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This paper aims to test TV sponsorship bumper effects, for the same brand, on 30-s TV spot advertising.

An experimental study tests sponsorship bumpers and 30-s TV spot ads for eight brands, four familiar and four unfamiliar, using realistic stimuli and a sample representative of the US population.

Sponsorship boosts ad effectiveness and is measured by ad awareness and ad liking. Both effects were stronger for unfamiliar brands.

The results show that combining sponsorship with spot advertising has an additive effect. The study design did not allow tests for potential synergy (multiplicative) effects.

Advertisers can use the results to evaluate investing in sponsorship and advertising packages, which can help unfamiliar brands achieve familiar brand awareness.

To the authors’ knowledge, this is the first study to compare the effectiveness of sponsorship-boosted ads with sponsorship bumpers alone and with TV spot ads.

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.

Using the internet parallel to or after television (TV) consumption changes the way people receive news. The way information is framed by the media has been found to influence the behavior of news recipients. The purpose of this paper is to hypothesize that the exposure to TV media frames would affect a lay audience’s online information-seeking behavior.

In an experiment combining eye tracking and content analysis, participants (n=72) were exposed to one of three TV clips with different media frames (based on a full-sample content analysis) that focused on Alzheimer’s disease. After exposure, participants informed themselves about the issue online. Eye tracking allows to investigate whether individuals mainly scan information, or whether they compute information on a higher level of attention (use more thorough deliberate comparison of information and really reading information).

Three different frames of online content were identified. Framing was found to influence the individual online searching and reading of information on a descriptive level (entering search words and viewing website content) to some degree, but not on a procedural level (such as selecting online search results).

This study makes a significant contribution to the literature embedding an established theoretical process like framing effects into the internet literature. Regarding the broader theoretical context, this study shed some light on cross-media framing effects on online behavior. Applying the psychological perspective of framing theory to explain and predict online searching behavior is beneficial for specific types of online search behavior. Main limitations are the not representative student sample and the forced task that participants had to inform themselves about Alzheimer’s disease online.

The results have practical implications for the creation of TV-related websites. There can be a positive, profitable synergy of TV and online websites. The websites can complement the TV programs with the focus on information needs of the recipients depending on the TV activated audience frames. Therefore, media managers would do well to plan the contents of their websites as internet-based resources that meet the activated information needs.

This study is among the first to investigate the framing effects of TV on the online information searching behavior of individuals. A deeper understanding of how media frames, especially from TV, are affecting online information seeking will allow researchers to better explain and predict online user behavior and information needs. But still, more research is needed.

The purpose of this paper is to compare the effect of marketing communication techniques concerning product placement and TV commercials on brand recall and the purchase intention of consumers.

A sample of 420 participants randomly assigned to one of the four scenarios of an experiment watched a selected episode of a Sri Lankan TV show that consisted of commercial breaks. Then, their recall and purchase intention toward the advertised/placed brand were measured using a questionnaire and binary logistic regression was the analytical tool.

This research indicated that a combination of product placement and TV commercials forms the highest impact on both brand recall and purchase intention. The next highest impact is created solely by product placement, while sole TV commercials make the lowest impact comparatively.

This study is beneficial to brands and entrepreneurs looking for the most effective marketing communication methods to promote their brands and products to consumers.

As an initial study performed on a comparison between two commonly used marketing communication techniques, i.e. product placement and TV commercials, in the Sri Lankan context would also enrich the global marketing literature on the comparative effectiveness of both techniques, where studies are limited so far.

The purpose of this paper is to investigate the impact on consumers' memory for sponsor brands while watching sport broadcasts as a function of TV exposure and brand preconditions.

A quasi‐experimental lab study was conducted to detect the drivers of sponsor memorization during German Bundesliga TV broadcasts.

The accurate memorization depends on both exposure variables and sponsor brand preconditions. While the quantity of exposure produces additional recall the amount of on screen clutter significantly affects memory in a negative direction. Brand familiarity and previous brand purchase behavior also influence recall probability.

