September 2006

‘Advertising Anywhere, Anytime’ by Suzanne Vranica in the 21 November, 2005 Wall Street Journal

In this article ten trends that are reshaping the advertising industry are discussed.

Sponsoring content or secondary text messages directly to individual cell phones
Online marketing campaigns that marry product promotion and high-tech entertainment
Weaving product placement into the plots of entertainment programs
Marketing techniques that invite consumers to play games or enter contests
Importance of design elements to successfully marketing low- and mid-priced products as high-end
Advertising in video games
Marketing to a specific culture and its beliefs
Targeting adverts specifically related to program content
New uses of print such as single advertiser issues and using microchips to bring sound to print adverts
Supplementing suppliers beyond a brand’s primary agency

‘Network Structures of Web Portals: Implications for Advertising Planning’ by Dongyoung Sohn and Joonhyung Jee, International Journal of Advertising, Vol. 24 (4) 2005

A study that looks at web advertising planning in terms of relational characteristics of websites as advertising vehicles. A typology for classifying web pages is offered that is proposed to be used for designing effective web adverts.

‘Consumer Attitudes Towards Female Nudity in Advertising: An Empirical Study’ by Andrea C. Beetles and Lloyd C. Harris, Marketing Theory, Vol. 5 (4) December 2005

Reports on a study of attitudes toward the depiction of female nudity in UK advertising. While not an empirical study (focus groups were used), there is an extensive literature review. A key area of exploration was the role of ‘gaze’ in advertising research.

Special issue on Integrated Marketing Communication Journal on Advertising, Vol. 34 (4) Winter 2005

Included in this special issue are the following articles of particular interest:

‘The Brand Capability Value of Integrated Marketing Communication (IMC)’ by Janek Ratnatunga and Michael T. Ewing
‘Performance Auditing of Integrated Marketing Communication (IMC)’ by Mike Reid
‘Brand Strategy and Integrated Marketing Communication (IMC)’, by Timothy Dewhirst and Brad Davis

‘Managing Media and Advertising Change with Integrated Marketing’ by Bobby J. Calder and Edward C. Malthouse, Journal of Advertising Research, Vol. 45 (4) December 2005

Reconsiders the role of media in delivering messages within an IMC context.

Special issue on food advertising and promotion, International Journal of Advertising, Vol. 25 (2) 2006

Of particular interest is a review article by Tim Ambler addressing recent studies on the subject of obesity and the promotion of food and drink to children, with a discussion of implications for planning.

‘Children’s Recall of Television Ad Elements’ by Jill K. Maher, Michael Y. Hu and Richard H. Kolbe, Journal of Advertising, Vol. 35 (1) Spring 2006

Reports on a study examining recognition and recall of advertising content in the audio and video portions of television commercials. First and fourth grade students were exposed to a 60-second television commercial presented in a story-line format, and results support the supremacy of the combined audio-visual nature of television in conveying information to children. Age differences were found.

‘The Function of Format: Consumer Response to Six On-line Advertising Formats’ by Kelli S. Burns and Richard J. Lutz, Journal of Advertising, Vol. 35 (1) Spring 2006

A study exploring attitudes toward on-line advertising formats that examines both antecedents and consequences for each of six formats, such as banner, pop-ups, etc. The results show a significant relationship between format and attitude toward the advert for all formats tested, as well as for click through.

‘How Nothing Becomes Something: White Space, Rhetoric, History, and Meaning’ by John W. Pracejus, G. Douglas Olsen, and Thomas C. O’Guinn, Journal of Consumer Research, Vol. 33 (1) June 2006

An interesting study of the use of white space in print advertising, looking at the issue within a sociohistorical theory.

Print this page

Oxford University Press, Online Resource Centre, September 2006.

September 2006