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To entice new donors and spread awareness of the charitable cause, many charity campaigns encourage donors to broadcast their charitable acts with self-promotion devices such as donor pins, logoed apparel, and social media hashtags. However, this voluntary-publicity strategy may not be particularly attractive because potential donors may worry that observers will attribute their publicized charitable behavior to "impure" image motives rather than "pure" altruistic motives. We propose and test a counterintuitive campaign strategy—obligatory publicity, which requires prospective donors to use a self-promotion device as a prerequisite for contributing to the campaign. Five studies (N  =   10,866) test the application and effectiveness of the proposed strategy. The first three studies, including two field experiments, find that obligatory-publicity campaigns recruit more contributions and campaign promoters than voluntary-publicity campaigns. The last two studies demonstrate that the obligatory-publicity strategy produces a greater effect among people with stronger image motives and that the effect is mitigated when the publicized charitable act signals a low level of altruism. Finally, we discuss limitations and implications of this research. [ABSTRACT FROM AUTHOR]

In 1999, The Sopranos (HBO, 1999–2007) was the first-ever nominee from premium or basic cable in the Primetime Emmys' Outstanding Drama Series category, a slate annually dominated by broadcast dramas; by 2012, the broadcast networks had been completely omitted from the Emmy category's nominations, ceded to the prestige cable (and later, streaming) dramas that had been influenced by HBO and The Sopranos. This article uses this turn to consider the impact on the development of broadcast dramas, examining how one broadcast network, NBC, tried to compete with cable and streaming prestige dramas from 2012–2016, an era in which no broadcast drama was nominated for the Emmy prize. By examining trade dispatches, the article demonstrates that NBC prioritized familiarity and formula rather than edgy, acclaimed dramas to stabilize its shaky primetime schedule, an aim emblematized by NBC's divergent promotion of its critically-acclaimed dramas This Is Us (NBC, 2016–2022) and Hannibal (NBC, 2013–2015). NBC's response invites us to consider the value of the Emmys to contemporary broadcast networks in the era of 'Peak TV', as well as the role that conglomeration plays in allowing broadcasters to consign prestige dramas to sibling cable channels and streaming platforms. [ABSTRACT FROM AUTHOR]

Word-of-mouth (WOM) marketing has recently attracted a great deal of attention from marketers, especially since the emergence of social media. Three field experiments demonstrate the effects of consumer mind-set (i.e., competition versus collaboration) on narrowcasting and broadcasting intentions and actual behaviors. The results show that a collaborative mind-set promotes narrowcasting, whereas a competitive mind-set encourages broadcasting. Further, self-affirmation moderates the relationship between consumer mind-set and broadcasting. Our findings provide important insights into investment prioritization and resource allocation when managing WOM campaigns. [ABSTRACT FROM PUBLISHER]

Women have been represented by stereotypes and gender roles in the advertising industry for years. A new era of strong women representations has begun with female empowerment activities in advertising. Female empowerment in advertising is called femvertising. Femvertising activities aim to destroy stereotypes in advertisements, ignore sexuality, give pro-female messages, and represent women in an authentic way. The purpose of the study is to investigate women's representations in television advertising by analyzing stereotypes and female empowerment in Turkey. For this purpose, television advertisements, broadcasting on Turkish television channels between September 2020 and November 2020, were examined by content analysis. In Turkey, television ratings and shares were lower in Summer 2020, and started to rise after September 2020. Due to the increase in ratings and shares in Fall 2020, the television advertisements broadcasted in September, October, and November 2020 were included in the research to understand women representations in Turkish television advertising. A total of 189 television advertisements were analyzed after eliminating all repeated advertisements during this period. A coding schema was formed to examine the advertisements, and the criteria from previous studies such as gender, narrator, age, roles, characters, and empowerment activities were used in the coding schema. Findings revealed that women continue to be represented by stereotypes and shown in passive roles such as parenting and housekeeping. Female empowerment activities were used in only 28 of 189 advertisements. The research contributes to the literature of women's studies in terms of showing the latest findings related to women representations in broadcast advertising. [ABSTRACT FROM AUTHOR]

