The three key ad elements (brand, pictorial, and text) each have unique superiority effects
on attention to advertisements, which are on par with many commonly held ideas in …

In recent years the popularity of social media influencers has grown exponentially, in part
because influencers tend to not be seen as advertising and they enable brands to reach …

In the early 1990s various studies showed the importance of advertising likeability for
advertising effectiveness. Has the role of advertising likeability changed since then? We …

Although competition for viewers' attention to sponsorship signage in sport telecasts has
become a growing issue in sponsorship-linked marketing, sport management research has …

Neuromarketing has become popular and received a lot of attention. The quality of video
commercials and the product information they convey to consumers is a hotly debated topic …

Prior research has found that advertising contextual information can affect how consumers
evaluate the target ad as well as the brand. This study extends the existing research by …

This research compared the effectiveness of fear and hope appeals in green
communications when the issue was framed as either global or local. Results showed that …

This research explores how same-language subtitles—on-screen text that matches the
spoken language—can enhance advertising effectiveness for television commercials on …

A compelling compilation of short entries, longer topical essays, and primary source
documents that chronicles the historical development of the United States from an economic …

Eye‐gaze tracking has been shown to deliver valuable information about how people view
advertisements and what they pay attention to. However, practical difficulties in its …