compared with traditional forms of advertising. The development of subway also creates a favorable space for the innovative development of advertising, and forms a unique way of visual communication of advertising. This paper mainly expounds the

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40

Jeong, J. "Advertising vs. R&D: Relative effectiveness on brand equity." South African Journal of Business Management 46, no. 3 (2015): 31–47. http://dx.doi.org/10.4102/sajbm.v46i3.99.

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This study examines whether advertising can contribute directly to brand equity and, if it can, determines how much value advertising can deliver to brands and firms using the secondary data from various sources. The findings show that advertising can not only work to improve market performance measures but also to develop and maintain brand equity. R&D is also found to positively affect brand equity. With regard to the relative effectiveness of advertising and R&D, R&D is more effective than advertising in contributing to brand equity when measuring absolute effects of expenditure

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41

Cluley, Robert. "The construction of marketing measures." Marketing Theory 18, no. 3 (2018): 287–305. http://dx.doi.org/10.1177/1470593117753981.

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This study seeks to develop a critical understanding of marketing measures. Marketing measures inform a variety of marketing practices and have been subject to ethical, discursive and epistemological critique. Informed by a range of theoretical work, this study sheds light on the construction of a key marketing measure in digital advertising: viewability. It shows how a range of competing interests can be mobilized and aligned; how an object of interest can be stabilized; and how standards for measurement can be reconciled. Across this account, we can see how issues of accuracy, ideology and e

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Alekseenko, A. P. "Measures to Protect Investors in the Prc Legislation on Advertising." Legal Science in China and Russia, no. 3 (June 15, 2020): 184–87. http://dx.doi.org/10.17803/2587-9723.2020.3.184-187.

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Rodgers, Shelly. "Why We Need Better Measures Of Research Impact in Advertising." Journal of Advertising Research 58, no. 4 (2018): 385–89. http://dx.doi.org/10.2501/jar-2018-045.

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Bellman, Steven, Magda Nenycz-Thiel, Rachel Kennedy, Nicole Hartnett, and Duane Varan. "Best Measures of Attention To Creative Tactics in TV Advertising." Journal of Advertising Research 59, no. 3 (2019): 295–311. http://dx.doi.org/10.2501/jar-2019-002.

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Pokhrel, Pallav, Pebbles Fagan, Thaddeus A. Herzog, Simone Schmid, Crissy T. Kawamoto, and Jennifer B. Unger. "Comparison of Measures of E-cigarette Advertising Exposure and Receptivity." Tobacco Regulatory Science 3, no. 4 (2017): 424–34. http://dx.doi.org/10.18001/trs.3.4.4.

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46

Huang, Yanliu, and J. Wesley Hutchinson. "Counting Every Thought: Implicit Measures of Cognitive Responses to Advertising." Journal of Consumer Research 35, no. 1 (2008): 98–118. http://dx.doi.org/10.1086/527340.

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Zerhouni, Oulmann, Laurent Bègue, and Kerry S. O'Brien. "How alcohol advertising and sponsorship works: Effects through indirect measures." Drug and Alcohol Review 38, no. 4 (2019): 391–98. http://dx.doi.org/10.1111/dar.12929.

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48

Duke, Charles R., and Les Carlson. "A Conceptual Approach to Alternative Memory Measures for Advertising Effectiveness." Journal of Current Issues & Research in Advertising 15, no. 2 (1993): 1–14. http://dx.doi.org/10.1080/10641734.1993.10505000.

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49

Duke, Charles R., and Les Carlson. "Applying Implicit Memory Measures: Word Fragment Completion in Advertising Tests." Journal of Current Issues & Research in Advertising 16, no. 2 (1994): 29–39. http://dx.doi.org/10.1080/10641734.1994.10505017.

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50

Borawska, Anna, and Małgorzata Łatuszyńska. "The use of neurophysiological measures in studying social advertising effectiveness." Procedia Computer Science 176 (2020): 2487–96. http://dx.doi.org/10.1016/j.procs.2020.09.327.

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