The central aim of this study was to evaluate the broadcast strategies of Australia's 2 leading commercial sports leagues, the Australian Football League and the National Rugby League. Specifically, the research focused on assessing the degree of exclusivity and geographic reach embedded in each broadcast agreement. In doing so, the research considered the impact of strategy in providing value to the broadcasters and teams, as well as utility to fans of each league, within Noll's framework of broadcasting principles. [ABSTRACT FROM AUTHOR]

Lucy Richardson Milligan organised a series of radio talks entitled 'Our American Way of Living' to be broadcast during the intermissions of the Metropolitan Opera broadcasts in 1940-41. She deliberately set out to counter fascist propaganda and embedded her talks within a program that had a very large audience. By doing so she co-opted one of the techniques of Nazi propagandists and did so in the year before the US entered WWII. [ABSTRACT FROM AUTHOR]

Copyright of Historia y Comunicación Social is the property of Universidad Complutense de Madrid and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Zimbabwe's Broadcasting Services Amendment Act (BSAA; 2007) unveils a commitment towards multilingual broadcasting for public broadcasting. This study cross-examines the design of the multilingual broadcasting policy in the Act, and its subsequent implementation at the Zimbabwe Broadcasting Corporation (ZBC), with particular attention to the treatment of indigenous languages. Empirical data for this study is drawn from purposively selected broadcasting personnel, academics and radio/television audiences. The study is grounded in the concepts of linguistic hegemony, political economy of communication and media economics. The study shows that the implementation of the multilingual broadcasting policy apparent in the BSAA (2007) is restricted by the sociolinguistic, political, economic and global factors which determine language choices and practices in broadcast media. This study is a significant contribution to the meagre scholarship on the nexus between language and media policy, particularly language policy of broadcast media in Zimbabwe, and Africa in general. [ABSTRACT FROM AUTHOR]

As a result of the diminishing effectiveness of broadcast advertising, firms are increasingly turning to product placements in films and television to promote their products. A growing stream of product placement research has conducted surveys of consumer and practitioner views on the practice and experiments to gauge product placement's impact on brand awareness, attitudes, and purchase intent. However, there is no evidence of whether firms' investments in film product placements are worthwhile. The event study of 126 product placements in successful films during 2002 reveals a mean cumulative abnormal return of .89% during the film's opening, indicating that product placement in a successful film is associated with positive movements in firm stock prices. Cross-sectional analysis of the returns offers new insight into how product, film, and execution factors influence the placement's worth. The authors find that placement abnormal returns are enhanced by tie-in advertising and brand equity but are inhibited by audience absorption, critical acclaim, and violent film content. Placement modality, character associations, and blatancy also significantly affect the placement's value. [ABSTRACT FROM AUTHOR]

An empirical investigation was conducted to evaluate the simultaneous presentation of advertising and television programming. This format was compared to the sequential presentation format in terms of ad-avoidance intention, generation of cognitive responses, and brand evaluations. Results indicate that the simultaneous presentation format reduces ad-zapping intentions. However, the distraction effect of the simultaneous viewing of the program leads to a reduction of the dominant cognitive response generated by the advertising message. Compared to sequential presentation, simultaneous presentation of advertising and programming reduces support arguments and brand evaluations for relatively strong messages, but not for relatively weak messages. [ABSTRACT FROM AUTHOR]

The current study documents the prevalence of product placement in prime-time television, while also providing crucial criteria to consider in tackling the measurement issue of this emerging industry. Content analysis was used to capture placement techniques in various types of programming, including storied programming (e.g., dramas and situation comedies) and nonstoried programming (e.g., news programs, game shows, and sporting events), as well as to examine differences between plugs and placements. Consumer product placements were differentiated from other types of brand placements, such as services, sports, and entertainment. Finally, the growth of placements was contrasted with data from five years earlier. The findings reveal many similarities with earlier research, but also suggest that much work is still needed to maximize the effectiveness of product placements among marketers. Implications for consumer researchers and industry professionals are provided. [ABSTRACT FROM AUTHOR]

