Moviegoers' Experiences and Interpretations of Brands in Films Revisited
- D. Delorme, Leonard N. Reid
- Psychology
- 1 June 1999
Abstract The article provides further phenomenological understanding of how brand props are interpreted within the everyday lived experience of the movie audience. Building on previous focus group…
Agency Practitioner Theories of How Advertising Works
- Gergely Nyilasy, Leonard N. Reid
- Business
- 1 September 2009
In-depth interviews with senior-level agency practitioners (creative, planning, and account directors) were conducted to explore their thoughts about how advertising works. The study was designed to…
Trends in Advertising Research: A Longitudinal Analysis of Leading Advertising, Marketing, and Communication Journals, 1980 to 2010
- Kyongseok Kim, Jameson L. Hayes, J. Avant, Leonard N. Reid
- Business
- 3 July 2014
This study provides a longitudinal content analysis of advertising research articles in 17 top-tier advertising, marketing, and communication journals published over the past 30 years (1980–2010, n =…
Measuring Trust In Advertising
- Hyeonjin Soh, Leonard N. Reid, K. King
- Business
- 1 July 2009
Despite extensive interdisciplinary research, trust has been the subject of little systematic study in advertising, though investigations have incorporated and measured the construct. This study was…
Perceived Third‐Person Effects and Consumer Attitudes on Prevetting and Banning DTC Advertising
- Huh Jisu, D. Delorme, Leonard N. Reid
- Business
- 1 April 2006
This study examined consumer attitudes toward two potential direct-to-consumer (DTC) advertising regulatory options—prior approval of DTC ads and a total ban—and how those attitudes are influenced by…
Source Selection in Prescription Drug Information Seeking and Influencing Factors: Applying the Comprehensive Model of Information Seeking in an American Context
- D. Delorme, J. Huh, Leonard N. Reid
- BusinessJournal of health communication
- 24 May 2011
Although the study shows some support for the modified Comprehensive Model of Information Seeking, the results indicate influencing factors vary by information source types examined, suggesting the model is more complex than predicted.
The Information Utility of DTC Prescription Drug Advertising
- J. Huh, D. Delorme, Leonard N. Reid
- Business
- 1 December 2004
This study examined consumer perceptions of the information utility of direct-to-consumer advertising, focusing particularly on how older consumers respond to this unique form of advertising.…
Taking it Off: Are Models in Magazine Ads Wearing Less?
- Lawrence C. Soley, Leonard N. Reid
- Art
- 1 December 1988
b In a highly controversial Revlon commercial, a young man sensually runs an ice cube down a woman's body, a scene taken right out of the R-rated movie. "9 1 / 2 Weeks." In a Playtex spot, a striking…
Media Credibility and Informativeness of Direct-to-Consumer Prescription Drug Advertising
- J. Huh, D. Delorme, Leonard N. Reid
- BusinessHealth Marketing Quarterly
- 26 October 2004
Consumer perceptions of the media credibility and informativeness of direct-to-consumer prescription drug advertising (DTC advertising) are determined and how those perceptions are influenced by consumer predispositions and demographic characteristics, especially consumer age is examined.
Top-Level Agency Creatives Look at Advertising Creativity Then and Now
- Leonard N. Reid, K. King, D. Delorme
- Business
- 1 June 1998
Abstract Influential writings suggest that today's advertising is not as creative as it used to be. To explore this suggestion, the authors asked top-level agency creatives whether they believe…
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