INDEX TO JAR, VOL. 37: 1997 Akaah, Ishmael. See Korgaonkar, Karson, and Akaah. Broadbent, Simon, Jayne Z. Spittler, and Kate Lynch. Building Anschuetz, Ned. Point of View: Building Brand Popularity: The Better TV Schedules: New Light from the Single Source. No. 4, pp. Myth of Segmenting to Brand Success. No. 1, pp. 63-66. 27-31 Argues that building broad brand popularity is the only The authors’ analyses of single-source data suggest that way to build the profitable loyal consumer group so im- other considerations, such as the decay rate of advertising portant to a brand. effects and market and media-cost seasonality, should Anschuetz, Ned. Profiting from the ‘’80-20 Rule of Thumb.” No. 6, nave equal, if not greater importance, than the response pp. 51-56. function or effective frequency in scheduling television The ‘80-20’ rule that describes buyer concentration is a campaigns. predictable feature of consumer behavior for established Bruzzone, Donald E., and Deborah J. Tallyn. Linking Tracking to brands and is governed by the same principles that affect Pretesting with an ARM. No. 3, Research Currents: pp. 74-79. the overall purchase frequency distribution, namely brand By comparing tracking study findings with pretest results, popularity and frequency of purchase. Marketers inter- research can identify areas where advertising creative can ested in brand growth and total brand-profit contribution be strengthened and improve the researcher's ability to to the company will focus on increasing brand popularity identify ““‘winning’’ copy rather than narrowly targeting a small percent of “profit- Coffey, Steve, and Horst Stipp. The Interactions between Computer able households.” and Television Usage. No. 2, pp. 61-67 Arbittier, Jerry. See Philport and Arbittier. The research reported here suggests that speculations Baldinger, Allan L., and Joel Rubinson. In Search of Holy Grails about the disappearance of television should be dismissed Rejoinder. No. 1, pp. 18-20. and that content providers and advertisers should further A response to Andrew Ehrenberg’s comments on the au- explore the evolving interactions between the media. thors’ paper entitled ‘Brand Loyalty: The Link between Daubek, Hugh G. See Maddox, Mehta, and Daubek Attitude and Behavior” which appeared in Vol. 36, No. 6 of Donius, James F. See von Gonten and Donius. the JAR. Dreze, Xavier, and Fred Zufryden. Testing Web Site Design and Baldinger, Allan L., and Joel Rubinson. The Jeopardy in Double Promotional Content. No. 2, pp. 77-91. Jeopardy. No. 6, pp. 37-49. A conjoint analysis-based methodology is recommended Part of the continuing dialogue on brand equity. The au- here for evaluating the design and effectiveness of promo- thors present data that offers a case of the incremental value tional content on the Web. of measuring loyalty and reaffirms that attitudes can be use- Dutka, Solomon, and Lester Frankel. Measuring Response Error fully measured and incorporated into a predictive model No. 1, pp. 33-39. Barnard, Neil, and Andrew Ehrenberg. Advertising: Strongly Per [his paper draws attention to the problems associated with suasive or Nudging? No. 1, pp. 21-31. response error in surveys and suggests through examples In this article, the authors focus on individual customers’ a variety of techniques for managing response error within loyalty to established brands and the advertising implica the context of total error. tions this has. They question if advertising and promotion Dyson, Paul, Andy Farr, and Nigel Hollis. What Does the Market- effects are primarily limited to the consumer's current ing Team Need, Description or Prescription? A Response to Com- brand set, are persuasion and brand loyalty necessary or ments by Andrew Ehrenberg. No. 1, pp. 13-17. even useful concepts. A reply to comments made by Andrew Ehrenberg on the Barnard, Neil. See Ehrenberg, Scriven, and Barnard authors’ paper entitled ‘Understanding, Measuring, and Bathe, Stefan. See Neal and Bathe. Using Brand Equit»”’ which appeared in Vol. 36, No. 6 of Berthon, Pierre. See West and Berthon. the JAR. Focuses on the critical issue of why there is a need Briggs, Rex, and Nigel Hollis. Advertising on the Web: Is There for brand equity systems like the one described by the Response before Click-Through? No. 2, pp. 33-45. authors in their article. Explains why the traditional ARF Measuring attitudes and behavior toward Web banner ads media exposure model is a poor fit for the new media and reveals cognitive and attitudinal changes even without proposes an exposure-and-response measurement for in- click-through. teractive media pricing. 