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Journal articles on the topic 'Comparison in advertising'

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Published: 4 June 2021

Last updated: 6 February 2022

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1

Gilly, Mary C. "Sex Roles in Advertising: A Comparison of Television Advertisements in Australia, Mexico, and the United States." Journal of Marketing 52, no. 2 (April 1988): 75–85. http://dx.doi.org/10.1177/002224298805200206.

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In the past, research has found that the portrayal of sex roles in advertising has not reflected equality or reality. Further, studies typically have examined only U.S. advertising, leaving open the question of cultural influence on advertising's sex role portrayals. The author offers a new analysis of sex roles in advertising and compares content analysis findings for U.S., Australian, and Mexican television advertisements. Results reveal differences in the portrayal of the sexes in U.S. advertisements. Australian advertisements show somewhat fewer sex role differences and Mexican advertisements show slightly more sex role differences than U.S. advertisements. Stereotypes are found in the advertising of all three countries, but are manifested in different ways.

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Lastovka, Elena Yu. "VISUAL COMPARISON IN ENGLISH-LANGUAGE POLITICAL ADVERTISING." PHILOLOGICAL STUDIES 18, no. 2 (2020): 168–77. http://dx.doi.org/10.17072/1857-6060-2020-18-2-168-177.

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The article carries a review of research works on visual stylistic means in advertising. Researchers see them as the means of manipulation that evoke specific associations and assessments in recipients. The main aim of the article is to prove the validity of identification of visual comparison as visual stylistic means. Visual comparisonin political advertising is regarded as an ideological means of influence on a global recipient. Visual comparison is in the nature of correlation or opposition and is effectively used in political advertising compared to other visual stylistic means.The correlation includes two images that are used to draw the attention of the addressee to certain socio-political problems, to form a positive image of the candidate and his program. The mean of opposition is based on a comparison of two antagonistic images, which forces the recipient to make a choice in favor of one of them. The obtained results can be used for further development of the theory of visual textual stylistics and for the creation of texts of politicalInternet advertising.

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Kalro, Arti D., Bharadhwaj Sivakumaran, and Rahul R. Marathe. "The ad format-strategy effect on comparative advertising effectiveness." European Journal of Marketing 51, no. 1 (February 13, 2017): 99–122. http://dx.doi.org/10.1108/ejm-11-2015-0764.

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Purpose Extant research on comparative advertising has focused only on “market leader” comparisons (a brand targeting the market leader), whereas in the marketplace, “multi-brand” comparisons are more prevalent (Kalro et al., 2010). Moreover, most research focuses on direct comparisons only. Hence, this research aims to investigate the interplay between comparison ad strategy (“market leader”/“multi-brand” comparisons) and comparison ad format (direct/indirect comparisons) on the effectiveness of comparative advertising. Design/methodology/approach This paper uses four 2 × 2 fully crossed factorial designs (comparison ad format: direct vs indirect and comparison ad strategy: market leader vs multi brand) with established and new brands in two categories: powdered detergents and smart phones. All studies were conducted in metropolitan cities of India. Findings By and large, the experiments indicated that direct (indirect) comparisons lowered (heightened) perceived manipulative intent and enhanced (reduced) attitude-toward-the-ad for multi-brand (market leader) comparisons. Practical implications Findings suggest that when advertisers use comparative advertising, they may use direct ads when using multi-brand comparisons and use indirect ones when using market leader comparisons. It could also be argued that when advertisers use multi-brand comparisons because of fragmentation in the marketplace, they may directly compare against these multiple brands. When advertisers need to compare against a market leader, they may do so indirectly. Originality/value This research is among the first to investigate multi-brand comparisons that are widely used in the industry and that too in the context of both direct and indirect comparison formats.

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RICHINS, MARSHA L. "Social Comparison, Advertising, and Consumer Discontent." American Behavioral Scientist 38, no. 4 (February 1995): 593–607. http://dx.doi.org/10.1177/0002764295038004009.

