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Journal of Advertising Research
1996 - 2005
from Cambridge University Press
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Volume 45, issue 04 , 2005
Editorial: Can IMC Make Channels Come Alive? pp. 355-355 Bob Woodard Managing Media and Advertising Change with Integrated Marketing pp. 356-361 Bobby J. Calder and Edward C. Malthouse Sequence Matters: A More Effective Way to Use Advertising and Publicity pp. 362-372 Marsha D. Loda and Barbara Carrick Coleman An IMC Approach to Event Marketing: The Effects of Sponsorship and Experience on Customer Attitudes pp. 373-381 Julie Z. Sneath , R. Zachary Finney and Angeline Grace Close Consumer Responses to Interactive Advertising Campaigns Coupling Short-Message-Service Direct Marketing and TV Commercials pp. 382-401 Iii, Randolph J. Trappey and Arch G. Woodside The Effects of Expert and Consumer Endorsements on Audience Response pp. 402-412 Alex Wang Brand Equity Implications of Joint Branding Programs pp. 413-425 Ed Lebar , Phil Buehler , Kevin Lane Keller , Monika Sawicka , Zeynep Aksehirli and Keith Richey Volume 45, issue 03 , 2005
Editorial: The Fragile Nature of Corporate Reputation pp. 289-289 Joseph T. Plummer Corporate Reputation: Our Role in Sustaining and Building a Valuable Asset pp. 290-293 Louis Capozzi Jazz, Gestalt, and the Year Ahead for Marketers pp. 294-295 Josh Gilbert Anholt Nation Brands Index: How Does the World See America? pp. 296-304 Simon Anholt Corporate Reputation: What Do Consumers Really Care About? pp. 305-313 Graham Page and Helen Fearn Managing Brand Portfolios: How Strategies Have Changed pp. 314-327 Sylvie Laforet and John Saunders Managing Sport Sponsorship Programs: Lessons from a Critical Assessment of English Soccer pp. 328-338 Simon Chadwick and Des Thwaites Defending the Co-Branding Benefits of Sponsorship B2B Partnerships: The Case of Ambush Marketing pp. 339-348 Francis Farrelly , Pascale Quester and Stephen A. Greyser The Best of Branding: Best Practices in Corporate Branding by James R. Gregory pp. 349-351 Raymond Pettit Volume 45, issue 02 , 2005
: Two Faces But One Soul pp. 159-161 Bob Woodard Advertising's Role in Capitalist Markets: What Do We Know and Where Do We Go from Here? pp. 162-170 Gerard J. Tellis In Search of True Brand Equity Metrics: All Market Share Ain't Created Equal pp. 171-186 Thomas J. Reynolds and Carol B. Phillips Brand Key Performance Indicators as a Force for Brand Equity Management pp. 187-197 Joel Rubinson and Markus Pfeiffer Marketers Challenged to Respond to Changing Nature of Brand Building pp. 198-200 Scott Davis Radical Brand Evolution: A Case-Based Framework pp. 201-210 Bill Merrilees The Double Jeopardy Phenomenon and the Mediating Effect of Brand Penetration between Advertising and Brand Loyalty pp. 211-221 Zhilin Yang , Zili Bi and Nan Zhou The Role of Brand Parity in Developing Loyal Customers pp. 222-228 Rajesh Iyer and James A. Muncy How Behavioral Primacy Interacts with Short-Term Marketing Tactics to Influence Subsequent Long-Term Brand Choice pp. 229-240 Arch G. Woodside and Mark D. Uncles A Look at the Long-run Effectiveness of Multimedia Advertising and Its Implications for Budget Allocation Decisions pp. 241-254 Demetrios Vakratsas and Zhenfeng Ma Ten Years of Learning on How Online Advertising Builds Brands pp. 255-268 Nigel Hollis Measuring Affective Advertising: Implications of Low Attention Processing on Recall pp. 269-281 Robert Heath and Agnes Nairn How Brands Become Icons: The Principles of Cultural Branding pp. 282-283 Tony Adams Volume 45, issue 01 , 2005
Editorial: Why Look into Media Planning? pp. 1-1 Joseph T. Plummer A Vision of Media Planning in 2010 pp. 2-4 Ira Carlin Getting Ready for the Next Generation of Marketing Communications pp. 5-8 Arthur R. Tauder Managing Brand Experience: The Market Contact Audit pp. 9-16 Amitava Chattopadhyay and Jean-Louis Laborie A Critical Review of pp. 17-18 Raymond Pettit Simultaneous Media Experience and Synesthesia pp. 19-26 Joseph J. Pilotta and Don Schultz Television Optimizers: Did They Change the Way We Do Business? pp. 27-33 Andrew Green Avoiding Television Advertising: Some Explanations from Time Allocation Theory pp. 34-48 Jos . Rojas-M Ndez and Gary Davies The Effects of Program Responses on the Processing of Commercials Placed at Various Positions in the Program and the Block pp. 49-59 Marjolein Moorman , Peter C. Neijens and Edith G. Smit Comparing the Current Effects and Carryover of National-, Regional-, and Local-Sponsor Advertising pp. 60-72 J. Duncan Herrington and William A. Dempsey A Managerial Investigation into the Product Placement Industry pp. 73-92 Cristel Antonia Russell and Michael Belch A Demographic and Psychographic Profile of Heavy Internet Users and Users by Type of Internet Usage pp. 93-123 Henry Assael Perceptions of Handbills as a Promotional Medium: An Exploratory Study pp. 124-131 Gerard Prendergast and Yuen Sze Man Information Source Usage and Purchase Satisfaction: Implications for Product-Focused Print Media pp. 132-139 Laura L. Pingol and Anthony D. Miyazaki Can English Language Media Connect with Ethnic Audiences? Ethnic Minorities' Media Use and Representation Perceptions pp. 140-153 Carrie La Ferle and Wei-Na Lee Volume 44, issue 04 , 2004
