Viewers’ Perceptions of Prime Time Television Advertising and Characteristics of Commercials Perceived as InformativeJan 1, 1981 David A. Aaker, Donald E. Bruzzone, and Donald Norris, 1981, 81-103
Factor analyzes data base consisting of mail survey evaluations of television commercial story boards; also evaluates relationship of perceived informativeness to 19 characteristics of commercials.
Determinants of Variations in the Advertising-to-Sales Ratio: A Comparison of Industry and Firm StudiesJan 1, 1980 Paul W. Farris and Mark S. Albion, 1980, 80-107
Seeks to explain variations in advertising intensity among industries, and also among companies and brands in the same industry, in terms of factors such as market share and industry concentration.
Influences on Children’s Product Requests and Mothers’ Answers: A Multivariate Analysis of Diary DataJan 1, 1980 Caroline Henderson, Robert J. Kopp, Leslie Isler, and Scott Ward, 1980, 80-106
Analyzes data from a diary study of 255 children to examine the relative strength of advertising and family influences on children's expressed desires for products and what factors, including advertising, shape parents' responses to requests.
Sex Stereotyping in Advertising: An Annotated BibliographyJan 1, 1980 Alice E. Courtney and Thomas W. Whipple, 1980, 80-100
Summarizes over 250 published sources, from various fields, dealing with characteristics of and attitudes toward sex-role portrayals in advertisements.
Cooperative Advertising, Its Uses and Effectiveness: Some Preliminary HypothesesJan 1, 1979 Robert F. Young, 1979, 79-112
Treats the significance of co-op advertising as both a consumer-directed and trade-oriented promotion tool.
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