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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.

Amidst the plethora of mass communication methods that technology bestowed business with, print advertisements still remain an effective and widely utilized advertising tool, and retain a diachronically venerable position in international marketing practice. Bar and transcending mere academic fascination or curiosity, this research provides insights into the past, an understanding of the present and an outlook into the future. In this vein, through a methodical and comprehensive critical review of extant literature on print advertisements since 1965, this research aims to identify gaps in extant knowledge, to map its trends and divergences, to trace its paradigm shifts and to ultimately develop agendas for truly significant future research.

This spatial-temporal study reviews 256 methodically selected articles, using VantagePoint software, and adopts a novel methodology through natural language processing (NLP), text mining, auto-correlation maps, and bubble maps to conduct and present a robust analysis and explicit findings.

Using also the VOSviewer for density and network visualization, the results identify the predominant literature themes and, conversely, the relatively under-researched areas, and provide a more insightful collective interpretation of extant works, while laying the foundation for future research of greater value and significance to academia and industry.

This study transcends the partial and/or limited analyses and perspectives of extant literature to present scholars with the first comprehensive and long term meta-analysis or systematic study of print advertising, with explicit findings of both scholarly and executive worth.

This study examined the differential effects of printed advertisements with luxury and nonluxury brands on consumer brand attitude persuasion using a qualitative experimental approach.

The authors adopted a qualitative experimental approach and the authors conducted two experiments over six months. In the first experiment, participants were asked to view five print advertisements related to five different luxury brands. In the second experiment, the same participants were asked to view another five print advertisements on non-luxury brands. The qualitative thematic differences for each brand were analyzed using NVivo software, employing the theoretical assumptions of Petty and Cacioppo's (1981) elaboration likelihood model (ELM).

In experiments 1 and 2, it was identified that brand experience, personalized brand experience, product quality, product quantity, personal image-conscious, nonpersonal image-conscious, affordability and unaffordability as the main thematic findings leading to consumer attitude persuasion.

The two main contributions are as follows: theoretically, applying a social psychology theory to the advertising industry offers an understanding of the social cognition stages of a human mindset. As a practical implication, this study's findings guide advertising agencies, marketers and salespeople regarding how to design effective print advertisements in a way that persuades consumer attitudes.

Through the theoretical assumptions of Petty and Cacioppo's (1981) ELM, this paper can be considered one of the first studies to combine social psychology and advertising to investigate the differential effects on consumer brand attitude persuasion for luxury and nonluxury brands.

The study contributes to our understanding of search engine advertising in two main ways. Firstly, we analyze the comparative effectiveness of its campaign parameters. Secondly, we examine the effect of print advertising on search engine advertising

Based on advertising data for a three-year period, we test the hypotheses by means of a path model with the aid of partial least squares.

The advertising budget and the degree of keyword matching yield the greatest effect on the number of signed contracts. The click-through rate and the bid amount contribute, to a lesser extent, to explaining this financial target variance. The number of keywords had no significant effect. The study did not yield significant evidence of print advertising, directly affecting the number of search engine advertisement impressions, but showed an indirect effect of print advertising on the number of conversions, induced directly by search engine advertising.

The multichannel relationship of print and search engine advertising, including its campaign parameters, provides a starting point for future research to provide a coherent methodology for capturing the necessary data, processing the underlying information and evaluating the advertising effects.

The multichannel effect needs to be quantified and taken into account when evaluating print advertising and search advertising campaigns and the future advertising mix is planned.

The study extends the field of search engine advertising in the direction of multichannel effects. In comparison to previous research, empirical evidence on the multichannel usage of print advertising and search engine advertising, related to an overall economic target, is provided.

This paper aims to examine whether advertisers attempt to engage consumers with online information presented in print advertisements by investigating whether they respond to consumers’ motives for using advertisements and whether these engagement practices have improved over time. By creating connections among different advertising channels, marketers strive to be more effective in building brand equity, online traffic and sales.

The Uses and Gratification theory is utilized as the framework to content analyze the content and presentation of web references in 2,613 advertisements from 2008 and 2,159 advertisements from 2012. Chi-square analysis is used to compare the content of web references in both time periods.

Even though past literature suggests that consumers use media and advertising to satisfy a variety of informational, personal identity, social and entertainment needs, advertisers respond with mostly ineffective and generic informational web references that fail to address those needs.

The study suggests that advertisers may have difficulty adopting the new advertising paradigm which identifies customers as active respondents of advertising. Web references analyzed in this study do not address consumers’ motives for advertisement use.

Advertisers have not been effectively utilizing cross-promotion when it comes to directing traffic from print advertisements to Web sites. More attention and resources should be given to cross-promotion to ensure effective coordination between media types.

This study questions advertisers’ current approach toward cross-promotion. Findings help advertisers evaluate and develop better practices to encourage consumer engagement with web references placed in print advertisements to drive traffic to online stores.

The purpose of this paper is to examine the influence of sexual appeal in print media on consumers’ brand recall. More specifically, the differences between the fixation time on the “image” and “logo” elements in advertisements, with and without sexual appeal, were verified.

The correct research is experimental in nature, and divided into three stages: choosing the print advertisements to be viewed by the participants with eye tracking, capturing participants’ eye movements using a special eye tracking equipment and completing the questionnaire for calculating the number of brands recalled by the participants.

The authors have identified that there are no statistically relevant differences between the number of brands recalled, whether the advertisement does or does not have any sexual appeal.

