Different ways of writing a title

John Morgan
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There are a few common approaches to creating titles with impact. Here are six common examples from
two journals in advertising and business. There are many other patterns or combinations of clauses
that you may be able to identify.


This document provides a method of reading titles for grammar, clarity and impact. These are all
titles of published, peer-reviewed journal articles and full references can be found in the
bibliography.



1.       Subject oriented noun compound/s: process oriented noun phrase

“Knowledge Acquisition, Cost Savings and Strategic Positioning: Effects on Sino-American IJV
Performance”


2.       Subject oriented noun compound/s: -ing verb clause + noun phrase

“Decay Effects in Online Advertising: Quantifying the Impact of Time Since Last Exposure on
Branding Effectiveness”


3.       Question focused on main critical question

“Will Internet Users Pay for Online Content?”


4.       Dichotomy (paired concepts that identify a predictive model) = measurable process + paired
items

“The Relationship between Interactive Functions and Website Ranking”


5.       -ing verb clause + subject, -ing verb clause + method

“Benchmarking Marketing Productivity Using Data Envelopment Analysis”


6.       -ing verb clause: methodological noun phrase

“Creating Brand Identity: A Study of Evaluation of New Brand Names”


Exercise


·         Identify a series of journal articles from your own field.

·         Identify titles that are particularly clear and effective in summarizing the content and
focus of the paper.

·         Analyse the structure of these titles.

·         Compare this with any titles you have written (or are working on) for essays, reports,
dissertations, theses, journal articles or conference papers.

·         Can you edit or change any of your titles to be more effective?




Bibliography


Donthu, N., Hershberger, E.K. & Osmonbekov, T. (2005). “Benchmarking Marketing Productivity Using
Data Envelopment Analysis.” Journal of Business Research, 58/11: 1474-1482.


Dou, W.  (2004). “Will Internet Users Pay for Online Content?” Journal of Advertising Research,
44/4: 349-359.


Havlena, W.J. & Graham, J. (2004). “Decay Effects in Online Advertising: Quantifying the Impact of
Time Since Last Exposure on Branding Effectiveness.” Journal of Advertising Research, 44/4:
327-332.


Kohli, C.S., Harich, K.R. & Leuthesser, L. (2005). “Creating Brand Identity: A Study of Evaluation
of New Brand Names.” Journal of Business Research, 58/11: 1506-1515.


Si, S.X. & Bruton, G.D. (2005). “Knowledge Acquisition, Cost Savings and Strategic Positioning:
Effects on Sino-American IJV Performance.” Journal of Business Research, 58/11: 1465-1473.


Tse, A.C.B. & Chan, C-F. (2004). “The Relationship between Interactive Functions and Website
Ranking.” Journal of Advertising Research, 44/4: 369-374.