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5

Cutler, Bob D., and Rajshekhar G. Javalgi. "Comparison of business-to-business advertising." Industrial Marketing Management 23, no. 2 (April 1994): 117–24. http://dx.doi.org/10.1016/0019-8501(94)90012-4.

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6

Olbrich, Rainer, and Carsten D. Schultz. "Multichannel advertising: does print advertising affect search engine advertising?" European Journal of Marketing 48, no. 9/10 (September 2, 2014): 1731–56. http://dx.doi.org/10.1108/ejm-10-2012-0569.

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Purpose – The study contributes to our understanding of search engine advertising in two main ways. Firstly, we analyze the comparative effectiveness of its campaign parameters. Secondly, we examine the effect of print advertising on search engine advertising Design/methodology/approach – Based on advertising data for a three-year period, we test the hypotheses by means of a path model with the aid of partial least squares. Findings – The advertising budget and the degree of keyword matching yield the greatest effect on the number of signed contracts. The click-through rate and the bid amount contribute, to a lesser extent, to explaining this financial target variance. The number of keywords had no significant effect. The study did not yield significant evidence of print advertising, directly affecting the number of search engine advertisement impressions, but showed an indirect effect of print advertising on the number of conversions, induced directly by search engine advertising. Research limitations/implications – The multichannel relationship of print and search engine advertising, including its campaign parameters, provides a starting point for future research to provide a coherent methodology for capturing the necessary data, processing the underlying information and evaluating the advertising effects. Practical implications – The multichannel effect needs to be quantified and taken into account when evaluating print advertising and search advertising campaigns and the future advertising mix is planned. Originality/value – The study extends the field of search engine advertising in the direction of multichannel effects. In comparison to previous research, empirical evidence on the multichannel usage of print advertising and search engine advertising, related to an overall economic target, is provided.

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Yoon, Kak. "Comparison of Beliefs about Advertising, Attitude toward Advertising, and Materialism Held by African Americans and Caucasians." Psychological Reports 77, no. 2 (October 1995): 455–66. http://dx.doi.org/10.2466/pr0.1995.77.2.455.

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This research investigated the relationship between advertising and materialism across African-American and Caucasian groups (87 students and 79 community adults) as well as general attitude toward advertising and beliefs about advertising. The association between attitude toward advertising and materialism was positive. The African-American respondents held more materialistic values than their Caucasian peers; they exhibited a more favorable general attitude toward advertising and held more favorable beliefs about advertising. These findings are consistent with the criticism that advertising is at least connected with materialistic values in our society.

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Prokhorova, Svetlana N. "Advertising insert as a special genre of advertising text." Socialʹnye i gumanitarnye znania 6, no. 4 (December 8, 2020): 388. http://dx.doi.org/10.18255/2412-6519-2020-4-388-397.

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The article deals with the translation of feminine film titles on the example of English filmonyms of the last decade. The article is aimed at the study of the filmonyms’ translation in the Russian film discourse, which leaves its specific imprint on the translator’s decisions. The paper treats the translation of feminine-marked filmonyms as a topical problem of the linguistics of gender and the theory of translation - the study of the means of translation of feature film titles from English to Russian from the point if view of gender-marked translators’ slant. The application of the method of typological synchronous comparison allows to compare translation from the point of view of the feminine-masculine balance and the presence of feminine markers. The comparison is based on the thesis of adaptation and deformation of the source English film title. If the adaptation focuses on the convergence of the translation to the source culture and its specifics and is oriented on the mutrual cultural dialogue, then the deformation, on the contrary, prioritises the peculiarities of the accepting culture. The author of the article proves the thesis that in many cases the translation is not tolerant, the point of view of the translator affects the translation and therefore women are presented as nervous, obese, mentally different and emotionally unstable.

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9

Schuster, Camille P., and Christine Pacelli Powell. "Comparison of Cigarette and Alcohol Advertising Controversies." Journal of Advertising 16, no. 2 (June 1987): 26–33. http://dx.doi.org/10.1080/00913367.1987.10673074.

