Table Of Content

INDEX TO VOLUME 43: 2003 BELTRAMINI, RICHARD F., and Patricia S. CHAPMAN. Do Cus Strat tomers Believe in Automobile Industry Rebate Incentives? No. 1 pp. 361-69 pp. 16-24 The purpose of this study was to t Evid1eanceen ce susguggegsetsst s thac t incceen tives es in the e auatutoommoobdbiei lei nauinds lying basic account services person try may continue to be successful ing strategies. The effect that BERGER, PAUL D. See CLANCY, BERGER, and MAGLIOZZ1 demographic similarity hi BONNER, P. GreG. See TAYLOR and BONNER tested between the client BRUNEL, FrREpDeERIC F., and MICHELLE R. NELSON. Message Order DAHL, DARREN W., KRISTINA D. FRANKENBER( 1d Gender Differences 1 MANCHANDRA. D 33041 Based on charity appeals and a student population, t his article demonstrates how presentation order, gender, and value relevance can influence advertising processing ut der different viewing situations BURTON, Scot. See GARRETSON and BURTON CALLAHAN, CHRIS. See CRiIMMINS and CALLAHAN DAHLEN CHAKRABORTY, GOUTAM, VISHAL LALA, and Davip WARREN B2B Websites? No This article identifies and develops scales for measuring the factors customers consider important in a business-to prox business website DANAHER CHANDON, JEAN LOUIS, MOHAMED SABER CHTOUROI vip R. Fortin. Effect Resp 1S¢ > [ { ) dive Tise¢ l No [his study examined the complete set ot all advertising insertions of 77 customers of a large advertising y agency over a one-year period CHAPMAN, PATRICIA S. See BELTRAMINI and CHAPMAN CHTOUROU, MOHAMED SABER. See CHANDON, CHTOUROL FORTIN CLANCY, KEVIN J., PAUL D. BERGER, and THomMAsS L. MAGLIOZZ1 i i ri Fallacy: Some Fundamental Res M DosBit, KATHRYN ( ected. No pp. 370-80 DONTHI T[ he Ecological Fallacy is present in several commonly used D’SouzA marketing /advertising research techniques. Using these tech DuBE! niques will lead to correct conclusions only by accident FARREI CRIMMINS, JIM, and CHRIS CALLAHAN. R R9 larget insight can and should guide advertising change but, too often, it doesn’t. The potential target insight is illustrated with a focus on road rage always rude and often dangerous expression of anger on the highway CRUTCHFIELD, TAMMY NEAL, DEBORAH F. SPAKE, GILES D’SouZA and Ropert M. Morcan. “Birds 1849903030502 FRANKE, GEORGE R. See TAYLOR and FRANKE. Itty, BARBARA. See Moskow!I7Tz and Itty FRANKENBERGER, KRISTINA D. See DAHL, FRANKENBERGER, and KARRH, JAMES A., KATHY BRITTAIN MCKEE, and CAROL J. PAR- MANCHANDRA. DUN. Practitione? volving Views on Product Placement Effec GARRETSON, JUDITH A., and Scot BuRTON. Highly Coupon and No. 2, pp. 138-49 Sales Prone Consumers: Benefits Beyond Price Savings. No Executives with product placement agencies, film studios, pp 162 42 and consumer marketing firms were surveyed concerning Both manufacturers and retailers remain interested in un- their usage and evaluation of product placements derstanding the range of implications associated with re- KOSLOW, SCOTT, SHEILA L. SASSER, and Epwarp A. RIORDAN ducing consumer-oriented sales promotions in favor of What Is itive to Whom and Why? Perceptions in Advertising everyday low pricing strategies No. 1 pp 96-110 GOLDBERG, MARVIN E. American Media and the Smoking-related [his article presents the results of the New York and Behaviors of Asian Adolescents. No. 1, pp. 2-11 Detroit findings of a larger ongoing research effort exam- Over 1,700 Hong Kong adolescents answered a question- ining creativity, AdCrisp (advertising creative research naire that assessed their exposure to American movies integration strategy program) cigarette advertising, and promotions for cigarettes. These Kossorr, JERRY. See MCPHETERS and KOSSOFE media patterns were related to their cigarette-smoking 4, VISHAL. See CHAKRABORTY, LALA, and WARREN behaviors LEE, GUIOHK. See MCMILLAN, HWANG, and LEE GOLDBERG, MARVIN E. Correlation, Causation, and Smokin Qyo fifnntiii ttiila 