Winning a Clio advertising award and its relationship to firm profitability

Journal of Marketing Communications

Volumn 12, Issue 1, 2006, Pages 1-14

  Tippins, Michael J ^a   Kunkel, Robert A ^a  

^a UNIVERSITY OF WISCONSIN OSHKOSH   (United States)

Author keywords

Advertising creativity; Event study; Financial performance

Indexed keywords

EID: 29244470852     PISSN: 13527266     EISSN: None     Source Type: Journal    
DOI: 10.1080/13527260500247942     Document Type: Article

References (22)

1. Agrawal, J. & Kamakura, W. A. (1995) The economic worth of celebrity endorsers: an event study analysis, Journal of Marketing, 59, pp. 56-62.
2. Brown, S. J. & Warner, J. B. (1980) Measuring security price performance, Journal of Financial Economics, 8, pp. 205-258.
3. Brown, S. J. & Warner, J. B. (1985) Using daily stock returns: the case of event studies, Journal of Financial Economics, 14, pp. 3-32.
4. Chetwynd, J. (1999) The 'bump' factor: a promise of higher earnings, USA Today, 10 February, p. 2D.
5. Coen, R. J. (2002) Domestic advertising spending totals: by media bought in 2001 and 2000 (http://www.adage.com/page.cms?pageld=919, 25 September 2002).
6. El-Murad, J. & West, D. C. (2004) The definition and measurement of creativity: what do we know? Journal of Advertising Research, 44, pp. 188-201.
7. Eskin, G. J. (1985) Tracking advertising and promotion performance with single-source data, Journal of Advertising Research, 25(1), pp. 31-39.
8. Farrell, K. A., Karels, G. V., Monfort, K. W. & McClatchey, C. A. (2000) Celebrity performance and endorsement value: the case of Tiger Woods, Managerial Finance, 26(7), pp. 1-15.
9. Helgesen, T. (1994) Advertising awards and advertising agency performance criteria, Journal of Advertising Research, 34, July/August, pp. 43-53.
10. Holson, L. M. (2002) The gold starts with the nomination, The New York Times, 13 February, p. E1.
11. Horsky, D. & Swyngedouw, P. (1987) Does it pay to change your company's name? A stock market perspective, Marketing Science, 6(4), pp. 320-335.
12. Jedidi, K., Mela, C. F. & Gupta, S. (1998) Managing Advertising and Promotion for Long-run Profitability, working paper report no. 98-132 (Marketing Science Institute).
13. Lodish, L. M., Abraham, M. M., Livelsberger, J., Lubetkin, B., Richardson, B. & Stevens, M. E. (1995) A summary of fifty-five in-market experimental estimates of the long-term effect of TV advertising, Marketing Science, 14(3), pp. G133-G140.
14. Mathur, L. H. & Mathur, I. (1996) Is there value associated with initialing new advertising agency-client relations? Journal of Advertising Research, 32, pp. 1-11.
15. Mathur, L. H., Mathur, I. & Rangan, N. (1997) The wealth effects associated with a celebrity endorser: the Michael Jordan phenomenon, Journal of Advertising Research, 33, pp. 67-73.
16. Miyazaki, A. D. & Morgan, A. G. (2001) Assessing market value of event sponsoring: corporate Olympic sponsorships, Journal of Advertising Research, 41(1), pp. 9-15.
17. Ohanian, R. (1991) The impact of celebrity spokespersons' perceived image on consumers intention to purchase, Journal of Advertising Research, 19(3), pp. 46-54.
18. Smith, R. E. & Yang, X. (2004) Toward a general theory of creativity in advertising: examining the role of divergence, Marketing Theory, 4, p. 31.
19. Soriano, C. G. (2001) Oscar gold still rubbing off on winners at the box office, USA Today, 2 April, p. D4.
20. Stewart, D. W. & Furse, D. H. (2000) Analysis of the impact of executional factors on advertising performance, Journal of Advertising Research, 40, November/December, pp. 85-88.
21. Till, B. D. & Shimp, T. A. (1998) Endorsers in advertising: the case of negative celebrity information, Journal of Advertising, 27, pp. 67-82.
22. Tomkovick, C., Yelkur, R. & Christians, L. (2001) The USA's biggest marketing event keeps getting bigger: an in-depth look at Super Bowl advertising in the 1990s, Journal of Marketing Commnications, 7(2), pp. 89-108.