The Center for Interactive Advertising - ciAd Research Manuscripts

	The Future of Advertising & Education

	Interactive Audience Measurement, Media Modeling & Planning

	Information Processing, Brand Building, Technology & Cultural Issues

	Conceptual Issues, Education & the WWW

The Future of Advertising & Education

2001 Advertising Education Summit: Findings and Recommendations
A white paper, Department of Advertising, The University of Texas at Austin

The Future of Advertising Education (2000)
(HTML format--low quality | Acrobat PDF format--high quality)
A white paper by the Faculty, Department of Advertising, The University of Texas at Austin

"Forecasting the Future: What Do the Next 50 Years Have in Store for the Industry?" (Acrobat PDF format)
The American Advertiser, by Jeff Goldfarb, Spring 1999, pp. 16-20.

"Teaching Creativity" (HTML format)
Professional Report, by Nathan Huey, Spring 2000, Department of Advertising, The University of Texas at Austin.

"Thoughts about the Future of Advertising" (Acrobat PDF format)
A white paper, 1996, Department of Advertising, The University of Texas at Austin

Interactive Audience Measurement, Media Modeling & Planning

Multivariate Beta Distribution Model as a Media Exposure Model (PD format)
Working Paper, Department of Advertising and Public Relations, The University of Alabama, by Yunjae Cheong and Department of Advertising, The University of Texas at Austin, by John D. Leckenby
An Evaluation of Advertising Media Spending Efficiency Using Data Envelopment Analysis
(pdf format)
A Paper Presented in the Annual Conference of American Academy of Advertising, in Reno, NV March 30-April 2, 2006, by Yunjae Cheong and John D. Leckenby

A Comparative Analysis of Internet Audience Exposure Patterns in 1997 and 2003 (PDF format)
Working Paper, October 2004, by Hyo-Gyoo Kim and John D. Leckenby

The Hyper Beta Distribution as a Web Media Exposure Model (PDF format)
A Paper Presented in the Annual Conference of American Academy of Advertising, in Houston, TX, March 31- April 3, 2005, by Yunjae Cheong and John D. Leckenby

Beyond Effective Frequency: Evaluating Media Schedule Using Frequency Value Planning(PDF format)
Published in Journal of Advertising Research, November/December 2002,
by Hugh M. Cannon, John D. Leckenby and Avery Abernethy, pp.33-47.

An IMC Planning Framework Using Reach and Frequency Concepts (PDF format)
Working Paper, Department of Advertising, The University of Texas at Austin,
by Hyo Gyoo Kim and John D. Leckenby, 18 pp.

Creative Factors in Interactive Advertising (HTML format)
A paper presented at the 2002 Annual Conference of the American Academy of Advertising in Jacksonville,Florida, in March 2002,
by Hyo Gyoo Kim and John D. Leckenby, 31 pp.

How Media Directors View Traditional and Interactive Media Planning (HTML format)
A paper presented at the 2001 Annual Conference of the American Academy of Advertising in Salt Lake City, Utah, in March 2001,
by Hyo Gyoo Kim and John D. Leckenby, 24 pp.

Internet Reach/Frequency Estimation Accuracy by Data Collection Methods (HTML format)
A paper presented at the 2000 Annual Conference of the American Academy of Advertising in Newport, Rhode Island, in April 2000,
by Hyo Gyoo Kim and John D. Leckenby, 29 pp.

Publication Interval and Web Audience Estimation
(HTML format--low quality | Acrobat PDF format--high quality)
A paper presented at the 1999 Annual Conference of the American Academy of Advertising in Albuquerque, New Mexico, in March 1999,
by Jongpil Hong, Guohua Wu and John D. Leckenby, 29 pp.

Impact of Measurement Period on Reach, Frequency and Ranking of Web Sites (HTML format)
Published in Journal of Current Issues & Research in Advertising, Fall 1999,
by Suckkee Lee and John D. Leckenby, pp 1-10.

The World Wide Web As an Advertising Medium: Measurement of Site Traffic (HTML format in Korean: You need to download UnionWay to read this article)
Published in Korean Journal of Advertising, Fall 1998, by Suckkee Lee, 11 pp.