7 LipPoL_p, Eric M. See STAFFORD, LIPPOLD, and SHERRON. tion among Youths. No. 4, pp. 431-40 |L iu, YUPING. Developing “4 a Scale! to Measure th1 e Interactivivitli \ point-by-point rebuttal of issues raised by both Reitter sites. No. 2, pp. 207-16 (2003) and Taylor and Bonner (2003) to Goldberg’s earlier his article describes the development and validation of article in issue no. 1 of Volume 43 makes the case that a multidimensional scale measuring the interactivity of tobacco advertising is not an exception to the rule: adver- websites tising works and it works in part by building primary LOHTIA, Ritu, NAVEEN DONTHU, and EDMUND K. HERSHBERGER. demand and Design Elements on Banner Advertis GonG, WEN, and LynpA M. Mappox. Measuring Web Advertising y Click-through Rates. No. 4, pp. 410-18 Effectiveness in China. No. 1, pp 3449 The click-through rates of 8,725 real banner advertise- This study examines Chinese consumers’ perceptions and ments are analyzed to understand the impact of design responses to web banner advertising and reveals that just ind ¢« sntent elements. Differences in business-to-business one additional banner exposure improves Chinese users (B2B) versus business-to-consumer (B2C) banner advertis- brand recall ing click-through rates are also investigated GRANT, JAMES. See MEGEHEE, DoBIE, and GRANT Mappox, LYNDA M. See GONG and MAppox HACKLEY, CHRISTOPHER E. Account Planning: Current Agency MAGLI0zzZ1, THOMAS L. See CLANCY, BERGER, and MAGLIOZZI Perspectives on an Advertising Enigma. No. 2, pp. 235-45 MANCHANDRA, RajesH V. See DAHL, FRANKENBERGER, and The article integrates research perspectives with the views MANCHANDRA of leading international practitioners to critically appraise MANDHACHITARA, RUJIRUTANA. See YOO and MANDHACHITARA. the current state of the account planning discipline. MARSHALL, RoGer. See NA, MARSHALL, and SON. HARRIS, JUDY, and KIMBERLY TAYLOR. The Case for Greater Agency MARTIN, Brett A. S., JokL VAN DuRME, MIKA RAULAS, and Involvemnt in Strategic Partnerships. No. 4, pp. 346-52 MARKO MerisAvo. Email Advertising: Exploratory Insights from Should agencies have more influence on the advertising No. 3 pp 293-300 budget? The reasons why they don’t and why they should [his study explores what makes for effective permission- are explored, with a call for greater agency participation based email advertising, using a sample of 838 female in the budgeting process. Finnish consumers of cosmetics Harris, MARY ANN. See RopGERS and Harris. McKee, KaATHy BRITTAIN. See KARRH, MCKEE, and PARDUN. HERSHBERGER, EDMUND K. See LontiA, DONTHU, and McMILLAN, SALLY ]., JANG-SUN HWANG, and GuIoHK LEE. Ef- HERSHBERGER. Structural and Perceptual Factors on Attitudes toward the HWANG, JANG-SUN. See MCMILLAN, HWANG, and LEE. No. 4, pp. 400-09. 442 JOURNAL OF ADVERTISING RESEARCH December 2003 This field experiment examined effects of structural and Ri YRDAN, EDWARD p erceptua | variables on attitude toward websites. Data Ro DGERS SHE were collected from 31] consumers who reviewed four hotel websites McPHETERS, REBECCA and Jerry Kossorr. Eff Fy han Rat No l, pp. 14-15 This article desc ibes the results of two ‘i cs ts that ROT H, MARTIN S sured the effects of a variety of techniques on respons¢ rates De spite MEGEHEE CAROL MURPHEY, KATHRYN Dosit and JAMES GRANT SUS Ip 1MSé Manipulation ibout the UTTN®o Adult Population VDoynees ilI } Matter? No 9A SSER, SHEILA \ | Anytime but especially in a period of increasec 1 compe- SH ERRON ( [opp tition and shrinking margins—advertisers must strive to So N, YOUNGSEOK understand effects on targeted markets of the advertising oP AKI DEBORAH techniques being employed Mor AN MEHTA \BHILASHA, and Scott C PURVIS 4 AFFORD, MARLA | i Dp rescription Drug | uv| e rtising No pp 194-206 RON Respondents generally value print prescription adver ing and readership levels can be substantial, espex