A new order of the ages for this journal? Not really, but two major changes for us begin with this issue.

A survey of over 1,700 Hong Kong adolescents indicates that their smoking-related behaviors are related to their exposure to cigarette advertising, promotional products, and movies. American media and tobacco firms dominate these industries, resulting in strong preferences for American cigarette brands, particularly Marlboro. As a correlational study, this research does not, of itself, address the issue of causality. However, these findings do add one more dimension to a growing body of literature that cumulatively suggests a causal relationship between exposure to tobacco advertising and promotion and youth smoking.The author wishes to thank Dr. Judith Mackay, director of the Asian Consultancy on Tobacco Control, Hong Kong, and executives of the Hong Kong Council on Smoking and Health (HKCOSH) for their help in this project.

The author (Marvin Goldberg) cites 23 studies with diverse methodologies that he describes as showing a causal connection between advertising or promotional efforts for tobacco and the smoking behavior of young people.

This article describes the results of a series of tests to determine the effects of a variety of techniques on response rates to mail surveys.

Automobile industry promotional incentives to consumers have been used for 25 years, yet little empirical research exists in this specific area. This large-scale, national study investigates the influence of monthly payment incentives (rebates and low interest rates) on the decision process of both car and truck owners and lessees. Results are discussed in terms of both managerial applications and implications for future research.

The body of web advertising research has grown continuously during the last few years. Our understanding of the new medium has trailed the increasing web experience among advertisers and consumers. However, there is still one important knowledge gap, namely the communication effects of website advertising. How should websites be designed to attain brand-related communication effects?The authors wish to thank Nikita Shulakov, CEO of Sitepattern Research, for providing technical support and the SitePattern.com survey software.

This study examines Chinese consumers' perceptions and responses to web banner advertising. Results suggest that just one additional banner exposure improves Chinese users' brand recall, changes their attitude toward the brand, and increases their purchase consideration. Although clickthrough was found to be a significant predictor for banner recall, there was no evidence that clickthrough affects brand recall, attitude toward the brand, or purchase consideration. Most of the findings in this study are congruent with those reported in the 1997 IAB Study.

Based on prior research, we identified seven factors that customers might consider important in a business-to-business website. Using a rigorous scale development procedure and a field study with 606 business customers, we developed valid and reliable scales for measuring these factors. Results revealed that organization is the most important factor in a website. This is followed by nontransaction-related interactivity, privacy/security, and informativeness. The other factors (transaction-related interactivity, personalization, and entertainment) were found to be relatively less important. Managerially useful differences were found in the importance ratings of these factors for those who use the web for purchase versus those who use the web for nonpurchase activities.This research was conducted with support from a large power tool company in the midwest region who wishes to remain anonymous. An earlier version of this paper won the Best Paper Award for the Emerging Business and Technology Track at the American Marketing Association's Winter Marketing Educator's Conference 2002. The authors acknowledge helpful comments and suggestions from Mark Gavin, Ajay Sukhdial, an anonymous reviewer from the Journal of Advertising Research, and two anonymous reviewers from the AMA Winter Marketing Educator's Conference.

This article analyzes current advertisements for eye cream using deconstruction methodology. No outstanding elements emerged from the current communications when considered on a total panel basis. Some elements for advertisements showed some acceptance. Strong performing elements can be uncovered through segmentation. The segments transcend conventional ways of dividing the population and provide a new way for the advertiser to appeal to consumers.

We describe a meta-analysis of advertising conversion research findings that includes examining the influence of question framing on key output measures of advertising effectiveness. The article summarizes findings for 32 tourism-advertising studies. Two hypotheses are tested: (H1) the response rate to questionnaires mailed to sampled advertisement inquirers is lower when the brand sponsoring the study is identified versus not identified; and (H2) the estimated buyer/inquirer conversion rate is higher when the brand sponsoring the study is identified versus not identified. The findings support H1 and strongly support H2. Conclusion: framing a study and questions to persons sampled by referencing these persons' prior known requests for information about a given brand is likely to reduce interest in responding among nonbuyers of the stated brand and bloat estimates of inquiry-to-purchase conversions for the brand. To confirm and estimate the size of such distortions, we recommend designing-in context manipulations in planning surveys to measure the effectiveness of inquiry-generating advertisements.The very helpful comments by Art Kover and JAR reviewers on an earlier version of this report are acknowledged with appreciation.

It is clear from the literature that clients the world over expect much the same services of their advertising agency, regardless of industry type or company size— thus it is very difficult for agencies to segment their markets in a meaningful way. This research describes a field test of the idea that clients' market orientation provides such a segmentation base. When selecting an advertising agency, market-driven companies exhibit quite different organizational behavior and hold different evaluative criteria than do less market-driven companies.This work was completed with help from a research grant from Hallym University.

The authors apply recent advances in creativity theory to discover perceptual differences in the factors of strategy, originality, and artistry among creatives and noncreatives. It was found that current advertising position influences subjective perceptions of what constitutes creative advertising. Creatives tend to perceive advertisements as more appropriate if they are artistic, but account executives tend to perceive advertisements as more appropriate if they are strategic. The study also indicates that creatives have a distinctive preference for a strong originality component to strategy. To be original within the confines of a tight strategy is perceived as the most creative by advertising creatives. Account executives are so focused on strategy, they will often accept artistic advertisements as a substitute for truly original work. The authors consider future research implications of the study and its limitations.

An unbiased comprehensive oversight synthesis of three decades of gender-related advertising research is undertaken. Seventy-six articles found in premiere marketing, psychology, sociology, and communications journals were reviewed. Findings of the gender role research indicate advertisements are generally moving toward a slightly less stereotypical stance. Findings of the selectivity hypotheses research indicate females versus males process advertisements differently. Findings of the spokesperson gender effects research indicate controversy exists, and the gender advertising response literature findings assert gender differences in advertising responses exist. Finally, the gender brand positioning literature specifies gender differences exist. The findings are synthesized and implications are suggested.

This book is a lot more than what the title might imply. It is not just a well-written romp through Bogart's professional life and his findings about everyday behavior. Bogart's conclusions apply to both market research and public opinion polling and also to major parts of our world. He has data.