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10

Brettel, Malte, and Andrea Spilker‐Attig. "Online advertising effectiveness: a cross‐cultural comparison." Journal of Research in Interactive Marketing 4, no. 3 (August 20, 2010): 176–96. http://dx.doi.org/10.1108/17505931011070569.

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Nelson, Jon P., and Douglas J. Young. "Do advertising bans work? An international comparison." International Journal of Advertising 20, no. 3 (January 2001): 273–96. http://dx.doi.org/10.1080/02650487.2001.11104894.

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Lee, Jae Won, and Jae Kyu Lee. "Online advertising by the comparison challenge approach." Electronic Commerce Research and Applications 5, no. 4 (December 2006): 282–94. http://dx.doi.org/10.1016/j.elerap.2006.05.002.

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13

Harker, D., and S. Cassim. "Towards effective advertising regulation: A comparison of UK, Australian and South African schemes." South African Journal of Business Management 33, no. 4 (December 31, 2002): 1–12. http://dx.doi.org/10.4102/sajbm.v33i4.706.

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The regulation of advertising is a controversial and difficult process, and many schemes around the world opt for a self-regulatory approach to curb unacceptable advertising. However, when schemes are established or reformulated, most countries learn from other, more established, regimes. Whilst Australia and South Africa commenced the advertising self-regulation (ASR) process at similar times and based their systems on the UK model, two attempts have been made in Australia over the past three decades to produce more acceptable ads, whilst South Africa’s system has endured in its original form. This paper reviews the ASR systems in these three countries, using a macro framework for analysis which contextualises advertising in society. The systems have the fundamental process of handling complaints about advertising in common, however there are advantages and disadvantages of each and these are discussed with a view to providing some guidance for Australia’s fledgling, reformulated, system. Important insights for the development of regulation of advertising are presented.

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Bourcier-Béquaert, Bénédicte, Corinne Chevalier, and Gaëlle Marie Moal. "The old and the beautiful: senior women’s exposure to models in advertisements and the impact on their identity." Journal of Consumer Marketing 38, no. 4 (June 15, 2021): 410–19. http://dx.doi.org/10.1108/jcm-07-2019-3324.

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Purpose This study aims to examine how exposure to female models in advertisements can create identity tensions in senior women and how they manage the comparison and develop different adaptation strategies to deal with these tensions. Design/methodology/approach This research is based on a qualitative approach involving 27 in-depth interviews with French women aged 60 to 79. Photo-elicitation with choice of models as reference points by respondents was used to capture comparison strategies with regard to models. Findings Interviews with senior women confirm that identity tensions due to appearance arise in the context of ageing, particularly when senior women are faced with advertising models. Three reactions of senior women to identity tensions are described, namely, avoiding comparison to protect the self, engaging in comparison despite its resulting devaluation of the self, proceeding to a positive comparison that reinforces their identity. This paper finds that comparison modalities are specific to each strategy. Research limitations/implications This research opens the way to further investigation, especially with regard to understanding social comparison mechanisms in an advertising context for senior women targets. Practical implications This paper raises awareness of the effects of senior women’s exposure to advertising on their self-perception in the context of ageing. It provides practical guidance to advertising professionals on the use of models in ads when targeting senior women and helps marketing managers in their communication strategies. Social implications This research reveals pronounced identity tensions in relation to appearance among senior women in the context of advertising exposure. By providing more diverse models, advertising representations could help to improve the identity perceptions of senior women. Originality/value Very few studies have hitherto investigated identity effects on senior female consumers of female model usage in advertising.

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15

Vinnik, Alina Evgenievna, and Boris Aleksandrovich Tkhorikov. "Analysis, prospects and problems of autdoor advertising market development." Vestnik of Astrakhan State Technical University. Series: Economics 2020, no. 3 (September 30, 2020): 94–100. http://dx.doi.org/10.24143/2073-5537-2020-3-94-100.