ially if the advertisement is about symptoms readers m1a y have MERISAVO, MARKO. See MARTIN, VAN DuRME, RAULAS, and piece MERISAVO advertising content MORGAN, ROBERT M See CRUR TCHFIELD, SPAKE, D’SouZA, and sales Mor AN Moskow!Tz, HOWARD, and BARBARA Itty. /umy cael LW1alysis No l, p p 62 ( HARLES The creative use of conjoint analysis and internet inte viewing can lead to more knowledge at less cost 150-61 MULLARKEY GUY W hel DANAHER and MULLARKEY Billboard regulation h NA WOONBONG, ROGER MARSHALL, and YOUNGSEOK SON. H \ survey of U.S. businesses sh« the medium much higher th Markets? No ] pPIp 86 95 as attracting uston It is very hard for advertising agencies to identify market ettectively segments meaningfully as a:l l companies basically want media the same services rR, CHARLES R., and P (REC }ONNER NELSON, MICHELLE R> Ct BRUNEI and NELSON PARDUN, CAROL Se ‘ KARRH, McKeE and PARDUN 4, pp. 419-3 PECHEUX, CLAUDE See DERBAIX and PECHEUX Marvin Goldberg’s article ( Purvis, Scott C. See MEHTA and PuRVIS supportive of a causal relations! n exposure QUESTER, PASCALE G. See FARRELLY and QUESTER cigarette advertising pprroommoottio I noking-related RASCH ALEXANDRA. Set DAHLEN, RASCH, and ROSENGREN behaviors of Hong Kong adol arlier com IR> AULAS MIKA See MARTIN, VAN DURME, RAULAS, and ment, Reitter correctly states that provides no MERISAVO evidence of causality. Taylor and Bonner point out addi REITTER, RoBERT N. Comment American Media and the tional flaws in the article related to its theory base, meth related Behaviors of Asian Adolescents.” No. 1, pp. 12 odology, and literature review December 2003 JOURNAL OF ADVERTISING RESEARCH 443 TAYLOR, KIMBERLY. See HARRIS and TAYLOR. WooOpOsDISDIED, ARCH RC ( y., ANC 1 CHRIS SUD UBELAAR. AAR. | [ICreaisisng ing ualQuialtityy U in Tottey, B. SruARtT. Book Review. Finding Out: Personal Adventures Measuring Advertising Effectiveness: A Meta-Analysis of Ques in Social Research: Discovering What People Think, Say, and Do, Framing in Conversion Studies. No. 1, pp. 78-85 by Leo Bogart. No. 1, pp. 130-32. [This empirical summary supports two hypotheses: the VAN DuRME, JOEL. See MARTIN, VAN DURME, RAULAS, and average response rate to questionnaires mailed to sam- MERISAVO. pslleedd aaddvveerrt ising y inquirerer s is /loowwe r whheenn tthhee bbrraanndd spon- WANSINK, BRIAN. Developing a Cost-effective Brand Loyalty Pro soring the study is identified versus not identified; the gram. No. 3, pp 301-09 average buyer/inquirer conversion rate is higher when A best-practices study shows what makes a brand loyalty the brand sponsoring the study is identified versus not program successful. Following this, studies are conducted identified with 132 brand managers and with 643 consumers to BOONGHEE, and RujIRUTANA MANDHACHITARA. Estimating determine what reward levels (low, moderate, or high) are Effects on Sales in a Competitive Setting. No. 3, most effective with nonusers, light users, and heavy users of consumer packaged goods is a normal practice for an advertiser to proportionately WARREN, Davip. See CHAKRABORTY, LALA, and WARREN match competitors’ advertising spending, assuming zero- WEILBACHER, WILLIAM M. How Advertising Affects Consumers sum competition where competitors’ advertising hurts the No. 2, pp. 230-34 advertiser’s sales and vice versa. Iraditionally, brand marketers have assumed that adver- tisements are distinct stimuli that, when successful, lead Editorials by Arthur J. Kover to a consumer purchase response Cohort? No. 3, p. 251. WoLIN, Lori D. Gender Issues in Advertising—An Oversight Syn Seclorum for the Journal of Advertising Research? thesis of Research 1970-2002. No. 1, pp. 111-29. A comprehensive oversight summary and synthesis of the rton. No. 3 Pp 137 gender-related advertising literature is undertaken and No. 4, p. 345. applied 444 JOURNAL OF ADVERTISING RESEARCH December 2003 R R R a E *