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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 45 - Issue 04  

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EDITORIAL

 
 

Editorial: Can IMC Make Channels Come Alive?

BOB WOODARD

Journal of Advertising Research, Volume 45, Issue 04, December 2005, pp 355-355
doi:10.1017/S0021849905050415 (About doi), Published Online by Cambridge University Press 06 Mar 2006
 

Research Articles

 
 

Managing Media and Advertising Change with Integrated Marketing

BOBBY J. CALDER and EDWARD C. MALTHOUSE

Journal of Advertising Research, Volume 45, Issue 04, December 2005, pp 356-361
doi:10.1017/S0021849905050427 (About doi), Published Online by Cambridge University Press 06 Mar 2006
 

Sequence Matters: A More Effective Way to Use Advertising and Publicity

MARSHA D. LODA and BARBARA CARRICK COLEMAN

Journal of Advertising Research, Volume 45, Issue 04, December 2005, pp 362-372
doi:10.1017/S0021849905050464 (About doi), Published Online by Cambridge University Press 06 Mar 2006
 

An IMC Approach to Event Marketing: The Effects of Sponsorship and Experience on Customer Attitudes

JULIE Z. SNEATH, R. ZACHARY FINNEY and ANGELINE GRACE CLOSE

Journal of Advertising Research, Volume 45, Issue 04, December 2005, pp 373-381
doi:10.1017/S0021849905050440 (About doi), Published Online by Cambridge University Press 06 Mar 2006
 

Consumer Responses to Interactive Advertising Campaigns Coupling Short-Message-Service Direct Marketing and TV Commercials

RANDOLPH J. TRAPPEY III and ARCH G. WOODSIDE

Journal of Advertising Research, Volume 45, Issue 04, December 2005, pp 382-401
doi:10.1017/S0021849905050476 (About doi), Published Online by Cambridge University Press 06 Mar 2006
 

The Effects of Expert and Consumer Endorsements on Audience Response

ALEX WANG

Journal of Advertising Research, Volume 45, Issue 04, December 2005, pp 402-412
doi:10.1017/S0021849905050452 (About doi), Published Online by Cambridge University Press 06 Mar 2006
 

Brand Equity Implications of Joint Branding Programs

ED LEBAR, PHIL BUEHLER, KEVIN LANE KELLER, MONIKA SAWICKA, ZEYNEP AKSEHIRLI and KEITH RICHEY

Journal of Advertising Research, Volume 45, Issue 04, December 2005, pp 413-425
doi:10.1017/S0021849905050439 (About doi), Published Online by Cambridge University Press 06 Mar 2006
 

Management Slant

Journal of Advertising Research, Volume 45, Issue 04, December 2005, pp 427-428
doi:10.1017/S0021849905050488 (About doi), Published Online by Cambridge University Press 06 Mar 2006
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