Undirected visual attention to advertising : a segment-level analysis

The paper considers a (static) portfolio system that satisfies adding-up contraints and the gross substitution theorem. The paper shows the relationship of the two conditions to the weak dominant diagonal property of the matrix of interest rate elasticities. This enables to investigate the impact of simultaneous changes in interest rates on the asset demands.

The Influence of Culture on Attitudes Towards Humorous Advertising

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'What we might expect - if the highbrow weeklies advertized like the patent foods': Time and Tide, advertising, and the 'battle of the brows'

This essay examines both the advertising content and a discourse about commercial culture in the feminist weekly periodical Time and Tide. Taking a cue from Sean Latham and Robert Scholes's emphasis on advertising as 'a vital, even crucial part of the material culture that is the focus of the 'new periodical studies', I consider in particular Time and Tide's status as a commodity as well as a cultural object in order to tell a wider story about the relationship between women, feminism and the public sphere in Britain between the two world wars. Launched on 14 May 1920 Time and Tide began as an overtly feminist review of politics and the arts, directed and staffed entirely by women, and later evolved into a less woman-focused, more general audience journal, establishing a position among the leading political weeklies in Britain. As will be shown below, Time and Tide relied on women and the existence of a feminist counterpublic sphere to build its early readership base. But in an era still prejudiced against women's involvement in politics, Time and Tide was forced to compromise its overt identification with female and feminist cultures in order to secure its reputation for serious political journalism. In June 1938 the journal's founder and editor, Lady Margaret Rhondda, revealed in a private letter to Virginia Woolf: The general public is convinced that what women have to say on public affairs cannot have any real weight, so that if one uses many women's names ones circulation &-again-ones advertising are affected. I go through the paper every week taking out women's names and references to matters especially concerning women because if I left them in it would soon kill the paper. But it is maddening

The influence of advertisement familiarity and originality on visual attention and brand memory.

Based on Mandler's theory of schema organization and previous visual attention research, we formulate and test hypotheses about the impact of ad familiarity and ad originality on attention and memory for print advertisements. To that end, one hundred and nineteen consumers browsed through two consumer magazines containing 68 print advertisements. Attention to the ads and their brand, picture and text components was assessed through infrared eye tracking. Trained judges rated the ads independently for familiarity and originality. In support of the hypotheses we find a sharp attention decline with ad familiarity, which is largely due to a reduction in attention to text. Originality of ad execution serves as a buffer against the negative influence of ad familiarity on attention, but only for the brand and picture components. The reduction of attention to the text is even larger for original than for unoriginal ads. Moreover, over and above their indirect influence through visual attention patterns, ad familiarity, ad originality and their interaction had a direct influence on brand memory.Advertising;

Warnings and Disclosures

This chapter reviews nearly six decades of research on warnings and disclosures, including common misperceptions and their importance to public health policy, and offers an answer to the key question, “Do warnings and disclosures really work?” Supporting theory and research applications are discussed

Sports Business and the Theory of Multisided Markets

Despite still being younger than a decade, the theory of multisided market has offered numerous valuable insights for the analysis of non-ordinary industries in which a supplier serves two distinct customer groups that are indirectly interrelated by externalities. Examples include payment systems, matching agencies, commercial media and software platforms. However, professional sports markets have largely been neglected so far in this kind of research although they possess the characteristics of multisided markets. We contribute to filling this gap by describing the platform elements of professional suppliers of sports events and outlining problems where an application of this theoretical framework is likely to provide valuable insights and to add to the existing knowledge. Among these problems are integrative pricing strategies of sports clubs towards such different customer groups like attendees, broadcasters, sponsors, etc., including their welfare and antitrust implications, design decisions of sports associations in order to promote positive feedback loops among the customer groups as well as strategies to reinforce positive externalities among customer groups and alleviate negative ones.sports economics, two-sided markets, multisided platforms, professional sports business, pricing strategies, broadcasting rights

Regulating Advertisements: The Case of Smoking Cessation Products

In this paper we investigate how direct-to-consumer (DTC) advertising of pharmaceutical products in affected by regulations of the Food and Drug Administration and by market conditions. We focus on a relatively under-studied segment of the pharmaceutical market -- the market for smoking cessation products. Because of their proven effectiveness, these products could be the key to meeting public health goals to reduce smoking. However, in many ways, smoking cessation products have been more heavily regulated than cigarettes. Our empirical analysis uses data on advertising expenditures and data from an archive of print advertisements. The archive includes all smoking cessation product advertisements that appeared in over 13,000 issues of 28 magazines between January 1985 and May 2002. Our study period begins shortly atfer the first nicotine replacement product was introduced, and covers the evolution of the market as new products are introduced while some of the older products move from prescription to over-the-counter (OTC) status. OTC status eases the disclosure requirements imposed on advertisements of prescription pharmaceuticals, substantially reducing the costs of a print advertisement. Our results suggest that OTC status is associated with an increase in advertising expenditures and the number and pages of magazine advertisements. A current proposal to reduce disclosure requirements on all DTC advertisements of prescription drugs could have similar effects. Our results also suggest that advertising increase with the introduction of new products and with market competition.

Issues in cross-cultural studies of advertising audiovisual material

This article presents an approach to cross-cultural studies of advertising audiovisual material that departs from the typical rigid marketing models. It favours a more qualitative inductive approach to corpuses, in which audiovisual texts are not approached or compared through the use of standardised American tools. After reviewing the usual marketing tools, the article focuses on the steps researchers can usefully take, from the gathering of audiovisual texts from two different environments to their classification, two important steps that are critical in such studies