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Kacy Kim publishes article in the International Journal of Advertising

Research co-authored by the assistant professor of marketing examines the relationship between advertising expenditures and perceptions regarding popular brands as held by children and mothers in the U.S.

Kacy Kim, assistant professor of marketing in the Martha and Spencer Love School of Business, co-authored the article “Kid Tested, Mother Approved: The Relationship between Advertising Expenditures and ‘Most-Loved’ Brands,” which appears in the International Journal of Advertising.

Kim and her co-authors, Jerome Williams, Rutgers University-Newark, and Gary B. Wilcox, University of Texas at Austin, explored relationship between advertising expenditures and perceptions regarding popular brands as held by children and mothers in the United States.

The article’s abstract reads:

“In this research, we examine the relationship between advertising expenditures and perceptions regarding popular brands as held by children and mothers in the United States. Our findings show that traditional media advertising expenditures positively relate with brand affinity for children and mothers, while product placement relates positively with children’s brand affinity but not with mothers’ brand affinity. A closer examination of advertising budgets reveals that marketers for the top children’s brands devote most of their advertising to TV and magazine advertisements, indicating that they still believe that traditional media play a key role in reaching the youth market. Additionally, the advertisers spend disproportionately higher amounts to reach Hispanic and African American populations.”

The International Journal of Advertising (IJA) publishes original contributions on all aspects of marketing communications from the academic, practitioner and public policy perspectives. It includes: advertising and media, direct marketing, sales promotions, sponsorship, public relations and integrated marketing communications (IMC).

Olivia Hays,
Student
3/29/2016 3:00 PM