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  • Note: Abstract, PDF and HTML open in a new window

  • Editor(s):
  • Joseph Plummer, McCann Erickson Worldwide, USA
    Bob Woodard, Campbell Soup Company, USA

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Table of Contents - Volume 36 - Issue 01  

  Please select Articles below or use Select All, then click the appropriate button above. Select/Deselect All:
 

EDITORIAL

 
 

IF WE BUILD IT, WILL THEY COME?

William A. Cook

Journal of Advertising Research, Volume 36, Issue 01, January 1996, pp 8-9
doi:10.1017/S0021849996960018 (About doi), Published Online by Cambridge University Press 13 Nov 2003
 

Research Articles

 
 

RESEARCH THAT CREATES A FOUNDATION FOR ADVERTISING'S FUTURE:

William A. Cook

Journal of Advertising Research, Volume 36, Issue 01, January 1996, pp 11-19
doi:10.1017/S002184999696002X (About doi), Published Online by Cambridge University Press 13 Nov 2003
 

CHANGING NEEDS FOR BRANDS

Stuart J. Agres and Tony M. Dubitsky

Journal of Advertising Research, Volume 36, Issue 01, January 1996, pp 21-30
doi:10.1017/S0021849996960031 (About doi), Published Online by Cambridge University Press 13 Nov 2003
 

CHANGING DEMANDS

Watts Wacker

Journal of Advertising Research, Volume 36, Issue 01, January 1996, pp 31-34
doi:10.1017/S0021849996960043 (About doi), Published Online by Cambridge University Press 13 Nov 2003
 

RESEARCH IN A WORLD OF EXPANDING MEDIA OPTIONS: CHICKEN OR EGG?

Paul J. Donato

Journal of Advertising Research, Volume 36, Issue 01, January 1996, pp 35-42
doi:10.1017/S0021849996960055 (About doi), Published Online by Cambridge University Press 13 Nov 2003
 

THE WORLD WIDE WEB AS AN ADVERTISING MEDIUM:

Pierre Berthon, Leyland F. Pitt and Richard T. Watson

Journal of Advertising Research, Volume 36, Issue 01, January 1996, pp 43-54
doi:10.1017/S0021849996960067 (About doi), Published Online by Cambridge University Press 13 Nov 2003
 

THE CHANGING FACE OF ADVERTISING RESEARCH IN THE INFORMATION AGE:

William A. Cook and Theodore F. Dunn

Journal of Advertising Research, Volume 36, Issue 01, January 1996, pp 55-71
doi:10.1017/S0021849996960079 (About doi), Published Online by Cambridge University Press 13 Nov 2003
 

RESEARCH CURRENTS

 
 

PANEL COOPERATION: STRATEGIES FOR SUCCESS

Barry Cook

Journal of Advertising Research, Volume 36, Issue 01, January 1996, pp RC-2-RC-6
doi:10.1017/S0021849996960080 (About doi), Published Online by Cambridge University Press 13 Nov 2003
 

“YES, YOU CAN RAISE RESPONSE RATES”

James D. Peacock

Journal of Advertising Research, Volume 36, Issue 01, January 1996, pp RC-7-RC-10
doi:10.1017/S0021849996960092 (About doi), Published Online by Cambridge University Press 13 Nov 2003
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