A 30-Year Assessment of the Media Planning Literature
(HTML format--low quality | Acrobat PDF format--high quality--1000K)
An article published in Journal of Current Issues & Research in Advertising (Spring 1997)
by Yorgo Pasadeos, Arnold Barban, Huiuk Yi and Bong-Hyun Kim, 14 pp.

Using Reach/Frequency for Web Media Planning (HTML format)
Published in Journal of Advertising Research, January/February 1998,
by John D. Leckenby and Jongpil Hong, pp. 7-20. [The above article has been selected by ANBAR Electronic Intelligence magazine of London, England, to receive its "Excellent" article rating.]

Audience Duplication Issues in World Wide Web Reach/Frequency Estimation
(HTML format--low quality | Acrobat PDF format--high quality--239K)
A paper presented to the annual meeting of the American Academy of Advertising at Lexington, Kentucky, (March 1998)
by Jongpil Hong and John D. Leckenby, 26 pp.

An Investigation of Web Site Ranking Methods (HTML format)
A paper presented to the annual meeting of the American Academy of Advertising at Lexington, Kentucky, (March 1998)
by Suckkee Lee and John D. Leckenby, 23 pp.

Consumer Dynamics on the Web--The Reality Behind the Myth
(PowerPoint HTML format | Animated PowerPoint format)
A presentation to the annual meeting of the American Academy of Advertising at Lexington, Kentucky, (March 1998)
by Steve Coffey, MediaMetrix--The PC Meter Company.

[For PowerPoint Animation ONLY: When the above html page loads, if you are running Internet Explorer 4.0 the PowerPoint Animation Player will automatically download and install. This takes some time so please be patient. To run the animation, left-click with your mouse on each slide to go to the next.]

Reach/Frequency Estimation for the Internet World Wide Web (HTML format)
A paper presented to the annual meeting of the American Academy of Advertising at St. Louis, MO, (March 1997)
by Jongpil Hong and John D. Leckenby, 22 pp.

Reach/Frequency Estimation for the Internet World Wide Web (Animated PowerPoint )
View animated PowerPoint Presentation to 1997 American Academy of Advertising by Jongpil Hong and John D. Leckenby dealing with R/F issues in media planning for the Internet (Left-Mouse Click on slides to change to next slide).

[When the above html page loads, if you are running Internet Explorer 4.0 the PowerPoint Animation Player will automatically download and install. This takes some time so please be patient. To run the animation, left-click with your mouse on each slide to go to the next.]

Audience Measurement and Media Reach/Frequency Issues in Internet Advertising (Acrobat PDF format)
This paper shows how to estimate ratings for Internet sites based upon the relationship of total site hits to unique users. This discussion is based upon a presentation at the Vancouver, B .C., annual conference of the American Academy of Advertising (March 1996)
by Jongpil Hong and John D. Leckenby, 33 pp.

Optimal Frequency in Media Planning (PowerPoint HTML)
PowerPoint Presentation to 1996 American Academy of Advertising by Cannon, Leckenby and Abernathy.

[This version runs on all platforms and is in html format.]

Information Processing, Brand Building, Technology & Cultural Issues

Attitudes Toward Mobile Advertising Acceptance and Behavior Intention: Comparison Study of Korea and U.S. (PDF format)
A Paper Presented at the Annual Conference of the American Academy of Advertising Asia Pacific in Seoul, Korea in May 31, 2007, by Jong-Hyuok Jung and John D. Leckenby, 51 pp.

Communication Dilemma and Virtual Communities as an Advertising Environment (PDF format)
A Paper Presented at the Annual Conference of the American Academy of Advertising in Burlington, VT, in April 13, 2007, by Dongyoung Sohn and John D. Leckenby, 28 pp.

Product Class Knowledge as a Moderator of Consumer's Electronic Word-of-Mouth Behavior (PDF format)
A Paper Presented at the Annual Conference of the American Academy of Advertising in Houtson, TX, in March 31- April 3, 2005, by Dongyoung Sohn and John D. Leckenby, 21 pp.

Interactive Effects of Social Structure, Information Framing and Quality on Online Information Transmission among Consumers (PDF format)
A paper presented at the 2004 Annual Conference of the American Academy of Advertising in Baton Rouge, Louisiana, in March 2004,
by Dongyoung Sohn and John D. Leckenby, 28 pp.

