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Advertisements are the first point of contact a marketer has with a prospective consumer. It is at this stage that a marketer gets an opportunity to leave an impression in the minds of a reader and to differentiate a reader from a prospective customer. Marketers achieve this objective with the help of two tools of advertising i.e. attractiveness cues and information cues. Given the limitation of time, space and financial resources marketers have been forced into a tradeoff between information cues and attractiveness cues. This tradeoff has given rise to skepticism in the minds of customers and policy makers concerning the balance between the two cues and resulting ethical issues. This paper aims to carry out a content analysis of advertisements in magazines in order to study this tradeoff between information and attractiveness cues in advertisements.

To pursue the research objective, it was decided to collect data through content analysis of advertisements. To judge the level of informative and attractiveness cues in advertisements, classification by Resnik and Stern and Pollay along with imagery questions were used. The classification determines the level of advertising information based on 14 criteria or cues. The classification is an established baseline and has also been tested for reliability in other cultures. To collect data it was decided to use magazine advertisements as these are a preferred means for advertising OTC drugs. In order to select the sample various Indian and US magazines were reviewed. Indian magazines focusing entirely on health and women could not be found; therefore two popular women's magazines were chosen which discussed health topics. For interpreting the content of the advertisements two coders, who were trained in marketing research, were chosen. Data collection resulted in 170 unique advertisements across India and USA.

The results of the study highlighted that, although both US and Indian OTC advertisements were trading off in favor of attractiveness cues, Indian advertisements were more imbalanced. Indian advertisements on an average have 4.83 attractiveness cues out of 6.60 cues per advertisements while US advertisements have 4.55 attractiveness cues out of 7.54 cues per advertisement. Indian advertisements not only have on an average fewer information cues, but also fared badly in terms of the type of cues. The US marketers were found to be more socially responsible in terms of advertisements ethics as compared to Indian marketers in the context of the OTC drugs industry.

The study was limited to OTC drugs; a more detailed study should be carried out to compare advertising content by specific product categories. Difference in scope of magazines used in this study may have influenced the adequacy of sample, as profile of target customers in the two magazines was a little different.

The results indicated that the Indian OTC advertisers needed to re‐evaluate the industry standards and become more ethical and socially responsible to give the industry a global outlook and acceptance.

The paper highlights the need for companies to adopt a proactive and socially responsible attitude and improve information content of Indian OTC advertisements as per international industry standards.

The paper will be of value to corporate and social policy makers and also to marketers.

Describes a research project to identify, record and analyse book advertisements in eighteenth‐century English provincial books. Discusses the conduct of the research and examines examples. Describes the significance of the research for English book trade history of the period, and illustrates it with a specific example of David Senior of Sittingbourne, Kent.

This paper aims to examine how consumers perceive incomplete information in print apparel advertisements in magazines and whether incomplete information influences decisions.

A total of 239 examples of print apparel advertisements in fashion magazines were collected in 2006. Content analysis was utilised to code the types of information in print apparel advertisements prior to the design of the questionnaire in the consumer survey. In the questionnaire, attitudes toward incomplete information in print apparel advertisements, information search, involvement, purchasing intentions, and demographics were included. A consumer survey was administered in Taiwan using stratified sampling. The total number of completed, usable questionnaires returned was 304.

Consumers who thought missing information in print apparel advertising to be important tended to find missing information from other sources like media, word‐of‐mouth, salespersons, and in stores. Information search behaviour positively influenced purchasing intentions. Consumers with higher levels of involvement tended to pay more attention to missing information and were more likely to search information.

Print apparel advertisements are presented not only in magazines, but on outdoor billboards, in catalogues, on the internet, in newspapers, and in buses. The restrictions of readers of fashion magazines as respondents in the study could limit the applicability of research findings of the study to attitudes toward incomplete information in print apparel advertisements of fashion magazine readers.

Print apparel advertisements are not a major source for consumers to obtain comprehensive fashion information. Simplified but clear design of print apparel advertising is acceptable for consumers who are prone to ignore missing information. Those who tend to notice missing information in print apparel advertisements would investigate other sources to obtain information for purchase decisions. Print apparel advertisements showing fashion clothing and brand names only are easy for browsing. The attractiveness of print apparel advertising design seems to be more important than detailed information included in advertisements.

The contribution of the study is to reveal attitudes toward incomplete information in print apparel advertising. The results of the study could be beneficial for apparel advertisers and could be valuable for marketers to realise the types of information consumers prefer while searching though the medium of fashion magazines.

This research attempted to investigate why sport themes are used in advertisements, and the motives that lead companies and advertisers to use sport celebrities and sport concepts in advertisements. The detailed examination of the fieldwork took place in Sydney, prior to and during the 2000 Olympic Games. Printed media were observed for a period of five to six months. Many parameters were taken into consideration comparing three monthly magazines and two daily newspapers in order to gain knowledge and provide answers to the fundamental questions. In addition, two famous athletes, a sport manager and an advertising executive were interviewed. Furthermore the outcome of the research showed that Olympic Games did not play a catalyst role in sport advertisement issues in the particular print media. It also concluded that the selection procedures that advertising companies followed, in order to select athletes, were not based only on their achievements but mostly were related to their personalities.

The purpose of this paper is to review the literature published since 1985 regarding color effects in advertising and at setting an agenda for future research.

Recent publications (1985-2012) regarding the effects of color in advertising on consumers’ attention, memory and emotional responses are reviewed and discussed.

The review reveals that the effects of color on attention, emotion and memory still remain largely unknown, mainly due to the inherent complexity of the subject and lack of systematic research. At the same time, promising research venues and challenges for the future are identified in the form of research questions.

