Cambridge Journals Online - Journal of Advertising Research Vol. 44 Iss. 01
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  • Editor(s):
  • Joseph Plummer, McCann Erickson Worldwide, USA
    Bob Woodard, Campbell Soup Company, USA

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Table of Contents - Volume 44 - Issue 01  

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EDITORIAL

 
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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
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Research Articles

 
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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MANAGEMENT SLANT

 
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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
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