Department of Advertising

Media

BIBLIOGRAPHY:

As this web site develops, in the space below we will provide a bibliography of articles and books relevant to this topic. To the extent practical, bibliographic references will be annotated.

Anyone interested in submitting additional bibliographic material for this reference page, or for any of the others at this site, is welcome to send such material via e-mail to jef@mail.utexas.edu. Please type the references in the same format as is used here, and keep the annotations to a few sentences.

Cable Television

  1. Charles F. Keown and Leslie Freundschuh (1985). Alternative Advertising Formats for Cable Television. Current Issues and Research in Advertising, 8, (1): 175-186.

    The effects of two lengths of time (2.5 and 4 minutes) and two types of format (segmented and nonsegmented) for cable television commercials developed for five infrequently purchased products are examined in a laboratory experiment conducted with student subjects. The results indicate that subjects perceive both the 4 and 2.5 minutes commercials to be too long. It is also found that while the segmented format is more effective than nonsegmented format in enhancing recall, there is no difference between the two formats in terms of subjects' intentions to buy.

Outdoor

  1. Vincent J. Blasko (1985). A Content Analysis of the Creative Characteristics of Outdoor Advertising: National vs. Regional Differences. Proceedings of the 1985 Convention of the American Academy of Advertising, (ed.), Nancy Stephens: R17-R22.

    This study explores the degree of adherence of current outdoor advertising to the five principles for effective outdoor advertising which include short copy, simple message, simple background, product identification and creativity. 252 nonidentical billboards and painted bulletins, which are photographed in a four-mile area of the Maricopa Freeway in Phoenix, Arizona, are content analyzed. The results indicate that while national advertisers adhere to the creative principles, their local/regional counterparts do not. Specific guidelines for improvement are presented.

  2. Elliot Young (1984). Visibility Achieved by Outdoor Advertising. Journal of Advertising Research, 24 (August/September): 19-21.

    This article provides insights into the attention-getting ability of outdoor advertising based on the findings from Perception Services Research. Two hundred drivers are photographed using eye tracking devices, while viewing a 27-minute drive sequence video containing more than 200 boards, bulletin and other outdoor advertising units. Data from eyetracking and recall measures show that recall scores may not be an appropriate indicator of attention levels generated by advertising executions. Results also indicate that clutter affects the attention levels of outdoor advertising.

© 1995, 1996, 1997 Jef I. Richards
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