William N. Swain Olga Zatepilina Lisa Chmiola Qian Hua Lisa Moceri Payal Dev [WJMCR 4:4 September 2001] Sections: Abstract|Introduction|Research Questions|MethodologyDiscussion |Findings |Conclusion Abstract The literature on integrated marketing communication (IMC) in the latter half of the 1990s offers evidence that a debate over the definition of the concept remains unresolved. A survey was conducted in 2001 to investigate perceptions of the status of […]
Author Archives: Administrator
Third-Person Effect Suppressor Variables in Program Evaluations
Stephen A. Banning [WJMCR 4:3 June 2001] Sections: Abstract|Introduction|Method|Results|Conclusion Abstract This study suggests federal and state program assessment evaluations use a differential impact index to alert evaluators of the presence of a first-person or third-person effect that may result in major miscalculations. While the third-person effect hypothesis in communication has undergone considerable testing since it’s inception […]
Online Advertising: Hit Rates for Jumps from Banner Ads
David R. Thompson and Birgit Wassmuth [WJMCR 4:2 March 2001] Sections: Abstract|Introduction|Research Questions|Results and Findings|Conclusion Abstract This article reports a content analysis of newspaper practice regarding targeting jump links to banner ads. By “targeting,” the authors refer to the practice of matching the content of the banner ad to the content on the page to which […]
Does Reputation Management Reap Rewards? A Path Analysis of Corporate Reputation Advertising’s Impacts on Brand Attitudes and Purchase Decisions
Jongmin Park, Lisa Lyon and Glen T. Cameron [WJMCR 4:1 December 2000] Sections: Abstract|Introduction|Analysis and Results|Conclusion Abstract Claims are made for the importance of corporate reputation as essential to the effective, integrated marketing of a company’s branded products. Based on the Elaboration Likelihood and Combined-Effects Models of persuasion theory, an experiment was conducted to examine the […]
If My Commercial Makes Fun of My Political Opponent, Do My Race and My Gender Make a Difference?
William N. Swain, Gary A. Copeland and Karen S. Johnson-Cartee [WJMCR 3:4 September 2000] Sections: Abstract|Introduction|Hypotheses|Methodology|Findings|Discussion Abstract An experiment tested the effects of the race and gender of the sponsor of a humorous negative political commercial on perceptions of the sponsoring candidate, the commercial itself, and a white male political opponent. Five groups of participants read […]
The Press and Public Relations: An Exploratory Study of Editors’ Perceptions of Public Relations Specialists
Lee Bollinger [WJMCR 3:3 June 2000] Sections: Abstract|Findings|Significance|Conclusion Abstract The relationship of editor/reporter with a public relations representative can be tenuous, at best, when the latter cannot supply the former with certain information. This same relationship, at other times, can be highly rewarding when the two parties work together in getting news out to the public. […]
Lead Length and Voice in U.S. Newspapers
Gerald Stone [WJMCR 3:2 March 2000] Sections: Abstract|Introduction|Literature Review|HypothesesMethodology|Results|Conclusions and Readability Abstract Do U.S. newspapers still adhere to the principle of writing short, active-voice leads? Leads in a large sample of staff-written articles averaged 23.5 words regardless of publication frequency, circulation size or whether the story was written on deadline, and about 70% were active-voice. While […]
Wag the Press: How Changes in U.S. Foreign Policy Toward China Were Reflected in Prestige Press Coverage of China, 1979 vs. 1997
Dennis T. Lowry and Zaigui Wang [WJMCR 3:1 January 2000] Sections: Abstract|Introduction|Theoretical framework and hypothesesMethod|Results|Discussion Abstract This study used content analysis to compare the news coverage of four U.S. prestige newspapers of the state visits of Chinese Vice-Premier Deng Xiaoping in 1979 and Chinese President Jiang Zemin in 1997. The results showed that news coverage of Deng’s visit […]
Autonomy in Journalism: How It Is Related to Attitudes and Behavior of Media Professionals
Armin Scholl and Siegfried Weischenberg [WJMCR 2:4 September 1999] Sections: Abstract|Introduction|Theoretical framework and hypothesesMethod|Results|Discussion Abstract Autonomy is a main characteristic of professions. Social system theory suggests observing journalism in terms of self-referentiality and external referentiality. In our study “Journalism in Germany,” we could identify a particular self-referential group of journalists, which differed from the rest of the sample […]
The Forgotten Battles: Congressional Hearings on Television Violence in the 1950s
Keisha L. Hoerrner [WJMCR 2:3 June 1999] Sections: Abstract|Introduction|Conclusion Abstract Although Congress has been interested in television violence for more than four decades, little scholarly attention focuses on its first actions. This article looks at the 1952, 1954, and 1955 hearings, which laid the foundation for every subsequent congressional hearing on the issue, as well as […]