The use of sexual appeal in advertisements on print media must be made with caution, and several implications for the textile and apparel industry are expressed in the conclusions.

The study’s relevance is threefold: the authors present more recent results about the relationship between sexual appeal and brand recall, as the most recent research study of a similar type was published in the late 1990s; they adopt key concepts from the neuromarketing field in an attempt to connect memory with the capacity of different components of the advertisements, to attract the visual attention of consumers; and they present results for three different product categories (alcohol, apparel and perfume).

The aim of this paper is to examine the nature of newspaper advertisements published in the Irish newspaper The Freeman's Journal. This is approached by examining the construction of a selection of printed advertisements, including the strategies used in each, which appeared in The Freeman's Journal between 1763 and 1924.

The central primary source used is The Freeman's Journal and the selected advertisements. A number of primary and secondary sources are employed in the analysis of the featured advertisements in respect to the format, language and marketing strategies used in each.

The case study finds that there were a number of constants in the advertisements examined, as well as a number of advertising strategies employed from the eighteenth century onward, that have more commonly been associated with the 1918 to 1939 interwar period. It also found that the use of illustrations did not solely depend on twentieth century printing advances, but that printing developments did much to expand and progress advertising in Ireland.

This case study explores a little researched area in Irish advertising history.

Grounded in the concept of signaling theory and instrumental-symbolic framework, the purpose of this paper is to develop a model to examine the impact of print job advertisement (ad) dimensions (message contents) and organizational familiarity on job seeker’s perception of attitude, organizational attractiveness, and application intention.

This paper is a theoretical exploration based on existing literature.

The presence of instrumental and symbolic attributes in print job advertisement such as job and work characteristics, aesthetics, employee testimonial/picture, corporate image enhancing statements, organizational culture-enhancing statements, and human resource offerings are more likely to play influential roles in creating favorable attitude, organizational attractiveness, and application intention in a job seeker. Apart from this, organizational familiarity plays a moderating role on job seeker’s attitude formation and in gaining organizational attractiveness.

The study offers a clear guideline to recruiting organizations, HR managers, recruitment agencies, or consultants on how to design a recruitment advertisement to pool a large number of potential applicants. The study also throws light on testing the effectiveness of a recruitment advertisement, similar to commercial ads. Moreover, the outcome of testing would help the recruiters understand the pulse of the job seeker toward the ad, job, and organization.

This study theoretically clarifies the role of instrumental and symbolic attributes or dimensions of job ads and the role of organizational familiarity in inducing positive attitude formation and organizational attractiveness, in the process that cultivates application intention in a potential job seeker.

This paper aims to examine some common and specific features of advertisements published in Tsaritsyn’s (present-day Volgograd) daily newspapers at the beginning of the First Word War. The town of Tsaritsyn was a local centre of the rapid economic growth that the Russian Empire experienced in the early 1910s; it can be considered a model of Russian provincial advertising behaviours and the consumer culture of the time.

The main methods used in this paper are the local history approach and discourse and socio-political, content and gender analysis, as well as compositional interpretation. These methods have made the reconstruction of a historical portrait of Tsaritsyn possible at the beginning of the First Word War through an analysis of advertisements published in its periodicals. The sources of this paper include selections from the newspaper Tsaritsynsky Vestnik from June 1914 to February 1915, the newspaper Volgo-Donskoy Krai from September 1911 to February 1915 and the calendar-handbook Ves Tsaritsyn of 1911.

Advertising is a highly adaptive phenomenon of socio-economic activity. However, it is both conservative in form and content. It is simultaneously constant and changing, and so it can reveal some transformations in the provincial town’s daily life.

Local history methods, including the ideographic, are designed to better explore unique historical events. Research based on these methods becomes more valuable in larger quantity, allowing the implementation of nomothetic methods that elucidate historical regularities and general trends.

This paper’s findings can be used in further research on global and local aspects of marketing history and development of consumer society, as well as in university courses concerning the disciplines mentioned above.

This paper studies newspaper advertisements published at the beginning of the First Word War in a Russian provincial town. It reveals some transformations in their content and form which occurred after the outbreak of the war. While the subjects of the advertisements remained relatively unchanged, a number of promotions decreased, social and entertainments advertising became starker and more harshly patriotic and long-used promotional methods became sarcastic during time of war.

Identifying the protected characteristics under the Equality Act of the UK, the purpose of this paper is to discover the extent to which the protected characteristics are featured in British newspaper advertisements, as evidence of diversity and equality in the country.

Content analysis of advertisements obtained from nine national newspapers of the UK collected over 12 months. The criteria used to select the newspapers were category, popularity (circulation figures) and the readership demographics (range and variety of the audience).

Disabled individuals are under-represented in print advertisements, and so are close relationships between individuals of the same sex signifying a civil partnership (or sexual orientation). There seems to be an equal level of portrayal of males and females, though men still feature more in a business setting while women are seen more in home settings.

The findings suggest opportunities for advertisers to integrate disabled individuals into their marketing campaigns, not just as a business strategy for targeted markets but as individuals in a diversified community. Lesbian, gay, bisexual and transgender (LGBT) people could also be featured in advertisements for products and services that couples usually buy together, for example, holidays and mortgages.

This study expands on the existing study on the portrayal in advertisements of stereotypes of genders, different age-groups and ethnic minorities. The portrayal of disability, sexuality and religious beliefs were considered within newspapers in UK, bridging some crucial gaps and providing outcomes relevant to numerous types of stakeholders, including the brands, advertising industry and academic researchers.