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The article focuses on the problems of the rapidly developing segment of the advertising line - outdoor advertising. The results of studying the dynamics and structure of the outdoor advertising market allowed to consider this segment promising, since outdoor advertising is the only media channel, in which sales have steadily increased over the past ten years. It has been stated that outdoor advertising irritates a relatively small number of respondents (14%); for comparison: TV advertising - 56%, Internet advertising - 67% of respondents. The structure of the advertising market of the Russian Federation from 2008 to 2019 has been analyzed. The analysis has illustrated that the most significant segment of the global outdoor advertising market is roadside billboards; second and third places are occupied by street furniture and transit advertising. Roadside billboards are being phased out in many markets due to tightening legislation; according to the experts, by 2021 the share of this segment will decrease by 4%. The research was carried out taking into account the data of such businesses as MAGNA and the Association of Communication Agencies of Russia. The US has the world's largest outdoor advertising market; Japan has the highest outdoor advertising spending. The key factors that ensure the priority of outdoor advertising in comparison with other advertising media are highlighted: wide audience coverage, largest advertising space, relatively low cost of advertising contact, variety of types and formats of advertising structures, etc. Topical problems are formulated that hinder the further growth of the studied segment: low level performance and quality of visual content, difficulties in assessing the effectiveness of outdoor advertising.

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Wansink, Brian, and Michael L. Ray. "Advertising Strategies to Increase Usage Frequency." Journal of Marketing 60, no. 1 (January 1996): 31–46. http://dx.doi.org/10.1177/002224299606000104.

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Interest has been shifting from how consumers choose brands to how they use brands. The authors focus on how advertising can best encourage consumers to use a mature brand in a new situation. They develop a schema congruity framework that integrates comparison advertising with substitution-in-use research. The framework suggests that situation comparison ads favorably affect usage attitudes, but have no advantage over product comparison ads in enhancing a person's ability to recall the target brand in the target situation. The authors’ empirical study shows increases in brand usage. The authors conclude with implications for brand managers and researchers.

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17

Chung, Sulki, Jae-kyoung Lee, and Jae-eun Park. "A content analysis of alcohol advertising in Korea Comparison of beer and soju advertising." J. of Korean Alcohol Science 15, no. 2 (December 31, 2014): 19–34. http://dx.doi.org/10.15524/ksas.2014.15.2.019.

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18

Stout, Daniel A. "Newspapers vs. Broadcast: A Comparison of Media Sales Performance." Newspaper Research Journal 7, no. 4 (June 1986): 43–54. http://dx.doi.org/10.1177/073953298600700405.

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Newspapers are compared with radio and television stations to determine the print medium's ability to influence national advertising decisions. Outcomes of responses to a complex media problem from an advertising agency, suggest newspapers are becoming more aggressive marketers. Analysis of a media decisions model shows that newspapers are familiar with the complex media terminology advertisers often demand, and are also adept in their ability to persuade through graphic appeals in printed sales material.

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19

Richins, Marsha L. "Social Comparison and the Idealized Images of Advertising." Journal of Consumer Research 18, no. 1 (June 1991): 71. http://dx.doi.org/10.1086/209242.

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20

Hoek, Janet, Philip Gendall, Michelle Jeffcoat, and David Orsman. "Sponsorship and advertising: a comparison of their effects." Journal of Marketing Communications 3, no. 1 (January 1997): 21–32. http://dx.doi.org/10.1080/135272697346023.

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21

Draganska, Michaela, Wesley R. Hartmann, and Gena Stanglein. "Internet versus Television Advertising: A Brand-Building Comparison." Journal of Marketing Research 50, no. 5 (October 2013): 578–90. http://dx.doi.org/10.1177/002224371305000514.

