How super are video supers? A test of communication efficacy

Journal of Public Policy and Marketing

Volumn 17, Issue 1, 1998, Pages 24-34

  Murray, Noel M ^a   Manrai, Lalita A ^b   Manrai, Ajay K ^b  

^a CHAPMAN UNIVERSITY   (United States)

^b UNIVERSITY OF DELAWARE   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0032378473     PISSN: 07439156     EISSN: 15477207     Source Type: Journal    
DOI: 10.1177/074391569801700104     Document Type: Article

References (49)

1. Aaker, David A. and George S. Day (1982), "Preface to Fourth Edition," in Consumerism: Search for the Consumer Interest, 4th ed, David A. Aaker and George S. Day, eds. New York: The Free Press, vii-viii.
2. ABC Advertising Standards and Guidelines (1992), Department of Broadcasting Standards and Practices, Visual Supers 1.
3. Advertising Age (1995), (December 11).
4. Alpert, Mark L., Linda L. Golden, and Wayne D. Hoyer (1983), "The Impact of Repetition on Advertisement Miscomprehension and Effectiveness," in Advances in Consumer Research, Vol. 10, Richard P. Bagozzi and Alice M. Tybout, eds. Ann Arbor, MI: Association for Consumer Research, 130-35.
5. Appelbaum, Mark I. and Eliot M. Cramer (1974), "Some Problems in the Nonorthogonal Analysis of Variance," Psychological Bulletin, 81, 335-43.
6. Baddeley, A.D. (1983), "Working Memory," Philosophical Transaction of the Royal Society of London, B203, 311-24.
7. _ (1986), Working Memory. Oxford: Oxford University Press.
8. Barlow, Todd and Michael S. Wogalter (1993), "Alcoholic Beverage Warnings in Magazine and Television Advertisements," Journal of Consumer Research, 20 (June), 147-56.
9. Bettman, James R. (1979), An Information Processing Theory of Consumer Choice. Reading, MA: Addison-Wesley.
10. CBS Television Network Advertising Guidelines (1988), CTN35.
11. Childers, Terry L. and Michael J. Houston (1984), "Conditions for a Picture Superiority Effect on Consumer Memory," Journal of Consumer Research, 11 (September), 643-54.
12. Cliffdale (1984), 103 FTC supra note 40, at 165.
13. Conover, W. J. (1971), Practical Non-Parametric Statistics. New York: John Wiley & Sons.
14. Federal Trade Commission Staff Report (1979), Consumer Information Remedies. Washington, DC: U.S. Government Printing Office.
15. Ford, Gary T. and Richard Yalch (1982), "Viewer Miscomprehension of Televised Communication: A Comment," Journal of Marketing, (Fall), 27-31.
16. Franke, George R. and Renee G. Lee (1994), "The Use of Supers in TV Commercials: A Content and Correspondence Analysis," working paper, Department of Management and Marketing, University of Alabama.
17. Frick, R.W. (1984), "Using Both an Auditory and a Visual Short-Term Store to Increase Digit Span," Memory and Cognition, 12, 507-14.
18. Hoy, Mariea G. and Michael J. Stankey (1993), "Structural Characteristics of Televised Advertising Disclosures: A Comparison with the FTC Clear and Conspicuous Standard," Journal of Advertising, 22 (June), 47-58.
19. International Harvester Co. (1984), 104 FTC 949, 1056.
20. Jacoby, Jacob and Wayne D. Hoyer (1982), "Viewer Miscomprehension of Televised Communication: Selected Findings," Journal of Marketing, 46 (Fall), 12-26.
21. _ and _ (1989), "The Comprehension/Miscomprehension of Print Communication: Selected Findings," Journal of Consumer Research, 15 (March), 434-43.
22. _, _, and David A. Sheluga (1980), Miscomprehension of Televised Communications. Hillsdale, NJ: Lawrence Erlbaum Associates.
23. Kennedy, John F. (1962), "Consumers' Protection and Interest Program," U.S. Congressional Code and Administrative News, 4139-47.
24. King, T.F. (1990), "In More TV Ads, the Fine Print Gets an Evil Eye," The Wall Street Journal, (July 12), B1.
25. Knoll, N.E. (1975), "Visual Short-Term Memory," in Short-Term Memory, D. Deutsch and S. Deutsch, eds. New York: Academic Press, 153-79.