Over the last three decades, a substantial body of research has accumulated seeking to address how exactly advertising, and in particular television advertising, influences children. Yet, given the diversity of methodologies used and the findings presented, it has been suggested that a common consensus on how exactly advertising affects children has not been reached (Gunter and Furnham 1998). This paper presents a brief overview of the literature addressing children's understanding of advertising with a view to identifying the contributions to date in this area and the accompanying gaps, omissions and under-researched perspectives. Findings are then presented from an exploratory study of eight and nine year old children with a view to providing a description of how they relate to television advertising. This qualitative study is part of an ongoing research project focusing on children of this age group. [ABSTRACT FROM AUTHOR]

This research examines differences in consumers' sympathy and empathy responses to televised drama commercials. The research framework is multidisciplinary, for construct definition from humanities disciplines (aesthetics and philosophy) grounds the empirical testing of sympathy and empathy responses to advertising. Valid and reliable measurement instruments are developed to test relationships between sympathy and empathy as responses to classical and vignette advertising dramas. Results of two experiments indicate that sympathy responses mediate the effect of a drama advertisement's form on empathy responses, with both sympathy and empathy directly enhancing positive attitudes to an advertisement. [ABSTRACT FROM AUTHOR]

The role of involvement as a mediator of advertising effectiveness is considered. A review of the literature demonstrates that the role may not be straightforward, especially taking into account factors built into advertising planning grids such as the FCB or Rossiter-Percy grids. An analysis of influences on an audience's predisposition to become involved, as well as features of advertising likely to encourage involvement, is presented. Specifically, advertising involvement is examined in depth. Both general disposition to advertising and to a specific advertisement are considered. The television advertising disposition segmentation, consisting of acceptors, players, rejecters and uninvolved, which was discussed at MRS Conferences between 1984 and 1997, is reviewed for its relevance to involvement. A programme of research examines the extent to which disposition to different media is consistent and whether mixed media campaigns can reach rejecters or those not involved in one type of media. In addition, the sensitivity of a new measure of involvement with specific advertisements is examined. [ABSTRACT FROM AUTHOR]

Consumers' and marketers' growing reliance on digital and social media has significantly influenced the nature of communications. Importantly, new communication mediums have made it easier for communicators to provide recommendations to a single individual (i.e., a one-to-one communication known as narrowcasting) as well as to large numbers of individuals (i.e., a one-to-many communication known as broadcasting). The current research assesses the impact of advice scope (either narrowcasted or broadcasted advice) on consumers' likelihood of taking advice. Across two experiments, we demonstrate that the acceptance of broadcasted or narrowcasted advice is dependent upon tie strength between the advisor and the advisee. Furthermore, we highlight the role of psychological reactance in consumers' response to narrowcasted and broadcasted advice. Our results extend prior research on consumer advice utilization and identify situations where broadcasted advice may be more persuasive than narrowcasted advice. [ABSTRACT FROM AUTHOR]

The widespread use of the Internet has generated profound changes in the media over the past two decades. The rise of new media, far from being limited to incorporate a new broadcast channel, has caused profound changes in the way audiences consume media and participate in its contents. Similarly, the term innovation has also expanded from its traditional sense relating to the technological advances in industrial environments to a wider conception in which improvements in services, in products, in marketing and work organization are also included. This article discusses these concepts and lists the innovations produced in the field of media and, especially, those that can be considered as social innovations. [ABSTRACT FROM AUTHOR]

Major shortcomings in a recently published group key establishment protocol are described; this protocol enables any participant to choose and broadcast a secret key to a group of other participants. We show that any valid recipient of a broadcast can successfully impersonate the originator of that broadcast to send a new key to the original set of recipients. Also, if a broadcast key is ever compromised, then any party (insider or outsider) who learns this key can force its reuse indefinitely. These shortcomings are sufficiently serious that the protocol should not be used. [ABSTRACT FROM AUTHOR]