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Meenaghan, Tony. "Sponsorship and advertising: A comparison of consumer perceptions." Psychology and Marketing 18, no. 2 (2001): 191–215. http://dx.doi.org/10.1002/1520-6793(200102)18:2<191::aid-mar1005>3.0.co;2-c.

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Draganska, Michaela, Wesley R. Hartmann, and Gena Stanglein. "Internet versus Television Advertising: A Brand-Building Comparison." Journal of Marketing Research 51, no. 5 (October 2013): 578–90. http://dx.doi.org/10.1509/jmr.13.0124.

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Men’shikova, Ekaterina Evgen'evna. "Cognitive Mechanism of Comparison in Advertising Tourist Narrative." Filologičeskie nauki. Voprosy teorii i praktiki, no. 5 (May 2021): 1471–77. http://dx.doi.org/10.30853/phil210212.

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Holtz-Bacha, Christina, Bengt Johansson, Jacob Leidenberger, Philippe J. Maarek, and Susanne Merkle. "Advertising for Europe." Nordicom Review 33, no. 2 (December 1, 2012): 77–92. http://dx.doi.org/10.2478/nor-2013-0015.

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Abstract This study analyzes and compares party ads that were broadcast on television during the 2009 European Election campaign in France, Germany, Sweden and the UK. Even though electoral TV ads have never reached the same importance in European countries as in the US, such ads are to be regarded as an expression of the specific political culture of a country and therefore have relevance beyond election campaigns. An international comparison of ads produced for the same event is particularly suited to revealing similarities across cultures as well as national idiosyncrasies. Additionally, the present study demonstrates a methodological approach that defines a ‘sequence’ as the unit of analysis instead of the whole spot, and thus it is different from previous research on electoral advertising.

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Boshoff, Christo. "The advertising of legal services: A comparison of the perceptions of attorneys and of the public." South African Journal of Business Management 23, no. 1 (March 31, 1992): 1–7. http://dx.doi.org/10.4102/sajbm.v23i1.878.

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Practitioners in the so-called classical professions are increasingly facing competition from non-professionals in what, traditionally, was accepted as 'their' business domains. Non-professionals are, however, not hamstrung by restrictive professional association regulations to the same degree as professionals. Such regulations have limited professionals in their efforts to counteract the 'invasion' of their traditional markets. One such regulation prohibits professionals from advertising. Attorneys in particular have been affected by increased competition in their markets and have questioned the legitimacy of the prohibition on advertising. The issue of advertising has been addressed by both provincial law societies and the Association of Law Societies, but no firm decision has as yet been taken. One concern among attorneys is the possible reaction of the public to advertising by individual attorneys. In this article an attempt is made to shed some light on the issue, by comparing practising attorneys' perceptions of the implications of legal services advertising with those of members of the public. It is suggested that attorneys and members of the public differ significantly in their perceptions of the implications of legal service advertising. Significant differences exist between the two groups in respect of 36 of the 69 aspects investigated.

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Goris, Janny M., Solveig Petersen, Emmanuel Stamatakis, and J. Lennert Veerman. "Television food advertising and the prevalence of childhood overweight and obesity: a multicountry comparison." Public Health Nutrition 13, no. 7 (December 17, 2009): 1003–12. http://dx.doi.org/10.1017/s1368980009992850.

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AbstractObjectiveTo estimate the contribution of television (TV) food advertising to the prevalence of obesity among 6–11-year-old children in Australia, Great Britain (England and Scotland only), Italy, The Netherlands, Sweden and the United States.DesignData from contemporary representative studies on the prevalence of childhood obesity and on TV food advertising exposure in the above countries were entered into a mathematical simulation model. Two different effect estimators were used to calculate the reduction in prevalence of overweight and obesity in the absence of TV food advertising in each country; one based on literature and one based on experts’ estimates.SettingSix- to eleven-year-old children in six Western countries.ResultsEstimates of the average exposure of children to TV food advertising range from 1·8 min/d in The Netherlands to 11·5 min/d in the United States. Its contribution to the prevalence of childhood obesity is estimated at 16 %–40 % in the United States, 10 %–28 % in Australia and Italy and 4 %–18 % in Great Britain, Sweden and The Netherlands.ConclusionsThe contribution of TV advertising of foods and drinks to the prevalence of childhood obesity differs distinctly by country and is likely to be significant in some countries.