SEM versus Regression for Modeling of Attitude Toward the Internet Retailer (PDF format)
A paper to be presented at the 2004 Annual Conference of the American Academy of Advertising in Baton Rouge, Louisiana, in March 2004,
by Yunjae Cheong and John D. Leckenby, 21 pp.

The Role of Expected Interactivity in Interactive Ad Processing (PDF format)
A paper presented at the 2003 Annual Conference of the American Academy of Advertising in Denver-Broomfield, Colorado, in March 2003,
by Dongyoung Sohn, John D. Leckenby and Joonhyung Jee, 28 pp.

Social Dimensions of Interactive Advertising (HTML format)
A paper presented at the 2002 Annual Conference of the American Academy of Advertising in Jacksonville, Florida, in March 2002,
by Dongyoung Sohn and John D. Leckenby, 23 pp.

Locus of Control and Interactive Advertising (HTML format)
A paper presented at the 2001 Annual Conference of the American Academy of Advertising in Salt Lake City, Utah, in March 2001,
by Dongyoung Sohn and John D. Leckenby, 28 pp.

How Data Mining can Help Advertising Management (HTML format)
A paper presented at the 2002 Annual Conference of the American Academy of Advertising in Jacksonville, Florida, in March 2002,
by Seokmin Hong and John D. Leckenby, 23 pp.

The Effectiveness of Banner Advertisements: Involvement and Click-through (HTML format)
A paper presented at the 2000 Annual Conference of the Association for Education in Journalism and Mass Communication in Phoenix, Arizona, in June 2000,
by Chang-Hoan Cho & John D. Leckenby, 25 pp.

The Impact of Banner Exposure and Clicking on Attitude Changes (HTML format)
A paper presented at the 2000 Annual Conference of the American Academy of Advertising in Newport, Rhode Island, in April 2000,
by Chang-Hoan Cho & John D. Leckenby, 23 pp.

Perceived Interactivity and Attitude toward Website
(HTML format--low quality | Acrobat PDF format--high quality)
A paper presented at the 1999 Annual Conference of the American Academy of Advertising in Albuquerque, New Mexico, in March 1999,
by Guohua Wu, 22 pp.

Interactivity as a Measure of Advertising Effectiveness (HTML format)
A paper presented at the 1999 Annual Conference of the American Academy of Advertising in Albuquerque, New Mexico, in March 1999,
by Chang-Hoan Cho and John D. Leckenby, 33 pp.

A Comparative Analysis of Korean and U.S. Web Advertising (HTML format)
A paper presented at the 1999 Annual Conference of the American Academy of Advertising in Albuquerque, New Mexico, in March 1999,
by Kyu-Won Oh, Chang-Hoan Cho and John D. Leckenby, 30 pp.

How Advertising Works on the WWW: Modified Elaboration Likelihood Model (HTML format)
Published in Journal of Current Issues & Research in Advertising,
Vol. 21 No. 1 Spring 1999,
by Chang-Hoan Cho, pp. 33-50.

Branding on the Web Continuum (PowerPoint HTML format)
A PowerPoint presentation to the Preconference ("Emerging Issues: Interactive Communication in a Changing World") of the American Academy of Advertising in Albuquerque, New Mexico, in March 1999,
by Gene Kincaid of Village Elders Internet Advertising.

Factors Affecting Consumers' "Webad" Visits (pdf format)
Published in European Journal of Marketing, Vol. 32 No. 7/8 1998,
[Special Issue: Marketing in Cyberspace]
by Niranjan V. Raman and John D. Leckenby, pp. 737-748.

Audience Processing of Advertising on the WWW: Applying ELM to the Internet
(PowerPoint HTML format)
A paper presented to the annual meeting of the American Academy of Advertising at Lexington, Kentucky (March 1998), by Chang-Hoan Cho

Copytesting of Advertising on the WWW: Clicking Motivation Profile
(HTML format | Acrobat PDF format)
A paper presented to the annual meeting of the American Academy of Advertising at Lexington, Kentucky (March 1998), (Do not cite without permission of authors.)
by Chang-Hoan Cho and John D. Leckenby, 25 pp.

Internet-Related Programming Technology and Advertising (HTML format)
A paper presented to the annual meeting of the American Academy of Advertising at St. Louis, MO (March, 1997),
by Chang-Hoan Cho and John D. Leckenby, 25 pp.