The key potential contribution of this paper stems from the identification of promising research questions and challenges for investigating the role of color in advertising.

Marketers are increasing their use of digital strategies and prioritizing digital tactics, although the effectiveness digital video advertising (DVA) has not been examined empirically. The purpose of this research is to suggest that it is useful for advertisers to consider theories of the past to understand the link between product, advertising format and message processing.

To examine DVA effectiveness, this study utilized a 2-product type (utilitarian vs hedonic) × 2-product involvement (low vs high) x 2-platform (laptop vs mobile) mixed-design. Participants were recruited from a research company, who invited members of their panel to participate in an online experiment.

DVA for hedonic products resulted in stronger attitudes toward the ad and brand, and intentions to purchase. DVA for low involvement products resulted in stronger purchase intentions and likelihood to opt-in for more information. Moreover, there was an interaction between product category and involvement across all five measures of DVA effectiveness.

Like TV commercials, DVA is more effective when used with low involvement, hedonic products than with high involvement, utilitarian products. Additionally, the device on which the advertisement is viewed impacts the effectiveness of DVA.

Companies promoting high-involvement utilitarian products may consider alternative advertising strategies (e.g. MDAs, apps, websites and advergames), as DVA may not be the most effective ad format.

As technology continues to develop and marketers continue to pursue growing numbers of consumers through digital means and on mobile devices, understanding how device type influences advertising effectiveness is important for media strategy, message placement and marketing metrics. This research takes one step in that direction.

This article presents an exploratory, narrative review on job ads research. It aims to explore the key features of job ads that have been investigated in previous researches; the way these features have been investigated; and to draw important lessons that those studies teach us about the impact of job ad features on the target population.

In this study, the scoping-review procedure is applied. Its systematic procedure enables scholars to provide a broad overview of a topic, map the key concepts underpinning a research area, clarify the conceptual boundaries of a topic, and also to incorporate a numerical summary and qualitative thematic analysis. The review was conducted based on a systematic study of 243 peer-reviewed articles and publications in the grey literature.

The findings show that seven job ad features seem to have important impacts on (potential) applicants, which we illustrate as a know-how framework. Eight main theories are used, and a wide array of research methods are applied. However, the study concludes that after more than four decades of research, there is still a limited understanding about the concrete effects of job ad features.

This paper synthesizes the existing knowledge, answers three exploratory questions regarding job ad features and draws theoretical and practical lessons from previous studies. In the interest of conducting future studies and providing a research agenda, a typology of theoretical perspectives for the study of job ads is also presented. The article also presents lessons for practitioners by providing a know-how framework on the usage of job ads.

This article aims to document and analyze how E. Remington & Sons built a valuable firearms brand through its advertising in the period 1854-1888.

The study uses qualitative methods. Primary source documents include newspapers, journals, and catalogs. The advertising analyzed came primarily from three periodicals – Harper's Weekly, The Army Navy Journal, and American Agriculturalist – that together reached a broad audience of American firearms consumers.

Advertising to both civilian and military markets, Remington used a number of appeals including expert testimonials, fears of robbery and home invasion, and boasts of quality, military contracts, and honors from shooting competitions. Until the late 1870s, Remington used manufacturer's advertising more than its competitors.

Business historians have not seriously addressed Remington or other gun advertising and branding during the nineteenth century, while firearms historians have largely relegated these ads and other promotional ephemera to illustrative accessory roles, not as subjects of independent consideration. By investigating the rise of this important firearms brand, the research sheds light on the evolution of the American firearms industry and the prevailing gun culture.

This paper aims to analyze the impacts of distinct advertising appeals on brand attitudes and purchase intentions toward green brands across two different product categories (technology-intensive and technology non-intensive) among the young adult consumers.

On the basis of focus group discussion, recyclable shopping bags (technology non-intensive) and hybrid cars (technology intensive) were identified as two product categories for the final study. A total of eight advertisement copies were developed (three in each product class + two control group ads) and distributed across 240 young consumers. A 4 (three advertising appeals + one control group) × 2 (product classes) between group experimental design was used to test the hypotheses formulated.

The study findings show that all the three advertisement appeals significantly influence attitudes and purchase intentions toward green brands across both the product categories. However, it was also found that functional appeal generated significantly lower mean scores for brand attitude and purchase intention for recyclable shopping bags compared to hybrid cars, whereas emotional appeal generated significantly lower mean scores for brand attitude, as well as purchase intention for hybrid cars compared to bags. This implies that functional green ad appeal would be more effective for technology-intensive products and emotional green ad appeal would be more effective for technology non-intensive products. Self-expressive green ad appeal was found to be equally effective in impacting brand attitudes and purchase intentions across both product categories.

The value of this research lies in investigating how the effects of distinct green brand advertising appeals on brand attitude and purchase intention can vary across technology-intensive and technology non-intensive products.

This paper aims to document and analyze the development of Russian print advertising at the turn of the Communist era. It provides an overview of Russian print advertising in 1917 as compared with the previous decades of the “Russian economic miracle”.

This study uses a historical method based on archival research. Analysis of primary sources in this paper is used in conjunction with secondary sources available.

The amount and quality of advertising in Russian newspapers in 1917 is described. The decline of the “Russian economic miracle” print advertising is confirmed. The findings in this paper also change the previous perception of events in Russia in 1917, as well as in the history of Russian advertising.

There has been little research on Russian advertising between the end of the Russian Empire and the early Soviet era, and there is no written history of advertising in Russian periodicals in 1917. Therefore, this paper adds to the literature on the history of advertising at the beginning of the twentieth century.