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Arnold, Stephen J., Tae H. Oum, Bohumir Pazderka, and Douglas W. Snetsinger. "Advertising Quality in Sales Response Models." Journal of Marketing Research 24, no. 1 (February 1987): 106–13. http://dx.doi.org/10.1177/002224378702400110.

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Hedonic price theory is adapted to advertising. A quality-adjusted advertising spending function is embedded in a sales response model and the parameters of both equations are estimated in one step. The procedure provides an alternative to the judgmental aggregation of attributes of advertising quality into a single value. The results permit comparison of the sales effects of variations in advertising spending with the effects of variations in copy quality, and permit computation of an advertising figure that accounts for both copy quality and actual spending. A pilot study illustrates the procedure.

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SKOWRONEK – GRĄDZIEL, Agnieszka. "ABSORPTION OF ADVERTISING EXPENDITURE BY POLISH TELEVISION STATIONS." Scientific Journal of the Military University of Land Forces 162, no. 4 (October 1, 2011): 408–21. http://dx.doi.org/10.5604/01.3001.0002.3312.

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This article is devoted to the major Polish advertising medium: television. The main source of information about this subject comes from advertising expenditure reports provided by all TV advertisers.The purpose of this article is an empirical analysis of existing regularities and the identification of the actual level of development of the TV advertising market in Poland.The author, based on domestic as well as foreign databases, outlines the following:→the importance of television in comparison with other advertising media;→the dynamism of expenditure growth in TV advertising;→the diversity of distribution of TV advertising expenditure in relation to television broadcasters, advertisers as well as trade structures and products.

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Johnson, G. D. "“Does race really matter?” Consumer identity and advertising effectiveness in post-apartheid South Africa." South African Journal of Business Management 44, no. 2 (June 28, 2013): 11–17. http://dx.doi.org/10.4102/sajbm.v44i2.152.

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This study examines the effects of consumers’ multiple identities on advertising effectiveness. Based on the In-group Bias Theory, the study investigates how the race of an advertisement model, in comparison to another social identity (i.e. socioeconomic position), influences advertising effectiveness. Results indicate that, even though race “matters”, the socioeconomic position of the model also predicts advertising effectiveness depending on viewers’ racial group. Findings suggest ways to design successful cross-cultural advertising strategies in post-apartheid South Africa.

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이현선. "A study on the effect of medical service advertising communication- focused on the comparison with product advertising, service advertising, and publicity." Journal of Korea Service Management Society 15, no. 2 (June 2014): 227–50. http://dx.doi.org/10.15706/jksms.2014.15.2.010.

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Cramphorn, Michael F., and Denny Meyer. "The Gear Model of Advertising - Modelling Human Response to Advertising Stimuli." International Journal of Market Research 51, no. 3 (January 2009): 1–17. http://dx.doi.org/10.1177/147078530905100310.

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One of the goals when add+impact® (a+i)®was founded in 1991 was to develop a database that could be used to add to the general understanding of how people respond to advertising. Recent applications were the Integrative model and a comparison of response tendencies to advertising between men and women. However, a crucial aspect of the advertising process – how to account for the nature and contribution of creativity to the ‘watchability’ of advertising – has not been satisfactorily explained. This paper presents a breakthrough in understanding how people respond to advertising, and shows that it is possible to predict, with a very great degree of confidence, how well a given ad will achieve the ultimate objective of all advertising: to increase the ‘purchase intent’ towards the advertised brand, immediately after exposure and before there has been time for other intervening events to dilute or otherwise alter that immediate effect. It also enables a clear understanding of how that response came to be.

