Although there is much practical interest in Web advertising as a component of marketing on the Internet, there is little theory or evidence about how it works in the context of Web content. This paper reports a laboratory experiment that examines the impact of advertising format (less or more intrusive), medium (print or Web) and Web content structure (linear or non-linear) on a broad range of...

Journal of Advertising Education (A publication of the Advertising Division of the Association for Education in Journalism & Mass Communication). Focuses on teaching methodology, curriculum, accreditation, administration, and other issues related to teaching advertising. Cumulative index available online from Vol. 1, summer 1996, to the present issue. Subscription required or membership in AEJM...

Journal of Advertising Education (A publication of the Advertising Division of the Association for Education in Journalism & Mass Communication). Focuses on teaching methodology, curriculum, accreditation, administration, and other issues related to teaching advertising. Cumulative index available online from Vol. 1, summer 1996, to the present issue. Subscription required or membership in AEJM...

We consider a setting where agents select among competing products of unknown quality by costly sequential search. The agents are active on an online social network, and late movers benefit from possibly being able to see early movers’ purchase decisions. In this setting we consider the impact of advertising by firms, and the incentives of the underlying social network platform. We consider dis...

This study aims to investigate young consumers’ views about advertising from generation perspective. Specifically, it seeks to scrutinize the effects of both advertising beliefs and personal values on their attitude towards advertising. As past studies review little about the implication of generation on advertising attitude in developing markets, the study looks into the subject matter from th...

Research evidence points to harmful effects from alcohol advertising among children and youth. In particular, exposure to alcohol advertising has been associated with adolescents drinking both earlier and heavier. Although current federal and provincial guidelines have addressed advertising practices to prevent underage drinking, practice has not been supported by existing policy. While protect...

INTRODUCTION AND AIMS Exposure to alcohol advertising is associated with greater alcohol consumption in children and adolescents, and alcohol advertising is common in Australian sport. We examine child, adolescent and young adult exposure to alcohol advertising during three televised sports in Australia: Australian Football League (AFL), cricket and the National Rugby League (NRL). METHODS Al...

Journal of Advertising Education (A publication of the Advertising Division of the Association for Education in Journalism & Mass Communication). Focuses on teaching methodology, curriculum, accreditation, administration, and other issues related to teaching advertising. Cumulative index available online from Vol. 1, summer 1996, to the present issue. Subscription required or membership in AEJM...

I show that an advertising ban is more likely to increase rather than decrease total consumption when advertising does not bring about a large expansion of market demand at given prices and when it increases product differentiation (thus allowing firms to command higher prices). In this case, the main impact of a ban on advertising is to reduce equilibrium prices and thus increase demand. I arg...