In order to develop the research further, the sample size should be extended to represent various customer segments. Moreover, this research has a focus on football, therefore it would be interesting to investigate if the same effects hold true for other sports.

Counting seconds of logo exposure and combining these with audience reach too narrowly considers the complexity of sponsorship evaluation. Marketing managers also need to take into account the amount of clutter on screen, i.e. the number of competing sponsors, as well as their brand preconditions.

Most research on sponsor memorization has been conducted in the field, lacking control for the independent exposure measures. Within this study, the impact of refined exposure variables was tested in a controlled lab setting.

The over‐the‐counter (OTC) drug market is highly competitive, and consumer advertising is a prominent influence in OTC drug purchase and consumption. Given current marketplace conditions, it is important to summarize OTC drug advertising research. This paper aims to review the state of the public research literature on OTC drug advertising and provide a research agenda derived from the findings.

A literature review was conducted to identify the key themes in OTC drug advertising research and secondary data were collected about the regulation, nature, functions, and scope of OTC drug advertising.

Most pharmaceutical advertising studies have focused on prescription drugs, including the majority of direct‐to‐consumer advertising investigations. OTC drug advertising has received considerably less empirical attention. Since the mid‐1970s, only 24 OTC drug advertising studies have appeared sporadically in the literature. The cumulative findings are interesting and suggestive but dated, fragmented, and incomplete. Though research interest has waned, OTC drug markets and advertising spending have not. Advertising remains a prominent OTC drug purchase and consumption driver, likely spurred on by self‐medication and Rx‐to‐OTC drug switching. The state of the public research, the social and policy implications of self‐medication, and the growing OTC drug market signal that it is time to revisit OTC drug advertising content, processes, and effects.

The paper puts the subject of OTC drug advertising back on the radar of communication, advertising, and pharmaceutical marketing researchers and offers an agenda of research questions derived from the reviewed literature to guide and stimulate future studies.

This paper aims to answer two questions: According to research carried out in the last decades, what are the factors that influence materialism in children? And, can these factors be classified in a comprehensive conceptual framework?

The paper reviews the most cited articles on the topic published in academic journals during the last 35 years, as well as a selection of articles in specific journals published during the last ten years.

A conceptual framework is provided which classifies the factors in three groups: individual factors, semi-contextual factors (family related) and contextual factors (external influences).

The classification helps to understand how the factors relate to each other, and is intended to be a tool for parents, educators and policy makers willing to understand how to deal effectively with materialism in children.

As far as is known, this paper is the first attempt to classify the factors that influence materialism in children in a conceptual framework.

Whither Public Opinion Polls? One of the bedrocks of marketing intelligence and planning is market information and the activities of market research. There has been one considerable recent blow to the reputation of market research and the researching organizations.

This paper aims to investigate the relative influence of advertising and word of mouth (WOM) for new season TV programmes, both new and returning.

The study’s longitudinal research design tracks individuals before and after possible exposure to advertising and/or positive WOM (PWOM) to model the effects of both paid versus earned media on behaviour.

This study provides contrary evidence to previous research that suggests that WOM has more influence on consumers than advertising. By controlling for viewers’ benchmark probabilities of viewing the TV programme, the effect of receiving PWOM becomes insignificant, whereas the effect of TV advertising remains unchanged. Because WOM is commonly exchanged between people with shared interests, it reaches an audience that is already highly disposed to view the TV programme.

The findings implicate that we need to reinvestigate the power of WOM to avoid misattribution of effects. This study is only study in one category, which means replication and extension to more categories are needed. The limitations of the study include the inability to control for creative differences in the execution of programme promotions or examine possible cross-media synergies for multimedia campaigns.

Findings have implications for how much to invest in WOM-generating activities. Findings also have wider implications for cross-media research and media-mix models, as different media may reach audiences with differing predispositions to act.

This is one of the rare individual-level, longitudinal studies that investigate the influence of WOM in comparison to advertising.

Although marketing functions are basically the same for services and products, there is a significant difference in the organization and implementation for exploiting a competitive advantage in business‐to‐business services.