Advertising: American Marketing Association (AMA) defines the tern of advertising as “The placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/ or persuade members of a particular target market or audience about their products, services, organ...

In May 1996 the U.S. Supreme Court struck down Rhode Island’s ban on advertising prices of alcoholic beverages, making Rhode Island the subject of a natural experiment for measuring the impact of advertising on prices. Using Massachusetts prices as controls, we find that while advertising stores substantially cut prices of advertised products, prices of other products, at both advertising and n...

Journal of Advertising Education (A publication of the Advertising Division of the Association for Education in Journalism & Mass Communication). Focuses on teaching methodology, curriculum, accreditation, administration, and other issues related to teaching advertising. Cumulative index available online from Vol. 1, summer 1996, to the present issue. Subscription required or membership in AEJM...

Journal of Advertising Education (A publication of the Advertising Division of the Association for Education in Journalism & Mass Communication). Focuses on teaching methodology, curriculum, accreditation, administration, and other issues related to teaching advertising. Cumulative index available online from Vol. 1, summer 1996, to the present issue. Subscription required or membership in AEJM...

Advertising is a common commercial activity. The evaluation of advertising effectiveness is an active area of interest within the advertising research community, and, of course, is most concerned by the advertisers. The most important services in a computer-based advertising infrastructure are advertising effectiveness evaluation, analysis, prediction, and scheduling. This work presents an agen...

Mobile advertising has become one of the most popular applications in mobile commerce, particularly in the form of text advertising through SMS (Short Messaging Service). However, in the study of mobile advertising little is known regarding the effectiveness of SMS advertising and the factors contributing to its success. This research investigates the significance of a number of factors associa...

The continued interest in advertising and entertainment brings about important questions about the effectiveness of advertising when it is competing for attention with entertainment content. This research provides the results of an efficacy analysis of ingame advertising within the controlled environment of a race game, an environment in which advertising blends in naturally. The experiment was...

In his book, Where the Suckers Moon: An Advertising Story, Randall Rothenberg, a former advertising columnist for the New York Times, describes how Subaru of America selected a new agency in 1991. This behind-the-scenes account is made possible by his sitting in on the meetings that led to the selection of Wieden and Kennedy to handle Subaru’s $75 million account. The book is thus a first-hand ...

This paper investigates whether advertising has a beneficial or deleterious impact on the demand for magazine subscriptions. If consumers consider advertising a ‘bad,’ publishers must subsidize consumers through lower subscription prices or additional editorial content. If advertising is a ‘good,’ then consumers are willing to pay because it adds value to the magazine bundle. We employ data des...

This paper uses an unusually rich sample of liquor brands in the U.S. over the period 1994 to 2004 to test substitutability of advertising media. The liquor industry in the U.S. has experienced a substantial increase in case sales and advertising expenditures since the mid-1990s, raising numerous public policy concerns. Moreover, the mix of advertising media used by liquor brands also changed s...