Leonard Reid

The University of Georgia, Advertising and Public Relations, Emeritus

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Ph.D., University of Illinois; previous faculty position: Arizona State University and Michigan State University; Affiliate professor of mass communication at Virginia Commonwealth University; Fellow of the American Academy of Advertising; Former editor of the Journal of Advertising; author or co-authors of 125+ journal articles.
Supervisors: S. Watson Dunn, Arnold M. Barban, and Norman Denzin

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Seth T. Pardo

Alliant International University

Nicholas Bowman

Texas Tech University

Charles Zuckerman

Boston College

Han Woo PARK

Yeungnam University

Dawn Bennett

Bond University

Hashim Muhammad Suleiman, PhD

Ahmadu Bello University, Nigeria

Abraham Khan

University of Arkansas

Ralph Berenger

American University of Sharjah

Jimmy Sanderson

Texas Tech University

Tara Mortensen

University of Southern California

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Papers by Leonard Reid

The proceedings of the 1992 conference of the American Academy of Advertising

American Academy of Advertising eBooks, 1992

Do Consumers Trust Healthy Menu Advertising from Fast Food Brands? Influence of Brand and Consumer-Related Factors

Global fashion management conference proceeding, Nov 5, 2020

The Impact of Family Group Interaction on Children's Understanding of Television Advertising: An Aspect of Consumer Socialization

Abstract This participant observation study examined the impact of family group interaction on ch... more Abstract This participant observation study examined the impact of family group interaction on children's understanding of television advertising. The observations, grounded in naturalistic family viewing settings, suggest that a child's level of understanding is a product of family group interaction concerning consumer-related skills and other social experiences that the child carries to viewing situations.

The Effectiveness of Advocacy Advertising Versus Publicity in a Public Relations Situation

Communication Research, 1985

Direct-to-consumer prescription drug advertising: history, regulation, and issues

PubMed, Mar 1, 2010

Direct-to-consumer advertising has changed the way prescription drugs are marketed in the United ... more Direct-to-consumer advertising has changed the way prescription drugs are marketed in the United States. This article traces the history of direct-to-consumer advertising of prescription and over-the-counter medications and describes how drug advertising is regulated and by whom. It also discusses the controversies that surround direct-to-consumer marketing of prescription drugs.

Promoting Healthy Menu Choices in Fast Food Restaurant Advertising: Influence of Perceived Brand Healthiness, Brand Commitment, and Health Consciousness

Journal of Health Communication, Apr 3, 2018

Fast food restaurants have increasingly turned to healthier choices to counter criticisms of nutr... more Fast food restaurants have increasingly turned to healthier choices to counter criticisms of nutritionally poor menu offerings and to differentiate themselves from the competition. However, research has yet to specifically investigate how consumers respond to advertisements for these healthier foods. To address this knowledge gap, two experiments were conducted to examine how perceived brand healthiness, brand commitment, and health consciousness influence responses to nutrient-content claimed print advertisements for healthy foods. Findings indicate that consumer responsiveness varies across the three factors but is more positive for advertisements placed by perceivably healthy restaurant brands, and that brand commitment and health consciousness play significant roles in affecting how consumer respond to such advertising. Several theoretical and managerial implications of the findings are discussed. Fast food advertising has been a frequent target of criticism, because it promotes unhealthy fast foods (Harris, Schwartz, & Brownell, 2010). Critics charge that the dollars spent annually to advertise these nutritionally poor food choices (e.g.

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ADTRUST Scale

PsycTESTS Dataset, 2009

Judgments of Highly Creative Advertising: Presence of Functional Matching and the FCB Planning Model in Clio-Winning Advertisements

Creativity Research Journal, Apr 3, 2018

Highly creative advertisements are the end-products of creativity in advertising, and their creat... more Highly creative advertisements are the end-products of creativity in advertising, and their creation is generally thought to be driven by strategic planning. Thus, 534 Clio-awarded advertisements from the years 2011-2014 were content-analyzed to determine whether implications of two popular planning frameworks, functional matching and the Foote, Cone, and Belding Planning Model, were present in the industry's best creative work. Since 1960, the Clio Award Program has annually recognized the world's most creative advertisements. Clio-awarded advertisements are selected by panels of advertising experts specifically constituted to offset gender and country of origin bias. The study found that implications of the two planning frameworks were not present in the industry's most creative work: types of value-expressive appeals were more frequent than types of utilitarian appeals in Clio-awarded advertisements, regardless of the nature of the advertised products or the category of media used to deliver product messaging. These findings support previous research, which found that highly creative advertising rarely is based on strategic considerations. However, they were inconsistent with other research regarding the presence of the two planning frameworks in general TV advertising. Awards for creative advertising have long been an institutional fixture of the advertising industry (Polonsky & Waller, 1995; Shamoon, 1987; Till & Baack, 2005). Awards honor the industry's most creative productsadvertisements-and exist in recognition of the fact that creativity is the dominant and most important force behind advertising communication (e.g., Dillon, 1975; Reid & Rotfeld, 1976). Yet, whether winning awards for creative advertising results in positive outcomes for advertising organizations remains a problematic issue. Some researchers have contended that winning creative awards brings attention and prestige to marketing organizations and practitioners, and contributes to client satisfaction, agency reputation, account retention, and brand advertising performance (see Helgesen, 1994; Till & Baack, 2005). Others have argued that creative awards are "beauty contests" (Moriarty, 1996, p. 54), which contribute little to either brand communication effects (Till & Baack, 2005; aided brand recall and purchase intention were not positively affected) or firm profitability (Tippins & Kunkel, 2006; advertisers' return on investment). Defenders and critics of creative awards have used research evidence on topics, such as correspondence between creative award and advertising performance (

