Journal of Advertising Research Vol. 44 Issue 03

Journal of Advertising Research

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Table of Contents - Volume 44 - Issue 03 - 2004

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EDITORIAL

Editorial: To Our Readers and Supporters from the New Editor Editorial: To Our Readers and Supporters from the New Editor

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Joseph T. Plummer

Journal of Advertising Research / Volume 44 / Issue 03 / September 2004, pp 223 - 224

DOI: http://dx.doi.org/10.1017/S0021849904040280 (About DOI), Published online: 31 January 2005

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Abstract

Research Articles

Using Consumer Attitudes to Value Brands: Evaluation of the Financial Value of Brands Using Consumer Attitudes to Value Brands: Evaluation of the Financial Value of Brands

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OLIVER HUPP and KEN POWAGA

Journal of Advertising Research / Volume 44 / Issue 03 / September 2004, pp 225 - 231

DOI: http://dx.doi.org/10.1017/S0021849904040267 (About DOI), Published online: 31 January 2005

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Abstract

Brand Logic: A Business Case for Communications Brand Logic: A Business Case for Communications

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JAMES R. GREGORY and LAWRENCE McNAUGHTON

Journal of Advertising Research / Volume 44 / Issue 03 / September 2004, pp 232 - 236

DOI: http://dx.doi.org/10.1017/S0021849904040292 (About DOI), Published online: 31 January 2005

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Abstract

Measuring Marketing Effectiveness and Value: The Unisys Marketing Dashboard Measuring Marketing Effectiveness and Value: The Unisys Marketing Dashboard

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Amy Miller and Jennifer Cioffi

Journal of Advertising Research / Volume 44 / Issue 03 / September 2004, pp 237 - 243

DOI: http://dx.doi.org/10.1017/S0021849904040334 (About DOI), Published online: 31 January 2005

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Abstract

How the Pursuit of ROMI Is Changing Marketing Management How the Pursuit of ROMI Is Changing Marketing Management

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WILLIAM A. COOK and VIJAY S. TALLURI

Journal of Advertising Research / Volume 44 / Issue 03 / September 2004, pp 244 - 254

DOI: http://dx.doi.org/10.1017/S0021849904040322 (About DOI), Published online: 31 January 2005

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Abstract

How to Fill the Accountability Gap in Demand Creation How to Fill the Accountability Gap in Demand Creation

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ERIC EINHORN

Journal of Advertising Research / Volume 44 / Issue 03 / September 2004, pp 255 - 261

DOI: http://dx.doi.org/10.1017/S0021849904040310 (About DOI), Published online: 31 January 2005

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Abstract

Evaluating Return on Investment of Multimedia Advertising with a Single-Source Panel: A Retail Case Study Evaluating Return on Investment of Multimedia Advertising with a Single-Source Panel: A Retail Case Study

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JOAN FITZGERALD

Journal of Advertising Research / Volume 44 / Issue 03 / September 2004, pp 262 - 270

DOI: http://dx.doi.org/10.1017/S0021849904040309 (About DOI), Published online: 31 January 2005

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Abstract

Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness

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JOHN E. HOGAN, KATHERINE N. LEMON and BARAK LIBAI

Journal of Advertising Research / Volume 44 / Issue 03 / September 2004, pp 271 - 280

DOI: http://dx.doi.org/10.1017/S0021849904040243 (About DOI), Published online: 31 January 2005

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The NASCAR Phenomenon: Auto Racing Sponsorships and Shareholder Wealth The NASCAR Phenomenon: Auto Racing Sponsorships and Shareholder Wealth

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STEPHEN W. PRUITT, T. BETTINA CORNWELL and JOHN M. CLARK

Journal of Advertising Research / Volume 44 / Issue 03 / September 2004, pp 281 - 296

DOI: http://dx.doi.org/10.1017/S0021849904040279 (About DOI), Published online: 31 January 2005

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Abstract

Advertising as Public Diplomacy: Attitude Change among International Audiences Advertising as Public Diplomacy: Attitude Change among International Audiences

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ALICE KENDRICK and JAMI A. FULLERTON

Journal of Advertising Research / Volume 44 / Issue 03 / September 2004, pp 297 - 311

DOI: http://dx.doi.org/10.1017/S0021849904040255 (About DOI), Published online: 31 January 2005

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Abstract

MANAGEMENT SLANT

Management Slant Management Slant

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Journal of Advertising Research / Volume 44 / Issue 03 / September 2004, pp 312 - 314

DOI: http://dx.doi.org/10.1017/S0021849904040346 (About DOI), Published online: 31 January 2005

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