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Why Shorter Advertisement Breaks Reduce Radio Advertisement Avoidance 为何缩短广告休息时间可减少广播广告回避率
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2024-06-01 DOI: 10.2501/JAR-2024-008
Aaron Michelon, Steven Bellman, Margaret Faulkner, Justin Cohen, Johan Bruwer
{"title":"Why Shorter Advertisement Breaks Reduce Radio Advertisement Avoidance","authors":"Aaron Michelon, Steven Bellman, Margaret Faulkner, Justin Cohen, Johan Bruwer","doi":"10.2501/JAR-2024-008","DOIUrl":"https://doi.org/10.2501/JAR-2024-008","url":null,"abstract":"Low-clutter radio stations have shorter advertisement breaks to attract listeners, increase advertisement effectiveness, and potentially reduce mechanical advertisement avoidance (i.e. switching stations). This research introduces a two-factor theory explaining why mechanical advertisement avoidance has an inverse U-shaped relationship with advertisement position in the break, and advertisement break length in advertisement units. The theory was supported by portable people meter (PPM) ratings data. Peak mechanical avoidance occurred at the fourth advertisement position, similar to the average advertisement break length perceived by radio listeners from the same city as the PPM data. This explains why the two-advertisement breaks that are typical for low-clutter radio stations minimize mechanical avoidance.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.5,"publicationDate":"2024-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141397901","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Tips for Advertising Professionals Submitting to JAR 广告专业人士向 JAR 投稿的技巧
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2024-06-01 DOI: 10.2501/JAR-2024-014
Colin Campbell
{"title":"Tips for Advertising Professionals Submitting to JAR","authors":"Colin Campbell","doi":"10.2501/JAR-2024-014","DOIUrl":"https://doi.org/10.2501/JAR-2024-014","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.5,"publicationDate":"2024-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141413205","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
The Impact of Fusion Metaphors in Health Appeals on Consumer Attitudes 健康诉求中的融合隐喻对消费者态度的影响
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2024-03-01 DOI: 10.2501/jar-2024-005
Olivia Petit, Tobias Otterbring
{"title":"The Impact of Fusion Metaphors in Health Appeals on Consumer Attitudes","authors":"Olivia Petit, Tobias Otterbring","doi":"10.2501/jar-2024-005","DOIUrl":"https://doi.org/10.2501/jar-2024-005","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.5,"publicationDate":"2024-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140087062","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
TheJAR2024 List of Research Priorities JAR2024 研究重点清单
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2024-03-01 DOI: 10.2501/jar-2024-006
Colin Campbell
{"title":"TheJAR2024 List of Research Priorities","authors":"Colin Campbell","doi":"10.2501/jar-2024-006","DOIUrl":"https://doi.org/10.2501/jar-2024-006","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.5,"publicationDate":"2024-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140082762","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Pride Appeals and Temporal Framing Compatibility Effects in Green Advertising 绿色广告中的荣耀诉求和时间框架兼容效应
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2024-02-14 DOI: 10.2501/jar-2024-004
Chung In (Hazel) Yun, Kathrynn Pounders
{"title":"Pride Appeals and Temporal Framing Compatibility Effects in Green Advertising","authors":"Chung In (Hazel) Yun, Kathrynn Pounders","doi":"10.2501/jar-2024-004","DOIUrl":"https://doi.org/10.2501/jar-2024-004","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.5,"publicationDate":"2024-02-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139778347","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Pride Appeals and Temporal Framing Compatibility Effects in Green Advertising 绿色广告中的荣耀诉求和时间框架兼容效应
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2024-02-14 DOI: 10.2501/jar-2024-004
Chung In (Hazel) Yun, Kathrynn Pounders
{"title":"Pride Appeals and Temporal Framing Compatibility Effects in Green Advertising","authors":"Chung In (Hazel) Yun, Kathrynn Pounders","doi":"10.2501/jar-2024-004","DOIUrl":"https://doi.org/10.2501/jar-2024-004","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.5,"publicationDate":"2024-02-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139838143","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
How Message Framing and Visual Cues Drive Health-Related Ad Effectiveness 信息框架和视觉线索如何推动健康相关广告的效果
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2024-02-09 DOI: 10.2501/jar-2024-003
Celine Northcott, Philippa Middleton, Maria Makrides, L. Simmonds
{"title":"How Message Framing and Visual Cues Drive Health-Related Ad Effectiveness","authors":"Celine Northcott, Philippa Middleton, Maria Makrides, L. Simmonds","doi":"10.2501/jar-2024-003","DOIUrl":"https://doi.org/10.2501/jar-2024-003","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.5,"publicationDate":"2024-02-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139789049","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
How Message Framing and Visual Cues Drive Health-Related Ad Effectiveness 信息框架和视觉线索如何推动健康相关广告的效果
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2024-02-09 DOI: 10.2501/jar-2024-003
Celine Northcott, Philippa Middleton, Maria Makrides, L. Simmonds
{"title":"How Message Framing and Visual Cues Drive Health-Related Ad Effectiveness","authors":"Celine Northcott, Philippa Middleton, Maria Makrides, L. Simmonds","doi":"10.2501/jar-2024-003","DOIUrl":"https://doi.org/10.2501/jar-2024-003","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.5,"publicationDate":"2024-02-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139849193","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Why a Single Pro-Environmental Appeal Works to Promote Behavioral Change 为什么单一的环保呼吁能促进行为改变？
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2024-01-10 DOI: 10.2501/jar-2024-001
Matthew Pittman, T. Milfeld, Kibum Youn
{"title":"Why a Single Pro-Environmental Appeal Works to Promote Behavioral Change","authors":"Matthew Pittman, T. Milfeld, Kibum Youn","doi":"10.2501/jar-2024-001","DOIUrl":"https://doi.org/10.2501/jar-2024-001","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.5,"publicationDate":"2024-01-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139441006","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
When Are Photographs or Illustrations More Effective in Public Service Ads? 什么时候照片或插图在公益广告中更有效？
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2023-12-19 DOI: 10.2501/jar-2023-029
Rita Ngoc To
{"title":"When Are Photographs or Illustrations More Effective in Public Service Ads?","authors":"Rita Ngoc To","doi":"10.2501/jar-2023-029","DOIUrl":"https://doi.org/10.2501/jar-2023-029","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.5,"publicationDate":"2023-12-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138994550","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
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