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Mudrik, Martin, Martin Rigelsky, Beata Gavurova, Radovan Bačik, and Richard Fedorko. "Comparison of influence of selected viral advertising attributes on shopping behavior of Millennials – empirical study." Innovative Marketing 16, no. 3 (July 14, 2020): 14–25. http://dx.doi.org/10.21511/im.16(3).2020.02.

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The study aims to evaluate the impact of selected factors of viral campaigns on Millennials customers’ consumer behavior. This goal was achieved in two steps: in the first step, the authors determined the impact of selected attributes on purchasing behavior in general, and in the second step, they compared the impact of the selected research campaigns – the guerrilla campaign of the company 4KA and the viral campaign of the company ABSOLUT. The inputs to the analyses were obtained through answers from 360 respondents, which completed the questionnaire on a sample of Millennials customers generation (1975–2000) – social generation, which collaborate and cooperate, expect technology to simply work for adventure and passionate about values (Smith, Nichols, 2015). The survey part of the questionnaire consisted of 8 attributes (Novelty, Relevance, Aesthetics, Clarity, Humor, Emotion arousal, Surprise, Design, Purchase intention). Data were collected based on participants’ availability and their will to participate in the questionnaire and quota selection. The PLS PM method was used to assess the impact, and the bootstrap-based parametric method was used to assess the difference in the impact. One of the most important findings is that attributes such as Novelty, Relevance, Humor, and Surprise significantly affect purchasing behavior. Concerning the company 4KA, significant impacts were seen in Relevance and Surprise, and with the company ABSOLUT, significant impacts were seen in Relevance, Humor, and Surprise. When analyzing the difference in the impact, there were no significant differences between the campaigns. Acknowledgment This article is one of the partial outputs under the scientific research grant VEGA 1/0694/20, VEGA 1/0609/19.

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Amin, Sammy G., and Dinesh S. Dave. "Consumer Response To Utilization Of Comparison Prices In Retail Advertisements." Journal of Applied Business Research (JABR) 9, no. 2 (October 2, 2011): 113. http://dx.doi.org/10.19030/jabr.v9i2.6084.

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Retailers consider advertising and promotion to be among the most crucial strategic tools in a firms marketing mix. Retailers are concerned with the decision making process involving the content and format of their newspaper advertisements. In this paper an attempt was made to investigate the effects of the inclusion of store discount coupons; and the various brand types on consumer evaluation and reactions to retail newspaper advertisements. The results of this study provide retailers with directions and insights, enabling them to achieve more positive reactions from consumers in their advertising efforts.

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Crawford, Robert. "Opening for business." Journal of Historical Research in Marketing 8, no. 3 (August 15, 2016): 452–72. http://dx.doi.org/10.1108/jhrm-12-2014-0035.

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Purpose This paper aims to provide an insight into the emergence of the global advertising industry by undertaking a comparison of the respective entries of the advertising agencies J. Walter Thompson and McCann Erickson into the Australian market in the 1930s and 1960s. Design/methodology/approach This study undertakes a comparison of the strategies and initiatives implemented by J. Walter Thompson and McCann Erickson as documented in the agencies’ respective archival collections as well as industry press reports. Findings The similarities between J. Walter Thompson and McCann Erickson reveal that globalisation of the advertising industry was both driven and restricted in even parts by profitability and pragmatism. Originality/value The experiences of the J. Walter Thompson and McCann Erickson agencies in establishing their Australian operations offer a unique, long-term view of the emergence and development of a global advertising industry.

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Wansink, Brian. "Advertising's Impact on Category Substitution." Journal of Marketing Research 31, no. 4 (November 1994): 505–15. http://dx.doi.org/10.1177/002224379403100405.

