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The purpose of this paper is to examine the effectiveness of the “Made in China, Made with the World” advertisement broadcast on the US television station CNN in 2009 and derives recommendations for China's further efforts in promoting the image of products made in China (PMC).

Through a survey based on the Solomon four‐group design, this study collected primary data from 546 students at an American university in 2010 and used the data to test the effectiveness of the CNN advertisement and identify factors that affect the respondents' perceptions about PMC.

Statistical tests indicate that the TV advertisement did not result in the expected effects and even had some boomerang effects on the perceptions about PMC and China's developments, and regression analysis confirms these conclusions. Also, the TV advertisement received low ratings from the respondents in credibility, trustworthiness, rationality, information, stimulation, and excitability.

As exports continue to play an important role in the Chinese economy and PMC are likely to face more challenges in the global markets, China needs to understand both consumer preferences and product safety regulations in the foreign markets, focus more on quality and safety over low prices, and improve the effectiveness of its promotion efforts on the basis of scientifically sound studies.

While the CNN TV advertisement was China's first TV campaign abroad to enhance the image of PMC, this paper presents one of the first studies for assessing the effectiveness of the advertisement and deriving recommendations for China's further efforts in promoting PMC.

Parents are seen to mediate media behavior of their children to protect them from negative and undesirable effects of advertising. In doing so, they either restrict TV viewing by children or actively discuss ad content with children. The nature of mediation strategy to be used depends upon the age of their children. The purpose of this study is to uncover the nature of mediation strategies used by mothers of younger and older children in India. The findings and implications of the study are further discussed.

Data were collected from three cities of Punjab state of India – Amritsar, Jalandhar and Ludhiana and its capital city of Chandigarh during the period November 2010 to June 2011. The mothers were the basic sampling unit for the present study as they are seen to be the primary caregivers for children. Parents of children in eight schools (two from each city), were approached through the schools. The children were asked to take the questionnaire home and get it filled by their mother. Parental mediation of food advertising was measured through a parental advertising mediation scale developed by Valkenburg et al.

The results of the present study reveal that mothers of Indian children resort to mediation of ads in general and food ads in particular. The nature of mediation is also governed by age of children. Mothers of older children primarily use active advertising mediation and mothers of younger children use restrictive mediation strategies. It is also seen that mothers mediate the exposure of food ads more strongly in younger children as compared to older children.

Although vast literature exists about parental mediation of advertising to children, hardly any study has been conducted in India to investigate the nature of parental mediation of advertising to children. The present study adds to the existing literature by delving into this aspect in the Indian settings. More so, as age of children is witnessed to affect nature of parental mediation, this study also sheds light on the way parents in India mediate exposure of children to TV ads.

The purpose of this study is to find the most effective objects used in Ramadan TV ads of banks operated in Turkey and to determine superiority of the objects among these ads.

This research examines used objects in bank TV advertisements for the month of Ramadan by applying content analysis and fuzzy logic method.

The most prominent of the findings, as a result of the research, are kids and the elder objects in bank TV commercials. The research findings also reveal the importance of religious objects of Ramadan ads.

The limitation of this research is non-generalization of the results because of sample size. Future research could explore the impact of objects used in TV ads on consumers with a larger sample size.

The banks are eager to look for opportunities by launching campaigns during the period of Ramadan. Special occasions such as religious holidays are seen as a new market that should not to be missed by the finance sector, and therefore, the number of bank TV commercials increase dramatically in this term. However, it is important for banks to know which objects are more effective. In this study, it is revealed that objects used in TV ads are more effective.

This is the first study to examine bank TV commercials during the period of Ramadan. It is also important to reflect Turkish consumers’ perspective and banks’ promotion activities in a Muslim country.

The purpose of this paper is to examine the presence of nostalgic advertising in Indian television and its execution with reference to extent of information disclosure, level of involvement, type of products and stages in product life cycle (PLC).

This research uses a content analysis of 700 TV advertisements aired between January-December 2013 from top five Indian TV channels based on their rank according to Gross Viewership in Thousands.

Humour/happiness was the most commonly used emotional appeal and nostalgic ads constituted 12 per cent of the emotional ads in Indian television. “References to past family experiences” was the most commonly used nostalgic element. As hypothesised, nostalgic ads use low information disclosure strategy (vis-à-vis high/medium information disclosure strategy) and are more commonly used for low involvement products (vis-à-vis high involvement products), experience products (vis-à-vis search products), and non-durables (vis-à-vis durables). Also, nostalgic appeals are more commonly used at maturity stage of PLC (vis-à-vis introduction stage).