66 JOURNAL Of ADUERTISING RESEARCH November e December 1997 INDEX TO JAR, VOL. 37: 1997 Akaah, Ishmael. See Korgaonkar, Karson, and Akaah. Broadbent, Simon, Jayne Z. Spittler, and Kate Lynch. Building Anschuetz, Ned. Point of View: Building Brand Popularity: The Better TV Schedules: New Light from the Single Source. No. 4, pp. Myth of Segmenting to Brand Success. No. 1, pp. 63-66. 27-31 Argues that building broad brand popularity is the only The authors’ analyses of single-source data suggest that way to build the profitable loyal consumer group so im- other considerations, such as the decay rate of advertising portant to a brand. effects and market and media-cost seasonality, should Anschuetz, Ned. Profiting from the ‘’80-20 Rule of Thumb.” No. 6, nave equal, if not greater importance, than the response pp. 51-56. function or effective frequency in scheduling television The ‘80-20’ rule that describes buyer concentration is a campaigns. predictable feature of consumer behavior for established Bruzzone, Donald E., and Deborah J. Tallyn. Linking Tracking to brands and is governed by the same principles that affect Pretesting with an ARM. No. 3, Research Currents: pp. 74-79. the overall purchase frequency distribution, namely brand By comparing tracking study findings with pretest results, popularity and frequency of purchase. Marketers inter- research can identify areas where advertising creative can ested in brand growth and total brand-profit contribution be strengthened and improve the researcher's ability to to the company will focus on increasing brand popularity identify ““‘winning’’ copy rather than narrowly targeting a small percent of “profit- Coffey, Steve, and Horst Stipp. The Interactions between Computer able households.” and Television Usage. No. 2, pp. 61-67 Arbittier, Jerry. See Philport and Arbittier. The research reported here suggests that speculations Baldinger, Allan L., and Joel Rubinson. In Search of Holy Grails about the disappearance of television should be dismissed Rejoinder. No. 1, pp. 18-20. and that content providers and advertisers should further A response to Andrew Ehrenberg’s comments on the au- explore the evolving interactions between the media. thors’ paper entitled ‘Brand Loyalty: The Link between Daubek, Hugh G. See Maddox, Mehta, and Daubek Attitude and Behavior” which appeared in Vol. 36, No. 6 of Donius, James F. See von Gonten and Donius. the JAR. Dreze, Xavier, and Fred Zufryden. Testing Web Site Design and Baldinger, Allan L., and Joel Rubinson. The Jeopardy in Double Promotional Content. No. 2, pp. 77-91. Jeopardy. No. 6, pp. 37-49. A conjoint analysis-based methodology is recommended Part of the continuing dialogue on brand equity. The au- here for evaluating the design and effectiveness of promo- thors present data that offers a case of the incremental value tional content on the Web. of measuring loyalty and reaffirms that attitudes can be use- Dutka, Solomon, and Lester Frankel. Measuring Response Error fully measured and incorporated into a predictive model No. 1, pp. 33-39. Barnard, Neil, and Andrew Ehrenberg. Advertising: Strongly Per [his paper draws attention to the problems associated with suasive or Nudging? No. 1, pp. 21-31. response error in surveys and suggests through examples In this article, the authors focus on individual customers’ a variety of techniques for managing response error within loyalty to established brands and the advertising implica the context of total error. tions this has. They question if advertising and promotion Dyson, Paul, Andy Farr, and Nigel Hollis. What Does the Market- effects are primarily limited to the consumer's current ing Team Need, Description or Prescription? A Response to