Copyright of Romanian Journal of Journalism & Communication / Revista Română de Jurnalism şi Comunicare- RRJC is the property of Romanian Journal of Journalism & Communication and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The article focuses on the American drama/anthology television series "Kraft Television Theatre" ("KTT"), between 1951 and 1955, and how a blacklist of entertainers was created to appease anticommunist views of the show. Topics include how the blacklist was a form of political repression, the role of American advertising agency J. Walter Thompson, and the influence of sponsors and advertising agencies.

A fundamental challenge to media planners in using television advertising is to choose a daypart (time of day) combination that will achieve efficient delivery of an audience. The author addresses audience accumulation by daypart allocation with a household-level exposure model using viewing records from single-source data. By retaining the behavioral assumption of a popular beta binomial distribution model, exposure by each household within each daypart during each week is assumed to follow a binomial process with a distinct exposure probability that is inferred from the household's past exposure history. The model captures exposure heterogeneity nonparametrically by household-specific exposure probabilities rather than fitting a parametric beta function, and automatically accounts for audience duplication across dayparts. This approach is made possible by the availability of large-scale household-level exposure records obtained from audimeters and the increasing computation power of personal computers. An example of spot allocation to dayparts shows how media planners can use the model to obtain insights into audience accumulation. [ABSTRACT FROM AUTHOR]

The split 30-second commercial format has become a regular feature of today's television advertising. Yet, little is known about the effectiveness of commercials presented in the two halves of a split :30. The authors report findings from a laboratory experiment in which the similarity of commercials presented in the two halves of a split :30 format was systematically varied. In a factorial design, subjects were exposed to either two identical :15s, two very similar :15s, or two very different :15s for the same brand. Memory of the advertised brand was measured after either a short interval (within a few minutes of message exposure) or a long interval (the next day). Results provide preliminary support for the assertion that presenting identical :15s leads to better memory after short intervals and presenting different :15s produces better memory after long intervals. The findings are explained through a variation of the encoding variability theory. [ABSTRACT FROM AUTHOR]

Despite cultural similarities between the United States and the United Kingdom, there are substantial differences between American and British television advertising. British commercials tend to contain less information, employ a soft sell rather than a hard sell approach, and attempt to entertain the viewer. British viewers' opinions of advertising are also more favorable than those of American viewers. It is important that scholars and practitioners concerned with these two markets and with international advertising generally be aware of these differences and understand why they have evolved. Possible explanations are evaluated and implications of these findings discussed, including areas for future research. [ABSTRACT FROM AUTHOR]

In an attempt to reconcile past modality research, Leigh (1991) used Multiple Resource Theory while emphasizing the role of audio/visual congruency and task difficulty. This paper provides an alternative interpretation by reviewing Multiple Resource Theory from an involvement perspective. Past modality studies are organized and integrated based on the level of consumer involvement in the stimulus ad. Empirical findings are shown to be highly consistent with this approach. Suggestions for future modality research are presented. [ABSTRACT FROM AUTHOR]

The research literature on the processing and cognitive response differences among broadcast media is reviewed and considered in relation to recent theoretical advances, with particular attention being given to resolving the inconsistent findings between the studies. Suggestions are provided for conducting research on the subject. [ABSTRACT FROM AUTHOR]

Media owners and managers possess great power to select (and reject) advertising submissions. Regardless of the directives (or absence) of any self-regulation code, no television station must accept any commercial advertising it does not wish to carry. This study requested descriptions of the standards, guidelines and day-to-day concerns from U.S. commercial broadcast stations, asking the policies, procedures and nature of standards for deciding which commercials are acceptable for broadcast. [ABSTRACT FROM AUTHOR]