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Congruity effects and moderating influences in nutrient-claimed food advertising

Journal of Business Research, Sep 1, 2016

Guided by self- and functional-congruity theory, this experiment tested a model to determine (1) ... more Guided by self- and functional-congruity theory, this experiment tested a model to determine (1) whether the effects of nutrient-claimed food advertisements are differentially predicted by self- and functional-congruities and (2) how identified predictive effects are moderated by health consciousness, an individual level factor, and perceived food healthiness (i.e., healthy and unhealthy foods), a situational factor. Self- and functional-congruities were predictive of four specific attitudes toward nutrient-claimed food advertisements; however, the predictive power of functional-congruity was stronger than that of self-congruity. Predictive relationships were moderated by health consciousness level, but not by the perceived healthiness of advertised foods. The results advance understanding of the information processing of food advertising in a nutrition-related messaging context, and indicate potentially significant theoretical, managerial, and policy implications.

Toward an Associative Model of Advertising Creativity

Journal of Advertising, Dec 1, 1976

Abstract It has been assumed that the associative process plays a central and important role in a... more Abstract It has been assumed that the associative process plays a central and important role in advertising creativity. Yet, although this assumption has long been recognized, we know very little, other than intuitively, about the creative process itself. This paper represents a preliminary inquiry into this gap of advertising theory, formulating an associative model for the individual copywriter's creative process. More specifically, this study examines the relationship of associative ability, attitude, and creative ability, as conceptualized in the presented model. The findings suggest a direct and significant relationship among these three variables.

Lighting Up

Youth & Society, Jun 1, 2003

In this study, the authors explored young adults' autobiographical memories of their first co... more In this study, the authors explored young adults' autobiographical memories of their first consumption experiences with cigarettes using a form of life history. We collected and analyzed 276 first-person essays to discover the significance of conditions and factors associated with the first act of smoking. For the study's participants, the first-use experience was a symbolically significant and enduring life event. Participants were able to provide rich and detailed recollections about the contextual nature of the first smoking act and the influences and outcomes associated with the event. Suggestions for the development of intervention communication programs are offered as well as recommendations for future research.

Direct-to-Consumer Advertising Effects Questionnaire

Differential Influences of Health Consciousness and Health Literacy on Consumer Responses to Nutrient-Claimed Food Marketing

Global fashion management conference proceeding, Nov 5, 2020

Agency Media Pros Look at Sales Effects of National Paper Ads

Newspaper Research Journal, 1996

Nearly all agency media professionals su rv eyed rate television as th e best national adv ertisi... more Nearly all agency media professionals su rv eyed rate television as th e best national adv ertising medium. Results suggest a need for promotional and informational campaign s by the newspaper industry. National ad ve rtise rs have long been skeptica l of newsp apers as a nation al advertising m edium .' Industry sta tistics confirm th is fact. Betw een 1936 and 1992, newspapers' share of all n ati onal ad dollars declined more th an 65 p ercent (11.3 percen tage points), d rop ping from 16.7 pe rcen t in 1937 to 5.4 percent in 1991. 2 Wi thin th e m ed ium itself, be tween 1950 and 1993, national adver tising expe ndi tures declined m ore than 50 percent (12.9 percentage points), falling from 25 percent in 1950 to 12.1 percen t in 1993. (see Table 1) Today, m ost nati onal ad d ollars in newsp apers are ge nerated by inserts, not by ads pl aced within newspaper pages, and to tal ad revenues are ge ne ra ted by retail and classified advertising, not by national advertising.' As show n in Table 1, wh ile national ad reven ues declined be tween 1950 and 1993, rev en ues genera ted by retail advertisers remained fairly constant and those ge nera ted by classified advertising inc reased. Find ings of an industry-sp onsored study published in the Journ al of Adverti sing Research sugges t that nati on al adve rtiser skep ticism about na-Reid is professor and departmen t head and King is associa te p ro fessor in the depar tmen t of advertising and p ubl ic rela tions of the Grady College o f Jou rna lism a nd Mass Co m m unication a t the University of Georgia in Athens. Morri son is instructor in the d epartment of adve rtis ing a t the Unive rs ity of Tennessee in Kno xvi lle.

