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Executional Elements

Introduction

Executional Elements' Influences in Advertising, Special issue of Journal of Business Research, Edited by John R. Rossiter, Carol Megehee and Andrew B. Aylesworth; Deadline 31 Aug 2008

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Executional Elements’ Influences in Advertising
Call for Papers for JBR Special Issue
Deadline: 31August 2008

The Journal of Business Research invites authors to submit manuscripts for a Special Issue on "Executional Elements’ Influences in Advertising." The manuscript submission deadline is 31 August 2008. The editors of the special issue seek manuscripts that address the effects of executional elements of advertising within the following scope and framework.

Scope of Articles.

The effects of executional elements in ads is a broad topic that is expanding with the emergence of ads in the new media, such as the Internet (e.g., banners and other short-form ads, website ads), interactive TV, and mobile phones (e.g., SMS, mobile-enabled Internet ads). The co-editors of this special issue are seeking both new empirical studies and review articles. Empirical studies can be limited to the effects of executional elements in one new or established medium. Reviews, which may be either expert evaluative or a meta-analysis, can also be limited to ads in a single medium or cover multiple media.

Framework.

The co-editors prefer new empirical studies and reviews that focus on the following executional variables and effects variables.

  1. Structural executional elements (for example static ad size, layout and color variables for print ads, and duration and dynamic structure variables for broadcast ads) influences on attention effects variables, which should distinguish (a) initial attention ("exposure") and (b) sustained attention ("engagement")
  2. Structural and content executional elements (message structure and message content) influences on brand awareness effects variables, which should distinguish (a) visual name or logo brand recognition and (b) verbal, category-cued, brand name recall
  3. Structural and content executional elements’ influences (as above) on persuasion effects variables, which should distinguish (a) brand benefit beliefs, (b) brand attitude or preference, and (c) brand action intention, such as purchase inquiry intent or direct purchase intent

Potential contributors may wish to read the Rossiter and Percy 1997 (Advertising Communications and Promotions Management, McGraw-Hill) textbook, chapters 8 through 10, and the Rossiter and Bellman 2005 (Marketing Communications, Prentice-Hall) textbook, chapters 8 and 9, for past evidence on the effects of executional elements in ads in various media and for an indication of the preferred framework variables. Authors should send manuscripts to all three editors by 31 August 2008. The co-editors and the blind reviewers will be the sole reviewers and accept/reject deciders for all manuscripts; the JBR Editor Arch Woodside will be responsible for style editing only. The three co-editors are John R. Rossiter, University of Wollongong and Erasmus University (john_rossiter@uow.edu.au), Carol Megehee, Nicholls State University (c_megehee@yahoo.com), and Andrew B. Aylesworth, Bentley College (aaylesworth@bentley.edu).

Manuscript Requirements:

  • Create manuscripts using Microsoft Word and submit in an e-mail attachment to all three editors on or before August 31, 2008
  • Include all authors and their full addresses on the cover page; include a separate abstract page; please double space everything on the cover, abstract, text, and reference pages and use 12-point type only.
  • Article length should be limited to 20 text double-spaced pages, not counting the cover page, abstract, tables, figures, and reference pages
  • A brief autobiographical note should be supplied, including full name, affiliation, e-mail address, and full international contact details for all authors
  • Six keywords on the abstract page should be provided which encapsulate the principal topics of the paper
  • Submissions must be in American-English–please have a native or near-native American-English speaker review document before submission
  • Send one WORD file attachment of the complete manuscript (send one additional file of exhibits in POWERPOINT if appropriate for the manuscript).

Copyright.

Articles submitted to the journal should be original contributions and should not be under consideration for any other publication at the same time. Authors submitting articles for publication warrant that the work is not an infringement of any existing copyright and will indemnify the publisher against any breach of such warranty.