James C. Tsao

Displacement and Reinforcement Effects of the Internet and Other Media as Sources of Advertising Information

ABSTRACT This study measured to what extent consumers used the Internet to displace or reinforce the use of other media as sources of advertising information. The sample was 2,032 households from 5,031 households randomly selected from a midwestern state. The results showed that although internet advertising provided many unique features, it has not displaced most media as sources of advertising information. Many consumers found that internet advertising was a complementary medium based on their favorable attitudes or frequent use of other media advertising. The research also indicated that the reinforcement effects will be likely more evident for the future use of internet advertising associated with the use of billboards, direct mail, magazines, and television. However, the displacement effects may continue to occur for the future use of internet advertising associated with the future use of free community papers and weekly paid papers as advertising sources.

To Give or Not to Give: Factors Determining Alumni Intent to Make Donations as a PR Outcome

The study identifies several variables associated with the intent of journalism and mass communication alumni to financially support their department or program. The results are consistent with previous studies that show communication and involvement with alumni, satisfaction with the quality of their journalism education, and personal income contribute to the intent of alumni giving. The study suggests that successful fund raising requires a long-term investment of time and cultivating a positive relationship with individual alumni. Implications for alumni relations are discussed.

Readership of Free Community Papers as a Source of Advertising Information: A Uses and Gratifications Perspective

The free paper is a convenient and relevant advertising information source, performing the functions of providing surveillance information and product values to consumers. Several market segments with varying market attributes are identified as heavy readers of the free paper. Based on the theoretical framework of uses and gratifications, a multivariate model helps to explain readership. Readership of the free paper increases as age increases, as involvement in some leisure lifestyles increases, as more favorable attitude toward the free paper increases, and as the value of information on homes and equipment and on food and supplies increases.

Informational and Symbolic Content of over-the-Counter Drug Advertising on Television

The informational and symbolic content of 150 over-the-counter drug commercials on television are empirically analyzed in this study. Results on the informational content suggest that over-the-counter drug ads tend to focus on the concern of what the drug will do for the consumer, rather than on the reasons why the drug should be ingested. Accordingly, advertising strategy is centered on consumer awareness of the product as the primary goal. Educational commitment, however, did not seem to be blended into the promotional efforts for over-the-counter drugs. Findings on the symbolic content of over-the-counter drug ads reveal that drug images have been distorted. Performance of most drugs has been portrayed to be simple resolutions to relieve the symptom. Moreover, a casual attitude toward drug usage is encouraged in the commercials, while time lapse of drug effects is overlooked.

Motivations for Gratifications of Digital Music Piracy Among College Students

This article reports on a quantitative survey done at a large eastern university to study motivations for gratifications of digital music piracy among college students. The study found that economic utility, collection utility, and social utility all motivate digital music piracy. A key finding was that social utility was the most important motivation for illegal downloading. Looking at music piracy as a social phenomenon may be a key to improving the effectiveness of antipiracy strategies.

Predictors for internet usage of teenagers in the United States: A multivariate analysis

Teenagers between the ages of 15 and 19 make up approximately 17% of the world population. In the United States, there are 31 million teenagers representing the largest age segment of the American population since Baby Boomers. The significant impact made by teen consumption, demographics, lifestyle, and media usage on the American economy, as well as on the global market, has been increasingly drawing advertiser interest. This study surveyed 437 American teenagers who attend 11 high and middle schools in a Midwestern state. Findings provide insight on effects of teen socialization needs on Internet motivations. It also sheds light on the methods for effectively reaching segments of the teen audience for marketing communications that incorporate interactive media. Implications for market segmentation, marketing promotions, product selections, social engagement on the Internet, and website design are discussed.

Stop the Music: How Advertising Can Help Stop College Students from Downloading Music Illegally

ABSTRACT Digital-music piracy takes a heavy toll on the music industry and the U.S. economy. Losses are measured in the tens of billions of dollars. College students especially are problematic, downloading more than 1 billion illegal songs per year. This paper reports on a four-phase research project. Phases I and II mapped specific motivations for the behavior and attendant reinforcements and costs. Phase III tested a variety of advertising concept statements intended to reverse the behavior. Phase IV was an in-market survey of advertising campaigns across two college campuses. Two campaigns were significantly effective in reversing music piracy among college students.ABSTRACT Digital-music piracy takes a heavy toll on the music industry and the U.S. economy. Losses are measured in the tens of billions of dollars. College students especially are problematic, downloading more than 1 billion illegal songs per year. This paper reports on a four-phase research project. Phases I and II mapped specific motivations for the behavior and attendant reinforcements and costs. Phase III tested a variety of advertising concept statements intended to reverse the behavior. Phase IV was an in-market survey of advertising campaigns across two college campuses. Two campaigns were significantly effective in reversing music piracy among college students.

Advertising and cultural china: Challenges and opportunities in Asia

This article presents the emergence of Cultural China as a product of global change in the post cold war world—an example of a new class of affiliation based on ethnic identity rather than nationality. It discusses some of the defining aspects to the formation of Cultural China and the implications they hold for advertising strategies targeting this supranational group. It also highlights some of the potential reciprocal effects the application of unified marketing strategies could have for the region and the rest of the world.

Strategy in Taiwanese and us corporate web pages: A cross‐cultural comparison

This cross‐cultural study examines the communication strategies employed by Taiwanese and US corporate Web pages. The results show that communication strategies differ sharply between Taiwanese and US advertisers. Taiwanese companies appear to be more eager to show their sales intent than US companies. A remarkable contrast is also found in terms of publicizing the performance of social responsibility. Companies in both countries seem to show different styles in relationship marketing. The implications for cross‐cultural theories, international advertising, and socialeconomic differences are discussed.

Comparisons of cultural values between Taiwanese and American advertising

This study offers a longitudinal analysis of magazine advertising in Taiwan and the United States in order to assess trends in a populations time orientation and communication styles. Despite the increasing industrialisation of Taiwan, this paper shows that any expected convergence of advertising styles has not occurred. The conclusion drawn is that Western values have not been fully adopted in Taiwanese advertising, whilst US advertising strategy is adapting in a different direction.