Com- brand set, are persuasion and brand loyalty necessary or ments by Andrew Ehrenberg. No. 1, pp. 13-17. even useful concepts. A reply to comments made by Andrew Ehrenberg on the Barnard, Neil. See Ehrenberg, Scriven, and Barnard authors’ paper entitled ‘Understanding, Measuring, and Bathe, Stefan. See Neal and Bathe. Using Brand Equit»”’ which appeared in Vol. 36, No. 6 of Berthon, Pierre. See West and Berthon. the JAR. Focuses on the critical issue of why there is a need Briggs, Rex, and Nigel Hollis. Advertising on the Web: Is There for brand equity systems like the one described by the Response before Click-Through? No. 2, pp. 33-45. authors in their article. Explains why the traditional ARF Measuring attitudes and behavior toward Web banner ads media exposure model is a poor fit for the new media and reveals cognitive and attitudinal changes even without proposes an exposure-and-response measurement for in- click-through. teractive media pricing. 66 JOURNAL Of ADUERTISING RESEARCH November e December 1997 Ehrenberg, Andrew. In Search of Holy Grails: Two Comments. No As part of the continuing dialogue on brand equity, the 1, pp. 9-12 authors seek to demonstrate that brand size alone does not In a critique of the support offered in two prior articles for dictate behavioral loyalty and that attitudes toward a Brand Equity appearing in the JAR, Ehrenberg argues that brand (consumer equities) do have an important role to behavior predicts attitudes more than attitudes predict be- play in determining a brand’s success havior and that marketing-mix effects can account for the Farr, Andy, See Dyson, Farr, and Hollis fluctuations in purchase patterns better than Brand I quity Frankel, Lester. See Dutka and Frankel Ehrenberg, Andrew. Description and Prescription. No. 6, pp. 17-22 Gelb, Betsy. Creating ““Memes’’ While Creating Advertising. No. 6, More on the continuing dialogue on brand equity Observations pp 57~59 Ehrenberg, Andrew. See Barnard and Ehrenberg Self-replicating ideas” that move through time and space Ehrenberg, Andrew, Neil Barnard, and John Scriven. Differentia are called “‘memes.”’ To the extent that advertisers take tion and Salience. No. 6, pp. 7-14. into account their existence, they may get more than they Discusses why competitive brands, though seldom differ- pay for or, by contrast, may unleash negative ideas that ing in any big way from each other, have very different also live on and on and on market shares Griffin, Tom. See McArthur and Griffin Ehrenberg, Andrew, John Scriven, and Neil Barnard. Advertising Gugel, Craig. The Interactive Telemedia Index: An Internet/ITV Im and Price. No. 3, pp. 27-35. pact Model. No. 2, pp. 29-32 This paper presents a challenge to the idea that we are The ITI addresses the critical ‘““when’’ and “how” ques selling to rational consumers who choose a brand on price tions about the Web and other interactive media unless given a reason not to. Harvey, Bill. The Expanded ARF Model: Bridge to the Accountable Eighmey, John. Profiling User Responses to Commercial Websites Advertising Future. No. 2, pp. 11-20 No. 3, pp. 59-66. This paper proposes how the ARF Model for Evaluating Methods familiar to TV ad researchers assess user percep- Media can be updated, predicting that the use of this or a tions in ways that reveal the strengths and weaknesses of similar agreed-upon industry model will facilitate the commercial websites growth of more accountable advertising opportunities into English, Elaine P. Avoiding Copyright and Other Legal Pitfalls in the next Millenium Setting Up Your Web Site. No. 2, pp. 92-95 Hollis, Nigel. See Briggs and Hollis This article cites numerous examples from recent cases Hollis, Nigel. See Dyson, Farr, and Hollis where the courts appear to be applying traditional copy- Hollis, Nigel. See Farr and Hollis right and publishing law principles without difficulty to James, William L. See Kover, James, and Sonner the new technologies. Practical advice is also provided in Jones, John Philip. Is Advertising Still Salesmanship? No. 3, pp how to avoid these pitfalls when setting up a web site 9-15 Ephron, Erwin. Or Is It an Elephant? Stretching Our Minds