Academy of Marketing Studies Journal

A double blind, refereed journal which publishes theoretical and empirical manuscripts in marketing. Its primary objective is to expand the boundaries of the literature by supporting the exchange of ideas and insights which further the understanding of marketing.

Articles from Vol. 3, No. 1, 1999

Ad Pod Effects in TV Advertising: Order, Adjacency, and Informational\emotional Appeal
ABSTRACTThis study examines context effects on the recall and recognition of ads and on attitudes toward brands. The study focuses, in particular, on the ad pod as a context for the ad. Within an ad pod context, it examines the effects of serial position...
Assessing the Impact of 'Individual' and 'Collective' Ad Appeals: A Cross-Cultural Comparison of Advertisements in the U.S. and Mexico
ABSTRACTAn experimental design was used to test whether advertising appeals that are consistent with the cultural values of an intended authence are More persuasive than ads that reflect inconsistent values. Results of this study suggest that the cultural...
Girls' Responses to Advertisements Featuring Active, Passive, and Product-Alone Visual Portrayals
ABSTRACTThis research studied the issue of how girls responded to ads that featured visuals of girls in indoor, passive settings; in outdoor, active settings; and of visuals featuring the product alone. Attitude toward the ad results showed no significant...
Sales Representatives' Perceptions of the Effectiveness of Relationship Building Activities with Members of a Segment
ABSTRACTThis paper examines the opinions of sales representatives regarding how they might effectively operationalize relationship marketing with customers making up targeted segments. A mail survey was employed to obtain insights into this area. The...
Teens' Consumption Patterns: The Impact of Employment Status and Intensity1
ABSTRACTUsing data from the public school system, this study examines a teen profile of employment and spending. It identifies the employed and unemployed youths, the extent of their labor force participation, and how much money they earn in the labor...
The Academic Ethics of Undergraduate Marketing Majors
ABSTRACTThis paper reports the results of a survey of marketing majors concerning their academic ethics. Though students generally rated the 16 practices in the study as unethical, levels of participation in them varied from twenty-six to one hundred...
The Influence of Product Publicity on Product Sales in a Noncompetitive Environment
ABSTRACTIn an effort to More fully integrate publicity into the Marketing and promotion mix, the present study examines the influence of product-related newspaper, television, and radio publicity on Lotto sales in the state of Colorado. The results of...
Visual Perception Changes in the Aging Eye: The Elderly May Not See What You Want Them to See
ABSTRACTResearch in the areas of psychology, physiology, ophthalmology, and gerontology indicates that both optical and neural changes occur in the aging eye. These changes have a pronounced impact on the visual perception of older consumers and as such,...

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