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628 total articles
A journal devoted to advertising, marketing, and media research. Its editorial emphasis is toward new approaches, even ones that may challenge traditional thought in the field. Published for academics, practitioners and users of advertising, marketing andSet up an RSS feed
Journal of Advertising Research back issues
Editorial: co-creating our future.
June 1, 2006... SOME OF YOU MIGHT RECALL a recent issue of the Journal of Advertising Research (JAR) that covered topics conspicuously similar to those addressed in this issue. Some of you might also recall that the title of the current issue was originally imagined to be, "Does Synergy in Marketing...
Interactive IMC: the relational-transactional continuum and the synergistic use of customer data.(Integrated Marketing Communication)
June 1, 2006... In a business-to-business context in the auto insurance industry, the synergistic value of the continuum of relational-transactional data in developing interactive Integrated Marketing Communication (IMC) relationships was assessed. While all types of data were found to be important,...
When synergy in marketing communication online enhances audience response: the effects of varying advertising and product publicity messages.
June 1, 2006... This study examines the within-participants effects of web advertising and product publicity and the between-participants effects of similar versus varied web product publicity and advertising messages on audiences' perceived trust, message believability, and attitudes toward web...
How event sponsors are really identified: a (baseball) field analysis.
June 1, 2006... Event sponsors often do not receive proper credit for their efforts. This issue was examined in a field study involving over 300 baseball fans attending minor league games during the summer season. Signal detection analyses reveal that, even among such sports fans, the ability to correctly...
Examining effects of advertising campaign publicity in a field study.
June 1, 2006... Previous experimental research found that the pre-exposure of publicity about advertisements has two distinct but related effects in advertised brand recall: (a) a facilitative effect on publicized brands and (b) an inhibitive effect on nonpublicized brands. We speculate that publicity...