comm review #3 - DiFranza et al(1991 When was the Old Joe...

Info icon This preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
DiFranza et al. (1991) When was the Old Joe created? 1988 4 Marketing Measures: 1. Recognition. Compared the proportions of teenagers and adults aged 21 and over who recognize Old Joe cartoon character. 2. Recall. Compared the ability of teenagers and adults to recall from a masked Old Joe advertisement then type of product being advertised and the brand name. 3. Appeal. Compared how interesting and appealing a series of Old Joe cartoon character advertisements were to teenagers and adults. 4. Brand preference. Compared brand preferences of teenaged smokers prior to the Old Joe cartoon character campaign with those of 3 years into the campaign to determine if the campaign had been more effective with children or with adults, and to determine if Camel had been repositioned as a children’s brand. Results: Children most likely to recognize Old Joe cartoon. Children more successful than the aduts in identifying the product being advertised and the Camel brand name. Children ofund Camel advertisements more appealing than adults. Camel cigarettes are now most popular with children and progressively less popular with older smokers. Smith and Atkin (2003) Children’s Comprehension of Ads : Distinguishing Programs and Commercials: Older children 9-12 paid less full attention during commercials than did their younger counterparets 5-8. These results show that older viewers may be more likely to detect commercials and thus tune out such content when it appears on screen. Youth are more likely to recognize commercials on perceptual qualities of the ad, such as its length. Older children, are more likely to rely on conceptual methods arrticuted of programming. Majority of children 4-5 can make distinctions between programs and commercials. 1. Look at child’s attention. 2. Identify when commercial comes on. 3. Verbal questions Persuasive Intent: 8-10. Middle-elementary school Older children should be more likely than younger children to comprehend the persuasive intent of advertising and to realize that the strategies used in such messages may be biased or misleading. Comprehension of selling intent increases with age. Children typically do not understand selling intent until mid elementary school. Older kids less trusing of advertising. Young kids think that commercials function as information, not persuasion.
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
1. Kids should trust advertising more when they don’t understand persuasive intent. 2. Increased skeptisim (affect) toward commercials. Intended Effects: Product Purchase Requests: 4 methods to study this: 1) self-report survey 2) Diary study- mothers filled out product requests in viewing logs for 4 weeks 3)Projective technique or story completion- shows kids show discretion in the products they ask for 4) Behaviroal observation Childern who watched more Sat. morning TV asked for more oofd requests. Exposure to TV advertising increases children’s purchse influence attempts, with heavy viewers of TV more likely to make such product requests than light viewers. Older children make
Image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern