Gary B. Wilcox

The Impact of Program Environment on Recall of Humorous Television Commercials

Abstract This study investigated the possible effect of television program types on the recall performance of humorous television commercials. An experimental design was developed to test the relative performance of the same humorous and non-humorous ads in three different contextual environments—situation comedy, action/adventure, and documentary. The findings indicate that the recall performance of commercials and of the product or service promoted are both affected by the program environment within which the ads appear.

Alcoholic Beverage Advertising and Consumption in the United States, 1964–1984

Abstract This paper examines the relationship between industry-wide advertising expenditures and per capita consumption of beer, wine, and distilled spirits in the United States. Advertising expenditures are studied in six media: network and spot television, network radio, magazines, newspaper supplements, and outdoor. The findings reveal no evidence of a significant relationship between total advertising and consumption of beer, but find positive significant relationships between consumption and advertising of wine and distilled spirits.

Detecting themes of public concern: A text mining analysis of the Centers for Disease Control and Prevention's Ebola live Twitter chat

A diagnosis of Ebola on US soil triggered widespread panic. In response, the Centers for Disease Control and Prevention held a live Twitter chat to address public concerns. This study applied a textual analytics method to reveal insights from these tweets that can inform communication strategies. User-generated tweets were collected, sorted, and analyzed to reveal major themes. The public was concerned with symptoms and lifespan of the virus, disease transfer and contraction, safe travel, and protection of ones body.

Living in a big data world

As advertisers increasingly rely on mobile-based data, consumer perceptions regarding the collection and use of such data becomes of great interest to scholars and practitioners. Recent industry data suggests advertisers seeking to leverage personal data offered via mobile devices would be wise to acknowledge and address the privacy concerns held by mobile users. Utilizing the theoretical foundation of communication privacy management (CPM), the current study investigates commonly understood privacy concerns such as collection, control, awareness, unauthorized secondary use, improper access and a newly adapted dimension of location tracking, trust in mobile advertisers, and attitudes toward mobile commerce, to predict mobile commerce engagement. Data from this study indicate that control, unauthorized access, trust in mobile advertisers, and attitude toward mobile commerce significantly predicted 43% of the variance in mobile commerce activity. Data gleaned from personal mobile devices has become a central focus.CPM theory: personal information shared via CMC protected by privacy boundaries.Privacy concerns predict mobile commerce attitudes and engagement.Concerns: collection, control, awareness, trust, unauthorized use, location tracking.Results: control, unauthorized use, trust significantly predict 43% of variance.

Cigarette Advertising and Consumption in the United States: 1961–1990

This article examines the relationship of aggregate advertising expenditure on cigarette consumption in the United States from 1961 to 1990. The study uses quarterly data in a stepwise regression analysis to determine the relationship of advertising to consumption. The findings and conclusions provide implications for public policy issues related to tobacco advertising.

Soft drink advertising and consumption in the United States 1984–2007

In recent years, the carbonated soft drink (CSD) industry has come in for a lot of criticism from consumer advocacy and special interest groups for producing and marketing a product that is considered one of the causes of obesity. Critics point to advertising as one of the major contributing factors for increased CSD consumption, particularly among children and teens. Surprisingly, there has been no empirical research done in this area to answer this controversial question. The current study is a first of its kind to use an ordinary least squares regression procedure to investigate the link between annual advertising expenditures and consumption for carbonated soft drinks sold in the United States from 1984 to 2007.

Identifying the public's concerns and the Centers for Disease Control and Prevention's reactions during a health crisis: An analysis of a Zika live Twitter chat.

The arrival of the Zika virus in the United States caused much concern among the public because of its ease of transmission and serious consequences for pregnant women and their newborns. We conducted a text analysis to examine original tweets from the public and responses from the Centers for Disease Control and Prevention (CDC) during a live Twitter chat hosted by the CDC. Both the public and the CDC expressed concern about the spread of Zika virus, but the public showed more concern about the consequences it had for women and babies, whereas the CDC focused more on symptoms and education.

Trends in Magazine Advertorial Use

,Magazine advertising supplements, commonly referred to as “advertorials,” are one of the fastest growing media trends in the industry today. An examination of current consumer magazines, as well as a review of the publicity received in the trade press over the last couple of years, readily shows the emergence of advertorials as a viable new format in print advertising. According to Leading Nafional Advertisers, advertorials accounted for

What’s changed? Does beer advertising affect consumption in the United States?

1 13 million in revenue in 1986 and are playing an increasing role in the revenue picture of several magazines. For example, in 1986 these special advertising sections yielded 5% of Time’s domestic revenue, and 8% each of Modern Bride’s and Field and Stream’s revenue.1 Unfortunately, some confusion may exist in using the term “advertorial.” Not too many years ago, “advertorial” most commonly referred to broadcast spots in which a corporation presented a positive message about itself or promoted its views in the form of a paid message.2 This use of the term undoubtedly grew from similar use to describe print advertising run as early as 1915 where business promoted

E-Cigarette Social Media Messages: A Text Mining Analysis of Marketing and Consumer Conversations on Twitter

This paper provides an analysis of the relationship between annual advertising expenditures and consumption, using a generalised least-squares regression procedure, for beer sold in the United States from 1970 to 2003. Information from these three decades provides the most comprehensive analysis that has been published to date of the relationships of various variables with aggregate beer consumption. The major finding in this study is that advertising has had little impact on aggregate consumption levels for beer in the United States from 1970 to 2003. These findings support the general agreement among researchers that aggregate beer advertising expenditures in the United States have little or no effect on aggregate consumption. This is the first study to confirm this relationship over such an extended period of time, namely 33 years.