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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 02  

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Research Articles

 
 

Presidentorial

ROBERT L. BAROCCI

Journal of Advertising Research, Volume 44, Issue 02, June 2004, pp 163-163
doi:10.1017/S0021849904040164 (About doi), Published Online by Cambridge University Press 18 May 2004
 

A Message from the Chairman of the AAAA to JAR Readers: Emotion in Advertising

KEN KAESS

Journal of Advertising Research, Volume 44, Issue 02, June 2004, pp 164-164
doi:10.1017/S0021849904040176 (About doi), Published Online by Cambridge University Press 18 May 2004
 

The Importance of Being Ernest: Commemorating Dichter's Contribution to Advertising Research

BARBARA B. STERN

Journal of Advertising Research, Volume 44, Issue 02, June 2004, pp 165-169
doi:10.1017/S0021849904040127 (About doi), Published Online by Cambridge University Press 18 May 2004
 

What Advertising Testing Might Have Been, If We Had Only Known

SPIKE CRAMPHORN

Journal of Advertising Research, Volume 44, Issue 02, June 2004, pp 170-180
doi:10.1017/S0021849904040115 (About doi), Published Online by Cambridge University Press 18 May 2004
 

On Measuring the Power of Communications

BRUCE F. HALL

Journal of Advertising Research, Volume 44, Issue 02, June 2004, pp 181-187
doi:10.1017/S0021849904040139 (About doi), Published Online by Cambridge University Press 18 May 2004
 

The Definition and Measurement of Creativity: What Do We Know?

JAAFAR EL-MURAD and DOUGLAS C. WEST

Journal of Advertising Research, Volume 44, Issue 02, June 2004, pp 188-201
doi:10.1017/S0021849904040097 (About doi), Published Online by Cambridge University Press 18 May 2004
 

Capturing the Flow of Emotion in Television Commercials: A New Approach

CHARLES E. YOUNG

Journal of Advertising Research, Volume 44, Issue 02, June 2004, pp 202-209
doi:10.1017/S0021849904040103 (About doi), Published Online by Cambridge University Press 18 May 2004
 

The Morphological Approach for Unconscious Consumer Motivation Research

DIRK ZIEMS

Journal of Advertising Research, Volume 44, Issue 02, June 2004, pp 210-215
doi:10.1017/S0021849904040152 (About doi), Published Online by Cambridge University Press 18 May 2004
 

BOOK REVIEW

 
 

How Customers Think: Essential Insights into the Mind of the Market: by Gerald Zaltman, Harvard Business School Press, February 2003, ISBN: 1578518261, $29.95, 352 pp.

WILLIAM A. COOK

Journal of Advertising Research, Volume 44, Issue 02, June 2004, pp 216-218
doi:10.1017/S0021849904000145 (About doi), Published Online by Cambridge University Press 18 May 2004
 

MANAGEMENT SLANT

 
 

Management Slant

Journal of Advertising Research, Volume 44, Issue 02, June 2004, pp 220-222
doi:10.1017/S0021849904040231 (About doi), Published Online by Cambridge University Press 18 May 2004
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