John D. Leckenby

Student Attitudes toward Advertising: Institution vs. Instrument

Abstract One of the central ideas which Professor Sandage has attempted to communicate over the years has been that of the distinction between advertising viewed as a social institution and advertising as observed in advertisements. This paper reports on an informal, empirical examination of this distinction stemming from data collected from advertising students over the past decade and a half. This examination revealed a systematic evaluation of advertising by students, regardless of the particular year or university in which the student responses were assessed. Advertising students distinguished between the institutional and instrumental aspects of advertising.

Measuring Emotional Response to Advertising

Abstract Understanding how consumers respond emotionally to advertising is necessary before we can understand the relationship between emotional response and advertising effectiveness. In this study, emotion is conceptualized as a multidimensional construct. A typology is presented which addresses how people respond emotionally to advertising on three progressively involved levels (“descriptive,” “empathic” and “experiential”). This typology is applied to verbatim responses of 1498 respondents viewing 50 television commercials. The relationships among emotional response and attitude to the ad, attitude to the brand, purchase intent, brand recall and ad content playback are reported.

From the Editors: Why we Need the Journal of Interactive Advertising

There is disclosed an incentive spirometer for measuring, as desired, the inspiratory breathing capacity and/or the expiratory breathing capacity including a freely floating piston positioned within a chamber. The piston is responsive to an inspired breath inhaled from one end of the chamber and also responsive to an exhaled breath introduced into the other end of the chamber. A novel rolling seal is provided which causes extremely minute friction losses during movement and which effectively seals the area between the external perimeter of the piston and the internal surface of the chamber.

A Beta Binomial Network TV Exposure Model Using Limited Data

Abstract A network television exposure model which uses single-insertion audience data as the only required input is developed. This new model, the beta binomial distribution-limited data model (BBD-LD), is tested against the beta binomial distribution indirect-estimation method and the univariate binomial model on 200 tabulated SMRB TV schedules. The BBD-LD model is found to produce the most accurate estimates of reach and of the distribution.

The Nature of Emotional Response to Advertising: A Further Examination

Abstract We are pleased that our typology of emotional response to advertising (Stout and Leckenby 1986) has generated continuing interest. The comment by Page et al. has raised several important issues. To clarify our point of view, which is in many ways consistent with literature which has appeared since the original article, we first present the fundamental assumptions of our typology. We then address the main points raised by Page et al., questioning the validity of some of their arguments. In addition, we have discovered during reanalysis that some of the results presented in our original article were based on data sets which were not properly merged. We present the results of the reanalysis, taking the opportunity to incorporate some of the suggestions made by Page et al. The findings are now even more strikingly significant than in the original article, and are even more consistent with other research and theory in the emotional response literature.

Viewer Reactions to Music in Television Commercials

Viewers of 40 30-second television commercials, tested in malls, reacted to various musical aspects of the advertisements, such as to the tempo, volume, melody, or mode (such as in a major or minor key). The mode caused the greatest number of reactions, as measured by a Viewer Response Profile (VRP). The commercials reflected eight products, including coffee and candy, and the study found that viewers did make an important association between the product and the music, but there were many complex interactions involving music and product.

The Quality of Advertising Education Today

Abstract Based upon their findings in a survey of advertising educators. practitioners, and students, the authors cite a lack of agreement on the proper content, the value, and the aims of advertising education. The article suggests that this failure to achieve consensus is actually a failure of communication, which is further manifested in the fact that educators have achieved neither the respect of nor the leadership in the field. The authors maintain that educators have the potential to command both but that they themselves must correct the situation through meaningful interaction win practitioners and thus resolve these misunderstandings and make their rightful contribution to advertising. Note: The authors wish to thank Davenport Bruker, graduate student at the Universiy of Georgia, for his valued assistance in conducting the survey used in this study.

The Declining Reach Phenomenon in Exposure Distribution Models

Abstract The concept of “declining reach” is examined in the context of magazine exposure-distribution models. Declining reach occurs in media models when additional insertions to a schedule lead to lower reach than the initial schedule reach. Such an outcome is a logical impossibility and indicates a serious deficiency in any reach/frequency model. Empirical tests in this study, conducted on schedules developed by a large advertising agency, show the frequently used beta binomial distribution-direct estimation method (BBD-DE) is subject to declining reach. An alternative model, the Morgensztern sequential aggregation distribution (MSAD), is developed and tested. This new model appears to greatly reduce the declining reach problem.

An Empirical Approach to the Multiple Criteria Problem in Copy testing Research

Abstract The measurement of persuasion and recall criteria for print advertising using a single-sample design is illustrated. The relation of discriminant analysis to multivariate analysis of variance is shown in the repeated measures design using two intermediate criteria simultaneously. An explanation of differing results for two of the five product categories tested is provided in terms of the multivariate analysis of variance model.

The Role of Advertising Educators as Problem Solvers in the Field of Advertising.

Abstract In a recent study (“The Quality of Advertising Education Today,” Journal of Advertising. Volume 2. Number 2. 1973) the authors cited a lack of agreement among educators, practitioners, and...