What Makes Advertising Effective?

Ad Aesthetics

Chatterjee, Patrali (2008). Are Unclicked Ads Wasted? Enduring Effects of Banner and Pop-Up Ad Exposures on Brand Memory and Attitudes. Journal of Electronic Commerce Research: Online Advertising and Sponsored Search, 9(1), 51-61.

Chatterjee, Patrali. (2004). Changing banner ad executions on the web: impact on clickthroughs and communication outcomes. Advances in Consumer Research 2004 Proceedings, eds. G. Menon and A. Rao, Provo, UT: Assocation for Consumer Research, forthcoming

Moore, Robert S., Claire Allison Stammerjohan, Robin A Coulter. (2005). Banner Advertiser-Web Site Context Congruity and Color Effects on Attention and Attitudes. Journal of Advertising, 34(2), 71-84.

Ruth, Julie A. Bernard L Simonin. (2006). The Power of Numbers. Journal of Advertising, 35(4), 7-20.


Media Strategy

Baker, William E., Heather Honea, Cristel Antonia Russell. (2004). Do Not Wait to Reveal the Brand Name: The Effect of Brand-Name Placement on Television Advertising Effectiveness. Journal of Advertising, 33(3), 77-85.

Chang, Yuhmiin. Esther Thorson. (2004). Television and Web Advertising Synergies. Journal of Advertising, 33(2), 75-84.

Obermiller, Carl, Eric Spangenberg, Douglas L MacLachlan. (2005). Ad Skepticism. Journal of Advertising, 34(3), 7-17.

Rowley, Jennifer. (2004). Online branding: the case of McDonald's. British Food Journal, 106(2/3), 228-237.


Cognitive/Affective Appeals

Cline, Thomas W., James J Kellaris. (2007). THE INFLUENCE OF HUMOR STRENGTH AND HUMOR-MESSAGE RELATEDNESS ON AD MEMORABILITY: A Dual Process Model. Journal of Advertising, 36(1), 55-67.

Fam, Kim-Shyan, David S Waller. (2004). Ad likeability and brand recall in Asia: A cross-cultural study. Journal of Brand Management, 12(2), 93-104.

Homer, Pamela Miles (2006). RELATIONSHIPS AMONG AD-INDUCED AFFECT, BELIEFS, AND ATTITUDES: Another Look. Journal of Advertising, 35(1), 35-51. Retrieved March 29, 2008, from ABI/INFORM Global database.

Johnson, G.J., Bruner, G.C. II, Kumar, A. (2006). Interactivity and its facets revisited. Journal of Advertising, 35(4), 35-52.

Muehling, Darrel D., David E Sprott. (2004). THE POWER OF REFLECTION: An Empirical Examination of Nostalgia Advertising Effects. Journal of Advertising, 33(3), 25-35.


Gender Differences

Chang, Chinching (2007). THE RELATIVE EFFECTIVENESS OF COMPARATIVE AND NONCOMPARATIVE ADVERTISING: Evidence for Gender Differences in Information-Processing Strategies. Journal of Advertising, 36(1), 21-35.

Comprehension

Khatibi, Ali, Ahasanul Haque, Hishamudin Ismail. (2004). Gaining a Competitive Advantage from Advertising (Study on Children's Understanding of TV Advertising). Journal of American Academy of Business, Cambridge, 4(1/2), 302-306.