Cambridge Journals Online - Journal of Advertising Research Vol. 44 Iss. 01

 

Log In

Download our New Catalogues

Our full range of Journal Subject Catalogues and our Electronic Packages are online for you to download as fully linked PDFs. Click here to see our full range. more details

CJO Now Includes:

630,460 articles from 323 leading journals.

Journal of Advertising Research

Search

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

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

Sort by

Previous Issue Next Issue

Table of Contents - Volume 44 - Issue 01  

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

EDITORIAL

 
Free access

Editorial: IMC's Fuzzy Picture: Breakthrough or Breakdown?

WILLIAM A. COOK

Journal of Advertising Research, Volume 44, Issue 01, March 2004, pp 1-2
doi:10.1017/S0021849904040218 (About doi), Published Online by Cambridge University Press 04 May 2004
  • Preview
  • Abstract
  • PDF (61 KB)
  • HTML (13 KB)
 

Research Articles

 
Free access

The Role of Transactional versus Relational Data in IMC Programs: Bringing Customer Data Together

DEBRA ZAHAY, JAMES PELTIER, DON E. SCHULTZ and ABBIE GRIFFIN

Journal of Advertising Research, Volume 44, Issue 01, March 2004, pp 3-18
doi:10.1017/S0021849904040188 (About doi), Published Online by Cambridge University Press 06 May 2004
  • Preview
  • Abstract
  • PDF (153 KB)
  • HTML (574 KB)
Free access

The Emergence of IMC: A Theoretical Perspective

PHILIP J. KITCHEN, JOANNE BRIGNELL, TAO LI and GRAHAM SPICKETT JONES

Journal of Advertising Research, Volume 44, Issue 01, March 2004, pp 19-30
doi:10.1017/S0021849904040048 (About doi), Published Online by Cambridge University Press 06 May 2004
  • Preview
  • Abstract
  • PDF (342 KB)
  • HTML (495 KB)
Free access

Understanding the Diffusion of Integrated Marketing Communications

ILCHUL KIM, DONGSUB HAN and DON E. SCHULTZ

Journal of Advertising Research, Volume 44, Issue 01, March 2004, pp 31-45
doi:10.1017/S0021849904040024 (About doi), Published Online by Cambridge University Press 06 May 2004
  • Preview
  • Abstract
  • PDF (214 KB)
  • HTML (661 KB)
Free access

Perceptions of IMC after a Decade of Development: Who's at the Wheel, and How Can We Measure Success?

WILLIAM N. SWAIN

Journal of Advertising Research, Volume 44, Issue 01, March 2004, pp 46-65
doi:10.1017/S0021849904040036 (About doi), Published Online by Cambridge University Press 12 May 2004
  • Preview
  • Abstract
  • PDF (180 KB)
  • HTML (925 KB)
Free access

IMC as Theory and as a Poststructural Set of Practices and Discourses: A Continuously Evolving Paradigm Shift

STEPHEN J. GOULD

Journal of Advertising Research, Volume 44, Issue 01, March 2004, pp 66-70
doi:10.1017/S002184990404019X (About doi), Published Online by Cambridge University Press 07 May 2004
  • Preview
  • Abstract
  • PDF (87 KB)
  • HTML (56 KB)
Free access

Better Practices in Advertising Can Change a Cost of Doing Business to Wise Investments in the Business

MARGARET H. BLAIR and ALLAN R. KUSE

Journal of Advertising Research, Volume 44, Issue 01, March 2004, pp 71-89
doi:10.1017/S0021849904040012 (About doi), Published Online by Cambridge University Press 07 May 2004
  • Preview
  • Abstract
  • PDF (559 KB)
  • HTML (1.695 MB)
Free access

Targeting Women's Clothing Fashion Opinion Leaders in Media Planning: An Application for Magazines

ÉRIC VERNETTE

Journal of Advertising Research, Volume 44, Issue 01, March 2004, pp 90-107
doi:10.1017/S0021849904040061 (About doi), Published Online by Cambridge University Press 12 May 2004
  • Preview
  • Abstract
  • PDF (228 KB)
  • HTML (1.072 MB)
Free access

Sports Celebrity Influence on the Behavioral Intentions of Generation Y

ALAN J. BUSH, CRAIG A. MARTIN and VICTORIA D. BUSH

Journal of Advertising Research, Volume 44, Issue 01, March 2004, pp 108-118
doi:10.1017/S0021849904040206 (About doi), Published Online by Cambridge University Press 12 May 2004
  • Preview
  • Abstract
  • PDF (134 KB)
  • HTML (440 KB)
Free access

The Impact of Trademarks and Advertisement Size on Yellow Page Call Rates

AVERY M. ABERNETHY and DAVID N. LABAND

Journal of Advertising Research, Volume 44, Issue 01, March 2004, pp 119-125
doi:10.1017/S002184990404005X (About doi), Published Online by Cambridge University Press 10 May 2004
  • Preview
  • Abstract
  • PDF (100 KB)
  • HTML (264 KB)
Free access

Displacement and Reinforcement Effects of the Internet and Other Media as Sources of Advertising Information

JAMES C. TSAO and STANLEY D. SIBLEY

Journal of Advertising Research, Volume 44, Issue 01, March 2004, pp 126-142
doi:10.1017/S0021849904040073 (About doi), Published Online by Cambridge University Press 12 May 2004
  • Preview
  • Abstract
  • PDF (224 KB)
  • HTML (886 KB)
Free access

Super Bowl Advertising Effectiveness: Hollywood Finds the Games Golden

RAMA YELKUR, CHUCK TOMKOVICK and PATTY TRACZYK

Journal of Advertising Research, Volume 44, Issue 01, March 2004, pp 143-159
doi:10.1017/S0021849904040085 (About doi), Published Online by Cambridge University Press 10 May 2004
  • Preview
  • Abstract
  • PDF (166 KB)
  • HTML (995 KB)
 

MANAGEMENT SLANT

 
Free access

Management Slant

Journal of Advertising Research, Volume 44, Issue 01, March 2004, pp 160-162
doi:10.1017/S002184990404022X (About doi), Published Online by Cambridge University Press 10 May 2004
  • Preview
  • Abstract
  • PDF (42 KB)
  • HTML (26 KB)
  Please select Articles above or use Select All, then click the appropriate button below. Select/Deselect All:

Sort by

Cambridge University Press