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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 44 - Issue 03  

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

EDITORIAL

 
 

Editorial: To Our Readers and Supporters from the New Editor

Joseph T. Plummer

Journal of Advertising Research, Volume 44, Issue 03, September 2004, pp 223-224
doi:10.1017/S0021849904040280 (About doi), Published Online by Cambridge University Press 31 Jan 2005
 

Research Articles

 
 

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

OLIVER HUPP and KEN POWAGA

Journal of Advertising Research, Volume 44, Issue 03, September 2004, pp 225-231
doi:10.1017/S0021849904040267 (About doi), Published Online by Cambridge University Press 31 Jan 2005
 

Brand Logic: A Business Case for Communications

JAMES R. GREGORY and LAWRENCE McNAUGHTON

Journal of Advertising Research, Volume 44, Issue 03, September 2004, pp 232-236
doi:10.1017/S0021849904040292 (About doi), Published Online by Cambridge University Press 31 Jan 2005
 

Measuring Marketing Effectiveness and Value: The Unisys Marketing Dashboard

Amy Miller and Jennifer Cioffi

Journal of Advertising Research, Volume 44, Issue 03, September 2004, pp 237-243
doi:10.1017/S0021849904040334 (About doi), Published Online by Cambridge University Press 31 Jan 2005
 

How the Pursuit of ROMI Is Changing Marketing Management

WILLIAM A. COOK and VIJAY S. TALLURI

Journal of Advertising Research, Volume 44, Issue 03, September 2004, pp 244-254
doi:10.1017/S0021849904040322 (About doi), Published Online by Cambridge University Press 31 Jan 2005
 

How to Fill the Accountability Gap in Demand Creation

ERIC EINHORN

Journal of Advertising Research, Volume 44, Issue 03, September 2004, pp 255-261
doi:10.1017/S0021849904040310 (About doi), Published Online by Cambridge University Press 31 Jan 2005
 

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

JOAN FITZGERALD

Journal of Advertising Research, Volume 44, Issue 03, September 2004, pp 262-270
doi:10.1017/S0021849904040309 (About doi), Published Online by Cambridge University Press 31 Jan 2005
 

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

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

Journal of Advertising Research, Volume 44, Issue 03, September 2004, pp 271-280
doi:10.1017/S0021849904040243 (About doi), Published Online by Cambridge University Press 31 Jan 2005
 

The NASCAR Phenomenon: Auto Racing Sponsorships and Shareholder Wealth

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

Journal of Advertising Research, Volume 44, Issue 03, September 2004, pp 281-296
doi:10.1017/S0021849904040279 (About doi), Published Online by Cambridge University Press 31 Jan 2005
 

Advertising as Public Diplomacy: Attitude Change among International Audiences

ALICE KENDRICK and JAMI A. FULLERTON

Journal of Advertising Research, Volume 44, Issue 03, September 2004, pp 297-311
doi:10.1017/S0021849904040255 (About doi), Published Online by Cambridge University Press 31 Jan 2005
 

MANAGEMENT SLANT

 
 

Management Slant

Journal of Advertising Research, Volume 44, Issue 03, September 2004, pp 312-314
doi:10.1017/S0021849904040346 (About doi), Published Online by Cambridge University Press 31 Jan 2005
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