Editorial: To Our Readers and Supporters from the New Co-editor pp. 315-316 Bob Woodard Internet and Magazine Advertising: Integrated Partnerships or Not? pp. 317-326 Ali M. Kanso and Richard Alan Nelson Decay Effects in Online Advertising: Quantifying the Impact of Time Since Last Exposure on Branding Effectiveness pp. 327-332 William J. Havlena and Jeffrey Graham Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email pp. 333-348 Joseph E. Phelps , Regina Lewis , Lynne Mobilio , David Perry and Niranjan Raman Will Internet Users Pay for Online Content? pp. 349-359 Wenyu Dou Impact of Gender Differences on the Evaluation of Promotional Emails pp. 360-368 Marissa V. Phillip and Rajneesh Suri The Relationship between Interactive Functions and Website Ranking pp. 369-374 Alan C. B. Tse and Chi-Fai Chan The Waste in Advertising Is the Part That Works pp. 375-389 Tim Ambler and E. Ann Hollier Volume 44, issue 03 , 2004
Editorial: To Our Readers and Supporters from the New Editor pp. 223-224 Joseph T. Plummer Using Consumer Attitudes to Value Brands: Evaluation of the Financial Value of Brands pp. 225-231 Oliver Hupp and Ken Powaga Brand Logic: A Business Case for Communications pp. 232-236 James R. Gregory and LAWRENCE McNAUGHTON Measuring Marketing Effectiveness and Value: The Unisys Marketing Dashboard pp. 237-243 Amy Miller and Jennifer Cioffi How the Pursuit of ROMI Is Changing Marketing Management pp. 244-254 William A. Cook and Vijay S. Talluri How to Fill the Accountability Gap in Demand Creation pp. 255-261 Eric Einhorn Evaluating Return on Investment of Multimedia Advertising with a Single-Source Panel: A Retail Case Study pp. 262-270 Joan Fitzgerald Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness pp. 271-280 John E. Hogan , Katherine N. Lemon and Barak Libai The NASCAR Phenomenon: Auto Racing Sponsorships and Shareholder Wealth pp. 281-296 Stephen W. Pruitt , T. Bettina Cornwell and John Michael Clark Advertising as Public Diplomacy: Attitude Change among International Audiences pp. 297-311 Alice Kendrick and Jami A. Fullerton Volume 44, issue 02 , 2004
Presidentorial pp. 163-163 Robert L. Barocci A Message from the Chairman of the AAAA to JAR Readers: Emotion in Advertising pp. 164-164 Ken Kaess The Importance of Being Ernest: Commemorating Dichter's Contribution to Advertising Research pp. 165-169 Barbara B. Stern What Advertising Testing Might Have Been, If We Had Only Known pp. 170-180 Spike Cramphorn On Measuring the Power of Communications pp. 181-187 Bruce F. Hall The Definition and Measurement of Creativity: What Do We Know? pp. 188-201 Jaafar El-Murad and Douglas C. West Capturing the Flow of Emotion in Television Commercials: A New Approach pp. 202-209 Charles E. Young The Morphological Approach for Unconscious Consumer Motivation Research pp. 210-215 Dirk Ziems How Customers Think: Essential Insights into the Mind of the Market: by Gerald Zaltman, Harvard Business School Press, February 2003, ISBN: 1578518261, $29.95, 352 pp pp. 216-218 William A. Cook Volume 44, issue 01 , 2004
Editorial: IMC's Fuzzy Picture: Breakthrough or Breakdown? pp. 1-2 William A. Cook The Role of Transactional versus Relational Data in IMC Programs: Bringing Customer Data Together pp. 3-18 Debra Zahay , James Peltier , Don E. Schultz and Abbie Griffin The Emergence of IMC: A Theoretical Perspective pp. 19-30 Philip J. Kitchen , Joanne Brignell , Tao Li and Graham Spickett Jones Understanding the Diffusion of Integrated Marketing Communications pp. 31-45 Ilchul Kim , Dongsub Han and Don E. Schultz Perceptions of IMC after a Decade of Development: Who's at the Wheel, and How Can We Measure Success? pp. 46-65 William N. Swain IMC as Theory and as a Poststructural Set of Practices and Discourses: A Continuously Evolving Paradigm Shift pp. 66-70 Stephen J. Gould Better Practices in Advertising Can Change a Cost of Doing Business to Wise Investments in the Business pp. 71-89 Margaret H. Blair and Allan R. Kuse Targeting Women's Clothing Fashion Opinion Leaders in Media Planning: An Application for Magazines pp. 90-107 Ric Vernette Sports Celebrity Influence on the Behavioral Intentions of Generation Y pp. 108-118 Alan J. Bush , Craig A. Martin and Victoria D. Bush The Impact of Trademarks and Advertisement Size on Yellow Page Call Rates pp. 119-125 Avery M. Abernethy and David Neil Laband Displacement and Reinforcement Effects of the Internet and Other Media as Sources of Advertising Information pp. 126-142 James C. Tsao and Stanley D. Sibley Super Bowl Advertising Effectiveness: Hollywood Finds the Games Golden pp. 143-159 Rama Yelkur , Chuck Tomkovick and Patty Traczyk
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