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How Health Consciousness and Health Literacy Influence Evaluative Responses to Nutrient-Content Claimed Messaging for an Unhealthy Food

Journal of Health Communication, May 4, 2021

Guided by the theoretical frameworks of the “health halo effect” and consumer expertise, this res... more Guided by the theoretical frameworks of the “health halo effect” and consumer expertise, this research was undertaken to determine how two individual factors, health consciousness and health literacy, differentially influence evaluations of nutrient-content claimed messaging for an unhealthy food (i.e., chocolate) and whether such evaluations are moderated by the reading of the food’s Nutrition Facts Label displaying different serving sizes. The research found that health consciousness positively influenced evaluative responses to unhealthy food messaging, and that the positive influence persisted following the reading of a Nutrition Facts label listing a large quantity of unhealthy ingredients per serving size. In contrast, health literacy negatively influenced perceived healthiness and purchase intention when the nutrition label communicated a higher serving size, indicating that subjective and objective expertise work differently. The results advance understanding of the information processing of nutrient-claimed unhealthy foods, and suggest implications for food marketing communication and public health policy.

Effects of Negative Information Levels and Timing of Exposure to Negative News in Celebrity Endorser Advertising

The Journal of advertising and promotion research, Mar 30, 2015

Creative Strategies in Highly Creative Domestic and International Television Advertising

International Journal of Advertising, 1985

This paper reports the results of a content analysis that utilized Simon's classification scheme ... more This paper reports the results of a content analysis that utilized Simon's classification scheme of generalized creative strategies to determine whether there are differences in the creative strategies that are employed in highly creative domestic and international television commercials. A sample of 331 Clio-winning commercials was obtained for the analysis. Clio-winners were selected because they set the standard by which creative achievement is measured in both domestic and international advertising. The results offer limited support for the notion that there are cross-cultural differences in the creative strategy of domestic and international television advertising.

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Another Look at the “Decorative” Female Model

Current Issues and Research in Advertising, Mar 1, 1981

Abstract Published evidence suggests that the presence of women as “decorative” models improves r... more Abstract Published evidence suggests that the presence of women as “decorative” models improves recognition of the entire ad. This investigation sought to determine if decorative models have equivalent effects on recognition of both visual and verbal ad components. Starch-scored ads were used to test for recognition differences. The illustration score was selected to represent visual recognition and the body copy score was selected to represent verbal recognition. Analyses of covariance found that visual recognition was significantly affected when female decorative models were present, but that verbal recognition was not affected by the presence or absence of the decorative female models. Both visual and verbal recognition were differentially affected by product category.

Achievement- and Product-Attributes

phis doaunent has been reproduced as received from the person or organization originating it, Min... more

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Putting Things into Context: A Meta-Analysis of Media Context Effects on Attitudinal Outcomes

Journal of Advertising

Abstract The role of media context in advertising has been the subject of interest for marketers ... more Abstract The role of media context in advertising has been the subject of interest for marketers and media practitioners over the past 50 years. However, there remains a lack of clarity on the relationship between media context and advertising outcomes. To structure previous literature and facilitate knowledge development, this study meta-analytically examines the relationship between media context and attitudinal outcome measures (i.e., consumers’ attitudes toward the ad/brand/product and purchase intentions [PI]). A total of 31 years of research findings, 96 studies, and 597 effect sizes involving 139,233 research participants were synthesized. The key findings suggest that different media context facets leverage consumers’ attitudes and PI differently. Felt involvement with media, transportation (consumers’ experience of becoming non-volitional and absorbed in the media contexts), and perceived trust/credibility of media vehicles exhibited a stronger influence on attitudes/PI. Media–ad congruence, the most commonly examined media context among objective contexts, resulted in a very weak influence on attitudes/PI. The context effect also differed by advertising-related characteristics and extraneous methodological factors. Accordingly, there is a need for both academia and practice to revisit the media context construct with a fresh eye.

The proceedings of the 1992 conference of the American Academy of Advertising

American Academy of Advertising eBooks, 1992

Do Consumers Trust Healthy Menu Advertising from Fast Food Brands? Influence of Brand and Consumer-Related Factors

Global fashion management conference proceeding, Nov 5, 2020

The Impact of Family Group Interaction on Children's Understanding of Television Advertising: An Aspect of Consumer Socialization