January 2006

‘Toward a new definition of integrated marketing communication (IMC)’ by Jerry Kliatchko, International Journal of Advertising, Vol 24 #1 2005 pp 7-30
A review of literature on ICM suggests that contention still exists on definitional and theoretical issues. After reviewing various definitions, the author suggests one based upon three distinct attributes of IMC: audience-focused, channel-centred, and results driven.
Special issue on international advertising
Journal of Advertising Vol 34 #1 Spring 2005
- Included in this special issue are the following articles of particular interest:
  - A review of literature on international service advertising by Marla Royne Stafford, pp 65-86
  - ‘The automotive country-of-origin effects on brand judgments’ by Scott S. Liu and Keita I. Johnson, pp 87-98
  - ‘Contributions to international advertising research,’ an assessment of the literature between 1990 and 2000 by Shaoming Zou, pp 99-110
‘No one wants to look cheap: trade-offs between social disincentives and the economic and psychological incentives to redeem coupons’ by L Ashworth, P.R. Darke, and M. Schaller, Journal of Consumer Psychology, 15(4) pp 295-306
Decisions to redeem coupons are shown to include trade-offs between the special incentives to avoid coupons and the competing and psychological incentives to redeem them. Consumers avoid coupons when they are concerned that coupon use would lead to negative social consequences (e.g. on a first date). It is argued that such decisions are nevertheless functional as they serve important social goals.
‘The waste in advertising is the part that works’ by Tim Ambler and E. Ann Hollier, Journal of Advertising Research Vol 44 #4, December 2004 pp 375-90
The study reported shows that the perceived extravagance of a television advert (what is referred to as ‘waste’) actually contributes to advertising effectiveness by increasing credibility, in effect signaling ‘brand fitness,’ following the ‘handicap principle’ in biology.
‘Indirect persuasion in advertising: how consumers process metaphors presented in pictures and words’ by E.F. McQuarri and B.T, Phillips, Journal of Advertising Vol 34 No 2 pp 7-20
Using response latency data, a study indicates that when consumers are presented with an individual metaphorical claim, they become more receptive to multiple positive inferences about an advertised brand, epecially with pictures.
‘Using stylistic properties of ad pictures to communication with consumers’ by L.A. Peracchio and J. Meyers-Levy, Journal of Consumer Research Vol 32 No 1 pp 29-40
In two studies it is shown that stylistic properties of ad pictures can communicate descriptive concepts that affect perception, but it occurs only when viewers engage in simple processing of the advert and the accessibility of an appropriate descriptive concept is heightened independent of the stylistic properties.
‘Recall and persuasion: does creative advertising matter?’ by Brian D. Till and Donald N. Baack, Journal of Advertising Vol 34 No. 3 (Fall 2005) pp 47-57
In a series of studies using a set of randomly selected award-winning commercials vs. a control set embedded in television programming, it was found that the ‘creative’ commercials facilitated unaided recall, but had no effect on aided recall, purchase intent, or brand and advert attitude.
‘Examining the spacing effect in advertising: encoding variability, retrieval processes, and their interaction’ by S.L. Appleton-Knapp, R.A. Bjork, and T.D. Wickers, Journal of Consumer Research, Vol 32 No. 2 pp 266-276
In a series of studies it was found that recall of print adverts benefit from spacing repetitions (within a test booklet) rather than either massing or long-spacing intervals. It is suggested that retrieving material presented earlier during later presentation results in strengthened memory traces.
Special issue on online marketing
Journal of Advertising Research Vol 44 #4 December 2004
- Included in this issue are the following articles of particular interest:
  - ‘Internal and magazine advertising: integrated partnership’ by A.M. Kanso and R.A. Nelson which looks at cross-promoting online and in print
  - ‘Decay effects in online advertising’ by W.J. Havlena and J. Graham.
    Looks at a large database of aggregated branding studies and finds that the short duration of time since the last exposure to brand measurement is an issue, but not a serious one.
Special issue on new direction in media planning
Journal of Advertising Research Vol 45 #1
A number of relevant articles on current media planning issues.
European Wall Street Journal 24 May, 2005
In an article on p A7, Robert Goth reports that Web advertising is expected to grow to €20.7 billion in the year 2010, up from €12 billion in 2004. But, while the online slice of the pie is getting bigger, the overall advertising pie isn’t. If overall advertising budgets shrink, online share will be hit just as hard as traditional media.

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Oxford University Press, Online Resource Centre, January 2006.

January 2006