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The usage frequency of a mature brand can be increased by encouraging consumers to substitute it in situations for which it is not normally used. They are most likely to do so if they perceive the target brand as neither too similar to nor dissimilar from the product it is replacing. In study 1, the author shows that ads are most likely to change usage attitudes by either (1) advertising common attributes when the comparison product is dissimilar or (2) advertising distinct attributes when the comparison product is similar. In study 2, replicating the design of study 1, the author demonstrates that ads that have a positive impact on usage attitudes toward the target brand can have a corresponding negative impact on usage attitudes toward the comparison product. Hence, the effectiveness of an expansion advertising campaign depends on its positive impact on the target brand and its negative impact on the comparison product.

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Seunghee Im and 구진경. "A Cross-Cultural Comparison of Emotional Appeals in Advertising." Journal of Product Research 34, no. 2 (April 2016): 77–84. http://dx.doi.org/10.36345/kacst.2016.34.2.007.

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Ara, Husna, Nafish Sarwar, and Mashruha Zabeen. "A Hypothetical Comparison between Event Marketing and Conventional Advertising." IOSR Journal of Business and Management 15, no. 6 (2014): 10–13. http://dx.doi.org/10.9790/487x-1561013.

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Sego, Trina, and Jee-Young Lee. "Executional Elements in Banner Advertising: A Cross-Cultural Comparison." Journal of Current Issues & Research in Advertising 33, no. 2 (August 16, 2012): 301–16. http://dx.doi.org/10.1080/10641734.2012.700811.

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Yoon, Kak, Darrel D. Muehling, and Chong Hyuk Cho. "A comparison of Korean and American attitudes towards advertising." Journal of Marketing Communications 2, no. 4 (January 1996): 231–45. http://dx.doi.org/10.1080/135272696346079.

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Bengani, S. "Is comparison of the non-verifiable misleading comparative advertising?" Journal of Intellectual Property Law & Practice 6, no. 5 (February 11, 2011): 298–300. http://dx.doi.org/10.1093/jiplp/jpq223.

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

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Waller, David S., Timothy P. Christy, and Kim-Shyan Fam. "Perceptions of Offensive Advertising Elements: A China–U.S. Comparison." Journal of East-West Business 14, no. 3-4 (December 19, 2008): 325–43. http://dx.doi.org/10.1080/10669860802608719.

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Stevens, Robert, C. William McConkey, and David Loudon. "A comparison of physicians' and attorneys' attitudes toward advertising." Services Marketing Quarterly 5, no. 2 (1988): 115–25. http://dx.doi.org/10.1080/15332969.1988.9984954.

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Wiles, Judith A., Charles R. Wiles, and Anders Tjernlund. "A comparison of gender role portrayals in magazine advertising." European Journal of Marketing 29, no. 11 (November 1995): 35–49. http://dx.doi.org/10.1108/03090569510100696.

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Sewell, Lewis G., and Mickey C. Smith. "Use of Paired Comparison Technique in Testing Hospital Advertising." Journal of Hospital Marketing 1, no. 1-2 (April 28, 1987): 105–13. http://dx.doi.org/10.1300/j043v01n01_11.

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Stevens, Robert E., C. William McConkey, and David L. Loudon. "A Comparison of Physicians' and Attorneys' Attitudes Toward Advertising." Journal of Professional Services Marketing 5, no. 2 (September 21, 1990): 115–26. http://dx.doi.org/10.1300/j090v05n02_09.

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Grosset, L., and B. Viscolani. "Advertising in a segmented market: comparison of media choices." IMA Journal of Management Mathematics 19, no. 3 (March 6, 2007): 219–26. http://dx.doi.org/10.1093/imaman/dpm040.

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Diamantopoulos, A., S. O'Donohoe, and J. Lane. "A Comparison of Advertising Practices within the Accounting Profession." Service Industries Journal 9, no. 2 (April 1989): 280–96. http://dx.doi.org/10.1080/02642068900000029.

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Ju-Pak, Kuen-Hee. "Content dimensions of Web advertising: a cross-national comparison." International Journal of Advertising 18, no. 2 (January 1999): 207–31. http://dx.doi.org/10.1080/02650487.1999.11104755.

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