This is the first research to analyse the content and execution of nostalgic advertising in India. This study is also one of the first to provide a comprehensive framework on nostalgic advertising. The interrelationships among variables such as product category, process of emotional appeal, degree of information disclosure and stage in PLC has not been investigated earlier, in the context of nostalgic advertising. Moreover, this study is the first attempt to present a snapshot of TV ads in India.

Reports research by ChildWise into how children approach the advertising they encounter; this is the first fully interactive generation, who can process information with ease. Explores their familiarity with the role of advertising in their lives, whether they can recognise advertising messages when they see them, where they find advertising (typically on TV), what is advertised, whether they approve of advertising and think they can rely on it, whether they think that there are rules regarding advertising, what rules they would like to see, which adverts they enjoy, TV adverts for children’s products, which adverts influence them to want to buy or persuade their parents to buy, and how they would design their own advertising campaigns.

The purpose of this paper is to compare the relative performance of TV sponsorships with the industry standard 30‐second TV spot advertising on achieving common communication goals.

The two media are tested with an experiment using realistic stimuli and target market representative samples and employing six brands as both TV sponsors and TV advertisers.

Ten seconds of TV sponsoring works almost equally as well as 30‐second spots across all measures and brands. While the outright performance differs by type of brand (i.e. high fit versus lower fit, known versus unknown), the relative performance between media does not vary.

The stimuli only gave subjects a brief exposure to each medium. The six stimuli brands, four effect measures, and the Norwegian sample may also not be representative for all types of TV sponsoring/advertising contexts.

Marketing managers can use the results to better allocate their communication spending between TV spot advertising and TV sponsorships, by determining which medium offers better value in achieving communication goals.

To the authors' knowledge, the comparison is the most realistic and controlled experiment in this area, with high levels of internal and external validity.

This paper examines the effects of advertising type and antecedents of attitude towards advertising in general (AG) on individuals' responses to advertising in a sports broadcast setting. Both AG antecedents and advertising type were assessed using Brackett and Carr's (2001) model. Our results indicate that individual responses to advertising vary according to the type of advertising (television commercials, virtual ads by location).

The purpose of this paper is to understand the use of the personal video recorder (PVR) in the home and the impact on TV advertising exposure.

A video ethnographic study of 22 participants in eight homes with PVRs.

Use of the PVR differed widely between and within homes but of the 22 individuals, 21 used the PVR – if at all, as a backup when there was nothing on that they wanted to watch live. Consequently, of 3,480 individual opportunities to see commercials during the study, Only 30 per cent were time‐shifted and 70 per cent viewed live. Even for the 30 per cent of commercials that were time‐shifted, there was variable but significant ad exposure. This paper suggests that in combination with other, complementary studies, the impact of PVRs on advertising exposure will be limited.

Many respondents perceived themselves as using the PVR much more than they actually did and claimed to have zero exposure to commercials when they watched time‐shifted programmes. In line with previous research, this shows that claimed behaviour is not reliable and it is important to observe actual behaviour in the natural context in order to understand future use of technology. As with all qualitative research the main limitation of this study is the small sample size. In practice, however, the results were very consistent with comparable results from the two main quantitative sources BARB and the Sky + panel. What our methodology provides, which quantitative methods cannot, is breadth and richness of insight into actual consumer behaviour in a natural context. The two methods are consistent and complementary. Further research could be improved if it was longitudinal and focused on the motivations to use and value of use of PVR and other emerging technologies, e.g. video on demand, internet protocol television and mobile TV.

The paper highlights the necessity of observing actual behaviour in order to gain an accurate understanding of the impact of new technologies on behaviour.

This article argues in favor of using motion picture screens as a medium for the presentation of advertising messages. The concept and history of cinema screen advertising is examined, previous and contemporary audience research on cinema ads is presented, and an argument favoring the adoption of cinema screen advertising is offered. Virtually all of the American mass media are characterized as commercial in the sense of being largely advertising supported. The most commonplace and pervasive media‐newspapers, television, radio, and magazines—all share this characteristic. Cinema, however, is and has been supported almost entirely by patrons. Moreover, today there is much discussion as well as research on how new communications technologies might be employed to meet advertising and marketing needs. This article examines a mass communications technology which has been present for a century but has been virtually untapped as an advertising and marketing medium for reaching American consumers. Few individuals think of theatrically exhibited motion pictures as a likely medium to be supported by advertising. Introductory mass communications, advertising, and marketing texts regularly omit mention of this notion. This article argues that in an age of new communications technologies, use of this older technology for advertising and marketing carries many of the same advantages as does use of the emerging ones. This article explores the concept of cinema advertising, presents previous and contemporary audience research on cinema ads, and argues that today, especially, this long‐neglected medium should be adopted for the dissemination of information by the consumer marketing and advertising industries.