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 […]
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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 […]