Advertising & the Brain

Introduction

Special issue of International Journal of Advertising, Edited by Gemma Calvert, Peter Kenning and Carl Marci; Deadline 1 Dec 2007

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CALL FOR PAPERS
International Journal of Advertising
Special Issue on the Advertising & the Brain

Guest Editors
Dr Gemma Calvert, Reader in Cognitive Neuroscience, University of Bath, UK
Dr Peter Kenning, Professor of Marketing, University of Muenster, Germany
Dr Carl Marci, Chief Science Officer, Innerscope Research, USA

Advertising works in two ways: it may trigger some immediate response and/or change the respondent’s brand memories in some way that influences later behaviour. This special issue of the International Journal of Advertising (IJA) seeks to draw on new findings from both neuroscience and psychology (N&P) to help academics, agencies and advertisers better understand how advertisements are processed, how brand memories are stored and the subsequent behavioural effects. The objective of the IJA special issue is to investigate how to deploy neuroscience and insights from psychology to produce advance MARCOMS theory and practice.

Empirical and/or theoretical papers are invited by the IJA on any aspect of N&P in relation to advertising with a greater weighting towards neuroscience. For guidance, here are some suggested topics:

  • N&P and how advertising works (e.g. contribution to brand equity).
  • N&P and selective perception.
  • Effectiveness of MARCOMS and N&P.
  • N&P and the effectiveness of media planning.
  • Negative messages (such as political advertising) compared to positive and N&P.
  • N&P communications processing in different media (e.g. print, TV, radio, sales promotions).
  • N&P communications research methods – best practice.
  • Case studies illustrating the practical use of N&P.
  • Interaction effects between media and N&P.
  • Ethical issues and implications in the use of N&P in the MARCOMS business.

Please note that papers that are selected for this special issue will be eligible for the annual Best Paper Prize of $1000, as voted by the Editorial Board.

Submissions

All submissions must conform to the guidelines of the International Journal of Advertising. For details see www.InternationalJournalofAdvertising.com.

Manuscripts should be sent to the guest editors at the following email address: IJAspecial@WARC.com.

The closing date for submissions is 1 December, 2007.

For all enquiries contact the Production Editor, International Journal of Advertising

World Advertising Research Center,Farm Road, Henley on Thames, Oxfordshire, RG9 1EJ
Tel: 01491 418688
Email: ija@warc.com