Despite the importance of diary measures, the dominant method used to measure radio audiences, few studies have been published concerning the accuracy of those measures. Several different measures of car radio audiences were conducted over a three, month period, including an audio tape of each subject's car radio listenership, in order to assess the accuracy of diary measures of car radio audiences. [ABSTRACT FROM AUTHOR]

Although there are studies of the portrayal of blacks in magazine ads and television commercials, information regarding Hispanic portrayals in this regard is quite limited. This paper uses content analysis to determine how both of these minority groups were portrayed in network television. Based upon an assessment of three hours of prime-time programming for one week on the three major U.S. television networks (ABC, CBS, NBC), commercials with blacks continue to increase (26 percent of all ads with live models) and are increasingly likely to be racially integrated. Blacks are portrayed more in large groups, mainly in minor or background roles. Hispanics appeared in only six percent of the commercials with live models, primarily in background roles. A second analysis using three new coders indicated that coder ethnicity or race mat affect the judgments made in content analyses involving minority groups. While the Anglo coder produced essentially the same results as did the Anglo coders in the first study, the black coder saw blacks in more significant roles than did either the Anglo or Hispanic coder. Similarly, the Hispanic coder identified more Hispanics and saw them in more important roles than either the Anglo or black coder. [ABSTRACT FROM AUTHOR]

Affectively-valenced television commercials for supermarket products were used as treatment stimuli in a laboratory test of the role of the attitude toward the ad construct. Results show that affect generated by TV commercials does influence attitude toward the advertised brands. However, the lack of support for hypotheses designed to rule out alternative mechanisms which might account for this linkage leaves the proposed classical conditioning mechanism open to question. [ABSTRACT FROM AUTHOR]

There is general disagreement among practitioners as well as those involved on the academic side of advertising whether or not television commercials can now be considered art. This discussion attempts to clarify what art is, what functions it performs, and then investigates how closely television commercials parallel these various definitions. Commercials are examined in several ways: the nature of art and the nature of commercials, the necessity of limitations in art and commercials, parallels between painting and commercials, commercialism and art, team art and lastly art in literature/drama, the visual side and commercials. [ABSTRACT FROM AUTHOR]

This investigation (1) identifies the variables which influence radio rate structure and (2) determines the extent to which these variables influence spot prices differently for stations with fixed rate cards and stations with grid rate cards. Regression analysis was employed to investigate the relationship between the independent variables (average quarter hour audience, station format, consumer spendable income per household, market population, number of radio stations per market) and the dependent variable (station rates) for both fixed and grid rate stations. A Chow test and a series of univariate t-tests were then used to investigate the differences between the regression equations, revealing that stations with grid rates do not base spot prices on audience delivery as much as stations with fixed rates. The major implication is that advertisers should avoid buying time from the top of the grid whenever possible, as these rates are priced higher than fixed rates yet deliver fewer listeners per dollar. [ABSTRACT FROM AUTHOR]

This study investigated the possible effect of television program types on the recall performance of humorous television commercials. An experimental design was developed to test the relative performance of the same humorous and non-humorous ads in three different contextual environments--situation comedy, action/adventure, and documentary. The findings indicate that the recall performance of commercials and of the product or service promoted are both affected by the program environment within which the ads appear. [ABSTRACT FROM AUTHOR]

Individual TV advertising spots may vary as much as five rating points from one week to the next which implies that summary measures of audience delivery of TV advertising schedules composed of multiple spots could vary quite drastically. Obviously this would have a marked effect of cost per thousand calculations which is a common criterion for choosing between alternate TV advertising schedules. Based upon examination on a large number of TV advertising schedules, however, this study reports that weekly changes in audience ratings of individual spots comprising an advertising schedule tend to cancel out so that total schedule audience delivery and cost per thousand estimates are not greatly affected over a two week period. [ABSTRACT FROM AUTHOR]