26. Kolbe, Richard H. and Darrel D. Muehling (1992), "A Content Analysis of the 'Fine Print' in Television Advertising," Journal of Current Issues and Research in Advertising, 2 (Fall), 47-61.
27. Koler, P.A. and Roediger, H.L. (1984), "Procedures of the Mind," Journal of Verbal Learning and Verbal Behavior, 23, 425-49.
28. Leno, Jay (1992), Tonight Show, (October 15), NBC.
29. Manrai, Lalita, Ajay K. Manrai, and Noel M. Murray (1994), "Comprehension of Info-Aid Supers in Television for Social Ideas: Implications for Public Policy," Journal of Business Research, 30 (May), 75-84.
30. Miyao, Masaru, Selim S. Hacisalihzade, John S. Allen, and Lawrence W. Stark (1989), "Effects of VDT Resolution on Visual Fatigue and Readability: An Eye Movement Approach," Ergonomics, 32 (June), 603-14.
31. Morris, Louis A., Michael B. Mazis, and David Brinberg (1989), "Risk Disclosures in Televised Prescription Drug Advertising to Consumers," Journal of Public Policy & Marketing, 8, 64-80.
32. Muller, Thomas E. (1985), "Structural Information Factors Which Stimulate the Use of Nutrition Information: A Field Experiment," Journal of Marketing Research, 22 (May), 143-57.
33. Murphy, John H. and Jef I. Richards (1992), "Investigation of the Effects of Disclosure Statements in Rental Car Advertisements," Journal of Consumer Affairs, 26 (2), 351-76.
34. Murray, Noel M., Lalita A. Manrai, and Ajay K. Manrai (1993), "Public Policy Relating to Consumer Comprehension of Television Commercials: A Review and Some Empirical Results," Journal of Consumer Policy, 16 (2), 145-70.
35. NBC (1992), Broadcast Standards and Practice, 17-18.
36. Paivio, Allen (1983), "The Empirical Case for Dual Coding," in Imagery, Memory, and Cognition: Essays in Honor of Allan Pavio, J. Yuille, ed. Hillsdale, NJ: Lawrence Erlbaum Associates, 307-32.
37. Penny, Catherine G. (1980) "Order of Report in Bisensory Verbal Short-Term Memory," Canadian Journal of Psychology, 34, 190-95.
38. _ (1989), "Modality Effects and the Structure of Short-Term Verbal Memory," Memory and Cognition, 17 (4), 398-422.
39. Popper, Edward T. and Keith B. Murray (1989), "Communication Effectiveness and Format Effects on In Ad Disclosure of Health Warnings," Journal of Public Policy & Marketing, 8, 109-23.
40. Preston, Ivan L. (1989), "The Federal Trade Commission's Identification of Implications as Constituting Deceptive Advertising," Cincinnati Law Review, 57, 1243-310.
41. Richards, J.I. (1990), Deceptive Advertising: A Behavioral Study of a Legal Concept. Hillsdale, NJ: Lawrence Erlbaum Associates
42. Rubin, Ann (1993), personal communication. New York: Ayer Advertising Agency.
43. Stern, Bruce L. and Robert R. Harmon (1984), "The Incidence and Characteristics of Disclaimers in Children's Television Advertising," Journal of Advertising, 13 (2), 12-16.
44. Stutts, M.A. and G.G. Hunnicutt (1987), "Can Young Children Understand Disclaimers in Commercials?" Journal of Advertising, 16 (1), 41-46.
45. Thompson Medical Company (1984), 104 FTC, 789-808.
46. Thorelli, Hans B. (1982), "The Future for Consumer Information Systems," in Consumerism: Search for the Consumer Interest, 4th ed., David A. Aaker and George S. Day, eds. New York: The Free Press, 115-26.
47. Viscusi, W. Kip, Wesley A. Magat, and Joel Huber (1986), "Information Regulation of Consumer Health Risks: An Empirical Evaluation of Hazard Warnings," Rand Journal of Economics, 17 (Autumn), 351-72.
48. Wilkie, W. L. (1986), "Affirmative Disclosure at the FTC: Strategic Dimensions," Journal of Public Policy & Marketing, 5, 123-44.
49. Young, Stephen L. and Michael S. Wogalter (1990), "Comprehension and Memory of Instruction Manual Warnings: Conspicuous Print and Pictorial Icons," Human Factors, 32 (December), 637-49.