Lawrence C. Soley

Replication in Advertising Research: 1977, 1978, 1979

Abstract A content analysis of all 1977, 1978 and 1979 issues of the leading advertising, marketing and communication publications was conducted to determine the frequency of replication in advertising research. The results revealed that replications are seldom published in advertising research and, as a consequence, the possibility exists that empirical results are uncritically absorbed into the advertising literature as verified knowledge. Recommendations are offered to assure that replication becomes a recognized and practiced component of the advertising research.

Sex in Advertising: A Comparison of 1964 and 1984 Magazine Advertisements

Abstract This study presents a content analysis of sexual portrayals in magazine advertisements during 1964 and 1984. The results show that the percentage of ads with sexual content did not increase over the twenty-year period, but that the types of sexual portrayals did; sexual illustrations became more overt; and there was a greater reliance on visual than verbal sex in 1984 than 1964. The study also found that female models are more likely to be portrayed as sexually clad, partially clad or nude than were male models.

Generalized and Personalized Attitudes toward Advertising's Social and Economic Effects

Abstract Previous research indicates that people hold different global attitudes toward advertisings social and economic effects and that these attitudes are more critical of social effects than economic effects. The purpose of this survey was to determine if there are differences in peoples generalized and personalized attitudes toward the two types of advertising effects. The results show that there is a significant difference between peoples generalized and personalized attitudes toward advertisings social and economic effects and that people are more negative on the personalized than generalized attitude level toward both types of advertising effects.

SATISFACTION WITH THE INFORMATIONAL VALUE OF MAGAZINE AND TELEVISION ADVERTISING

Abstract This survey examines consumer satisfaction with the informational value of magazine and television advertising. Three significant conclusions are indicated by the data: (1) consumers are more satisfied with the informational value of magazine advertising than television advertising; (2) blacks are more satisfied with the informational value of both types of advertising than whites; and (3) middle-income are more satisfied with the informational value of both types of advertising than are low - and high-income.

Another Look at the “Decorative” Female Model

Abstract Published evidence suggests that the presence of women as “decorative” models improves recognition of the entire ad. This investigation sought to determine if decorative models have equivalent effects on recognition of both visual and verbal ad components. Starch-scored ads were used to test for recognition differences. The illustration score was selected to represent visual recognition and the body copy score was selected to represent verbal recognition. Analyses of covariance found that visual recognition was significantly affected when female decorative models were present, but that verbal recognition was not affected by the presence or absence of the decorative female models. Both visual and verbal recognition were differentially affected by product category.

Copy length and industrial advertising readership

Abstract This study examined the effect of copy length on readership and responses to industrial magazine advertisements. It was found that industrial prospects are significantly more likely to start reading ads containing long, rather than short, copy. The study also found that short copy is less effective in arousing the interest of readers. The results suggest that longer ad copy is needed to communicate the type of information sought by industrial prospects, empirically confirming beliefs held by the advertising industry.

Industrial AD Readership as a Function of Headline Type

Abstract Despite the importance attributed to the headline by advertising professionals, research on the question of how the headline affects advertising effectiveness is limited, and the existing research evidence indicates that the headline does not enhance the effectiveness of either consumer or industrial ads. This investigation examines the question of how seven headline types affect industrial ad readership. Results obtained by analysis of variance reveal two significant points: first, one headline type will produce no higher industrial ad readership scores than another headline type and second, ad readership data should be transformed before analysis.

Predicting industrial ad readership

Abstract This study examined the effect of visual and psycholinguistic elements (such as picture size and the number of adjectives in the headline) on industrial advertisement readership. Multiple regression techniques were used to analyze the data, which were obtained from AD-CHART. AD-CHART is a research firm which specializes in the measurement of industrial ad readership. The analyses showed that visual and psycholinguistic elements are better predictors of industrial advertising readership than more complicated models.

Promotional Spending Effects in High Involvement Elections: An Examination of the Voter Involvement Explanation

Abstract Published evidence questions the voter involvement explantion of promotional spending effects in high involvement elections. This study replicates and extends the Soley and Reid (20) study which showed that promotional expenditures have as great an effect on votes received in congressional elections as party affiliation and incumbency. Using an expanded data base and a different analytical technique, the replication found that House and Senate election outcomes were significantly affected by promotional spending, but that spending effects varied by candidate type (i.e., incumbent and challengers) and party affiliation (i.e., major third and independent parties).

Does Advertising Subsidize Consumer Magazine Prices

Abstract It is widely reported and believed that consumer magazine prices are subsidized by the advertising carried within the magazines. This study examined the contribution of advertising to the price per editorial page and the average selling price of magazines. No support was found for the contention that advertising decreases the price per editorial page or the price per copy of consumer magazines. It was concluded that advertising in magazines is provided free to consumers, but does not subsidize prices.