The Measurement of Issue/Advocacy Advertising Effects

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9 citations0/0 files storedCurrent Issues and Research in Advertising

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Marketing and Advertising Strategies Digital Marketing and Social Media Advertising and Communication Studies

Abstract

Abstract Issue/advocacy advertising is an established but controversial form of corporate advertising. Both supporters and critics question its effects on target audiences and debate ways to measure its effectiveness. This article reviews the research on issue/advocacy advertising effectiveness, describes current measurement approaches, and discusses directions for further research and improved practice.

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1963Experimental and Quasi-Experimental Designs for Research 1979Issue involvement can increase or decrease persuasion by enhancing message-relevant cognitive responses.1961A Model for Predictive Measurements of Advertising Effectiveness 1957Assimilation and contrast effects in reactions to communication and attitude change.1979Marketing Communications in Nonbusiness Situations or Why It's So Hard to Sell Brotherhood like Soap 1981Advertising and Communication Management 1983Recognition as a Measure of Learning from Television Commercials 1977Advocacy Advertising and Large Corporations

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