James Pokrywczynski

A Psychographic Analysis of Generation Y College Students

ABSTRACT Generation Y is regarded as the elusive new youth market, whose members are as resistant to advertising efforts as were members of Generation X before them. To investigate various factors that influence the use of advertising among the college segment of Generation Y, a survey was administered to a random sample of 368 college students. Questions probed self-identity, relevance of depictions in the media, and the informational value of advertising across eight media. Results show that gender and a variety of personality traits such as introversion/extroversion affect both the perceived value of advertising as an information source and the relevance of depictions in the media. Depictions in movies and television were rated significantly better than depictions in advertising. Implications are drawn for both media planners and marketing strategists trying to communicate with this elusive group.

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.

Job Satisfaction in Newspaper Ad Departments

Results indicate newspaper advertising employees are not as dissatisfied as their editorial counterparts but they are the least satisfied of any group in the advertising industry.

Congruency and Engagement Test in an Event Marketing Sponsorship Context

Intercept survey data collected at a medium-size Midwestern ethnic festival are used to assess how top-of-mind and aided brand recall are influenced by ethnic congruence among attendees, brand sponsors, and the event, and by the use of passive or engaging sponsor tactics. The results are contextualized by the Elaboration Likelihood Model. Attendees who identify as ethnically congruent are shown to perform significantly better on the aided brand recall instrument. Engaging tactics are shown to produce higher brand recall than passive tactics, as well as more favorable evaluations and higher purchase intent.

The Evolution of "The Toy Department": A Content Analysis of Newspaper Sports Sections Since 1956

This paper presents an analysis of sports sections in eight metropolitan newspapers over six decades, from 1956 until 2006. Results demonstrated that newspapers devoted more space to sports, although a slight decrease (perhaps due to increased popularity of the Internet) was noted in 2006. Newspapers also used more locally written articles on their section front. Spectator sports coverage increased over the period, at the expense of participant sports.

Sex in Ads Targeted to Black and White Readers

from the Korean war. The public was not shown the immediate brutality of combat, but rather a more contemplative view of people both shocked by and safe from the combat experience. The second fundamental observation from this study is that there was no real difference between the two wars in terms of who was photographed and from what perspective the people were shown. The public was presented with images of the same groups of people and in both wars; images that were taken from the same general perspectives in both wars. Whatever the similarities and differences exist between these images, one fact remains: the public was brought closer to the combat experience via these photographs; a closeness that was both intimate with and yet insulated from the experiences of those who were captured in photographs under fire. Q U A R T E R L Y

Information Seeking Among Women Aged 18 to 25 About the Risk of Sexual Aggression

Many researchers have studied risk factors related to sexual violence, and few studies have explored what differences account for the various ways women seek information about sexual violence. This study accomplishes this by applying part of the Risk Information Seeking and Processing (RISP) model to sexual aggression among young females (18-25 years). The results from a national survey of females show that negative affect (worry and anger combined) showed a direct positive effect on risk information seeking. Also, binge drinking does not make women feel much more at risk from sexual assault. Some differences exist between women in school and out.

Brand Logos More Prevalent In Recent News Sports Photos

An analysis of sports pages since 1950s showed that newspaper sports photos contained almost no brand logos, However, strategic placement of brand logos on uniforms, equipment or signage within camera shots has increased in the past two decades.

The influence of irritating commercials on radio listening habits

This study tracks station‐switching behavior in a controlled setting and combines results from in‐depth personal interviews to assess reaction to radio commercials, particularly those commercials that cause irritation. Attitude toward the ad models were used to predict how listeners would react to exposure to irritating commercials. Results showed participants changed stations an average of once every minute and a half during the experiment. These changes took place two to three times more often during commercials than during music segments. The overall finding was that high levels of station changing occurred during all commercials, not just irritating ones. This research was made possible in part by a grant from the National Association of Broadcasters.