Although the use of shocking content in advertising appeals has been widely adopted, the
effectiveness of such communication strategies has not been empirically investigated. In two …

We examine the asset value of advertising expenditures for a sample of 320 firms with reported
advertising expenditures for each of the 10 consecutive years ending in 1994. We find …

… Reprint requests and correspondence should be addressed to Kristina D. Frankenberger,
Associate Professor of Marketing, Western Oregon University, Division of Business and …

This study examines associations between company earnings and marketing communication
(ie, advertising and promotion) expenditures during recessions. Data date to 1971, a …

A survey compared adolescents (ages 14 to 18) who have never tried smoking, smoke
infrequently, or smoke regularly on three characteristics: adolescent egocentrism, risk perceptions…

As expected, internal reference prices (IRPs) and purchase intentions for two product
categories (microwave ovens and disposable razors) differed according to whether consumers …

The authors summarize the literature from marketing, health and medicine, adolescence,
communications, education, and psychology in a way that helps public policymakers segment …

The purpose of this paper is to investigate the effectiveness of shocking ad content in the
context of a public service message that advocates condom use for the prevention of HIV/AIDS. …

… FRANKENBERGER AND ALBAUM … Correspondence regarding this article should be sent
to: Kristina D. Frankenberger, Department of Business, Western Oregon State College, Mon…

Clearly, many marketing efforts are meant to portray a “good life” that is attainable through
the acquisition and ownership of advertised goods (Belk and Pollay 1985). However, there is …