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Hispanics and direct marketing advertising

Korgaonkar, Pradeep K.; Karson, Eric J.; Lund, Daulatram - In: Journal of Consumer Marketing 17 (2000) 2, pp. 137-157

Investigates the purchase behavior, attitudes, and beliefs of Hispanic consumers toward direct marketing advertising …. As both direct marketing advertising (DMA) and the size of the Hispanic market have grown remarkably, it is surprising …

Persistent link: https://www.econbiz.de/10014848223

The association endorsement and consumers’ intention to purchase

Daneshvary, Rennae; Schwer, R. Keith - In: Journal of Consumer Marketing 17 (2000) 3, pp. 203-213

Many studies have investigated the impact of celebrity endorsers on consumers’ purchase intention. None, however, has studied the effects of an association endorsement. This research examined the effect of the Professional Rodeo Cowboys Association’s (PRCA) endorsement of products on...

Persistent link: https://www.econbiz.de/10014848226

Misplaced marketing Read Homer Simpson’s lips: “Don’t do drugs!”

Curran, Catharine M.; Richards, Jef I. - In: Journal of Consumer Marketing 17 (2000) 4, pp. 287-289

Questions the US Government’s (Office of National Drug Control Policy) legislation which encouraged broadcasters to run anti‐drug story lines in their programmes. By doing so, the broadcasters were allowed to reduce the number of legally required obligations to run anti‐drug commercials....

Persistent link: https://www.econbiz.de/10014848230

Do role models influence teenagers’ purchase intentions and behavior?

Martin, Craig A.; Bush, Alan J. - In: Journal of Consumer Marketing 17 (2000) 5, pp. 441-453

marketing and advertising managers seeking to improve their understanding of the ever‐growing adolescent consumer market. …

Persistent link: https://www.econbiz.de/10014848238

Misplaced marketing Misplacing the media role in social marketing public health

Bang, Hae‐Kyong - In: Journal of Consumer Marketing 17 (2000) 6, pp. 479-480

One example of misplaced marketing is the role of mass media in programs in the marketing of public health initiatives. After many years of mass media oriented campaigns against drunk driving it is clear that the goal of persuading the public to stop drinking and driving has not been achieved....

Persistent link: https://www.econbiz.de/10014848239

Baby boomers and busters: an exploratory investigation of attitudes toward marketing, advertising and consumerism

Roberts, James A.; Manolis, Chris - In: Journal of Consumer Marketing 17 (2000) 6, pp. 481-497

advertising. It was also found that the two generations differ in their understanding of the domain of marketing. These findings …

Persistent link: https://www.econbiz.de/10014848240

Evaluating implications for new media and information technologies

Henry, Paul - In: Journal of Consumer Marketing 18 (2001) 2, pp. 121-133

Many of the predictions regarding future implications of new media and information technologies appear to be made with very limited supporting rationale. Too often the excitement of a novel technology is associated with the belief that “new rules” apply. Alternatively, this paper proposes...

Persistent link: https://www.econbiz.de/10014848257

Web advertising and Hispanics

Korgaonkar, Pradeep; Silverblatt, Ronnie; O’Leary, Bay - In: Journal of Consumer Marketing 18 (2001) 2, pp. 134-152

exists documenting the evaluation and usage of Web advertising by this growing segment of the US population. Applying Pollay … and Mittal’s seven‐factor advertising beliefs model, the authors explore the Hispanic Web users’ beliefs, attitudes, and … use of Web advertising. The seven belief factors regarding Web advertising, as well as attitudes and demographic factors …

Persistent link: https://www.econbiz.de/10014848258

Accessible advertising for visually‐disabled persons: the case of color‐deficient consumers

Kaufman‐Scarborough, Carol - In: Journal of Consumer Marketing 18 (2001) 4, pp. 303-318

Successful advertising must attract attention, communicate clearly, and ideally be memorable for optimum impact. The …

Persistent link: https://www.econbiz.de/10014848263

Misplaced marketing The real reason for the real bad advertising

Rotfeld, Herbert Jack - In: Journal of Consumer Marketing 19 (2002) 4, pp. 299-301

Focuses on “bad” advertising commercials and asserts that such advertising is not because of a lack of creativity …, entertainment value or money for production. Bad advertising is often because advertising creators fail to focus on potential end …

Persistent link: https://www.econbiz.de/10014848289

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