Despite the frequent discussion and usage of comparative advertising, very few studies have empirically examined the phenomenon. This article reports the findings of a content analysis of 896 nationally televised advertisements. Results on the types of products compared, the competitive advantages stressed, the extent to which competition is noted, and the frequency of comparative advertising are reported. The study showed that strictly defined comparative advertisements are a relatively small percentage of total national television advertisements. Results also suggest that certain product types are more likely to utilize comparisons. Furthermore, quality is clearly the most common attribute stressed in comparative advertisements. [ABSTRACT FROM AUTHOR]

Politicians, broadcasters and advertising practitioners have shown concern over problems associated with political advertising. These problems include allocated time to political advertising in the broadcast media, content of political advertising and cost of political advertising through the broadcast media. Previous discussion of these problems has focused on one or two problem areas with limited discussion of proposed solutions. This article integrates positions on these problem areas and provides an overview of proposed solutions. [ABSTRACT FROM AUTHOR]

The authors examine the conditions under which children are likely to make attitude-consistent choices in response to a television commercial. Two experiments show that children's age and the demands of the choice task are determinants of attitude-behavior consistency. These findings are discussed in terms of children's decision-making abilities and the more general issue of how attitudes are related to behavior. [ABSTRACT FROM AUTHOR]

In four sessions over a two-week time period, 32 women and 32 men viewed 128 randomly selected prime-time and daytime television commercials from early 1980. In an adaptation of Schneider's person perception approach, the viewers rated the models on a set of 13 social psychological attributes which were subsequently factor analyzed into three factors: responsible-mature, social image-status, and independence. Perceptions of male and female models differed as a function of time of airing and product, but not as a function of the viewer's sex. Overall, women were not portrayed in a more negative way than men are portrayed in today's (1980) television commercials. [ABSTRACT FROM AUTHOR]

This article presents a short objective test for measuring children's attitudes toward television commercials. The test is shown to have high internal-consistency reliability ( = .69) and satisfactory test-retest reliability (r = .67) for a sample of 208 4th through 6th grade children. Extension of the test for use with younger children and its modification for measurement of children's attitudes toward other forms of advertising are discussed. [ABSTRACT FROM AUTHOR]

Music is an increasingly prominent and expensive feature of broadcast ads, yet its effects on message reception are controversial. The authors propose and test a contingency that may help resolve this controversy. Experimental results suggest that message reception is influenced by the interplay of two musical properties: attention-gaining value and music-message congruency. Increasing audience attention to music enhances message reception when the music evokes message-congruent (versus incongruent) thoughts. [ABSTRACT FROM AUTHOR]

Although copy testing of advertisements is common, the accumulated results of such tests are rarely used to assess the relative importance of different presentation characteristics. An analysis of 832 radio commercials covering 31 product categories is presented as an example of how cumulative data may be used to develop insights that can be used to improve the effectiveness of advertising. [ABSTRACT FROM AUTHOR]

Antismoking forces hailed the ban on cigarette advertising in the broadcast media as a major victory in their campaign against the tobacco industry. Expectations were that this legislation would reduce the percentage of smokers in the population and the number of young adults adopting the smoking habit. But the percentage of adult smokers actually rose slightly following the ban. In light of this fact, a natural question is, "What exactly has been the effect of the ban?" This paper attempts to provide information relevant to this question by examining trends in cigarette advertising expenditures and cigarette consumption. [ABSTRACT FROM AUTHOR]

It is now possible, using electronic techniques, to speed up a radio commercial without a perceptible change in general voice quality. Results of experiments reported here suggest that radio advertisers might achieve a heightened impact, and require less time for their messages, if they use electronic speech compression. [ABSTRACT FROM AUTHOR]

The FTC's corrective advertising remedy has been a subject of controversy and debate since it was first introduced in 1970. Yet relatively little empirical research has been performed to assess the impact of this measure. This article reports the results of an experimental study of the communication effects of alternative types of affirmative disclosure. The authors' findings raise some important questions for marketers and public policy makers about the effectiveness of the corrective advertising remedy. [ABSTRACT FROM AUTHOR]