for a Discussion on what advertising and salemanship really New Web Pricing Model. No. 2, pp. 96-98 mean governs the styles of campaigns developed and the [here is an interactive pricing paradox. Web media want to types of research used to evaluate them be paid for interactivity but are unwilling to price on re- Jones, John Philip. What Does Effective Frequency Mean in 1997? sponse. This paper argues the traditional ARF media ex- No. 4, pp. 14-20 posure model is a poor fit for the new media and proposes Jones expounds on his ideas that concentrated scheduling an exposure-and-response measurement for interactive such as dictated by Effective Frequency is generally wasteful media pricing. Karson, Eric J. See Korgaonkar, Karson, and Akaah Ephron, Erwin. Recency Planning. No. 4, pp. 61-65 Kitchen, Philip. See Schultz and Kitchen Ephron discusses the concept of recency planning, which is Korgaonkar, Pradeep K., Eric J. Karson, and Ishmael Akaah. Di based on the idea that advertising works most directly rect Marketing Advertising: The Assents, the Dissents, and th with consumers who are ready to buy the product, as op- Ambivalents. No. 5, pp. 41-55 posed to effective frequency. [he authors explore consumers’ global beliefs regarding Farr, Andy, and Nigel Hollis. What Do You Want Your Brand to Be direct marketing advertising (DMA). As with paid media When It Grows Up? Big and Strong? No. 6, pp. 23-36 advertising, the negative attitudes toward DMA are offset November « December 1997 JOURNAL OF ADUERTISING RESEARCH 67 by positive ones. In fact, the pro-DMA segment is the larg- reasons consumers will access the Web page, and effect on est of the three described here. brand name memorability Kover, Arthur J., William L. James, and Brenda S. Sonner. To Maroney, Denman. In Praise of Hypertext. No. 2, pp. 7-9 Whom Do Advertising Creatives Write? An Inferential Answer Discusses “‘plain text’’ and hypertext in development of the No. 1, pp. 41-53 Web and that the Web is about “what” you say as well as This article describes research in which creatives and a “how” you say it. general sample of viewers responded personally to a range Maso-Fleischman, Roberta. Archetype Research for Advertising: A of commercials. Comparing them, creatives responded Spanish-Language Example. No. 5, Observations pp. 81-84 positively to award-winning commerciais while viewers This article shows that to portray a culture, marketers rnust responded positively to advertising that led to feelings of grasp the symbols that enrich that culture and its lan- personal enhancement, whether award winners or not— guages implying that creatives produce advertising that primarily Mathur, Ike. See Mathur, Mathur, and Rangan meets professional standards rather than audience Mathur, Lynette Knowles, [ke Mathur, and Nanda Rangan. The communication criteria. Wealth Effects Associated with a Celebrity Endorser: The Michael Kohli, Chiranjeev, and Douglas LaBahn. Creating Effective Brand Jordan Phenomenon. No. 3, Observations: pp. 67-73. Names: A Study of the Naming Process. No. 1, Observations: pp. The market value of an advertiser’s stock can show a quick 67-75. and dramatic response to events involving celebrity en- The survey reported here finds that while marketing man- dorsers. agers indicate that the quality of a brand’s name can really McArthur, David N., and Tom Griffin. A Marketing Management enhance its value, they admit that they often compromise View of Integrated Marketing Communications. No. 5, pp. 19-26. value by shortcutting name evaluation In an attempt to shed new light on some of the inconsis- LaBahn, Douglas. See Kohli and LaBahn. tencies published about integrated marketing communica- Langer, Judith. What Consumers Wish Brand Managers Knew. No. tions (IMC) in recent years, this article treats the findings of 6, Research Currents: pp. 60-65. a study among advertising and marketing executives in Reports on a study conducted among consumers to deter- consumer, business, service, and retail organizations mine their feelings and behavior toward brands. Findings McDonald, Colin. From “Frequency” to “‘Continuity’’—lIs It a New conclude that consumers are not as cynical toward brands Dawn? No. 4, pp. 21-25. as they are often portrayed Discussion of a ‘‘new fashion in media planning, ‘continu- Lodish, Leonard M. Point of View: J]. P. Jones and M. H. Blair on ity scheduling’ ” which “appears to be sweeping the board Measuring Ad Effects: Another P.O.V. No. 5, pp. 75-79. in place of ‘effective frequency.’ ”” McDonald, however, Contests Jones and Blair’s claim of ‘poor data hygiene” in stresses caution when analyzing data in support of this the LR.I. “How Advertising Works” Study and challenges theory. the ability of John Philip Jones’s STAS measure to generate McDonald, Scott. The Once and Future Web: Scenarios for Advertis- new empirical knowledge. ers. No. 2, pp. 21-28. Longman, Kenneth A. If Not Effective Frequency, Then What? No. This article reviews the state of current competition to 4, pp. 44-50. build broadband pipelines and concludes that, in the end, The findings reported here make a strong case for the pri- there will be multiple pipelines and continued fierce com- macy of reach and continuity as the objectives for media petition in the Internet access business. It also proposes scheduling as well as for testing all commercials prior to several likely scenarios for the near-term and longer-term airing them. future of ad-supported websites. Lynch, Kate. See Broadbent, Spittler, and Lynch. Mehta, Darshan. See Maddox, Mehta, and Daubek. Maddox, Lynda M., Darshan Mehta, and Hugh G. Daubek. The Naples, Michael J. Effective Frequency—Then and Now. No. 4, pp. Role and Effect of Web Addresses in Advertising. No. 2, pp. 47-59 7-12 This research among users and nonusers of the Internet Naples outlines the history of effective frequency from examines the effects of URLs in traditional mass media 1979 to the present day, acknowledging that while J. P. advertising. It measures recognition of Web addresses, the Jones’s STAS measure has succeeded in opening the indus- image of advertisers who use them, the likelihood and try’s eyes to the analysis potential of single-source data for 68 JOURNAL OF ADVERTISING RESEARCH November * December 1997 far better advertising exposure to sales understanding, for allow for the comparison of STAS findings with Behavior- many brands factors that STAS does not account for need Scan test conclusions to be considered. Naples concluded that more analysis and Schultz, Don, and Philip Kitchen. Integrated Marketing Communi more cooperation are needed to resolve the effective fre- cations in U.S. Advertising Agencies. No. 5, pp. 7-18 quency issues which remain This article contains results of a study of advertising Nataraajan, Rajan. See Widgery, Angur, and Nataraajan agency executives which benchmarks the current state of Neal, William D., and Stefan Bathe. Using the Value Equation to adoption of IMC in the United States Evaluate Campaign Effectiveness. No. 3, pp. 80-85 Scipione, Paul A. Too Much or Too Little? Public Perceptions of Conjoint measurement models provide improved quanti- Advertising Expenditures. No. 3, pp. 49-58 fication of the effects for the design and assessment phases Across consumer segments and product categories, con- of advertising and promotion campaigns. sumers were found to overestimate advertising expendi- Philport, Joseph C., and Jerry Arbittier. Advertising: Brand Com tures munications Styles in Established Media and the Internet. No. 2, Scriven, John. See Ehrenberg, Scriven, and Barnard pp 68-76 Sen, Kabir C. Advertising Intensity within the Carbonated Soft Comparing leading to lagging brands in their communica- Drinks Industry. No. 3, pp. 37-47 tion styles across the Internet and four traditional media A study of advertising expenditure of about twenty brands yields keys to more effective copy and media strategies of carbonated soft drinks for a six-year period shows that Rabuck, Michael J., and Karl E. Rosenberg. Some Observations on both demand- and supply-side factors affect advertising Advertising for Large Brands. No. 3, pp. 17-25. intensity John Philip Jones has questioned whether large brands can Sneed, Paula. Carpe Diem, Take Advantage of Time. No. 1, Research achieve advertising that produces high ARS Persuasion