Internet-Related Programming Technology and Advertising (Animated PowerPoint )
View animated PowerPoint Presentation to 1997 American Academy of Advertising by Chang-Hoan Cho and John D. Leckenby dealing with Internet-related progamming Technology (IPT) such as Java and Shockwave in relation to advertising issues (Left-Mouse Click on slides to change to next slide).

[ When the above html page loads, if you are running Internet Explorer 4.0 the PowerPoint Animation Player will automatically download and install. This takes some time so please be patient. To run the animation, left-click with your mouse on each slide to go to the next.]

Conceptual Issues, Education & the WWW

The Media Interaction Cycle (PDF format)
Working Paper, Department of Advertising, The University of Texas at Austin,
by Yunjae Cheong and John D. Leckenby, 18pp.

About the Journal of Interactive Advertising (PowerPoint HTML format)
A presentation to the "special topics" session ("Journal Issues in the Field of Advertising") of the 2001 Annual Conference of the American Academy of Advertising in Salt Lake City, Utah, in March 2001,
by John D. Leckenby and Hairong Li.

A Perspective on Advertising Research (PowerPoint HTML format)
A presentation to the "special topics" session ("Discussions with Recent Winners of the 3A Research Award") of the 2001 Annual Conference of the American Academy of Advertising in Salt Lake City, Utah, in March 2001,
by John D. Leckenby.

New Media Development: The Internet versus Traditional Media (PowerPoint HTML format)
A presentation to the "special topics" session ("Interactive and Traditional Media: How are they Different?") of the 1999 Annual Conference of the American Academy of Advertising in Albuquerque, New Mexico, in March 1999,
by Wendy Martin and John D. Leckenby.

[NOTE: An expanded table which compares the internet with traditional media types taken from the "special topics" session on "Interactive and Traditional Media: How are they Different?" is available.]

Does Traditional Media Planning Apply to New Media? (PowerPoint HTML format)
PowerPoint Presentation to a "special topics" session ("Interactive and Traditional Media: How are they Different?") of the 1999 American Academy of Advertising in Alburquerque, New Mexico, in March 1999,
by Hugh Cannon of Wayne State University.

Teaching New and Old Advertising Media (PowerPoint HTML format)
A presentation to the "special topics" session ("Interactive and Traditional Media: How are they Different?") of the American Academy of Advertising at Albuquerque, New Mexico, in March 1999,
by Hairong Li of Michigan State University.

Beyond Click-Through: The Internet as an Advertising Medium and More (PowerPoint HTML format)
PowerPoint Presentation to a "special topics" session ("Interactive and Traditional Media: How are they Different?") of the 1999 American Academy of Advertising in Alburquerque, New Mexico, in March 1999,
by Brooks Hilliard of Business Automation Associates.

Telepresence in Media and Advertising (PowerPoint HTML format)
A presentation to the "special topics" session ("Interactive and Traditional Media: How are they Different?") of the American Academy of Advertising at Albuquerque, New Mexico, in March 1999,
by Steve Edwards of Michigan State University.

Using the Internet for Teaching (Animated PowerPoint)
View animated PowerPoint Presentation to 1997 American Academy of Advertising by Leckenby dealing with advertising education at the graduate level in Internet advertising issues (Left-Mouse Click on slides to change to next slide).

[ When the above html page loads, if you are running Internet Explorer 4.0 or later the PowerPoint Animation Player will automatically download and install. This takes some time so please be patient. To run the animation, left-click with your mouse on each slide to go to the next.]

Graduate Education and the Internet (Animated PowerPoint)
View animated PowerPoint Presentation to 1996 American Academy of Advertising by Leckenby dealing with advertising education at the graduate level in Internet advertising issues (Left-Mouse Click on slides to change to next slide).

[ When the above html page loads, if you are running Internet Explorer 4.0 the PowerPoint Animation Player will automatically download and install. This takes some time so please be patient. To run the animation, left-click with your mouse on each slide to go to the next.]

Graduate Education and the Internet (PowerPoint HTML)
PowerPoint Presentation to 1996 American Academy of Advertising by Leckenby dealing with advertising education at the graduate level in internet advertising issues.
[This version runs on all platforms and is in HTML format.]