Currents: pp. RC2—RC5 scores and whether those scores predict success for large As the adoption of new technologies by consumers, the brands. Here are the answers, both affirmative media, and corporations moves faster and faster, busi- Rangan, Nanda. See Mathur, Mathur, and Rangan nesses are finding that the best source of competitive ad Reichel, Walter, and Leslie Wood. Recency in Media Planning vantage is time Re-Defined. No. 4, pp. 66-74. Sonner, Brenda S. See Kover, James, and Sonner Reach is redefined here to give proper significance to tim Spittler, Jayne Z. See Broadbent, Spittler, and Lynch ing of ad exposures on their sales efficacy and to acknowl- Stipp, Horst. See Coffey and Stipp edge the impact of carryover effects Tallyn, Deborah J. See Bruzzone and Tallyn Richardson, Bruce C. See Schroeder, Richardson, and Sankaral- Tellis, Gerard. Effective Frequency: One Exposure or Three Factors? ingam No. 4, pp 75-80 Rosenberg, Karl E. See Rabuch and Rosenberg. With two schools of thought on the issue of how often to Rosenfeld, Irene B. Brand Management in a Marketplace War Zone run an ad campaign—one being the minimalists who as- No. 5, Research Currents: pp. 85-89. sert that one exposure is enough and the other being This speech from the ARF’s 43" (1997) Annual Conference repetitionists who believe that repetitive advertising outlines three challenges to researchers to take marketing is necessary—this paper argues that neither view is capabilities to the next frontier. correct Rubinson, Joel. See Baldinger and Rubinson. von Gonten, Michael F., and James F. Donius. Advertising Expo Rubinson, Joel. See Baldinger and Rubinson. sure and Advertising Effects: New Panel-based Findings. No. 4, Sankaralingam, Avu. See Schroeder, Richardson, and Sankaral- pp. 51-60 ingam. A modeling process is used here to isolate advertising ef- Schroeder, Gary, Bruce C. Richardson, and Avu Senkaralingam fects of a short-term and long-term nature and offers a Validating STAS Using BehaviorScan. No. 4, pp. 33-43. means of analyzing standard household panel data This paper is an attempt to validate Jones’s STAS concept. West, Douglas, and Pierre Berthon. Antecedents of Risk-Taking Be BehaviorScan tests, in which the only variable was adver- havior by Advertisers: Empirical Evidence and Management Impli tising weight, provide cases where advertising has (or has cations. No. 5, pp. 27-40. not) driven incremental purchasing of a brand. These cases A model of risk-taking in advertising is developed that November e December 1997 JOURNAL Of ADVERTISING RESEARCH assesses the impact of company culture, company perfor- Traditional definitions of ad clutter and serial-order effects mance, and organizational processes and is tested with a have deficiencies. Position effects are best considered by mail survey of senior marketing directors in the United separately addressing: proaction from preceding ads and States and Canada. retroaction from subsequent ads Widgery, Robin, Madhukar G. Angur, and Rajan Nataraajan. The Zufryden, Fred. See Dreze and Zufryden. Impact of Employment Status on Married Women’s Perceptions of Advertising Message Appeais. No. 1, pp. 54-62. Editorials by William A. Cook This study compares the importance placed on various The Advertiser and Brand Equity: Superhero or Wizard of Odds? aspects of automobile advertising message appeals by em- No. 6, p 5 ployed versus nonemployed married women. Results in- Got Plenty? No. 4, p. 5. dicate that employment status does indeed make a signifi- Integrated Marketing Communications—Performing Together. No. 5, p. 5 cant difference in this regard. Wood, Leslie. See Reichel and Wood. The Life of a Salesman. No. 3, p. 5. Zhao, Xinshu. Clutter and Serial Order Redefined and Retested. No. Walking Down the Aisle ... No. 1, p. 6 5, pp. 57-73. World Wide Wake-Up Call. No. 2, p. 5. Index of Advertisers American Marketing Association page 50 The Burke Institute (http: / /w ww.Burkelnstitute.com) Cover 4 Decision Analyst Inc. (http: //www.decisionanalyst.com) . . . . Macro International (http: / / www.macroint.com) The Market Research Society 70 JOURNAL OF ADVERTISING RESEARCH November « December 1997